SOSTAC Plan: Revitalizing Miami Subs Grill Restaurant in Birmingham

This report presents a SOSTAC (Situation, Objectives, Strategy, Tactics, Action, Control) plan tailored for the Miami Subs Grill restaurant in Birmingham, UK. Facing declining profits, the plan focuses on revitalizing the restaurant through enhanced e-marketing, menu customization, and the addition of a comfortable lounge area. The situational analysis identifies issues such as credibility concerns and ineffective e-marketing strategies. Objectives include increasing revenue, expanding through franchises, and maintaining superior food quality. The strategy emphasizes email marketing to promote menu changes and the new lounge. Tactics involve market segmentation targeting youth and working class customers, alongside sales strategies like loyalty programs and enhanced customer service. The action plan outlines specific marketing activities, including print media, online flyers, and stimulation book coupons. The control plan focuses on monitoring costs, customer feedback, and sales data to ensure the plan's effectiveness. The report provides a comprehensive framework for Miami Subs Grill to regain its popularity and increase profitability.

Running Head: SOSTAC PLAN FOR MIAMI SUBS GRILL RESTAURANT 1
SOSTAC PLAN FOR MIAMI SUBS GRILL RESTAURANT

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Abstract
This is a SOSTAC plan for Miami Subs Grill Restaurant in Birmingham, UK. A
SOSTAC plan is a very effective tool for the planning and management of any new setup or
company. This SOSTAC plan analyses the present situation of the company and delves into
the objectives, strategy, tactics, action plan and control plan for the same thus producing a
very comprehensive and structured plan for the restaurant and hence leading to greater
profits.

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SOSTAC plan for the Miami Subs Grill restaurant
Miami Subs Grill is an extremely famous chain of restaurant knows for its delectable
subways and other items on the menu. It is a very popular choice with the youth. In 2010, a
new branch of Miami Subs Grill was opened in Birmingham seeing the great influx of
students in the university and the usual popularity of fast food chains in the city. However,
the place has not been able to attract that major a crowd as it was expected to have been and
the profits are dipping down to the extent that the management is contemplating closure of
this branch. Hence, this plan is to revive the popularity through thorough marketing of this
place, particularity through e-marketing and also brining about a few customizations so as to
cater to a wider array of students. Their main priority is their New American menu.
Miami Subs Grill is also in the need of a comfortable lounge area with agreeable
furniture and stylistic theme and alleviating warm tones. It will be the ideal place to stop in
for a chomp to eat, for a drink or for an independent venture meeting. For additional solace
and to satisfy a huge gathering of individuals the management plans to also include
exceptional hors d' oeuvre platters for clients.
The food menu has to be revamped so as to serve many cuisines. The restaurant can
incorporate dishes from Sweden like meatballs, herring or gravlax, or it can also go the
Indian way by picking a red curry in chicken which will go with basmati rice, or a charcoal
grilled shrimp with any leafy vegetable such as spinach dark bean sauce. However, to bring
about the best effect of these changes, a very comprehensive and effective e-marketing plan
has to be laid in place so that the changes can reach to the maximum of people and they can
be allured by the innovation and new delicacies of the restaurant (Bringhurst, 2012).

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Situational Analysis
The eatery has access to it the whole week. It offers unique topic evenings to draw in
new clients. The eatery excels in fine feasting in a comfortable climate. Warm hues, new
blossoms, delicate music, candles and astonishing fine art are features of the ambience which
has been designed by proficient artists. This facilitates the feeling of camaraderie and
cultivates a congruous atmosphere to have a scrumptious meal in.
But all of it fails to yield results due to the very problematic e-marketing strategy in
place. The issues with the strategy of Miami Subs Grill are as such:
 Credibility: the realness of the service appears to be perhaps sketchy, as the authentic
item is known to be from the original restaurants in Miami. This brews the feeling of
distrust on the part of the customers. Be that as it may, locales like BigJoy restaurant
and Aromas are attracting the students more. Keeping this point in view, they are
putting forth to its clients the alternative at subsidized rates such that the crowds are
flocking to them and Miami Subs grill, due to inadequate marketing is suffering.
 Internet showcasing tricks: Fake plans like 'get-rich-snappy' or 'win money prize' on
the web, regularly bait the clients to pay out colossal amounts of cash to such cheats
and not getting anything consequently. It has offered ascend to a great deal of tricks
and fake exercises negative to the clients. This has led to prospective clients not
visiting the website.
 Security issues: Consumers perhaps reluctant to reveal their own data on the web as
they may feel the intrusion of their protection.
(Nadel & Salehani, 2011).

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Objectives
With the above mentioned plan in mind of accentuating the menu and the construction
of a lounge area appeasing to customers, Miami Subs Grill has laid down the following
objectives:
 An e-marketing effort can be engaged at restoring or empowering enthusiasm for an
item that has been available for quite a while or about which individuals have dubious
attitudes. The items on the menu are scrumptious being prepared by honed chefs, but
the people are ambiguous about the quality of provided and the taste as such. Hence,
the objective is to promote the goodness of the food on the website and drawing
campaigns online where customers review the food and put forward the actual taste of
the food. Miami Subs Grill should be put on sites such as "Zomato", which is a food
exclusive app and there people can put forward their honest opinions doing away with
any assumptions
 Averaging deals within a range of $900,000-1,500,000 every year.
 Advance and grow so as to undertake franchise in neighbouring cities through the
online campaigns
 Take promoting to new cities by creating cross cultural portals on social networking
sites where people can share their experiences of eating at the restaurant.
 Food quality must remain to be superior. Great sustenance as well as incredible
administration and environment should be provided.
 The food menu will cater to a heterogeneous customer base.
 To start extraordinary topic evenings like eatery evenings, Christmas suppers, British
Midsummer party, Festivity evening, Labour Day end of the week celebration, wine
sampling meals, exceptional ethnic nourishment evenings, and many as such. These
events must be shared on Facebook and twitter, and the management and staff must

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draft out guest lists of people who can be sent virtual requests and hence invited to
these events.
 Controlling expenses at all circumstances regardless.
 Costs are a genuine priority in the mind of any entrepreneur. Be that as it may, in the
eatery business, superfluous costs, for example, sustenance squander, unnecessary
work and overrated necessities can prompt to a humungous dunk in benefits. When it
comes to setting objectives to keep costs in line, one must deal with the territories of
work, nourishment, overhead costs and worker maintenance.
 Income
Income objectives are essential, since cash is the main thrust of the business. A case
of an income objective may be to aim for deals in a specific range within the range of
$200,000 to $400,400 for instance - for the initial four years. To compose the targets,
Miami Subs Grill must consider figuring how much income it would require every
month to accomplish this objective. Likewise it should also consider if there are
certain periods busier than others. Maybe the restaurant's business increments amid
the Christmas season when individuals are caught up with shopping and have less
time for cooking. Next, it should separate by what number of suppers/units should be
sold every week and every day (Marrs, 2016).
Strategy
 A promotion procedure through emails is a piece of the general showcasing technique
and marketing strategy. It will help Miami subs Grill advertise its items and
administrations with the utilization of the email channel with the best shots for
making a benefit and achieving its objectives. That is on account of the fact that any
viable email advertising technique brings into consideration who the objective clients
are, their inclinations and advantages they are searching for and in addition the items

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and administrations and the industry that the restaurant is a part of. A compelling
email advertising technique changes thoughts into activities
To begin with, Miami Subs Grill must set its business objectives and
aspirations in a way that it makes the best use of promotions through email. Some
strategies to establish it are:
 Email promotion procedure: To chalk out an effective plan for promotions through
emailing the prospective clients.
 Financing: this deals in chalking out a monetary plan to finance the e-marketing plan.
With email promotions as a channel the restaurant is holding a potent way to advertise
the changes in the menu and the place. It can have a major reach and put its message
before many people. The advertiser has exceptional adaptability by the way he or she
handle their email programs. It will also permit the restaurant to target and fragment
one's messages on an individual level. There are minor dangers, the expenses are
moderately low and the benefits are enormous.
 Marketing Strategy
The objective of the advertising technique will be to bring to the knowledge of
prospective clients the new setting that Miami Subs Grill offers and the exciting additions to
the menu. The message will be that Miami Subs Grill is an advantageous and convenient
eatery that will appease a large consumer base. To market the new changes, the following
ways can be utilized:
1. Print media publicizing: This will reach a huge number of readers if published in the
popular magazines and weeklies. People who are regular readers are more susceptible
to being inspired by print ads.

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2. Online Flyers: These can be circulated around to neighbourhood organizations with
coupons appended to acquaint the people with the new Miami Subs Grill and making
a monetary motivator to make it happen.
3. Stimulation book coupons: These will be distributed within the initial eight months of
revamping the restaurant through emails. The viability of these decrease after roughly
eight months and then Miami Subs Grill will swing to more practical promoting
methods.
 Sales Strategy
The methodology of the business sales will be to change over first-time clients into
long haul clients. This will be established utilizing a few strategies.
1. Punching cards: After 11 suppers obtained, the next will be free of cost. This is a
compelling method for expanding deals from a particular client. They are viable in
light of the fact that they furnish the client with a feeling of extra esteem and imparts
a feeling of importance and leisure with the free course. Individuals adore getting
something way beyond their affordability and hence this will highly appease them.
The cards will be sent through Facebook messaging after a client has had 11 meals in
the restaurant.
2. Focusing on the client's understanding: People won't return on the off chance that they
are not content with their feasting experience at the restaurant. All representatives
experience an exhaustive preparing process that incorporates preparing on the most
proficient method to offer the client the finest experience. The representatives are
engaged to solve issues and are urged to look for help from the director for a
contention that they can't resolve (Hayes , 2015).

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Tactics
 Segmentation in the market
Miami Subs Grill should focus on youthful couples as their essential market. The
venue of the restaurant is the favourite spot to socialize and go around after college. Because
of overwhelming additional curricular exercises among the teenagers, it is normal for young
people to eat inside shopping centres instead of their own places. They tend to run to
restaurants, Miami Subs Grill being a very popular choice for them.
Another market fragment comprises the working class. These are the people with
gruelling jobs and sedentary lifestyles who seek refreshment and relaxation coupled with
drinks after their long endless shifts at the office. Miami Subs Grill must focus to attract this
crowd of the city, now that it will have a lounge. This adult working class will find the lounge
to be a very attractive place to unwind themselves and vent themselves out after a laborious
day. Also, now that the youth of the country is trying out various platters of different
cuisines, the revamped menu will definitely excite their taste buds. The benefit of this market
segmentation is that both the classes are widely present on the online networking scenario
and hence are very likely to encounter the offers, coupons and programs that have been
posted online by the restaurant. Hence, in order to make the nest use of e-marketing, primary
focus should be laid on these primary two sectors.
 Organising an appreciation event on online portals
Miami Big Grill should engage clients by facilitating an online event to evaluate and
appreciate the new changes and additions to the place. It must organise arrangements on
popular online portals to get individuals participating in the event.

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 Arranging for live music performances and promoting it on Facebook and Twitter
Miami Subs Grill must rope in the local talented musicians to play various
instruments and genres of music for special evenings organized at the restaurant. Live
performances are the flavour of the season, absolutely popular with young couples and
youthful groups. It must also notify the people of such events through its Facebook and
Twitter page.
To ensure that people throng for such events, the following publicizing
recommendations must be executed to get the word out:
1. Post via web-based networking media
2. Make utilization of emailing promotions
3. Consider putting resources into a reusable poster
4. Emailing clients a beverage coupon for an up and coming occasion
5. Request that the workers share the occasion on their social profiles (Allen, 2013).
Action
In order to implement the above mentioned objectives, the plan of action must be such
as:
 Devising a management team comprising a head manager, an assistant manager, a
sales manager, a promotional manager and other employees. These people must be
assigned tasks concerned just with the e-marketing of the restaurant and must be
exempted from the usual day-to-day functions of the restaurant so as to ensure
effectiveness.
 Chalking out a financial loan for the marketing campaign is imperative and assigning
a budget for each part of the procedure is also important.

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 The supervising officer must be communicative with the workers and should follow a
correspondence plan to ensure that the work is being done well
 A review meeting must be held at a weekly basis so as to make sure that the weekly
targets are met successfully and the excess or shortage of budget is taken care of
(Marrs, 2016).
Control
Once the place has been refurbished, a review team will be composed to evaluate the
changes, the efficiency of them and whether or not these changes are bringing about the
desired result. Evidently, such a comprehensive marketing plan should reach out to a god
number of people and hence should translate into higher revenues for Miami Subs Grill. The
hike in monetary profits must start reflecting within a period of 15 days. An approximate
increase of 20% over the current profits is the projected gain. If this is not achieved and the
changes are not as per the expectations, a review committee will again sit down to identify
the loopholes and devise plan to rectify it (Bringhurst, 2012).

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References
1. Allen, A., 2013. Promote a Restaurant: 10 Tactics for Driving Food & Beverage
Sales. [Online]
Available at: http://aaronallen.com/blog/restaurant-promotions/promote-a-restaurant-
10-tactics-for-driving-f-and-b-sales
2. Bringhurst, B. M., 2012. A Business Plan for a Successful Family-Run Restaurant in
Heber City, Utah, Las Vegas: s.n.
3. Hayes , E., 2015. 10 fresh restaurant marketing ideas for 2016. [Online]
Available at: http://www.fastcasual.com/articles/10-fresh-restaurant-marketing-ideas-
for-2016/
4. Marrs, M., 2016. 25 Restaurant Marketing Ideas. [Online]
Available at: http://www.wordstream.com/blog/ws/2015/01/14/restaurant-marketing
5. Nadel, S. & Salehani, S., 2011. Café Mizrahi: Opening a Second Location in
Jerusalem in 2011, Jerusalem: Marketing Plan Now.