Created a data base of more than 30,000 guests.

This process provided the foundation for future marketing efforts & site selection.

SITE SELECTION

Devised a state-of-the-art site selection model that utilized income, age, education, housing, employment and regional demographics. Additionally, variables were assigned weights and points so that each potential site was scored and ranked compared to a composite profile of the original Houston stores.

PLANNING

Beginning in January, 1996, supported five stores in creation of individualized area marketing plans and helped implement these plans. As part of process, educated and involved restaurant general managers. Provided individual stores with background data and analysis for their decision making.

Wrote first overall corporate marketing plan including monthly budgets and devised detailed quarterly action plans.

DIRECT MARKETING

Created and implemented programs including:

a) First-timer follow-up letters.
b) Customer appreciation mailers.
c) (2-for-l) local newspaper ads.
d) Children's achievement awards.
e) Business paycheck stuffers.
f) Seniors "early birds" specials.

MENU PACKAGING

In conjunction with an advertising agency, completely restructured menu design. Utilized data base to select two control groups — those who had expressed concerns about pricing and those who were satisfied with price — and executed a mailed survey. Response rates from both groups were greater than 23 percent. Findings provided new perspectives on amounts customers were willing to pay, product preferences, portion sizes and competitors.

New menu named WINNER of the "Great Menus of the Southwest" competition, $8 - $15 category, at the 1996 Texas Restaurant Association Foodservice Expo.