Consumer Behavior - Kenny Chesney Restaurant in Foxwoods
- 3. Tumbleweed Entertainment, Inc. Alexandra Bellerose, CEO Andrew Smith, Senior Account Executive Peter Jusseaume, Senior Marketing Director Angelica Perrone, Director of Research & Development Nick St. Jean, Art Director Tim ORourke, Consumer Behavior Analyst
- 4. Agenda Objectives Restaurant Concept Competition Country Music Statistics & Trends Target Segments & Influences Promotional Materials
- 5. Objectives Create a restaurant that makes $150,000 in the first 6 months 500 seats, 25,000 square feet Three months after launch full seats, waits on the weekends, over capacity Have the restaurant be 80% full every night Open two more locations within the Northeast within two years
- 6. Basic Restaurant Concept Kenny Chesneys: The Good Stuff Located in Foxwoods Country themed Laidback atmosphere Horseshoe bar Specialty drinks Live entertainment Apparel
- 7. Mission Statement At Kenny Chesneys: The Good Stuff we are committed to serving delicious food and drink with exceptional service, ensuring that you can always relax and have a great time!
- 8. Foxwoods
- 9. Why Foxwoods? Foxwoods is the largest casino complex in the world, covering over one million square feet Open to the public 24 hours a day, 365 days a year Attracts 12 million customers every year Offer a family atmosphere Ex. Tree House Arcade Connecticut Employment Law Blog
- 11. Kenny Chesney Has recorded 15 albums and produced more than 30 Top 10 singles on the Billboard Country chart Most fruitful country artist of the millennium Since 2000, Kenny Chesney has had the most listened-to song on country radio nearly 10% of the time. Throughout his amazingly successful 17 year career, the singer has recorded 15 albums, 14 of which have reached gold or platinum-selling status. Biography.com, 2011
- 12. Foxwoods Competition (Casual Dining) California Pizza Kitchen El Pollo Loco Fifth Street Cafe Fuddruckers Golden Dragon Hard Rock Caf辿 High Rollers
- 13. More Casual Dining Matches Tavern Panera Bread Pequot Cafe The Grill at Two Trees The Scorpion Bar Veranda Caf辿 Junior's
- 14. Kenny Chesney VS. Toby Keith Entertainer of the Year by Album How do you like me Country Music Association now?! won two Academy of 2004 Country Music awards in 2000 Entertainer of the Year by Academy of Country Music Entertainer of the Year by Awards 2006 & 2007 Academy of Country Music Awards 2002 & 2003 2008 presented with fourth Entertainer of the Year award. 2005 inducted into the Tied with Garth Brooks for the Oklahoma Hall of Fame most wins of the CMAs top award September 2011 Chart Position: Made in America #5 You and Tequila #4
- 15. Kenny Chesney vs. Toby Keith Groovecount, 2010
- 16. Kenny Chesneys: The Good Stuff VS. Toby Keiths I This Bar & Grill Horseshoe-shaped bar Mason jar glasses Horseshoe pit 85 Ft. guitar shaped bar Slot machines & Keno Mechanical bull Bullet horse racing Good for groups & kids Texas Hold Em tournaments ≒Wild Shot Mezcal Named #1 premium Good for young adults & mescal in U.S. market by families Beverage Media magazine ≒Tequila & You Featured Tequila shot
- 17. Country Fan Statistics Average country fan 45 years old, female, average income of $75,000 90% of country fans enjoy spending time with their family and desire more time than they have to do so Country fans are very likely to go out on the town and go dancing Spend about $16 billion dining out annually Billboard.com, 2010
- 18. Country Fan Entertainment Country Music Association, 2008
- 19. Current Country Music Trends Country music fans have been buying more albums, with 31.9 million country albums sold thus far this year, according to Nielsen SoundScan. Thats up 5.6 percent from the 30.2 million albums sold in the January-through- October period last year. Helping drive sales trends this year are digital album downloads. Digital sales constitute one-third of all album purchases, up from 28 percent last year. Arizonacentral.com, 2011
- 20. Percentage of Country Lovers Type of Music Like Like Best Bluegrass 15.2% 1.0% Blues/R&B 27.0% 4.5% Broadway 19.7% 2.7% musicals/show tunes Classic rock 48.1% 26.6% Classical/chamber 25.7% 8.0% music Contemporary rock 29.0% 10.4% Country 36.0% 17.1% Folk music 15.4% 1.1% Hymns/gospel music 24.5% 8.3% Jazz 24.2% 6.0% Latin/Spanish/salsa 17.5% 3.6% Opera 8.3% 0.7% Rap/hip-hop 16.9% 5.7% Billboard.com, 2010 4.3%
- 21. Target Segments Country Casuals Generation WiFi
- 22. Target Segment: Country Casuals 45-64 Homeowners College graduate Upscale income Watches Great America Country Channel Drives Ford F-Series Diesel Enjoy traveling and going out to eat Prism
- 23. External Influences: Country Casuals Influentials Family Decision Full Nest II Making Process Demographics Cultural Regional Sub- Sub-Cultural Culture
- 24. Reference Groups : Country Casuals Immediate family Work Children friends Individual College Neighbors friends Close friends
- 25. Target Segment: Generation Wi-Fi < 35 Tech-savvy Music fans who watch MTV and VH1 Like to go out Have enough income to spend money dining out or gambling Prism
- 26. External Influences: Generation Wi-Fi Influentials Single I Cultural Sub Demographics cultural Regional
- 27. Reference Groups: Generation Wi-Fi Classmates Professors Teammates Individual Work/college Family friends Friends from home
- 28. Interview with Kenny Chesney Grammy Interview
- 29. Background music Variables Slow Music Fast Music Service Time 29 min 27min Customer time at table 56min 45min Customer groups leaving 10.5% 12.0% before seating Amount of food $55.81 $55.12 purchased Amount of bar purchases $30.47 $21.62 Estimated Gross Margin $55.82 $48.62 Consumer Behavior: Building Marketing Strategy, Table 13-1
- 30. How Color Influences Behavior Colourlovers.com, 2009
- 32. Kenny Chesneys: The Good Stuff Country style family restaurant Great atmosphere Country music always! Wide variety of menu options Enjoyment for all ages Located in: FOXWOODS 350 Trolley Line Boulevard Mashantucket, CT
- 33. Kenny Chesneys: The Good Stuff Top Country style Bar Wide assortment of drinks and specialty drinks Live entertainment! 21+ after 10:30pm Dance and unwind Famous Horseshoe bar Located in: FOXWOODS 350 Trolley Line Boulevard Mashantucket, CT
- 34. Facebook Page
- 35. Final Thoughts Restaurant in Foxwoods to compete with other country themed dining options Targeting families and young adults in and around the CT area Promoting through launch party, advertisements and social media Looking to expand to NY and other areas within two years
Editor's Notes
- http://www.ctemploymentlawblog.com/foxwoodsdecision.pdf