About
Jacks Surf Shack began with a simple mission to make good food made by good people. Restaurants/Bars nowadays are to complicated offering way too little and asking for way too much. Here at Jacks Surf Shack not only do we believe in good food made by good people we believe in the best quality food at a fair price leaving your stomachs full and palate satisfied.
Our Story
Jacks Surf Shack was originally thought of within the halls at Nazareth Academy. A young 16 year old kid obsessed with surfing and the beach wanted to make clothing at a more fair price than his favorite brand, Ron Jon Surf Shop. This one small dream from a kid in the Midwest transformed into a love for making food and a passion project for helping people. These loves combined turned into Jacks Surf Shack.
Marketing Plan
Marketing Objectives
- Profitable quarterly numbers
- Create a reliable environment that creates an increase in customer loyalty
- Increase market share
Brand Identity
- Warm
- Fun
- Upbeat
Tactics/Action Plan
Product Strategy:
All in one restaurant/bar serving seafood and sandwich favorites; along with kids drinks and adult beverages to relax after a long day. All in one full bar; and rooftop seating available. Kitchen closes at 9 pm and bar stays open until 3 am.
Pricing Strategy
Seafood Pricing: ranges from $15 to $30 in order to ensure profits remain high to give back to local fisherman and seafood distribution centers. Also allows us to compete with high end seafood restaraunts because we offer the same high end quality at half the price.
Sandwich Pricing: Ranges from $8-$12 once again ensures profits are high because meat based sandiwches are expensive but allows us to buy meat and bread in bulk. Distribution will be from Merlo Meats family friends. The reasoning for this pricing is becayuse sandwiches offer a simple option for after a long day and provide the goal of selling a break to customers. Traditional sandwich shops can raise their prices because that is their specialty. Offerinf reduced prices with once again high quality ingredients give us a flavor and pricing advantage.
Liquor/Beer Pricing:
Domestic Beers: $3
Mixed Drinks: $6 Doubles $8
I want to offer people a full bar while offering them lower prices for drinks. The reason being that drinks offer at lower prices will inspire people to buy. Along with the fact that since most restaurants and bars will offer higher priced drinks to couple with dinners. I want to be authentic and offer people a realistic price for a drink. My whole goal with this brand is to sell people a break and lower priced drinks will achieve that goal.
Place (Distribution) Strategy:
Seafood: Local Fisherman
Liquor/Beer: Momentum Distribution
Sandwich: Local grocer/Turano Distributing
Promotion Strategy:
Social media advertising around the subject or surf on the explore page. Commercials on local hotel networks TV home pages since this is a beach restaurant. I would want to work with brands like Ron Jon Surf Shops to create relationships to promote each other. An example would be setting up a gift shop in the restaurant selling Ron Jon Surf Shop merchandise
