rawr FOOD STORE & BISTRO
DAINA DUROFIL
ZEN VOROBYEVA
ERIKA TRAN
Research and Branding
who we are We are a grocery store and restaurant hybrid. You can even choose what you feel like eating from our food store, then we can even whip up something so great with it, you’ll ask us for the recipe... and we’ll have that too.
OUR MISSION Source ingredients from local organic farmer’s markets Offer original, delicious and nutritious recipes . Aim to bring the deliciousness of eating paradigm-shifting food, but vow to keep ours and your feet firmly planted on soiled ground.
THE VISION Change the way people look at buying and consuming food. Create a comfortable atmosphere that people, with or without dietary restrictions can come and be merry. With this inviting atmosphere, coupled with great food products, we hope that the future of food establishments will follow suit.
THE PROBLEM BREAKING THE ADDICTION There just too much junk food out there with easy access. IT’S JUST TOO MUCH WORK “But maaaa, it’s too hard to eat healthy.” DIETARY RESTRICTIONS “I’m vegetarian, celiac, and lactose intolerant all rolled into an inconvenient little problem burrito.”
OUR TARGET PRIMARY TARGET: Health-conscious people, or those with dietary restrictions between the ages of 25-40 in the upper-middle class with disposable income. SECONDARY TARGET: New new families who are looking to get their young children into eating vegan / healthy by including kids’ menu options.
location map We will be located in the Yorkville area on Yonge St. just south of Bloor St.
MAIN COMPETITION: • Whole Foods • The Big Carrot • Longo’s • Loblaw’s • Sobey’s • T&T • Local Health Food Stores
RAWR
UNIQUE SELLING POINTS THE GIFT OF KNOWING Accompanying the receipe, we’ll also tell you details of the main ingredients in your meal, including where it was sourced, its health benefits.
UNIQUE SELLING POINTS ORGANIC & LOCAL What’s better than foods that are organic? Oh yeah, foods that are organic AND local. We believe it keeps things fresh, and supports local communities and helps the environment. We’re all about that.
UNIQUE SELLING POINTS INTUITIVE & INFORMATIVE • Laid out for ease of navigation, sorting it by dietary needs, to make, even the most complicated of diets, easy and breezy. • Products are accompanied by informative technology (iPads) so that you know about all our products.
Look Book
The Campaign
print ads Newspaper: Metro, 24hrs, the Toronto Star, Now. Magazine: Toronto Life, Chatelaine, Macleans.
print ads Newspaper: Metro, 24hrs, the Toronto Star, Now. Magazine: Toronto Life, Chatelaine, Macleans.
print ads Newspaper: Metro, 24hrs, the Toronto Star, Now. Magazine: Toronto Life, Chatelaine, Macleans.
website
COUPONS Yay, discounts!
FEATURED MENU Seasonal Bistro menu
LOCATIONS Come visit us!
LOYAL PROGRAM Rawr Rewards SPECIALS Our online flyer
online flyer The online flyer is pushed to our subscribers and members through e-blast on a weekly basis.
the app
loyalty program
food truck
school program
food seasons
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rawr FOOD STORE & BISTRO
budget $500,000 BUDGET DIVIDED
FOOD TRUCK PRINT ADS WEBSITE ONLINE FLYER SOCIAL MEDIA MOBILE/APP LOYALTY PROGRAM SCHOOL PROGRAM FOOD SEASONS CALENDAR UNUSED FUNDS
measurement of success
• • • • • • • •
Customers signing up for the Loyalty program How many schools will like to participate Food truck sales Conversion counter in store vs sales (UPT, ADT, Conversion) Followers and retweets/likes on social media Website traffic Unique clicks Email subscriptions (CRM Count)
UPT: Units Per Transaction ADT: Average Dollar per Transaction Conversion: Percentage of people walking through the store vs. how many make a purchase CRM: Customer Relations Management
The Look and Feel
store front
look and feel
BARREL S S T E K S BA
WALLS & FLOORS
WALLS & FLOORS
SIGNAGE & TEXT
SIGNAGE & TEXT
TEXT
SIGNAGE
look and feel
S R O O FL
WALLS & FLOORS
WALLS & FLOORS
SIGNAGE & TEXT
SIGNAGE & TEXT
TEXT
SIGNAGE
look and feel
! S T LIGH
Wayfinding and Signage
navigation
iPad feature
uniforms
overhead signage
eye-level signage
aisle product display
in-store promotional Featured around the grocery store area, near the poster’s corresponding food item to people can learn cool facts about common foods while they shop!
Because of the high amounts of antioxidants in blueberries, it is thought that they may help prevent the damage that could be caused by cancer and heart disease. Visit rawrfoods.ca
in-store promotional Featured around the grocery store area, near the poster’s corresponding food item to people can learn cool facts about common foods while they shop!
Apples contain no fat, sodium, cholesterol and are a good source of fiber. Apple variaties vary in size from a little larger than a cherry to the size of a grapefruit!. Visit rawrfoods.ca
in-store promotional Featured around the grocery store area, near the poster’s corresponding food item to people can learn cool facts about common foods while they shop!
Chilies are known to help you lose weight since it increases your metabolism, they can also add a little flavour to any dish! Visit rawrfoods.ca
100 mL
From OUR VERY OWN ORGANIC FARMS & FACILITIES. EXCELLENT SOURCE OF PROTIEN & ENERGY. 100 mL
STRAWBERRY SMOOTHIE
From OUR VERY OWN ORGANIC FARMS & FACILITIES. EXCELLENT SOURCE OF PROTIEN & ENERGY.
2% ORGANIC MILK
BLUEBERRY SMOOTHIE
product packaging
From OUR VERY OWN ORGANIC FARMS & FACILITIES. EXCELLENT SOURCE OF PROTIEN & ENERGY. 100 mL
recycling centre
Point of Sale
check-out counter
rawr calendar Featured at check-out. Calendars that tells you foods that are in season and sepcial promotions and events at Rawr for the year. Complimentary for Rawr Rewards customers who spend over $75 at the
20 14 su n
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rawr FOOD STORE & BISTRO
reusable shopping bags
sales receipt At the point of sale, customers are given the
My Card
option of having the receipt emailed to them or printed. 1865 Younge Street W, Toronto 416-519-9999 STRAWBERRIES 9587579234
$3.99
KALE 9835798745
$4.99
CARROTS 9823759735
$1.99
BLUEBERRIES 8723458763
$3.99
LEEKS 8723564876
$4.99
ONIONS 9823459894
$.99
GLUTTEN FREE BAGUETTE 98347598734
$2.99
TOTAL
$22.93
REWARD CARD BALANCE 98347598734 TELL US HOW WE DID! RAWRFOODS.CA
$156.98
The Bistro
the bistro
BISTRO
look and feel
WALLS & FLOORS
WALLS & FLOORS
SIGNAGE & TEXT
SIGNAGE & TEXT
TEXT
SIGNAGE
seasonal menu
recipe card takeaway
fresh food packaging
take out food packaging
SOME FINAL FOOD FOR THOUGHT Rawr aims to try and change the way people look at buying and consuming food by create a fun and comfortable atmosphere that every can come to and be merry. Hopefully, one day, other food establishments with follow suit and make the change to fresh, organic, and local.
Thank You
QUESTIONS?