Award Date

12-2010

Degree Type

Professional Paper

Degree Name

Master of Hospitality Administration

Department

Hotel Administration

First Committee Member

Billy Bai, Chair

Number of Pages

41

Abstract

This paper provides Elements Food Group with a detailed strategic marketing plan that will assist in increasing revenues and solidify the “Elements” brand within the greater Los Angeles area. Through extensive research into the local history of the Pasadena Playhouse District, the financial history of the Pasadena Playhouse building, and the past failures of the restaurant space attached to the playhouse a marketing plan was developed that provides a thorough analysis and understanding of how Elements Kitchen can increase revenues. Building a strong online marketing brand through multiple outlets paired with a guerilla- style marketing to the surrounding community will assist in the success of the establishment.

Keywords

California – Pasadena; Restaurants – Marketing

Disciplines

Advertising and Promotion Management | Food and Beverage Management | Hospitality Administration and Management | Marketing

Language

English


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