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Marketing

Strategy

To decide our initial target, we want to choose one from the chain restaurants, instead of hotel restaurants. Compared to hotel restaurants, chain restaurants have a smaller size, which will be easier to test our system. Also there are more locations available. Therefore, our initial target is decided to be Applebee's* chain restaurants. Applebee's is the biggest chain restaurant in the United States, as well as being a very well known company in the industry. Also, Applebee's restaurant showed most interest about our system for the interviews. One of the Applebee's manager said, "I think this system is what we've been looking for, and all the function your system sounds great, money wouldn't be matter to invest money, if it works as it supposed". So Applebee's will be the best initial market for us for those reasons, but if we cannot associate with Applebee's, we will have many other choices to pick from such as Ruby Tuesday, TGIF, Golden corral, etc.

The four P's(product, promotion, place, price) of our marketing stategy are listed in the link to the right.

NRA Show 2005

The NRA show is a yearly public convention for the restaurant industry held by the NRA (National Restaurant Association). The NRA show for 2005 is scheduled to start from Saturday, May 21, 2005, to Tuesday, May 24, 2005. This convention is the largest foodservice event in North America. There will be 73,000 industry professionals who will attend from over 140 countries. Buyers are primarily from the top 200 chains.

There will be 3 major pavilion locations for the show which are design, technology, and franchise. Participating in the technology pavilion will allow us to promote our product in a very efficient way to more than 200 chain restaurant companies. Also, there will be more than 350 media representatives that attend the show. Major national and international outlets that cover the show include Nation's Restaurant News, Foodservice Equipment and Supplies, USA Today, the Food Network, Foodservice Europe, QSR, and Foodservice Director.

For detail information, visit http://www.restaurant.org/show/whyexhibit/.

Applebee's

Applebee'sŪ International, Inc., headquartered in Overland Park, Kansas, develops, franchises and operates casual dining restaurants in 49 states and 10 international countries under the Applebee's Neighborhood Grill & BarŪ brand.

Applebee's Neighborhood Grill & Bar is the largest casual dining concept in America, both in terms of number of restaurants and market share. As of Dec. 28, 2003, there were 1,585 Applebee's Neighborhood Grill & Bar restaurants, of which 1,202 were operated by franchisees and 383 were operated by the company.

Today, with more than 1,600 restaurants, Applebee's is the world's largest casual dining concept. For each of the past 11 years (1993-2003), Applebee's has opened 100 or more new restaurants. The company estimates the development potential of the Applebee's concept in the United States to be at least 3,000 restaurants.

Including both company- and franchise-owned restaurants, there are more than 100,000 Applebee's associates worldwide. The Applebee's system is approximately 75% franchised and 25% company-owned. There are 48 domestic Applebee's franchisees.

For more information, http://phx.corporate-ir.net/phoenix.zhtml?c=107582&p=irol-irhome