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The Taverns: The Hennessey’s Taverns are located in Carlsbad, Dana Point, Hermosa Beach, Laguna Beach, La Jolla, Las Vegas, Manhattan Beach, Redondo Beach, San Juan Capistrano and Seal Beach. Each of the Hennessey’s Tavern locations are managed by different individuals, and although they all have the same brand, they operate as separate entities. The managers are currently in charge of running the restaurants as well as each location’s social media, which includes Facebook, Twitter and in some cases Instagram accounts. Paul Hennessey is the sole investor in the company, and with the help of his executive team, the restaurants run smoothly. Most decisions regarding day-to-day operations are handled by the location managers. Customer Demographics: 21-65 year olds. • 21-45 year olds for bar nightlife. • Most Hennessey’s Tavern restaurants cater to every age. • Households whose heads are in their peak earning years (35-54) spend more in restaurants than younger and older adults. (National Restaurant Association, 2015). • 60 percent of customers are locals, according to Paul Hennessey. CAUCASIAN • As of 2013, 73.5 percent of California’s population is white/Caucasian. In the smaller beach cities like Hermosa Beach, the population is 86.8 percent white. (United States Census Bureau, 2015). • A majority of Hennessey’s Tavern Inc. customers are over the age if 21. • 95 percent of the time at least one person per household eats out at least once a month (National Restaurant Association, 2015). Customer Psychographics: MIDDLE/UPPERCLASS • The amount spent on food away from home in one week by the average household is $32 (National Restaurant Association, 2015). • All entrees at Hennessey’s restaurants range from $11-$30. 6
• On average, an American will eat out at least 25 times per year (National Restaurant Association, 2015). • In 2015, California restaurants are expected to have $72.3 billion in sales (National Restaurant Association, 2015). • The number one driver of restaurant spending is a household with annual incomes of $70,000+. They account for 1/3 of all U.S. households and 1/2 of total restaurant spending (National Restaurant Association, 2015). • The estimated household income in Los Angeles County is $48,466. The estimated household income in California is $60,190 (City Data, 2015). Senior Management: 7
Page 1 and 2: The Importance of Online Branding a
Page 3 and 4: Background 3
Page 5: About Hennessey’s Tavern Inc.: Cl
Page 9 and 10: Purpose of the Project In order to
Page 11 and 12: Research Report 11
Page 13 and 14: that these contribute to customers
Page 15 and 16: Each social media platform has beco
Page 17 and 18: The other advantage to having stron
Page 19 and 20: Centralization Versus Decentralizat
Page 21 and 22: SWOT Analysis Strengths: -Friendly
Page 23 and 24: Financial growth would allow Hennes
Page 25 and 26: minimum wage will increase for empl
Page 27 and 28: Marijuana Act (California Restauran
Page 29 and 30: Figure C: U.S. restaurant industry
Page 31 and 32: provide Hennessey’s Tavern Inc. w
Page 33 and 34: Figure F shows Hennessey’s Tavern
Page 35 and 36: Figure K: Facebook social tab on He
Page 37 and 38: It should be noted that the Redondo
Page 39 and 40: Figure P provides an example of the
Page 41 and 42: Figure T: Recent Facebook post from
Page 43 and 44: Figure W: Facebook interaction metr
Page 45 and 46: Marketing: Marketing for Hennessey
Page 47 and 48: The Redondo Beach Hennessey’s Tav
Page 49 and 50: Primary Research In order to better
Page 51 and 52: Hermosa Beach Location: Visit 1: Sa
Page 53 and 54: Q: Where do you see the business in
Page 55 and 56: Q: What is the biggest difference a
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Campaign Proposal 57
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Strategies and Tactics Strategy 1:
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Creating the Hennessey’s Tavern C
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The main corporate account should b
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Timeline The following implementati
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Objective 2: Launch a more user-fri
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Measure Online Growth: Utilize vari
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Deliverables Figures C1 through P1
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Figure G1: The new Carlsbad locatio
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Figure J1: The new Fan Sign Up sect
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Figures Q1 and R1 are examples of n
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http://www.ccsenet.org.ezproxy1.lib
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NV.gov. (2017, April 2). Minimum Wa
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