Big Mabel's Chicken & Waffles Food Truck Marketing Plan
DISTRIBUTION, LOCATION AND TIMING
For Big Mabel's Chicken & Waffles to succeed as a business it must become an indispensable, trusted source of fast food for the downtown, stadium, entertainment district and family events market segments. What most differentiates successful food establishments is the ability to become engrained in the daily and situational habits of its customers (Lee, 1987). In striving to become an essential part of their customers' experiences at these venues and locations, Big Mabel's Chicken & Waffles needs to concentrate on gaining and keep customer trust by delivering great meals at a very competitive price (Robichaud, Khan, 1988). Distribution, location and timing need to also be supported with a consistently excellent experience as well, as customers can just as much about and in some cases, even more about how they are treated than about the products they are buying (Lee, 1987). Big Mabel's Chicken & Waffles needs transcend any distribution, location and timing constraints by making the customer experience the most differentiating aspect of their business; their customers must know at every interaction they are the rock stars of the business and be treated as such if the business is going to grow (Lee, 1987).
Distribution, location and timing all must be aligned to delivering a consistently excellent customer experience for this food truck business to grow. The specific venues that Big Mabel's Chicken & Waffles targets must be carefully chosen to provide the greatest possibility of name recognition and dominance of the event relative to other competitors. Food truck businesses aren't just in competition with themselves, they also routinely compete with quick-service restaurants (QSR) and mainstream restaurants as well, as has been seen in new Orleans (Clark, 2012). Big Mabel's Chicken & Waffles needs to use the customer segmentation analysis to select venues and events where they can be the dominant provider, even if this means going to alternate locations in adjacent cities.
Location Analysis
A critical success factor for any food service business is the ability to create, sustain and strengthen a unique customer experience,...
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