Chapel Hill is a unique college town, known as the "Southern part of Heaven." Many aspects of Chapel Hill comprise this image. One aspect, in particular, is area restaurants, which are essential to the "Carolina Experience" that will last a lifetime. Another aspect is the activities on Franklin Street; however, there are only a few activities for the under age and non-drinking crowds. As a result, there is a need for a new kind of restaurant on Franklin Street.

There are many possible segments to target in the Chapel Hill restaurant market. Each segment requires quality food, friendly atmosphere, and a clean environment.

· Gracious Grads - these are the people who graduated from Carolina who feel a sense of pride when they walk down Franklin Street. They have excess money to spend and often come to town for weekend sporting events. They are seeking to revisit their own college experience by returning to familiar locations. They are looking for quality service, and are willing to pay a little more for satisfaction. Parking is also very important for this segment.

· Tar Heel Tourists - these are people who are applying to UNC, have children enrolled at UNC, are visiting friends, or are Tar Heel sports fans. They often want to experience college life. They seek to identify the Carolina culture by visiting unique and reputable local establishments.

· Karolina Kids - these are people between the ages of 18 and 25, who are away from home while continuing their education. Many are learning to budget their money for the first time, and have a tendency to spend a large percentage on food and entertainment. They are seeking fun times and creating lasting memories. Students are concerned more about price and atmosphere than about service.

· Prowlin' Profs - these people generally have more money to spend than the students and often want to consolidate time by eating and working simultaneously. They want to feel respected while sharing in the spirit of Carolina. They are looking for quality service and are willing to pay a little more for satisfaction.

· Business Buffs - these are people who are willing to spend more and seek higher quality food, and fast, reliable service. They often entertain clients and are out to impress.

· Loco Locals - these are people who are residents of Chapel Hill. They are immersed in the local culture and exemplify the attributes of Chapel Hill. They are looking for a family restaurant. Their focus is on the town, not the University.

Our restaurant will target the Karolina Kids segment of Chapel Hill's consumer population because of its size and accessibility. Franklin Street currently focuses on the older college student population. If a group has any underage individuals in it, that group has few options. Because college students tend to seek group activities, we plan on opening a restaurant that caters to the needs of this segment.

Marketing Mix of Carolina Cue and Pub

· Product - We will open a restaurant called Carolina Cue and Pub that will provide a classy, entertaining atmosphere with classic cuisine served with dash of fun. It will be two stories, the bottom being a restaurant and sports bar and the top being a pool hall (pool tables, dart boards, and video games) and microbrewery. We plan to open at 4:00 p.m. and close at midnight.

· Place - We will build our restaurant in the old Hardee's lot located at the corner of Franklin Street and Mallette Street because of its location, parking capacity, and convenience to campus and Granville Towers.

· Promotion - To advertise the Carolina Cue and Pub, we will have advertisements in The Daily Tar Heel and pass out residence hall fliers. The CCP will always have free pool from 4:00 p.m. to 5:00 p.m. on weeknights.

· Price - Food and entertainment will be moderately priced for the college crowd. Meals will be priced no higher than ten dollars. Please see the menu attached for a complete list of prices.

Our restaurant has all the elements of success. We hope to see you there this weekend for our Grand Opening. "It's your cue for a good time."