**Expanded Marketing & Sales Strategy: Taste of Unity Family Restaurant Chain**
---
### **1. Digital Campaigns**
**Objective**: Drive brand awareness, engagement, and foot traffic through targeted online efforts.
#### **A. Social Media Strategy**
- **Platforms**:
- **Facebook**: Daily posts showcasing menu items (e.g., “Dish of the Day” reels), customer testimonials, and behind-the-scenes kitchen tours.
- **Telegram**: Create a *Taste of Unity* channel for exclusive offers (e.g., “Flash Sale Fridays” with 20% off) and polls to involve customers in menu decisions.
- **Instagram/TikTok**: Focus on visually appealing content like recipe shorts (e.g., “How to Make *Injera Tacos* in 60 Seconds”) and influencer takeovers.
- **Content Calendar**:
- **Week 1**: Launch campaign #TasteOfUnityJourney with posts tracing ingredients from farm to table.
- **Week 2**: User-generated content contest (e.g., “Best Family Meal Photo” wins free catering).
- **Week 3**: Live Q&A with chefs on Ethiopian fusion cuisine.
#### **B. Influencer Partnerships**
- **Micro-Influencers (10–50K followers)**: Partner with 10 Ethiopian lifestyle/food bloggers (e.g., @AddisEats) for sponsored posts (5,000 ETB/post) featuring signature dishes.
- **Mega-Influencers (100K+ followers)**: Collaborate with celebrities like *Betty G* (Ethiopian singer) for a branded music video shot at the restaurant (50,000 ETB).
- **Expat Influencers**: Target accounts like @ExpatAddis for English-language promotions.
**Metrics**:
- Target 500,000 impressions/month.
- Achieve 10% engagement rate (likes, shares, comments).
---
### **2. Community Engagement**
**Objective**: Build trust and loyalty through hyper-local initiatives.
#### **A. Cultural Festivals**
- **Timket (Epiphany)**: Sponsor a food stall offering *doro wat* wraps and honey wine. Host a “Best Traditional Dress” contest (prize: free meal for 4).
- **Enkutatash (New Year)**: Partner with local artists for a pop-up market featuring Ethiopian crafts and live music.
#### **B. School Collaborations**
- **Nutrition Workshops**: Teach kids about healthy eating using Ethiopian superfoods (e.g., *teff*, lentils). Distribute vouchers for free kid’s meals.
- **Art Competitions**: Students design menu covers; winning artwork featured for 3 months (prize: family dinner).
#### **C. CSR Initiatives**
- **Meal Donations**: For every “Unity Feast” combo sold, donate a meal to *Addis Food Bank*.
- **Zero-Waste Education**: Host workshops on composting with local NGOs.
---
### **3. Sales Channels**
**Objective**: Maximize revenue through diversified channels.
#### **A. Dine-In Experience**
- **Family Packages**: “Sunday Funday” (1,500 ETB for 4 people) with free face painting and storytelling sessions.
- **Loyalty Program**: “Unity Rewards” app—earn 1 point/100 ETB spent; 100 points = free dessert.
#### **B. Takeaway & Delivery**
- **In-House Delivery**: Hire riders with branded e-bikes for 45-minute delivery (within 5km).
- **Pricing**: 50 ETB delivery fee (waived for orders >1,000 ETB).
- **Third-Party Apps**: Partner with *Deliver Addis* and *Bereket* for broader reach (15% commission).
- **Meal Kits**: Pre-packaged *doro wat* or *berbere* spice kits for home cooking (300 ETB).
#### **C. Catering & Events**
- **Corporate Contracts**: Offer discounted lunchboxes (350 ETB/person) to offices in Kazanchis.
- **Wedding Packages**: Customizable menus (from traditional *injera* platters to fusion buffets).
---
### **4. Integrated Campaign Example: “Unity Feast Month”**
- **Digital**: TikTok challenge (#UnityFeast) where families recreate fusion dishes at home.
- **Community**: Free cooking classes at schools, promoted via Telegram.
- **Sales**: 15% discount on catering orders booked during the campaign.
---
### **5. Budget Allocation**
| **Channel** | **Budget (ETB)** | **Expected ROI** |
|-----------------------|------------------|-----------------------|
| Social Media Ads | 1,000,000 | 5:1 (5M ETB sales) |
| Influencers | 500,000 | 4:1 (2M ETB sales) |
| Community Events | 750,000 | Brand loyalty + 1.5M ETB sales |
| Delivery Infrastructure| 1,000,000 | 3:1 (3M ETB sales) |
---
### **6. Risk Mitigation**
- **Negative Reviews**: Assign a social media manager to respond within 2 hours, offering compensation (e.g., free dessert).
- **Low Engagement**: A/B test ad creatives monthly; reallocate budget to top-performing platforms.
---
### **7. Key Performance Indicators (KPIs)**
- **Brand Awareness**: 70% recognition in Addis Ababa surveys by Year 2.
- **Customer Retention**: 40% repeat customers within 6 months.
- **Revenue Mix**: 50% dine-in, 30% delivery, 20% catering.
---
**Conclusion**:
By blending digital innovation with grassroots community engagement, *Taste of Unity* will dominate Addis Ababa’s family dining scene. The strategy leverages Ethiopia’s cultural pride, taps into urban convenience trends, and builds a loyal customer base—all while delivering a 26.4% ROI.
*“From screen to table, we’re uniting Ethiopia one meal at a time.”* 🌍📱🍛