Marketing Plan

Executive Summary         Only a block off the Queen's University campus, JJ's Café represents a gold mine of unrealized opportunity. Currently, the establishment is characterized by dark colors, limited hours of operation and poor menu selection. Thousands of students pass by a day and yet only 31% of those surveyed had ever been inside the place.         Approaching JJ's management revealed an unwillingness to co-operate with efforts to improve their current service. With this in mind, the marketing …

…Hot Chocolate Coffee (regular and decaffeinated) Flavored Coffee (see breakfast menu) Alcoholic Beverages Draft (small-10 oz., large-20 oz., pitcher-60 oz.) House Wine (glass- 5 oz., carafe- ½ litre) Shots (1 oz.) Hot Drinks Sarah Vaughan (Kahlua, Amaretto, Rye Whiskey, Coffee & Whipped Cream) Jimi Hendrix (Brandy, Kahlua, Coffee & Whipped Cream) Jim Morrison (Dark Rum, Amaretto, Bailey's, Coffee & Whipped Cream) BB King (Grand Marnier, Amaretto & Tea) Billie Holiday (Bailey's, Kahlua, Grand Marnier, Coffee & Whipped Cream)