Hard Rock Cafe Sales and Marketing Overview 2024

Podcast

Play an AI-generated podcast conversation about this lesson

Questions and Answers

What is the current retail sales for the cafe mentioned?

$860K

$100K

$1.9M (correct)

$34.3M

What is the goal for retail conversion at the beginning of the year (BOY)?

35% (correct)

34.3%

17%

40%

What additional sales amount is needed to meet the conversion goal by the end of the year?

$300K

$50K

$200K

$100K (correct)

What is one of the strategies to increase footfall to the cafe/Retail?

Expand the concierge community strategy Signup and view all the answers

Which of the following is an incentive related to the server/bar staff?

Server/Bar Glassware incentive Signup and view all the answers

What is the current goal for BC&E sales?

$107,529 Signup and view all the answers

Which entertainment option is NOT mentioned as being offered?

Live Theater Productions Signup and view all the answers

What is the budget allocated for the initiatives mentioned?

$750.00 Signup and view all the answers

What percentage of total revenues are current alcohol sales at?

23% Signup and view all the answers

What is a strategy mentioned to increase alcohol sales mix?

Happy Hour programs Signup and view all the answers

Which event type has a potential budget range of $2K - $3K?

Family Events Signup and view all the answers

What time is the Happy Hour scheduled to occur on weekdays?

3:30pm-6:30pm Signup and view all the answers

What is the expected increase in daily alcohol sales to meet the yearly goal?

$367 Signup and view all the answers

What is a key feature of Hard Rock Cafe Rome that reflects its cultural heritage?

Elaborately painted ceilings and Corinthian-style columns Signup and view all the answers

What is the total capacity for a full venue buyout at Hard Rock Cafe Rome?

300 pax Signup and view all the answers

Which of the following is NOT listed as a type of event that can be hosted at Hard Rock Cafe Rome?

Fashion Shows Signup and view all the answers

How much was the total Sales & Marketing figure for Hard Rock Cafe Rome in 2023?

$162,740 Signup and view all the answers

What kind of promotional partnership was formed with Bici Baci?

Vespa Tour combined with a lunch experience at HRC Signup and view all the answers

What is the seating capacity for the Glasshouse private room at Hard Rock Cafe Rome?

35 seats Signup and view all the answers

Which of the following advertising methods is used by Hard Rock Cafe Rome?

Rack Card distribution through Taxi companies Signup and view all the answers

What was the percentage increase for the 2024 budget compared to the previous year?

6.4% Signup and view all the answers

What is one of the targeted demographics for the family events organized by Hard Rock Cafe Rome?

Local families with children Signup and view all the answers

Which type of space is NOT included in the Hard Rock Cafe Rome venue?

Rooftop garden Signup and view all the answers

What is the primary focus of the new partnership with Roma03?

Promoting family activities in the city Signup and view all the answers

Which promotional tactic is used to attract customers to the breakfast program?

Flyer distribution in hotels and Airbnb's Signup and view all the answers

What type of offerings are available during the lunch program?

$12 dedicated menu with an alcoholic drink included Signup and view all the answers

Which tactic is NOT mentioned as part of the happy hour marketing strategy?

Weekly wine tasting events Signup and view all the answers

What is the budget allocated for promotional activities under the lunch program?

$450.00 Signup and view all the answers

What is the primary goal of the influencer marketing program mentioned?

Diversify influencer profiles to drive breakfast attendance Signup and view all the answers

When does the happy hour program take place?

Sunday to Friday, 3:30 pm – 6:30 pm Signup and view all the answers

What are the offerings during the happy hour promotion?

50% off selected drinks and special prices on bar bites Signup and view all the answers

Which activity is part of the after-hours program's marketing tactics?

Flyer distribution to hotels and surrounding businesses Signup and view all the answers

What is the return on investment (ROI) for the breakfast program?

$2,466.61 YTD Signup and view all the answers

Which sales tactic includes engaging directly with top managers of companies?

Direct visits Signup and view all the answers

What is a characteristic of the new aperitif formula mentioned in the lunch program?

Special pricing for customers who join the program Signup and view all the answers

Which company does NOT appear as a sales partner in the main sales partnerships section?

National Airlines Signup and view all the answers

What method is employed to engage with food influencers?

Invite them regularly to taste the menu Signup and view all the answers

What is one of the objectives for the 2023 S&M team led by Jesica Morreale?

Build a strong event programme dedicated to families Signup and view all the answers

What strategy is suggested to expand the cruise program's market growth?

Create partnerships with alternative MICE stakeholders Signup and view all the answers

What type of events does the team want to add to the music program?

Drag Queen Show and Karaoke Signup and view all the answers

What is the proposed commission on the total spent in Rock Shops for the new global incentive program?

10% Signup and view all the answers

What demographic is targeted by the new travel agencies for organizing pilgrim tours?

Groups due to the upcoming Jubilee Signup and view all the answers

Which initiative is aimed at increasing teacher's bookings for SOHR?

Partnerships with Pearson for TWR events Signup and view all the answers

What activity is expected to take place on a weekly basis according to the proposed strategies?

Activating a live music show Signup and view all the answers

What type of special campaign is suggested during the low season?

Flash offers for MICE agencies Signup and view all the answers

What is the expected contribution of banquet and events to total sales?

$260,000 Signup and view all the answers

What new entertainment format is suggested to be tried according to the strategies?

Speed date nights Signup and view all the answers

Study Notes

Cafe Overview

The Hard Rock Cafe in Rome has a total capacity of 300 people
The cafe is made up of 4 rooms and a terrace
The cafe has a modern feel and is located in a prime location for people-watching
The cafe is a popular venue for events such as corporate events, Christmas parties, themed events, birthdays, business meetings, weddings, anniversaries, press conferences, or team buildings

Sales and Marketing Highlights

The total sales and marketing budget for 2023 was $162,740
The total sales and marketing budget for 2024 is $173,837, which is a 6.4% increase from 2023
The advertising budget is $100,212
The group sales budget is $57,079
The total sales and marketing goals for 2024 are $1,665,713, which is 16% of the total cafe revenue

Banquet and Events Sales

The goal for banquet and events sales is $260,000
There are a number of initiatives to achieve this goal including promoting the venue through online platforms, participating in MICE workshops, and collaborating with alternative MICE agencies

Alcohol Beverage Mix

The goal for alcohol sales mix is 25% of total revenue by the end of the year
This would mean an additional $367 in daily alcohol sales
To achieve this goal, the cafe is implementing a number of initiatives, including hosting happy hour every day, increasing live music, partnering with local suppliers, and holding masterclasses on beverage knowledge

Retail Conversion

The goal for retail sales conversion is 35% by the end of the year
This would mean an additional 17 extra guests per day converting to retail purchases, resulting in an additional $100,000 in sales
To achieve this goal, the cafe is implementing a number of initiatives, including offering incentives for sales staff, merchandise conversion cards, and bounce-back cards

Grassroots Plan

The goal is to increase footfall to the cafe and retail
This means increasing the number of guests and the number of merchandise transactions
To achieve this goal, the cafe is implementing a number of initiatives in both the tourist and local markets, such as expanding the concierge outreach strategy, creating new partnerships, running an influencer marketing campaign, and promoting the lunch program

Day Part Activations and Marketing

The cafe is implementing a number of promotions and marketing activities for each day part, including breakfast, lunch, happy hour, and late night
Each day part has a dedicated budget and ROI for tracking purposes
Programs are targeted towards specific demographics and include a variety of marketing tactics including online promotions, flyers, partnerships, and events

Studying That Suits You

Use AI to generate personalized quizzes and flashcards to suit your learning preferences.

Description

Explore the sales and marketing strategies of the Hard Rock Cafe in Rome for 2024. This quiz covers the cafe's capacity, its event hosting capabilities, and budget allocations for marketing and sales goals. Test your knowledge about the cafe's initiatives aimed at boosting banquet and events sales.