FINAL ROM 2024 SM HIGHLIGHTS + DAYPARTS + SMART - EU 20.09.pptx

SALES & MARKETING HIGHLIGHTS - ROME Modern Rome, the capital of Italy, has been said to have one foot in the past and one in the present, with 2,000-year-old relics right next to ultra-glam fashions and society. We mirror that feeling at our Italian Hard Rock Cafe location with an upbeat...

SALES & MARKETING HIGHLIGHTS - ROME Modern Rome, the capital of Italy, has been said to have one foot in the past and one in the present, with 2,000-year-old relics right next to ultra-glam fashions and society. We mirror that feeling at our Italian Hard Rock Cafe location with an upbeat, modern feel, super cool Hard Rock merchandise, and a veritable colosseum of music memorabilia. Hard Rock Cafe Rome is the ultimate spot for people watching, a quintessential part of Roman culture with elaborately painted ceilings and Corinthian-style columns. 4 rooms and a terrace available for clients and a total capacity of 300 pax as venue buyout. A great location for Corporate Events, Christmas Parties, Themed Events, Birthdays, Business Meetings, Weddings, Anniversaries, CAFE Press Conferences or Team OVERVIEW Buildings. FULL CAFE CAPACITY 232 Total Seats # OF LEVELS 1 Level OUTDOOR PATIO Terrace 25/16 Glasshouse 50/35 PRIVATE HIRE CAPACITY Full Venue Reception 350 Reception Style Private room Reception / seated Glasshouse 50/35  SALES & MARKETING HIGHLIGHTS S&M OVERVIEW – YTD through P8 TOTAL 2023 S&M $162,740 BANQUET/MISCELLANEOUS SALES : FIT PROGRAMS: BUDGET Venue promotion through online venue finder platforms Bici Baci new partnership including Vespa Tour + HRC TOTAL 2024 S&M $173,837 (Meeting&Congressi, Meeting Hub) Lunch Experience BUDGET (+6,4 % PY) Participation in “Next Stop Looking for Lazio”, one of the $100,212 Special promo for local Museums ticket holders including main MICE workshops dedicated to roman locations ADVERTISING $16,544 discount on restaurant & retail New Partnership with Roma03, a website dedicated to GROUP SALES $57,079 Rack Card distribution through Taxi companies LIVE MUSIC Family Events in Rome with a loyal community, in order to Partnership with P. Stop & Local travel agencies info build a strong event programme dedicated to families points around the city through referral program 2023 S&M TEAM Jesica Morreale Create new sales opportunities by starting a collaboration Cruise Program market growth by new partnerships with Damiana MEMBERS (2) with alternative mice stakeholders: team building local OTA’s and luxury transfer companies including 2024 S&M TEAM Ferrera companies, event planners, event & entertainment Lunch packages and special offers to their clientele MEMBERS (3) Giorgia influencers Tour guides regular contact with the aim of increasing Genovese Organize “Mice agencies flash offers” campaign during low database and drive commission based program (10% season with special offers and drive new global incentive net commission on total spent in Rock Shops) TOTAL 2024 S&M $1,665,713 program Concierge community expansion strategy + incremental GOALS (16% of Total Rackcards distribution Cafe $) GROUP SALES: BANQUET & EVENTS $260,000 Group menu upselling and optimization of retail sales LIVE MUSIC & ENTERTAINMENT: GROUPDAY PART SALES ACTIVATIONS $349,142 Breakfast FIT PROGRAM $2,466.61 $536,341 through dedicated cards Expand Music program by adding new events such as Target new travel agencies organizing pilgrims tour due to Drag Queen Show, Karaoke and Singing battles Lunch Special $83,436.00 upcoming Jubilee Take advantage of big concerts to strengthen Revamp of SOHR program with new programs and expand Happy Hour $23,844.00 relationships with local fan clubs to organize dedicated database of schools and educational centers events TWR events in partnership with Pearson to increase Try new entertainment format such us speed date nights Late Night $8.311,36 teacher’s bookings for SOHR with 80 pax and stand-up comedy Regular follow up calls with PEA agencies, putting HRC Activating 1 live music show per week Party Packages Bday front of mind Organize special nights in collaboration with Bev. brands DAY PART ACTIVATIONS & MARKETING: including live music and brand activations Delivery $129,127.00 Expand Lunch program by promoting menu & aperitif Live Music $140,000 MAIN SALES PARTNERSHIPS: through new big company contacts 4 events per New partnership with Roma03: Local community with Touristation, I Love Rome, Bici & Baci, Zetema month focus on family activities in the city Io Bus, City Sightseeing, Trenitalia Influencer marketing program: constant invitation to cafe Decus, ITC, Civitavecchia, Grey Line diversifying influencers by profile increasing breakfast and Others School of Hard  BREAKFAST – ROME BREAKFAST PROGRAM OVERVIEW Monday - Sunday, 10:30am – 12:30pm Offerings: A la carte menu, featuring alcoholic cocktails Sales Tactics/Promotions Currently implementing: Flyer distribution in hotels/Airbnb’s, that don’t offer breakfast Zetema Toy Library - new agreement to attract families with kids to the cafe Direct visits to nearby sports club, collateral materials distribution Email to MICE database with invitation to try our breakfast menu / include in business meetings Radio Capital interview to promote the activation to the local community Roma 03 Partnership (Family website, social post and reels, newsletter feature University partnership, newsletter to Università di Roma Tor Vergata students Food influencers regular invitation to taste the menu and create engagement through their followers, Organize Social Table with content creator Online: Paid advertising + Facebook/Instagram posts/reels + emailing Unity members, plus Local PR to Media contact and invitations Breakfast Flyer included with every take-away order Deliver a small tasting to surrounding businesses/shops + regular visits Budget: $200.00 ROI: $2,466.61 YTD 3  LUNCH – ROME LUNCH PROGRAM OVERVIEW Monday-Friday, 11:30am – 3pm Offerings: $12 dedicated menu with 1 alcoholic drink included Includes all items on the Current EATS menu Dedicated aperitif formula with special prize Sales & Marketing Tactics Currently implementing : Weekly sales visits & cold calls to the surrounding companies/shops area to present the Lunch program Establish special relationships with top managers to increase weekly lunches in the cafe New Aperitif formula for customers that have joined the program Online: Database emailing to communicate our latest offer such us Live Music and family events, UGC content utilized as well as regular menu items posted for awareness Promote our lunch program to our MICE customers Accepting “tickets restaurant” Budget $450.00 ROI $83.436 YTD 4  HAPPY HOUR – ROME HAPPY HOUR PROGRAM OVERVIEW Sunday- Friday, 3:30pm – 6:30pm Offerings: 50% off in selected drinks + special prize for bar bites: Euro 8.00 (Nachos, Boneless Wings, Wings, Jumbo Pretzel) Euro 10.00 (Fried Chicken Sliders, Little Legends Sliders, Loaded Tater Tots) Sales & Marketing Tactics Currently implementing : Sales visits to surrounding companies/shops/co-working spaces Flyer distribution in nearby hotels, Airbnb's and Bed & Breakfasts Material distribution with take-away orders Online: Continuous social media posts on feed to push awareness as well as a newsletter to regular database, Informing locals and target Facebook groups Partnership with American Studies Centre for a newsletter to their database Flyer distribution in our Rock Shop in Via del Corso and Via della Conciliazione to push Cafe visits Budget: $400.00 ROI $23,844.00 YTD 5  AFTER HOURS/LATE NIGHT – ROME AFTER HOURS – LATE NIGHT PROGRAM From Sunday to Friday – Starting at 10pm until close Sales Tactics/Promotions Currently Implementing Direct and personalized email to our local Database Flyer distribution to hotels/airbnb/b&b/ shops & big companies in the surrounding areas Online: Social media stories & trendy reels, Posts on Facebook groups with communities interested in nightlife/ events in the city. Reels in collaboration with Food/Lifestyle influencers on Instagram Partnership with local influencers to increase brand awareness and promote Late night activation within the roman community Unity/Acoustic newsletter to our community Email Promotion to students of Tor Vergata University Type of Entertainment offered if applicable: Acoustic duos, DJ sessions, Tribute bands Budget: $750.00 ROI: $8.311,36 YTD 6  BANQUET, CATERING & EVENT SALES GOAL- BC&E sales are currently $91,492. Our goal is $107,529 for BOY by end of P12 with the following initiatives: Venue promotion through online venue finder platforms (Meeting & Congressi, Meeting Hub); ($5K – $15K Events) Participate in “Next Stop Looking for Lazio”, MICE workshops dedicated to Roman locations ($15K - $20K Events) New Partnership with Roma03, dedicated to Family Events in Rome with a loyal community ($2K - $3K Events) Collaboration with alternative MICE agencies: team building companies, event planners, event & entertainment influencers ($1K - $3K Events) Collaborate with Convention Bureau, Local Mice association, through email marketing to their database - mice agencies, T&T Agencies, event planners, incentive ($2K - $10K Events) 7  ALCOHOL BEVERAGE MIX GOAL- Alcohol Sales Mix of total revenues are currently at 23%, our Yearly goal is 25%, garnering an additional $367 in daily Alcohol Sales. End of year focus: Happy Hour/After Hour: Host HH everyday (except Saturday), 3.30pm-6.30pm and After Hours program from 10pm, driving alcohol beverage mix Live Music: Every Thursday from 9.30pm to close, to encourage guests to stay on after dinner for drinks Football Games – Dedicated area + Bar to show the games Partnership with local supplier organizing activations to promote international cocktail week, and participating in top activations, such as Negroni Week Masterclass with local suppliers in order to improve beverage knowledge and increase upselling Broken down BOY Target in Daily/Weekly $ amounts in order to simplify the GOAL for Servers/Bartenders Lunch Menu / Breakfast: From September, we have launched Breakfast daily to increase early Sales. 8 In October and December, ROMA03 Breakfast + Entertainment  RETAIL CONVERSION GOAL- Cafe Retail sales are currently at $1.9M with conversion at 34.3%. Our goal is to achieve $860K for BOY with a conversion of 35%. In order to do so we will need an additional conversion of 17 extra guests per day x average spend of $48.95 = $100k in additional sales by end of year: Server/Bar Glassware incentive to promote conversion (min of 5GLS per shift) Host conversion incentive based on Sales generated in the Rock Shop (min of $500 in Sales weekly) RSA incentive based on PWP/Promo conversion (MIN of 20% conversion) Merchandise Conversion Cards for T&T groups and new school groups + bounceback cards for future visits Bounceback cards to increase footfall to the 9 cafe and create conversion between  GRASSROOTS PLAN GOAL- Increase footfall to the Cafe/Retail (YTD 116,900 Entrée Count – 40,300 Merch Transactions), aiming to achieve BOY Entrée Count of 50K and Merch Transactions of 18K Touristic market: Concierge community expansion strategy + incremental Rack Cards distribution Bici Baci new partnership including Vespa Tour + HRC Lunch Experience Special promo for local Museums ticket holders inclu. discount in Food/Retail Rack Card distribution through Taxi companies Target new travel agencies organizing pilgrims tour due to upcoming Jubilee Regular follow up calls with PEA agencies to keep Hard Rock front of mind Local market: Influencer marketing program: invitation to cafe diversifying influencers by profile (Food, Lifestyle, Fashion) Increase Lunch program sales by promoting menu & aperitif 10