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Gusto Italiano#theGustotruck
Maria’s Italian Piadina Inc.: Exporting the “piadina”
Master’s, International Multi Channel Marketing Scholarship Project
Robert Napoli Class of 2015/16
Summary
Food trucks (fleet of 4) College Campuses
◦ Test Campus- Iowa State University and University of Iowa Daily from 10:30 AM- 3:30 PM
Interactive Social Media Strategy◦ Marketing to millennials and
socially connected college students
Ability to relocate daily across campus and let students know location and daily deals via Facebook, Twitter, and Instagram
Create buzz and excitement through interaction in socially diverse and connected students to have a great “authentic” Italian experience at a competitive and reasonable price
Give students and customers a dynamic on campus option that is quick and easy with a small set authentic menu
Summary cont.
#theGustotruck will also be set up at college football games◦ Saturday’s from August-
November in Iowa City and Ames
Bar districts on Thursday-Saturday night
Saturday Mornings from May-October 1 truck will be set up at the Downtown Des Moines Farmer’s Market (40 minutes away from Iowa State Campus)◦ On the corner of 4th and
Court
In August 2 trucks will be set up at the Iowa State Fair in Des Moines (top 10 State Fairs in USA)◦ 1 on the main food strip◦ 1 across from Grand Stand
For 1 week in July 1 truck will be set up to follow RAGBRAI (Register’s Annual Great Bike Ride Across Iowa), one of Iowa’s biggest summer events◦ Follow the route and be
available for lunch and dinner
Also available to cater/work concerts, pep rallies, weddings, and carnivals
Social Media Handles and Hash Tags
Facebook Page◦ Gusto Italiano
Twitter Handle◦ @GustoItaliano◦ #theGustoTruck
Instagram Handle◦ @GustoItaliano◦ #theGustotruck
Marketing Concept
Small and Specialized Brown bag lunch combo’s
Piadina, chips, and drink- $6 Daily deals and incentives via social media
◦ #theGustotruck ◦ Use hashtag on one of the 3 social media sites-Facebook,
Instagram, or Twitter to let people know what you are eating for a weekly drawing for a free meal!
Flyer and coupon campaign Catering options for class, conferences, in services, etc for students
and professors
Marketing/Social Media Examples
Facebook:◦ Gusto Italiano: Friends we will be located outside the Tippie
College of Business on University of Iowa’s Campus! Come see us for a Piadina lunch and some bags! Go Hawkeyes! #theGustotruck #foodtrucks #Piadina #AuthenicItalianFlavor
Twitter:◦ @GustoItaliano: #theGustotruck will be outside the College of
Design. Today is bogo cannoli day! #ItalianFlavor #AuthenticItalian Instagram: (Picture) We are coming to you live outside the
Engineering Building on Iowa State Campus. Come join us for a flavor experience and take a picture and Instagram it with #theGustotruck to be entered for a free Piadina lunch!
Menu
◦#1- The Soprano Provolone cheese, salami, ham, capicola, red pepper spread, Italian
dressing, tomato, greens◦#2- Prosciutto
Mozzarella, prosciutto, olive oil, pesto, tomato, greens◦#3- Turkey
Turkey, provolone cheese, bacon, mayo, tomato, greens◦#4- Ham
Ham, provolone cheese, mayo, tomato, greens◦#5- The Stallone
Nutella, capicola, tomato, greens◦#6 BLT
Bacon, lettuce, tomato, mayo◦#7- Veggie
Mozzarella, avocado spread, cucumber, tomato, greens, mayo *All menu items served folded over or as a wrap
Menu (cont)
Lunch combo sides:◦ Lay’s Brand Potato Chips
BBQ Original Doritos Cheetos
◦ Soft Drink Choices Iced Tea Coke Diet Coke Mt. Dew Bottled Water
Optional Dessert Items $2 each:◦ Cannoli◦ Chocolate Chip Connoli
The Trucks
Green Trucks Red and White writing Gusto Italiano an MIP
Company on both sides Authentic Italian Flavor-
The Piadina! Along bottom of truck
#theGustotruck
Pop up tent with fold out tables and chairs for students/customers to sit and eat
Bags and ladder golf games for tailgating and down time on campus
All trucks will be equipped with griddle tops for cooking and refrigeration
Cost
Food Truck- $70,000/truck◦ $280,000 for start up truck
Business Permits◦ $900 per truck per 6 months
Operating Cost◦ $500/week for ingredients and employee pay◦ $300/week gas
Total Monthly Overhead per truck: $3,350/month Average customer’s per weekday
◦ 250x$6.00= $1,500/day per truck Average customer’s on Thurs-Saturday night
◦ 50x $6.00= $300 per truck Estimated customers per Tailgate
◦ 200X $6.00= $1,200 per truck
Cost (cont)
Estimated ROI at Farmer’s Market from May- October$64,800
Estimated ROI for RAGBRAI$9,000
Estimated ROI for Iowa State Fair$50,000
*Food trucks in this market are in high demand and is up and coming in the Midwest culture- Now is the time to invest in a strong up and coming market and we are looking to differentiate with a strong interactive social media campaign that will attract the socially connected culture
Why to invest?
The time is now! Social Media and brand recognition is the new age to engage with
consumers Food Trucks are becoming increasingly popular in the Midwest and are
in high demand! Food trucks are a novelty in the Midwest, and the Piadina is a novelty
and authentic Italian food. The combination offers a unique blend and is exciting marketing opportunity!
This offers a unique and dynamic Italian Cuisine to the Midwest United States, a culture who values authentic tastes and good food.
The interactive social media campaign will create a culture of buzz marketing that will quickly spread and increase customer base and loyalty
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