“Earth's Bounty” is a restaurant that severs vegetarian westernized food. The food is kept at a low priced to reach out to not only vegans and vegetarian’s, but also a younger generation seeking to try something different. Earth Bounty will be open 24 hours and mostly populated within the suburban area.

Earth's Bounty goal is to attract a younger audience from the ages of 16-24, research shows that this age demographic makes up the largest vegetarian/vegan population. Another target audience Earth's Bounty is tying to market to are people that are looking for a healthier food alternative when deciding to dine out because vegetarian food is known for being healthily. By being located in suburban area’s it’ll make eating healthier an option over the abundant amount of fast food restaurants.

Both vegans and vegetarians need more local restaurants to go to so they don’t have to worry about food cross contamination. Knowing that vegetarian food is healthier then most non vegetarian dishes, the market for healthy eaters would likely help the success of this brand. Few restaurants offer vegetarian meals but in my personal experience their is a huge market that hasn’t been fully exploited. With Earth’s Bounty being urban, warm and inviting with the use of toned down greens and warm browns, customers will feel welcoming and come in and try food maybe a little out of there comfort zone.

A competitor Earth's Bounty is up against is Nuba Restaurant on 207B West Hastings. This restaurant cooks mostly authentic Lebanese Cuisine and was named best Lebanese food in Vancouver by “Vancouver Magazine.” The hours of operation range threw out the week and it’s food price is more on the expensive side of the spectrum. When reading restaurant reviews most comments were the same, “Overall okay experience, but for the price the food is not that great.” The difference between Earth's bounty and Nuba is that we have a different target audience. I feel that Nuba is trying to relate more to a more mature crowed while I'm looking for a younger audience. Nuba’s food is also authentic Lebanese food while Earth’s Bounty is very westernized.

Another competitor is OrganicLives on 1829 Quebec Street, Vancouver. As well as Nuba, OrganicLives relates to a more mature audience because of the over the top high quality vegan food that is quite expensive. The only bad review that stuck out in my mind was the comment about the ugly interior and exterior, “No decor at all. Just all over cold and uninviting.” With Earth’s Bounty being very organic with shapes and the use of warm tones will evoke an atmosphere of comfort and relaxation.

The company with the most competition would have to be Sweet Cherubim Natural Food Stores & Restaurant on 1105 Commercial Drive because both companies have a similar target audience. Both branches have low prices and similar food style ideas. From what I've read this restaurant has, "Really tasty vegetarian food served cafeteria style." Earth’s Bounty will differentiate from by being more of a trendy restaurant and less of a cafe. As well as being located in suburbs.

To reach the target audience Earth’s Bounty strategy will be to locate within the age demographic that fits our profile. To advertise to both youth vegetarians and healthy eaters. To promote the business there should be advertising in papers like The Metro and 24Hr because it’s a local newspaper a lot of younger people read.

Earth’s Bounty will appeal to a large demographic of vegetarians and youth because of the urban warm inviting atmosphere that is affordable. No other restaurants within the suburban area offers 24 hour operation and vegetarian westernized food.

Eight Week Advertising Plan
Week 1: Start a website.
Week 2: Start a Facebook, twitter and my space page to promote daily specials.
Week 3: Flyers in heath food stores.
Week 4: Advertisements in Local Newspapers with 2 for 1 coupons.
Week 5: Bring menus to local business and advertise free delivery.
Week 6: Bring food samples to local business
Week 7: Radio advertising
Week 8: T.V commercials