THE BIG
REFRESH
WHAT WILL TRANSFORM the bottom line
PHOTOGRAPHY
This is about LUNCH. People are looking satisfy their hunger. Their buying impulse is emotional and based on the senses. One that is currently completely overlooked at Belly Buster. Without the creation of compelling, mouth-watering photography, no other changes will make any difference to sales or repeat business or the bottom line.
There are only two worthwhile ways to fix this problem. One is to engage a professional food photographer, which would result in clean, but generic and expensive images. Two, would be to use AI (through me), which would be much less expensive, faster and more flexible. These images would be used throughout all subsequent steps —
social media, printing, price boards, menu, website, merch…
NEEDS:
20 "hero" images of the 20 BB subs, clearly differentiated
Original reference photographs (iphone-level)
$1200
UNACCEPTABLE
MAKE THE MENU A MOUTH-WATERING SPECTACLE
PEOPLE WALK IN. They're met by a wall of white tiles. No food. No temptation. No chance yo be enticed by an option while they wait in line. At the end of the counter: a list of lifeless options "HAM". "RIB".
That back wall is your opportunity to seduce and get people to keep coming back. LOSE THE TV's. Put in a single wooden shelf for the bread. Make the bread a feature — clear bins? Lose the plastic bags.
Give the subs characterful, memorable names "The Original Buster Turkey Sub". Incorporate name and number into each display board.
Chris wants the ability to change prices for specials, discounts, sub of the day etc. Logical, low-cost solution: Cover those morgue-like tiles with a wall of rustic wood paneling (cheap, easy). Embed power outlets in the wood (neat, tidy). Then create a display device shared by all subs: a metal print (affordable, hi-res), with a chalkboard below for pricing and specials. Easily cleaned. Long lasting. Analogue. No computers. No special skills. Change as many times as needed, as often as required. Every sub the same size. Easily read from customer side. An impressive, compelling display of delicious choice that's weasily edited ("Sorry, sold out"… "Today's special"… "Manager's Special")…
panels: Approx $50 EACH x 20
CRUCIAL
LIGHTING
The impression is "Hospital".
Local electrician. Lose the flourescent tubes panels. Add warmer soft lighting and spots. Obviously keep proper working light for the staff.
From the street — instantly inviting. "Come on in from the cold"
NEEDS:
Local electrtician. One day. Does the power outlets all in one go.
$TBD, but not expensive
PASSING TRAFFIC IN CARS
THOUSANDS OF HUNGRY PEOPLE 24/7. What do theu see?. Logo. Flourescent lights. Staff. Empty seats. No food. No clues.
NO "WHY STOP HERE"
Signage
winow decals/backlit food images
Awnings
Perendicular signage - illuminated
AWNINGS & SIGNAGE $2000
Backlit signs: $1000 ~ $2000
AN ACTIVE SOCIAL MEDIA OUTREACH
Awaerness. Engagement. Inticement
iomstagram, Facebook, TripAdvior, X, Reddit foodie groups
DAILY
Claim TripAdisor gold
Totonto press
testimonials
Photograpy
Create a recognizable style
History
stories
Events
re-launch day
NEEDS:
Me
Initial setup $1500. $500/mth management, updaytes, improvements
THE WEBSITE
THOUSANDS OF HUNGRY PEOPLE 24/7. What do theu see?. Logo. Flourescent lights. Staff. Empty seats. No food. No clues.
NO "WHY STOP"
Grteta destination. Menu. Order ahead (discount for grab n go, history, exact location. Meet on street. Window delivery for paid in advance.
testimonials social proof, about the owner. Incorporate since 1979 everywhere.
panels: Approx $50 EACH x 20
INTERIOR MANAGEMENT ADJUSTMENTs
Lose TV's
move drinks
Furn whole drinks cooler block into descriptive menu panel, with Names, pics, combo deals. Panel on sliders to get to drinks.
Lose Belly bust B&W sign. Rope off DoorDasy lane. Make clear.
remove all indication of non-food activity, cleaning, slippery floor, licenses, scribbled notes — the work side. Put it all in back. Copy subway and bring fresh ingredients out friont in chil unit curently in back — on show. Proudly fresh, plus convenient.
Quality control.
Local electrician. Lose the flourescent tubes panels. Add warmer soft lighting and spots. Obviously keep proper working light for the staff.
From the street — instantly inviting. "Come on in from the cold"
NEEDS:
Local electrtician. One day. Does the power outlets all in one go.
$TBD, but not expensive
UNACCEPTABLE
COST SAVINGS
THOUSANDS OF HUNGRY PEOPLE 24/7. What do theu see?. Logo. Flourescent lights. Staff. Empty seats. No food. No clues.
NO "WHY STOP"
Give the subs characterful, memorable names "The Original Buster Turkey Sub". Incorporate name and number into each display board.
Chris wants the ability to change prices for specials, discounts, sub of the day etc. Logical, low-cost solution: Cover those morgue-like tiles with a wall of rustic wood paneling (cheap, easy). Embed power outlets in the wood (neat, tidy). Then create a display device shared by all subs: a metal print (affordable, hi-res), with a chalkboard below for pricing and specials. Easily cleaned. Long lasting. Analogue. No computers. No special skills. Change as many times as needed, as often as required. Every sub the same size. Easily read from customer side. An impressive, compelling display of delicious choice that's weasily edited ("Sorry, sold out"… "Today's special"… "Manager's Special")…
panels: Approx $50 EACH x 20
MERCH $ incentives
Sub tubes.
loyalty progam