TEAM FORMATION MEMO

Byrne's Grilled Pizza is a local pizza restaurant and bar located on North Illinois Street in Indianapolis, Indiana, serving the Butler-Tarkington and Rocky Ripple areas. Recently, the restaurant has experienced a noticeable decline in sales, particularly during the winter season. This decline has been attributed to reduced marketing efforts following the departure of the marketing manager. The decrease in customer traffic has also led to reduced employee tips, negatively impacting staff morale.  

Our objective is to develop an effective marketing strategy to increase Byrne’s Grilled Pizza’s visibility, attract more customers and boost sales. 

Problem Description  

Byrne’s Grilled Pizza is facing a decline in sales due to seasonality and the absence of a marketing professional. The decrease in sales has made it challenging to maintain employee compensation, which may contribute to staff dissatisfaction and turnover. If this pattern persists, it could jeopardize the restaurant in the long term. This project will focus solely on marketing strategies to increase sales and will not address employee retention or overall business accounting. 

Research Question  

How can Byrne’s Grilled Pizza increase its customer base and boost sales through effective marketing strategies? 

This research will focus on identifying the most impactful methods to attract new customers and retain existing customers. 

Project Selection  

This project was selected due to the lack of interest from the other proposal applications. However, despite limited options, our team remains committed to delivering high-quality research and actionable marketing solutions.  

Target Audience  

Our primary contact within Byrne’s Grilled Pizza is Audrey Ragsdale-Buddenbaum, the Genral Manager. As the GM of the organization, she holds the decision-making authority over marketing efforts and can communicate recommendations directly to the restaurant owner. Additionally, one of our team members is an employee at the restaurant, providing direct access to internal insights.  

 Research Objectives and Methods  

1. Library Research  

• Conduct a review of scholarly articles and industry reports to determine best practices for social media marketing and customer engagement. 

2. Survey Research  

• Give out surveys of Byrne’s Grilled Pizza customers and employees (with permission) to assess perceptions of the restaurant and identify potential marketing improvements. 

3. Digital Marketing Evalution 

• Assess the restaurant’s existing social media presence, website, and online reviews to identify strengths and weaknesses. 

Group Strengths and Weaknesses  

Our team has a very diverse set of skills that will be able to work together and tackle various aspects of this project efficiently: 

• Matt: Leadership experience (military background) overseeing project management. 

• Zdenka: Scheduling and coordination of meetings. 

• Anacristina: Library research on effective social media marketing strategies. 

• Henry: Conducting interviews with employees and customers. 

• Penny: Coordinating with the manager and securing survey participants. 

Academic Skills  

• Matt: Proficient in APA citation and experienced in using research databases (Google Scholar, IU Library). 

•  Zdenka: Experience conducting surveys through the First Year Research Experience Program. 

• Henry: Experienced in conducting structured and open-ended interviews for data collection. 

Challenges  

Individual Challenges 

• Matt: I do not have many challenges that would come up for the team outside of a few commitments of my time. I will always do my best to stay on task and meet deadlines.  

• Zdenka: I do not have many challenges since I’m flexible for most days, including weekends. I will always meet deadlines no matter the issue and keep in contact with everyone every other day to make sure we’re all on track. 

• Anacristina: I do not have any challenges that would negatively impact this team. I am committed and willing to give as much time as needed to meet the requirements that are needed of me. 

• Penny: The only challenge I will have is schedule related. Because of my work being scheduled irregularly, it can be difficult for me to plan more than a week or so ahead. 

• Henry: I do not have any challenges that would affect the team. I will give my all into any task given to me. 

Team Challenges: 

• Scheduling conflicts: The team has varied availability, but consistent communication will ensure progress. 

Conclusion 

Byrne’s Grilled Pizza has experienced a decline in sales, primarily due to reduced marketing efforts. Our project aims to identify effective

digital marketing and engagement strategies to attract more customers and increase sales. By using surveys and library research, we will provide actionable recommendations to enhance the restaurant experience and customer reach. This research will serve as a strategic guide for Byrne’s Grilled Pizza to optimize its marketing approach and improve its overall business performance.