Retail Promotion Strategy Analysis: The Challenges At Bob Evans Restaurants

Abstract

The case presents a challenge Bob Evans restaurants face in the wake of 2010. With the traditional target market of baby boomers aging, a new retail strategy targeting young families with children has been formulated, and a new advertising agency (Brunner, Pittsburgh, PA) was hired to “contemporize” the brand and make it relevant in today’s marketplace. The major challenge to Bob Evans is that it is not effectively attracting new customers to its restaurants despite the strong loyalty by the traditional baby boomer segment. Brunner carefully examined the current retail promotional tools used by Bob Evans and asks what changes should be made to effectively communicate and promote Bob Evans to newly identified target market of young families with children.