Monday, June 01, 2009

·        Inspiration of Concept:


Koye Rhodes, aka The Pit Master – Founder of Rhodes BBQ discovered American BBQ in Southern Illinois University at Carbondale during his student days.


Koye Rhodes, was trained and mentored by the American legendary BBQ maestro Mike Mills, four times winner of the World Barbeque Championship the Memphis In May BBQ competition. They developed the secret recipes for the Rhodes BBQ sauce and Magic Dust. These are the key parts of what makes Rhodes BBQ Smokehouse brand so unique.


·        Kind of food served and key menu items


American Southern inspired BBQ meats offerings like, smoked St. Louis style ribs, Texan smoked brisket and Carolina pulled pork. Traditional southern sides like potato salad, corn bread, chilli and sweet potatoes.


To identify the place of origin of some of our key menu items and recipes, familiar and fun names like Carolina Combo for our ribs and chicken platter, Wicked Wings for spicy chicken wings and Texas Trio for our Texan inspired beef, chicken and ribs platter.


·        Our most popular drinks and special drinks we are known for.


American and local non-alcoholic beverages: (Soft drinks, iced tea and Chapman) American and local beers and alcoholic beverages: (Popular American beers like Budweiser, Corona etc and iced Margaritas etc. Nigerian brands Star, Gulder and Heineken), Wines: (American and South African.)


·        What kind of people that frequent our restaurants?


American and foreign expatriates living in cities restaurants are located; Young educated professionals, families, corporate clients and middle class demographic ranked locals.


·        What is special about our service?


Well trained and good looking staff who are friendly and un- intimidating, simple and easy to understand menus, and quick delivery of our food to clients. Writing and signing on the walls and blues background music.




·        What are we sure to be remembered for and clients tell their friends about?


How good our food and service were, our relaxed and casual atmosphere. A place to take special people, who have never tried Southern BBQ. The writing on the walls, and our unique BBQ sauce.



Basic Facts.


Overall theme/inspiration: Relaxed, casual un-intimidating yet fashionable Southern BBQ restaurant.


Type of Cuisine: American – BBQ.


Service Style: Self Service and Sit Down Fast Casual.


Segment: Fast Food and Casual Dining.


Price Point: High Medium – Cheque Average. Lunch N2000 - N3000, Dinner N3000 – N4000, Takeaway N1600.


Meal Period(s): Lunch, Bar, Snack and Dinner.


Location: Single Unit Outlets, Premium Enclosed Malls and High End Food Court.


Size: 80 – 150 M2, 50 – 75 seats plus Takeaway counter


Financial Projections: Investment – Sales: Investment $600,000; Sales $1,500,000


Characteristics of the space: Single Unit Outlets operates as central kitchen and main restaurants. Can be supply points to supply Mall environment locations of pre cooked ready to eat meals due to limited venting facilities, small kitchens, and restrictive mall or food court design standards or look. Malls can be retail intense environments, particularly sensitive to odours.



Target Customers/Traits

Who is the target customer and what are their characteristics?


  1. Expatriates: (Americans & Europeans): Knowledge of cuisine, adventurous and enlightened dinners, higher spends power. Seeking variety, diet.
  2. Families: (Suburban) Middle class with children, well travelled, fashionable, trendy.
  3. Young Professionals: Fast paced jobs, good income, and single, fashionable, trendy, social, seeking security and status, wants to be in the know.
  4. Female Shoppers: Diet conscious, fashionable, trendy, seeking status
  5. Male Shoppers: Fashionable, middle age, high income, well travelled, seeking status and convenience.
  6. College Students: Fashionable, trendy value shopper, seeking convenience, routine, want to be in the know, variety and status.



       Brand’s Response to Customer Traits

How does our Brand respond to the needs of our target customers?


  1. Expatriates: (Americans & Europeans): High quality authentic food and service. Clean environment, High food safety standards and secure relaxed atmosphere.
  2. Families: Children friendly, a place to take them for celebrations and outings, easy to understand menu, fast takeaway side and good size portions.
  3. Young Professionals: Hip look, vibrant music, reflect modern eating, good quality crowd, easy to navigate menu and relaxed international feeling atmosphere.
  4. Female Shopper: Healthful perception of venue, very fashionable design, easy to eat foods (clean food), towel service to wipe hands before and after, and comfortable environment as a meeting points with friends and a break when out for shopping.
  5. Male Shopper: Relaxed meeting place, modern and fashionable networking spot, television sports channels, cold drinks, private dinning rooms and quality service.
  6. College Students: Hip look, place to be, good value, vibrant music, value meals, fast takeaway service and fashionable.


Similar Brands (Not Just Restaurants)


1.      Nandos: International brand, children friendly, colourful and warm atmosphere, broad appeal, easy menu and interesting sauces.

2.      Yellow Chilli: Good Nigerian food, comfortable and clean, great meeting place, everyday, and engaging.

3.      Bottles: Casual, Mexican food and drinks, eclectic, fun, great value and warm. Connects to Americans and expatriates. Serves iced margaritas and foreign beers.

4.      Palms: The Mall. Modern and interesting shops, mass appeal, international standards. Multi- Choice food offerings and food hall. Fashionable and clean.



Key Competitors

Which Restaurants offer similar or alternative services that most directly compete for our target audience’s business?


  1. Food Court Venues: The Palms and The Galleria: Burgers, pizzas , sandwiches, Salads, grilled chicken and meats, burritos
  2. Casual Restaurants: News Café, Eko Hotel Sport Café, Bottles, Robert’s Café, Cactus and Pat’s Bar.
  3. American Restaurants in Area: The American Club
  4. Clubs: Ikoyi Club, The Boat Club.



What does our brand do better or different than the competition?


Our food offering a unique alternative, more exiting and fashionable. Our location is more hip, fresh and fun. The offering is more American and thus more familiar to our core target market. Finally, the brand having originally started from London UK, has a tested food concept, which received many great reviews from some of the top restaurant and food magazines in the UK.




Key Brand Criteria: Rhodes BBQ Smokehouse.

What are the key promises that our brand will deliver to our guest?


Our Vision:


We are a family that cares about each other, our guests and business. We treat people the way we want to be treated. We are proud of our tradition in southern hospitality and will be honest in the products we offer and the service we provide.


Our Mission:


Rhodes BBQ Smokehouse is dedicated to serving the finest southern style barbeque in the time-honoured tradition of low and slow. Our guest will be treated to the same friendly, courteous service they would receive in our home, while in a casual, fun environment where our greatest priority is to exceed our guest expectations.


Service and Product Values:


Our employees are “Rhodes BBQ representatives”: Professional, knowledgeable, naturally friendly, outgoing, and energetic, extending themselves toward the guest, promoting the restaurant and its activities whenever possible, and always strive to come as close as possible to perfection in the way we treat our guest.


We are part of the experience. Our behaviour from employee to employee and employee to guest directly affect “service”. We understand our words, attitude, behaviour, posture and appearance promote that experience.


We offer the highest quality service and product reflecting a true Rhodes BBQ experience.


We offer product selections that are creative, different and not predictable. We are willing to “take risks” to consistently provide our guest with an opportunity to “take a chance” on the uniqueness of Rhodes BBQ product and service.


People Value:


We treat people the way we would like to be treated: Employee to employee and employee to guests, unparalleled with our competitors. We express our appreciation in our attitudes, behaviours and words.


Our employees must be provided with the desired results, guidelines, and resources to perform their jobs. They must “know what to expect”, to be genuinely happy when greeting and serving our guests. We are consistent with the administration of policies with all employees.


Our employees have specific job parameters and responsibilities where they are “truly empowered” enabling consistency with direction and mainstream activities of Rhodes BBQ. They are able to handle the majority of the guest and operational problems on their own without seeking immediate assistance from supervisory personnel.




Food and Beverage Mission Statement:


To promote the vision, value and mission of Rhodes BBQ by striving to provide a high quality product and service to our guest in the southern tradition of down-home barbeque, though a meaningful, supportive and rewarding learning work environment, while maximizing profitability.


Post a Comment

<< Home