Simple Marketing Plan Template: Food & Beverage Business

1. Business Overview

Business Name:
Type of Business: (e.g., café, food truck, bakery, specialty drinks)
Location(s):
Mission Statement:
Core Offerings: (e.g., organic smoothies, gourmet sandwiches, artisan coffee)

2. Target Market

Primary Audience:

• Age:
• Gender:
• Income level:
• Lifestyle/habits:
• Dining preferences:

Customer Pain Points/Needs:

• (e.g., quick healthy meals, unique local flavors, vegan options)

3. Unique Value Proposition (UVP)

"What makes us stand out?"
Example: “Farm-to-table lunch café using locally sourced ingredients, served fast for busy professionals.”

4. Marketing Goals (SMART Goals)

• Increase foot traffic by 25% in 6 months.
• Gain 1,000 Instagram followers in 3 months.
• Grow email list to 500 subscribers in 90 days.
• Launch a new menu item and sell 500 units in the first month.

5. Marketing Strategies & Channels

Social Media - Post daily on Instagram & Facebook (behind-the-scenes, food shots, stories)

Email Marketing - Weekly newsletter with new menu items, events, and promotions

Local SEO - Optimize Google Business Profile, encourage reviews, use local keywords

Content Marketing - Blog or videos about sourcing, recipes, or staff stories

Partnerships - Collaborate with local farms or businesses for joint promotions

In-Store Marketing - Use signage, QR codes for loyalty signups, seasonal decor

Events - Host tastings, local pop-ups, or sponsor community events

6. Promotions & Offers

• Launch week discount (e.g., 15% off first order)
• Loyalty card (e.g., Buy 9 drinks, get the 10th free)
• “Instagrammable” menu item with hashtag contest
• Referral discount for customers who bring a friend

7. Budget

Social Media Ads - $150

Email Marketing Tool -$30

Print Materials - $50

Event Participation - $100

Miscellaneous - $70

Total - $400

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8. Metrics & KPIs

Website traffic - Google Analytics

Instagram growth - Follower count, engagement rate

Sales growth - POS system reports

Email list growth - Email platform dashboard

Customer retention - Loyalty program usage, repeat customers

9. Implementation Timeline

Month 1 - Launch Instagram, run welcome promo, setup GMB

Month 2 - Host tasting event, start newsletter

Month 3 - Launch referral program, optimize SEO, blog post #1

10. Notes & Adjustments

Use this section monthly to reflect on what worked, what didn’t, and what to change.

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