Our competition will come from other casual eating establishments, both national chains and locally
owned restaurants. Most casual eating places offer wings but as we continually use in our marketing
approach, “It’s no Secret, It’s the Sauce”. Our 19 distinctive sauces have won many national awards
and continue to do so year after year. Other casual eating establishments will compete on an overall
menu basis with the same average check but our themes and atmospheres will be different making
Quaker Steak and Lube a unique and memorable dining experience.

Competitor’s Profile
Competing with Quaker Steak and Lube for the target market are the major chain restaurants. They
include: Olive Garden, Hooters, Applebee’s TGIFridays, Carraba’s, Cheddars, Outback Steak
House, Red Lobster and many others. They have big resources of marketing and/or a specialty
product or attraction. We will compete head-to-head with them.

Competitive Strategy
There are three major ways in which we will create an advantage over our competitors;

• product identity, quality, and novelty
• high employee motivation and good sales attitude
• innovative and aggressive service options.

Quaker Steak and Lube will be the only motor sports themed restaurant with a wide variety of highmargined wings as well as a full menu to compete with American style food establishments. The
casual eating environment is very competitive but our unique menu and décor will attract repeat
business and a cult-like following in the motorcycle and car enthusiast arena because “There is
always something happening at the Lube!”.

Marketing Plan & Sales Strategy

Marketing Strategy

• Print media — local newspapers, magazines and student publications
• Broadcast media — local programming and special interest shows
• Hotel guides, concierge relations, Chamber of Commerce brochures
• Direct mail — subscriber lists, officesCompetition and Strategies