Client name: Boxpark Sushi
Location: East Side Milwaukee, Wisconsin
Business Type: Japanese restaurant
Short form basics
- What benefit is being promised?
High quality, delicious sushi that is freshly prepared by your personal “Sushi Sensei”. - To whom is it being promised?
East Side Milwaukee residents, specifically students and young professionals who shop at the Boxpark mall. - Why should they believe you?
Customer testimonials on social media speak for the food quality and experience of Boxpark Sushi.
Expanded Categories
- Key Insight: Inexperienced sushi eaters find it less intimidating if someone helps them decide what to try.
- Advertising Problem: American consumers are confused or intimidated by the many types of sushi and its ingredients.
- Advertising Objective: Explain the benefits of Boxpark’s Sushi Sensei.
- Target Consumer: Diners who are open to sushi but are not yet experienced sushi eaters.
- Competition: Maru Sushi, Fushinami, Kawa Ramen and Sushi
- Key Consumer Benefit: Personal attention from your Sushi Sensei, who is more like a friendly bartender than a formal sushi chef.
- Support: Your personal Sushi Sensei makes recommendations based on your tastes and experience, or you can use the Boxpark Sushi app as your virtual sensei for online orders.
Good Enemy Model
- Up Against: Traditional sushi restaurants with confusing, mysterious menus.
- Stands For: A modern, personalized sushi experience.
- Expression: Your friendly neighborhood Sushi Sensei.
Demographics
Gender: Male, Female, or Non-binary
Age: 25-35
Location: East Side Milwaukee, Wisconsin.
Mobility: Car
Income: $50,000 to $75,00 yearly
Expenditures: $3,400 yearly on food away from home
Occupation: White collar – technical, sales, and office occupations.
Education: Bachelors or Graduate degree
Race: Any, primarily Caucasian in East Side Milwaukee.
Religion: Any, primarily Christian or non-religious in East Side Milwaukee.
Marital status: Single
Family Status: No children
Psychographics
Attitudes: Multicultural and open to new foods and experiences.
Opinions: Concerned about the environmental impacts of their food choices.
Habits: Exercises regularly and tries to maintain a healthy diet.
Personality Traits: Friendly and outgoing. Interested in new experiences.
Lifestyle: Enjoys travel and trying new foods.
Maslow’s Hierarchy of Needs
What is the highest level possible achieved?
Level 5: Self-actualization needs.
Through what feature (or features)?
The need to understand new things and realize one’s inner potential is achieved by comparing the Boxpark Sushi experience to a form of martial arts, albeit one that is easily achievable. The Sushi Sensei encourages diners to try new things in a fun, educational way.
Settle & Alreck’s Shopping List of Needs
What need (or needs) is being met?
Succorance: the need to receive help from others, be comforted, be encouraged and supported.
Through what feature (or features)?
The Sushi Sensei is like an old friend who happens to know a lot about sushi. This personalized guidance is both comforting and empowering.
Product- Oriented strategies
- Generic Claim: Sushi can be fun.
- Product Feature: Personalized recommendations from a Sushi Sensei.
- USP: Boxpark Sushi is the only Japanese restaurant in Milwaukee with a Sushi Sensei to make recommendations based on your tastes.
- Positioning: Warm and friendly, not stuffy and formal.
Consumer-Oriented Strategies
- Brand Image (Personality Traits): The Sushi Sensei is smart and funny, a personality reflected in the brand image.
- Lifestyle: Healthy and conscientious.
- Attitude: Friendly and funny.
Joshua Siegel's Mastery Journal 