The Keg v3
The Keg v3
The Keg v3
Media
Brief
Assignment
Tonia
Ranieri
Katie
Wilson
November
21st,
2014
Information
Overview
Company:
Keg
Restaurants
Ltd.
Brand:
The
Keg
Media
Planners:
Katie
Wilson
and
Tonia
Ranieri
Account
Manager:
Tina
Preussner
Product Identification
This
report
discusses
the
media
brief
for
the
brand,
The
Keg.
Its
product
category
is
Restaurant
Steakhouse.
The
Keg
is
positioned
towards
a
finer
causal
dining
experience
that
focus
on
higher
quality
steaks.
Its
atmosphere
is
inviting
and
friendly,
with
highly
knowledgeable
staff
and
exceptional
customer
service.
(The
Keg,
Concept
&
History,
2014)
Industry Trends
Target
Definition
A)
The
chart
below
highlights
the
target
age
for
the
category%
of
Restaurant
Steakhouse
Medium/Heavy
Users
and
the
brand%
of
The
Keg.
64.7%
of
category%
users
are
age
25-64
years.
69.9%
of
brand%
users
are
age
25-64
years.
Therefore,
the
target
age
for
both
category
and
brand
users
is
25
64
years.
Age
Canadian
Category%
Brand%
Population%
12
17
years
8.1
10.3
5.3
18
24
years
11.1
13.5
9.9
25
34
years
15.9
17
18.7
35
49
years
24.8
27.7
25.7
50
64
years
23.5
20
25.5
65+
years
16.6
1.4
14.8
*
PMB
2013
2-Year
Readership
Study.
IMS.
Path:
Restaurants
Steakhouse
Medium/Heavy
Users
Times
Past
30
Days
**
PMB
2014
2-Year
Readership
Study.
Restaurants
The
Keg.
B)
The
chart
below
highlights
the
target
HHI
of
the
category%
of
Restaurant
Steakhouse
Medium/Heavy
Users
and
the
brand%
of
The
Keg.
76.3%
of
category%
users
have
an
HHI
of
+$50,000.
81.5%
of
brand%
users
have
an
HHI
of
$50,000+.
Therefore,
the
target
HHI
for
both
category
and
brand
users
is
+$50,000+.
HHI
Canadian
Category%
Brand%
Population%
$20M
-
$24.9M
12.4
6.7
2.7
$25M
-
$34.9M
7.8
5.4
3.8
$35M
-
$49.9M
13.6
11.6
8.7
$50M
-
$74.9M
20
23.2
14.8
$75M
-
$99.9M
15.6
20.7
16.5
$100M+
30.6
32.4
50.2
*
PMB
2013
2-Year
Readership
Study.
IMS.
Path:
Restaurants
Steakhouse
Medium/Heavy
Users
Times
Past
30
Days
**
PMB
2014
2-Year
Readership
Study.
Restaurants
The
Keg.
C)
The
chart
below
highlights
the
target
gender
of
the
category%
of
Restaurant
Steakhouse
Medium/Heavy
Users
and
the
brand%
of
The
Keg.
45.7%
and
54.1%
of
category%
users
are
female
and
male.
49.4%
and
50.6%
of
brand%
users
are
female
and
male.
Therefore,
the
target
gender
for
both
category
and
brand
is
Female
and
Male;
however,
users
tend
to
skew
slightly
toward
Males.
Brand%
49.4
50.6
*
PMB
2013
2-Year
Readership
Study.
IMS.
Path:
Restaurants
Steakhouse
Medium/Heavy
Users
Times
Past
30
Days
**
PMB
2014
2-Year
Readership
Study.
Restaurants
The
Keg.
Therefore,
the
target
market
for
both
category%
of
Restaurant
Steakhouse
Medium/Heavy
Users
and
brand%
of
The
Keg
are
Females
and
Males,
age
25-64
years
with
a
HHI
of
$50,000+.
Psychographics/Leisure
Habits:
A
Day
in
the
Life
of
Frank
Frank
is
a
young
man
in
his
early
30s
who
thoroughly
enjoys
life.
Early
this
year,
Frank
and
his
wife
had
married
(vertical
57.64%,
index
130)
and
are
now
happily
celebrating
the
birth
of
their
newborn
child
(vertical
54.2%,
index
126).
To
celebrate,
Frank
and
his
family
attended
a
high
quality
restaurant
(vertical
39.4%,
index
125)
where
he
was
prepared
to
pay
more
for
a
good
quality
wine
(vertical
33.01%,
index
127).
(Print
Measurement
Bureau,
2013)
Between
buying
camping
equipment
(vertical
36.3%,
index
134)
for
his
next
big
camping
adventure
and
planning
to
have
a
guys
night
attending
a
bar
(vertical
23.54%,
index
120),
its
no
wonder
Frank
is
always
on
the
go
and
goes
to
a
Drive-
Thru
Restaurant
(vertical
37.3%,
index
120)
a
few
times
a
month.
With
such
a
fairly
hectic
lifestyle
(vertical
39.2%,
index
118),
its
no
wonder
why
Frank
is
willing
to
pay
a
little
extra
to
save
time
shopping
(vertical
37%,
index
125).
(Print
Measurement
Bureau,
2013)
Despite
all
the
busyness,
Frank
is
laid-back
and
feels
most
comfortable
in
his
jeans
(vertical
62.3%,
index
110).
This
past
summer
he
spent
his
time
entertaining
at
home
(vertical
41.6%,
index
125)
in
his
backyard
where
friends
and
family
admired
the
gardening
(vertical
37.75%,
index
123)
he
and
his
wife
had
done.
Entertaining
at
home
allows
Frank
to
take
steps
to
ensure
a
sufficient
income
for
his
retirement
(vertical
45.1%,
index
121),
always
having
an
accurate
account
of
any
financial
commitments
(vertical
51.3%,
index
114)
all
while
being
mindful
of
all
the
costs
that
go
into
at-home
entertainment.
(Print
Measurement
Bureau,
2013)
Media
Habits
Media
Habits
The
information
in
the
following
chart
was
gathered
from
PMB
and
is
based
on
the
media
habits
of
the
target
market
(Age
25
64,
HHI
$50.0M
+).
Media Habits
Age 25 - 64, HHI $50.0M +
TV
Radio
Newspaper
%
Index
%
Index
%
Index
Heavy
12.49
65
20.21
108
20.65
101
Med/Heavy
19.83
98
21.34
112
17.74
107
Medium
22.1
111
23.41
117
14.81
99
Med/Light
25.35
118
21.26
97
6.2
107
Light
20.22
105
13.78
68
40.6
96
PMB 2013 Spring 2-Year Readership and Product Database
Magazine
%
Index
22.32
113
22.02
112
20.47
103
18.82
92
16.37
81
Online
%
Index
21.07
108
24.4
109
21
110
23.09
120
10.45
53
Of
the
target
market,
47.45%
are
Medium
to
Medium/Light
watchers
of
Television.
The
target
may
watch
specific
TV
series
that
they
follow
weekly
and
news
channels
for
information
on
current
events
however
should
not
be
considered
channel
surfers.
The
target
is
also
29%
more
likely
to
be
medium,
or
medium-light
consumers
of
TV.
Comparable
to
Television,
there
is
a
slight
increase
among
the
target
market
in
the
amount
of
Radio
they
consume.
44.75%
of
the
target
are
Medium
to
Medium/Heavy
users.
The
usage
of
Radio
may
be
directly
related
to
the
targets
travel
time
this
will
be
discussed
further
in
the
report.
The
most
heavily
consumed
medium
by
the
target
is
Newspapers
and
Magazines;
most
of
the
targets
are
Heavy
or
Medium-Heavy
users
of
these
mediums.
Of
the
target
38.39%
are
Heavy
and
Medium-Heavy
consumers
of
newspapers,
and
44.34%
are
Heavy
and
Medium-Heavy
consumers
of
magazines.
It
is
assumed
the
target
market
reads
the
daily
newspapers
and
may
hold
a
subscription
to
a
number
of
local
papers.
The
target
is
also
likely
to
hold
a
number
of
subscriptions
to
magazines.
The
targets
online
usage
is
spread
fairly
evenly
between
Medium/Light,
Medium,
Medium/Heavy,
and
Heavy.
However
it
is
important
to
note
that
the
target
is
20%
more
likely
to
be
Medium-Light
online
users,
and
10%
more
likely
to
be
Medium
users.
A
contributing
factor
to
the
even
spread
of
the
target
market
between
online
usages
is
the
slightly
younger
half
of
the
target.
Travel for Target Market (Age 25 - 64, HHI $50.0M +)
In-town travel, any km in the past 7 days
%
98.1
Index
103
88.95
66.51
102
101
82
80
The
information
from
this
PMB
data
run,
with
regards
to
the
target
markets
travel
and
shopping
habits,
gives
insight
about
the
reach
that
Out-of-Home
advertisements
may
have.
A
very
small
percentage,
16.76%
of
the
target
market
has
taken
public
transit
in
the
past
7
days,
and
the
target
is
20%
less
likely
to
take
public
transit.
In-
town
travel
within
the
past
7
days
is
extremely
high
at
98.1%,
almost
the
entire
target
travels
some
distance
within
town,
every
day.
It
can
be
assumed
that
the
remainder
of
the
target
has
personal
vehicles
that
they
use
on
a
daily
basis.
The
majority
of
the
target
having
personal
vehicles
may
explain
the
medium
to
medium/heavy
usage
of
Radio
at
44.75%,
as
the
target
likely
listens
to
it
during
their
travel
time.
This
suggests
that
the
majority
of
the
target
can
be
reached
through
out
of
home
advertisements
located
along
major
travel
arteries
within
town.
66.51%
of
the
target
market
has
visited
a
shopping
mall
in
the
past
7
days;
this
indicates
a
significant
amount
of
the
target
can
be
reached
through
out
of
home
advertising
placed
in
close
proximity
to
shopping
centers.
Geography
CDN Population
Category Users
The Keg Users
Region
%
%
%
CDI
BDI
Atlantic
6.9
4.51
4.3
65.4
62.3
Quebec
23.32
20.9
4.9
89.6
21.0
Ontario
38.86
47.18
49.7
121.4
127.9
Prairies
17.44
16.15
23.2
92.6
133.0
British Columbia
13.48
11.51
17.9
85.4
132.8
*
PMB
2013
2-Year
Readership
Study.
IMS.
Path:
Restaurants
Steakhouse
Medium/Heavy
Users
Times
Past
30
Days
**
PMB
2014
2-Year
Readership
Study.
Restaurants
The
Keg.
The
CDI
(65.4%)
and
BDI
(62.3%)
in
Atlantic
region
are
fairly
low,
with
a
BOI
of
104.9%.
The
BOI
of
the
Atlantic
region
would
suggest
that
there
is
limited
opportunity
for
The
Keg
and
reducing
advertising
spend
may
be
considered.
BOI
104.9
426.5
94.9
69.6
64.3
Seasonality
The
following
table
shows
information
from
Quarterly
Sales
Reports
for
The
Keg
in
2013.
The
sales
data
from
each
quarter
is
broken
down
for
a
more
accurate
representation
of
month-to-month
sales.
Quarterly Annual Sales Report - The Keg (2013)
Month
Jan. Feb. March April May June July
Aug. Sept.
Sales %
8.73 8.73
8.73 8.03 8.03 8.03 8.14 8.14
8.14
26.18
24.1
24.43
Quarterly %
*Source:
Third
Quarter
Report,
The
Keg
Royalties
Income
Fund,
2013.
Oct.
8.43
Nov. Dec.
8.43 8.43
25.29
Sales
are
consistent
within
each
quarter,
with
only
a
2.08%
difference
from
the
lowest
(2nd
quarter)
and
highest
quarters
(1st
quarter).
When
each
quarter
is
averaged
across
the
three
months
there
are
slightly
higher
revenues
in
the
1st
and
4th
quarters,
during
the
months
of
October
to
March.
It
is
assumed
that
there
is
a
slight
increase
in
revenues
during
these
months
because
it
is
Winter.
The
target
market
cannot
entertain
large
groups
at
home,
host
patio
parties,
or
barbeques
during
theses
winter
months.
Therefore,
the
top
three
priority
months
are
January,
February,
and
March
because
they
have
the
highest
quarterly
sales
revenue
at
26.18%.
Adversely,
during
the
2nd
and
3rd
quarters,
which
include
spring
and
summer
months,
there
is
a
slight
decrease
in
sales
revenue
because
the
target
market
hosts
barbeques
and
patio
parties
outside
at
home.
Competition
The
top
two
competitors
of
The
Keg
are
Swiss
Chalet
and
Boston
Pizza.
These
competitors
were
identified
based
on
product
similarity,
market
share,
and
highest
total
media
spend,
all
of
which
was
determined
from
PMB
and
Nielsen
data
runs.
The
Keg,
Swiss
Chalet
and
Boston
Pizza
are
companies
that
offer
casual
family
dining
in
an
inviting
and
relaxed
environment.
Similar
to
The
Keg,
its
competitors
1%
2%
Boston
Pizza
The
Keg
Steakhouse
&
Bar
Swiss
Chalet
94%
Other
Please
note
that
the
Other
section
of
this
pie
graph,
at
94%,
represents
the
rest
of
Restaurant
industry.
This
pie
graph
illustrates
the
brand
market
shares
of
The
Keg,
and
its
top
two
competitors
Boston
Pizza
and
Swiss
Chalet.
Within
the
industry,
The
Keg
competes
closely
to
its
competitors
and
holds
similar
shares
within
the
market.
In
2013,
Boston
Pizza
had
the
highest
market
share
of
the
three
brands,
at
3%,
Swiss
Chalet
followed
closely
with
2%
and
The
Keg
at
almost
1%.
These
three
companies
placed
in
the
top
20
for
highest
brand
market
shares
in
2013.
This
shows
that
The
Keg
is
successful
at
being
competitive
within
the
market,
however
could
consider
trying
to
be
more
competitive.
Market Shares by Brand and Year (2010-2013) (%)
Brand
2010
2011
2012
2013
The
Keg
has
maintained
a
steady
market
share
of
.6%,
over
the
past
four
years.
It
has
remained
steady
due
to
fluctuations
in
the
economy.
The
Canadian
economy
recently
suffered
a
recession
and
as
a
result
consumers
were
more
careful
with
their
disposable
income
and
leaned
towards
saving
as
opposed
to
spending
it
on
diners
out.
Now
that
the
recession
has
passed
it
is
ideal
timing
to
focus
on
increasing
The
Kegs
market
shares
through
increased
advertising
efforts.
Both
competitors,
Boston
Pizza
and
Swiss
Chalet,
have
slightly
increased
their
brand
market
share
from
2012
to
2013.
Based
on
advertising
budget
data
from
previous
years,
it
can
be
assumed
that
this
increase
in
market
share
comes
as
a
result
of
an
increase
in
advertising
spending.
As
mentioned
previously
if
The
Keg
wishes
to
become
more
competitive
and
increase
its
market
share
then
an
increase
in
advertising
efforts
should
be
considered.
Competitor
Target
Markets
The
following
information
was
determined
based
on
PMB
data
runs
for
The
Kegs
top
two
competitors.
The
target
markets
of
these
competitors
are
very
similar
to
The
Kegs
target
market.
Boston
Pizzas
target
market
is
males
and
females
age
25
to
64,
with
a
trade
certificate
or
diploma,
a
household
income
of
$50.0M
+
and
reside
in
urban
areas
of
Quebec,
Ontario
and
the
Prairie
regions
(Print
Measurement
Bureau,
2014).
Swiss
Chalets
target
market
is
males
and
females
age
35
to
65+,
with
a
university
or
college
education,
a
household
income
of
$50.0M+,
and
live
in
urban
areas
of
Atlantic,
Ontario,
and
the
Prairie
regions
(Print
Measurement
Bureau,
2014).
Having
similar
target
markets
to
The
Keg,
Boston
Pizza
and
Swiss
Chalet
are
two
of
the
top
competitors.
Each
of
the
three
brands
is
vying
for
the
same
target
market,
resulting
in
an
increase
of
difficulty
in
obtaining;
greater
consumer
interest,
an
increase
in
sales,
and
larger
brand
market
share.
All
three
companies
are
located
in
overlapping
geographic
regions.
This
also
adds
to
the
difficulties
that
The
Keg
faces
when
trying
to
acquire
new
customers
since
both
competitors
likely
have
a
strong
customer
base
in
each
location,
The
Keg
would
be
competing
for
those
customers.
They
all
have
locations
in
large
to
medium-sized
urban
areas
in
Western,
Central,
Eastern
and
Atlantic
provinces
(Company
websites,
2014).
Total
Newspaper
Magazine
Out of Home
Radio
TV
Boston Pizza
34.5
49.2
6.7
48.6
43.3
32.5
The Keg
17.7
37.7
66.2
44.2
0.0
19.4
Swiss Chalet
47.8
Source:
Neilsen,
2008.
13.1
27.2
7.2
56.7
48.1
Each
brand
has
one
medium
where
they
dominate
the
share
of
voice.
Boston
Pizza
has
the
most
advertising
spend
in
Newspapers,
49.2%
and
Out-of-Home,
48.6%.
The
Keg
is
a
close
second
at
37.7%
share
of
voice
for
Newspapers,
and
44.2%
for
Out
of
Home.
The
Keg
dominated
magazine
advertising
with
a
Share
of
Voice
of
66.2%,
this
meets
the
need
to
connect
with
their
target
market
since
it
was
identified
that
45%
of
the
target
market
are
heavy,
and
medium/heavy
consumers
of
magazines.
Swiss
Chalet
has
a
56.7%
share
of
voice
in
radio
advertising
and
the
highest
share
of
television
ads
at
48.1%.
Most
interesting
to
note
is
the
total
share
of
voice,
where
Swiss
Chalet
has
the
most
at
47.8%.
This
could
have
been
Swiss
Chalets
response
to
an
E.coli
outbreak
at
one
of
their
locations
in
North
Bay,
Ontario.
Perhaps
this
was
a
strategic
move
to
combat
the
claims
that
it
was
the
fault
of
the
restaurant
and
to
reassure
consumers
of
their
safety
when
eating
at
Swiss
Chalet.
(The
Canadian
Press,
2014).
Boston
Pizza
is
a
close
second
for
total
share
of
voice
at
34.5%.
The
Keg
is
a
somewhat
distant
third
with
a
total
share
of
voice
at
17.7%.
TV
74.1
86.0
79.1
In
2008,
The
Keg
and
its
top
two
competitors
stated
that
the
best
way
to
reach
their
target
markets
was
through
Television
advertising.
The
three
companies
spent
at
least
three
quarters
of
their
advertising
spend
on
Television.
The
target
markets
are
mostly
similar
in
age,
household
income
and
level
of
education.
The
target
markets
are
working
professionals
that
likely
come
home
from
work
to
unwind
after
a
busy
day.
They
travel
in
town
each
day
and
use
the
major
travel
arteries
so
they
often
see
out
of
home
advertising
and
they
listen
to
the
radio
while
they
drive.
It
is
assumed
consumers
enjoy
watching
the
evening
news
and
follow
a
few
television
series.
In
2008,
Boston
Pizza
focused
most
of
their
advertising
budget
on
Television
(74.1%)
and
on
Radio
(20.1%).
The
remaining
budget
was
spent
on
Newspaper
advertising
(5%).
Television
ads
are
ideal
for
Boston
Pizza
as
they
showcase
their
food
and
dining
rooms
and
friendly
environment
in
their
commercials.
It
is
assumed
Radio
ads
work
well
for
promotions
and
are
used
to
reach
the
target
market
during
their
travel
time.
Swiss
Chalet
spent
their
advertising
budget
similarly
to
Boston
Pizza,
with
79.1%
on
Television
and
19%
on
radio.
Interestingly,
they
have
a
slightly
older
age
demographic
for
their
target
market
and
have
placed
very
little
of
their
advertising
spend
on
newspaper
and
magazine
ads.
It
seems
likely
that
their
target
market
would
enjoy
newspapers
and
magazines
and
is
somewhat
confusing
as
to
why
they
would
not
focus
more
media
spend
on
those
mediums.
Television
does
do
an
excellent
job
of
reproducing
high
quality
images,
perfect
for
food
products.
The
Keg
spent
a
high
percentage
(86%)
on
television
commercials,
in
part
this
was
due
to
the
opening
of
a
number
of
new
locations
that
required
advertising
to
promote
new
locations.
(The
Canadian
Press,
2008)
The
dining
environment
that
The
Keg
offers
is
a
higher
end
casual
dining
environment
and
advertising
in
Newspapers
and
Magazines
can
illustrate
this
positioning.
Newspapers
and
Magazines
are
also
useful
for
advertising
their
new
locations
as
they
offer
better
14,000,000
12,000,000
10,000,000
8,000,000
6,000,000
4,000,000
2,000,000
0
2004
2005
2006
2007
2008
Year
Boston
Pizza
The Keg
Swiss Chalet
Over
a
four
year
span,
both
Boston
Pizza
and
Swiss
Chalet
steadily
increased
their
media
spend.
Boston
Pizza
increased
by
12.5%
compared
to
the
media
spend
the
year
before.
Swiss
Chalet
increased
by
13%.
The
Keg
decreased
their
media
spend
by
8.6%
from
2007
to
2008.
The
Keg
may
have
determined
that
their
advertising
budget
for
2007
was
too
large
and
was
not
utilized
to
its
greatest
potential
and
therefore
decreased
their
budget
for
2008
and
set
goals
to
focus
the
budget
on
different
mediums
and
a
more
targeted
audience.
These
figures
from
Nielsen
are
most
recently
from
2008,
and
is
assumed
that
since
the
recession
has
passed
all
three
competitors
have
likely
increased
their
media
spend
budget.
Works Cited
Boston
Pizza
website.
Home.
Boston
Pizza
International
Inc.
2014.
Accessed
November
12th,
2014
Boston
Pizza
website.
BP
Foundation.
Boston
Pizza
International
Inc.
2014.
Accessed
November
12th,
2014.
Nielsen,
2005-2008.
Media
Spend
Report
Casual
Restaurants/Family
Dining.
Accessed
November
9th,
2014.
PMB
2014
Fall
2-Year
Readership
and
Product
Database.
Accessed
November
12th,
2014.
PMB
2014
2-Year
Readership
Study.
Restaurants
The
Keg.
Accessed
on
Monday,
November
17,
2014
Swiss
Chalet
website.
Home.
Cara
Operations
Limited,
2013.
Accessed
November
12th,
2014.
The
Canadian
Press.
2008
North
Bay
E.
coli
outbreak
settlement
approved
by
judge.
Published
March
19th,
2014.
Accessed
November
9th,
2014.
The
Canadian
Press.
Keg
generates
some
sizzle
on
its
third
quarter
steak.
Published
October
21st,
2008.
Accessed
November
9th,
2014.
The
Keg
Royalties
Income
Fund.
Annual
Quarterly
Reports
2013.
Accessed
November
10th,
2014.