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Leona Xidas Atlas | Greek Restaurant | April 10, 2020 5

1 Our Story P.11 2 PRODUCT p.17 3 VALUE p.31 4 COMPETITION p.35

5 PERSONAS p.39 6 RELEVANCE p.47 7 VISUAL STRATEGY p.53 8 MARKETING STRATEGY p.59 9

Chapter 1

Our Story The smell of fresh baked goods filled the air along the beautiful beach side. The salt water breeze twirled and twisted around the beach-goers sprinkling their skin with crystals of the Aegean. A sense of excitement filled the atmosphere as children played with their little water toys; the cool ocean water lapping at their ankles. A distant yet powerful memory that still lasts in Leona Xidas’s mind. 11

Her mother yelled, “Leona, come up and get some lunch.” Leona ran up the beach side, small pebbles rounded and smoothed from years of erosion tickled the bottoms of her young agile feet. Her mother waved to her from the first restaurant nestled at the corner of Agia Fotia’s little oceanside town. Her families restaurant was dressed in blue and white. The tables sat along the outskirts where people sat and had their afternoon coffee with the beautiful view of the endless ocean. “What would you like to eat today Leona?” Asked Yiayia, Leona’s grandmother, the chef of this beautiful abode held up a tray of her finest moussaka and laid it on the counter to be served to all her customers.

For as long as Leona can remember, Greece had been a part of her life. Traveling there with her family almost every summer, she was able to spend time with her aunts, uncles, cousins and was able to build experiences that she will always cherish. With a family full of chefs and restaurant owners, Leona has had a lot of exposure to food and has developed a passion for it. Memories of her father teaching her how to bake bread from scratch, her uncle showing her how to make chocolate cake taste like more than just chocolate cake, her grandmother providing such good customer service that her name and restaurant spanned all the way to America. These memories are what drives Leona and gives her the confidence she has when it comes to food. To her, it is so much more than something we need to eat to stay alive. It is an outlet that brings families together, a way to bring a smile to peoples faces, and also a way to keep someones memory within a family even after they pass. Recipes in her family are always passed down from generation to generation and will continue for years. 15

Chapter 2

The product When it came to coming up with a worthy idea for the senior project expo, Leona knew she wanted to do something that related to her Greek heritage. After her father passed away, it became increasingly more difficult to keep her heritage alive in the home. Mihail, Leona’s father was the glue between all things Greek in Leona’s upbringing and environment. Without him, it was almost as if it was impossible to find anything Greek. Since his passing, Leona’s family has been working endlessly to keep on top of everything so finding time to travel close to an hour into Astoria, the Greek hub of New York, is not always possible. For Leona, she holds onto her heritage through the little Greek restaurants in her neighborhood. In reality, these places should suffice but to her they don’t because often times they are not as authentic as they could be. 17

“this is how Atlas, the Greek outlet, was born.” The product was narrowed down to the concept of Atlas, the Greek Outlet. A solution that would help solve the problem of a lack of authentic Greek presence within the community on Long Island. This is an experience to help people learn more about what true authenticity looks like within the Greek culture. A restaurant featuring live Greek music and dancing is one part of this solution. Another aspect is a market place as the entrance to the restaurant where consumers will be exposed to various Atlas merchandise as well as hand-made goods created by Greek-Americans. Goods will vary depending on who supplies their goods to the market and what kinds of specials are run. Under the same roof, a large catering hall will be constructed as the second floor to the restaurant. Food will be catered from the restaurant below and the Atlas company will be able to help who ever is renting out the all with simple things like decorations, music, and other accommodations. The last aspect is a large community garden located on property to help the restaurant offer fresh fruits and vegetables to dive into the authenticity of Greek food. These gardens will also help provide fresh fruits and vegetables to local food banks and pantries. The concept of the gardens is to not only benefit the community through Atlas but to also help those who are less fortunate have healthy meals as well.

The Restaurant The first step was to create a basic layout for the restaurant. Knowing the basics of the concept, Leona was able to loosely construct a low fidelity prototype out of paper and tape. This layout consisted of only one floor of which had an area for the market place, the restaurant seating, the kitchen, bathrooms, office and outdoor seating. This was the very first iteration of what the Atlas restaurant could look like. It wasn’t until Leona user tested the restaurant that she found that the community wanted to see more from this concept. This is where the concept for a catering hall and community garden came into place. The idea of having large glass doors that open up to the outdoor seating was another concept that was explored after the first prototype was assembled and explored. Accommodations such as a market stock room, and a back stage set up area for the musicians was also thought of to push this concept even further into actuality. After a second round of user testing, more in depth add-ons were brought up such as an elevator to the second floor as well as a catering set up area. Another add on is a party room on the first floor behind the market that will host smaller parties. A bar area of course is also a necessity that was added in to accommodate happy hours and such. 21

The community gardens The food is something that will make this concept stand out from the rest of the Greek Restaurants on Long Island. Leona knew that the food would be another large focus as it is something that she feels so passionate about. She asked, “How can I make this menu feel as authentic as possible when there are so many different types of Greek food from all the regions of Greece?” Well, while this is true, there are select foods well known all over Greece that all Greeks know. Those will serve as a base for the menu and then perhaps a specials menu can be offered to portray four meals from a specific area, for example, Crete. One idea in the beginning was to dive into the concept of farm to table but while many people thought it was a good idea, many others addressed a very true concern of meal reliability. This means that meal options will change depending on the availability of fresh foods. This is something that can be very costly to a restaurant. The concept now is that Atlas will have their own garden area providing a portion of the vegetables and fruits needed to create that similar atmosphere of farm to table. But with green houses, some of the produce can be more consistent. A large portion of the fresh produce will also be donated to food banks across Long Island to help give back to the community as well. Greeks are known for having gardens full of fruits and vegetables. Having this a part of Atlas will only further push this concept into its true authenticity. 27

The Website The website will offer a depiction of what Atlas has to offer. The home page will serve as the about us page where viewers will be able to learn about why atlas was started and where the concept came from. They will also be able to learn about the community gardens and get a sneak peak at the merchandise sold on the shop page. The shop page will offer Atlas merchandise only to purchase. The main goal of this page is to sell some merchandise but to get people to come down to Atlas itself for the home made goods sold. Leona does not want the website to serve as a substitute to social interaction and community building so that is why the website is more limited than the restaurant outlet. Another page is the menu page where viewers will be able to see what kinds of meals are offered at atlas. The contact page will serve as a community gate way to questions and concerns of the people who experience Atlas. The catering page is there to help those who plan on renting the spaces available reserve a date and time. Here, viewers are able to select the accommodations they would like and the help they need planning their parties. This of course could also be done in store with a manager to help with any one on one questions the customers may have.

Menus Yiayia’s Kitchen Moussaka 15.95 Layered potatoes, ground meat, zucchini, eggplant, served with a creamy bechamel sauce on top. Pastitsio 15.68 Penne pasta layered with ground meat and a creamy golden brown bechamel sauce on top. Baked Youvesti 15.68 Creamy orzo baked in a clay pot with tomato sauce and beef. Lemon Chicken 15.68 Half a chicken marinated and baked over a bed of lemon and oregano potatoes. Stuffed Tomatoes 16.99 A savory blend of rice, ground beef, onions, and spices baked in ripe tomatoes served potatoes. Giovarlakia 16.89 Flavorful rice meat balls served in a creamy egg lemon sauce with mashed potatoes. From the Sea Fish served fresh from the market daily. PV (price varies) depends on the price of the fish. Your server will let you know the Fish of the Day and its price. Bacaliado Plaki 18.95 Salted cod baked in a clay pot over a bed of potatoes, spinach, carrots, and onions. Bacaliarakia 16.50 Shredded salted cod fried in a beer batter and served with a side of french fries and skordalia dip. Grilled Salmon 18.50 Flavorful salmon seasoned with salt and pepper grilled over a bed of lemon slices served with vegetable pilaf. Appetizers Fried Calamari 11.00 Fresh calamari lightly breaded and fried to perfection. Served with a slice of lemon and marinara sauce. Saganaki 9.99 Flame kissed melted cheese served with farm fresh slices of tomato. Grilled Octopus 11.50 Fresh octopus grilled and served with olive oil, vinegar and oregano. keftedes 9.99 Flavorful fried meat balls served with lemon. Dolmades 8.75 Bite size spiced rice croquets wrapped in grape leaves served with a creamy white sauce on top. Tiropitas 7.50 Crispy triangles filled with a creamy cheese medley. Spanakopitas 7.50 Crispy triangles filled with seasoned spinach, feta cheese, and a hint of dill. Gia Olous 12.99 A platter with four dips, skordalia, taramosalata, hummus, and tzatziki served with warm pita and pita chips. Off the Grill Platters served with a choice of rice, french fries, or salad. Souvlakia side 6.50 / platter 12.95 Marinated juicy chunks of beef, chicken, or pork grilled on a skewer served over vegetable pilaf, warm pita bread, and homemade tzatziki sauce. The Grill Special 20.95 Two souvlakia and gyro meat of your choice served on two pitas with fries and tzatziki sauce. Sides French Fries 3.50 Golden crispy fries seasoned with salt. Atlas Fries 4.70 Crispy fries sprinkled with feta, oregano, and lemon. Vegetable Pilaf 4.25 Rice pilaf and carrots and peas seasoned with salt and pepper. Lemon Potatoes 4.65 Salads Horiatiki SM 6.00 / LG 12.00 Small salad feeds one person. Large can feed about two to three. Tomatoes, cucumbers, sweet onions, olives, drizzled with olive oil and feta cheese. Marouli SM 5.00 / LG 11.00 Hand cut greens with cucumbers, red bell peppers, grape tomatoes, and a choice dressing. Horta SM 5.00 / LG 12.00 Boiled zesty greens drizzled with olive oil and lemon. Soups Small soups are served in a cup. Large served in a bowl and served with bread. Consumer Advisory: Avgolemono SM 4.00 / LG 8.00 Chicken and rice soup made with a creamy egg and lemon base. Chicken Noodle SM 4.00 / LG 8.00 Flavorful chicken in a thick broth with egg noodles and vegetables. Hortosoupa SM 4.00 / LG 8.00 Vegetable based broth with orzo and chopped carrots, potatoes, onions, and celery. Raw or Undercooked meat, poultry, fish or eggs may increase risk of food-born illness. Roasted potatoes seasoned with oregano and lemon. Grilled Vegetables 4.25 Sliced eggplant, zucchini, peppers, and onions grilled and served with balsamic vinegar and olive oil. Gyro Sandwich 8.00 / platter 14.95 Choice of chicken, pork, or our traditional beef and lamb blend served in a toasted pita with homemade tzatziki sauce and toppings of your choice. Gyro Toppings lettuce, tomato, onion, french fries, potato chips, special sauce. Soft Drinks Cola Drinks 2.50 Lemonade 3.50 Soumatha 3.75 Orange Juice 3.50 Seltzer water 1.25 Amita Juice 3.25 Fish of the Day PV Daily fish deliveries bring fresh fish to atlas. Ask your server for the fish of the day. The Fishermans Special 25.50 A bountiful combination of grilled shrimp, fried calamari, grilled octopus served with vegetable pilaf and lemon.

Drinks Ouzo 7.50 Imported Ouzo from Greece has a warm licorice flavor. Metaxa 7.50 A wiskey glass of this brandy like liquor. Tsipouro 7.50 Un-aged brandy with added anise flavor. Retsina 7.50 Resin flavored Greek white wine. Greek Wine PV Ask your server for our wine collection. Greek Beer PV Ask your server for our beer collection. Cocktails PV Ask your server for our cocktail menu. Loukoumades 5.00 Warm fried dough balls smothered in sweet honey syrup or warm nutella and drizzled with powdered sugar. Ice Cream 3.00 Choice of vanilla, chocolate, or strawberry ice cream. Bakers Choice PV Fresh baked daily depending on ingredients. Ask your server to find out what today’s Bakers Choice is. Baklava 4.50 Golden brown philo layered with a nut mixture of walnuts and spices baked to perfection and smothered in honey syrup. Bougatsa 4.50 Crispy philo baked with a smooth custard sprinkled with cinnimon and powdered sugar. The Vagelli 5.75 Seven layer chocolate cake served warm with hot fudge drizzled on top served with a scoop of vanilla ice cream. Desserts The menu was created and thought of just as much as the restaurant and website. One major issue with many Greek restaurants are that they have enormous menus with pages upon pages of confusion. For Atlas, a smaller menu with more consise options is a user tested and approved solution. A menu with many affordable options that offer fresh ingredients is something that some think may be impossible but not for Atlas. That is exactly the kinds of foods Atlas prides itself on providing. The color pallet was implemented through the iconic Atlas mosaic pattern that boarders the menus. Bold typfaces help make the titles stand out and draw attention to the consumer. The layout is simple to aid in the legibility of the menu. Olive branches break the pattern of the boarder to help establish more of that atlas brand. 31

Chapter 3

What’s the problem When it comes to Greek food here on Long Island, there are a lot of options. There seems to be a little Greek tavern in every town with a stereotypical name and cute decor some family member brought from their house in Greece to decorate the walls on the inside of their tiny little restaurant. The sound of faint Greek music coming from the stereo hidden next to the register creates a murmur across the seating area. Waiters and waitresses ask for orders from menus a meter long filled with so many options customers get confused, so they pick what they know, a gyro. This is a sad reality for most Greek restaurants on Long Island and it is not just Leona Xidas who believes it; it is the community as well. Growing up, Leona remembers spending an hour and a half sitting in traffic on the Long Island Expressway to go get dinner at a beautiful Greek restaurant in Astoria with her family. Here, the smells of Greece tended to come back and the feeling was heartwarming. Sitting down at a restaurant where the waitstaff could correctly pronounce the food and then being served one’s dinner just as if one were in Greece was an amazing experience as a GreekAmerican. But is it worth the time it takes to get there? As a person with an insanely busy schedule, the option of going to Astoria is pretty much decided for her. She wondered if she was alone in this issue or if more people in her Long Island community also felt this way. 33

“we need a Greek restaurant that gives us healthy options.” So Why atlas? Many people factored into the current concept of Atlas. That is what makes Atlas such a community driven concept. What Atlas became through user testing and research is a Greek Outlet; an authentic Greek restaurant that offers authentic meals with ingredients like fruits and vegetables that come from its very own community gardens, a market place stocked with Atlas merchandise and handmade goods from he community, a catering hall and party room for those who want to have authentic Greek Weddings or for those who want to have that destination wedding with out all that distance, and the ability to give back to the community through the large community gardens held to not only produce for the restaurant but for the people of Long Island in need. This is why Atlas is so important to not only the Greek community but also to the community who wants to keep culture alive. The ability to not only show the community that their voices and their needs are heard is something most Greek Restaurants don’t do.

Chapter 4

Competition Leona’s competition can be narrowed down to basically all Greek Restaurants. Plainly stated, people may be more inclined to go to the Greek restaurant that is right around the block from them. But when Atlas provides an experience, not just a meal, consumers will not be able to pass the idea up. To state, one direct competitor is Platia Restaurant. They claim to offer great food and an authentic environment, but in all honesty they are missing one of the biggest Greek experiences of all and that is Kefi. To put it simply, it is a sense of confidence, of good humor, and happiness. When a Greek person has Kefi, it is like there is a light shining from within them. Platia offers expensive prices and a cold hearted environment which is opposite of what a Greek restaurant should be about. The second competitor is Laterna Greek Restaurant. As one of the only places on Long Island that offers live music nights on Fridays the expectation should be pretty high but they serve Italian meals as Greek options. Leona’s third competitor is the Hard Rock Cafe and while that may raise some various questions, the restaurant layout inside is what brings these two concepts together. With a market as the entrance of the restaurant and then the combination of live music in some of their restaurants, some may say that they are very similar, but of course Atlas will bring a culture to life and not a music genre. This layout was chosen for Atlas because Leona wanted to bring her consumers’ interests to life such as a market with hand made goods and restaurant merchandise, authentic food with a farm to table inspired menu, even a catering hall, all concepts and ideas requested by the community for the community. 37

Competitors

Competition Matrix Cultural Experience Inauthentic Authentic Lacks Cultural Experience 39

Chapter 5

Our Personas Leona’s interviewees were an accumulation of community members as well as a few family members. After the interviews were conducted, she put the questions online through an online survey to ask an online community beyond Long Island for a cumulative answer of the questions. While there was no direct connection between he people who completed the survey and Leona, It was interesting to see what a general population had to say as well. From her data, Leona found that almost all of the people she interviewed wanted to see more from the Greek culture. The said that they wanted to learn and experience more from the culture. The community saw the inauthenticity of the Greek restaurants around them and wanted to know what a true Greek experience would be like outside of Greece. The interviewees also stated that they loved the concept of farm to table which at the time, was a large variable of the food ingredients for the restaurant. All Greek-Americans admired that the true Greek cuisine was found in a local garden meaning that locally grown ingredients will be able to hone in on creating that authentic experience. Over all, the data pointed directly at the fact that people wanted more from the Greek community and didn’t want to be forced into the city to experience that. Once the data was collected, it was processed to create three personas of which were used to describe the types of customers Atlas would target. 41

“Wheres my coffee!” The Greek Primary audience

Yia sou George! The primary persona is The Greek. He is an entrepreneur and a family man who came to America when was eighteen years old with a green card. He wanted to make enough money to be able to move back to his country and live comfortably after he saved enough money. Instead, he began a construction company and stayed for years. He started a family and began utilizing hobbies like fishing to keep to his roots and occupy his spare time. He would make enough money to send his wife and children to Greece. This meant that he would not get to go back to his homeland as often as he wanted to but he wanted to show his children the life he grew up with. His frustrations are the cost of tickets to travel to Greece. He believes that the prices are outrageous. Prices make it hard for even the people he knows to travel to Greece. Another frustration is that there isn’t any authentic Greek culture to show his own children on Long Island. He tries to find time to bring them to, Astoria Queens, but struggles as it does take a lot of time to travel to and from to find good Greek food and authentic culture. Wishes there could be a better solution. 43

The cultural enthusiast Secondary audience “I love tasting new foods!”

Yia sou Michael! The secondary persona is The Cultural Enthusiast. He is 26 year old business owner who works endlessly to keep his graphic design business afloat and tries to make as much money as he needs to support their lifestyle. He works long hours at his job in the city and has a long commute to and from his home every day. He loves to experience new cultures and learn as much as possible about those cultures. He is very open to try new things but has little time through out the week to do so. He tries new food when he has the opportunity and enjoys learning about the cultures he experiences. His free times are reserved to the weekends the he is off from work to explore and learn or through his oneweek vacation he reserves himself every year to travel to a new country. So far he has been to six different countries and has learn two different foreign languages. His frustrations are that he wishes there was an easier way to explore cultures and countries without having to travel to them. He wishes that there were more options to explore a countries culture outside of food. 45

“Eating healthy is my passion.” The Foodie Tertiary audience

Yia sou Lana! The tertiary persona is The Foodie. She is a retail worker who loves to experience new things. She currently goes to college part time while she works to pay her tuition off. She is a young adult who enjoys finding new restaurants that offer organic and healthy meals. She finds it hard sometimes to meal prep and keep a healthy meal plan through her week. She eats out often because she goes to school and does not have the time to cook for herself. Her time is spent doing school work and working at her local retail job. Her frustrations are that there aren’t enough restaurants that offer healthy meals as well as cultural meals. She believes that a lot of the new age restaurants that pop up lack a sense of culture and authenticity. She wishes that there are more options to explore healthy meals within restaurants. She also wishes that there were more cultures she could explore but wonders how she will know the difference between an authentic cultural experience and an Americanized depiction? 47

Chapter 6

Interviews After narrowing down the Atlas concept a bit, it was necessary to conduct one on one interviews with the community to be able to asses if indeed the community felt the same way as me about this cultural issue on Long Island. Leona knew she needed to ask people who identified as Greek- Americans as well as people who were other nationalities. After all, a restaurant should service all people. Her first step was to come up with a list of questions to help guide her interviewees quickly through the interview. She hoped to be able to ask as many important and relevant questions as possible. The questions needed to be open ended to help create a fluid flow of natural and candid answers. Some of the questions where: “Have you ever had Greek food? If so where and how was your experience?” Or “Have you ever experienced a Greek restaurant that left you upset either by service of by the authenticity of food.” Another was “ Do you wish that there was more of an authentic presence of cultures like the Greek culture here on Long Island rather than in the city?” These questions raised more questions which kept the interviews fluid and informative. The list for people who did not identify as Greek- Americans was a bit different than that of Greek- Americans because certain questions did not pertain to one another. For example, the Greek- American interviewees were asked some questions based off of the authenticity of the Greek food here on Long Island. If the others answered that they have never been to Greece for one of Leona’s questions then a different set of questions were asked instead. 49

“one word that comes to mind is breathtaking.” One question in particular which was asked to every interviewee was, “what is the first words you think of when you think of Greece?” This became a staple of the Atlas project as the answers were used through out the project even after the personas where created. The answers to the question help make the community feel included into the process of Atlas. The communities words such as beautiful, historic, and family were utilized in typographic layouts that will be used throughout the project as well as in the prospective restaurants on accent walls in the main restaurant.

beautiful Charisma Ancestors Home Charisma Love Culture Calming Culture Bucket List Sea Home Love Charisma Ancestors Ancestors Inspiration Love beautiful Inspiration Love Love Kef Histor Kefi Love Roots Bucket List MythologicalCulture History SEA Charisma Inspiration Home Sea Memorable Charisma Ancestors Culture Mythological Bucket List Inspiration Culture BreathtakingLove Love 51 Kef Histor CultureInspiratio CalmingCharismaSe CultureInspiratio CalmingCharismaSe beautiful Bucket List History Calming Roots Home Sea Memorable Sea Sea ots beautiful Roots Calming KefiBreathtaking History Memorable Kefi History H KefiB His Me Roots Love Bucket List

Data Vis From her data, Leona found that almost all of the people she interviewed wanted to see more from the Greek culture. The said that they wanted to learn and experience more from the culture. The community saw the inauthenticity of the Greek restaurants around them and wanted to know what a true Greek experience would be like outside of Greece. The interviewees also stated that they loved the concept of farm to table which at the time, was a large variable of the food ingredients for the restaurant. All Greek-Americans admired that the true Greek cuisine was found in a local garden meaning that locally grown ingredients will be able to hone in on creating that authentic experience. Over all, the data pointed directly at the fact that people wanted more from the Greek community and didn’t want to be forced into the city experiences.

20 Interviews Conducted 9 American 11 Greek 53

10 Female 10 male

100% OF THE INTERVIEWEES SAID THEY WANTED TO SEE MORE FROM GREEK CULTURE 55

18 OUT OF 20 CONSUMERS SAID THAT THEY LOVED THE CONCEPT OF Farm to table

Of the 1,000,000’s of Greeks that immigrated to America during the Great Migration, only 200,000 descendants recognize their Greek heritage today. 57

Chapter 7

Visual Strategy The visual strategy behind Atlas surrounds itself within the Greek culture. Many Greek art styles are utilized throughout the branding. The logo is a montage of many Greek icons. The logo’s dissection begins with the loose hand drawn aesthetic used to link back to the pottery found all over Greece. Most potters will use their fingers to design linear designs within the pottery making a two tone design on the surface. Elements added into the logo to provide linkage back to iconic elements found in Greece. While they may not be as iconic as the Parthenon, they are elements found in a majority of the country. The ocean of course to provide linkage to the Mediterranean sea which unify the country and its thousands of islands. The hand drawn font links to the potters signatures. The aspect of utilizing the hand made essence throughout the brand not only links this back to Greek styles but also to provide a sense of warmth and familiarity to the brand and its customers. The color pallet is found from within a picture taken from Greece. These colors are used to set the brand apart from other Greek restaurants who mostly use the same blue and white duo-tone color scheme. It also sends a colorful and lively message to the customers. 59

Logo Process The Greek Outlet

Final Logos Provides a unified feeling through the brand. Portrays a warm feeling of summer. Links back to the unique views in Greece Links back to the crystal blue Aegean that surrounds Greece. Emulates a homemade feeling to the brand. Alternate logo used as font when necessary. 61

Color Palette CMYK 28/22/16/0 Hex #b8b9c3 CMYK 63/0/3/0 Hex #37C5EC CMYK 100/81/35/23 Hex #123b65 CMYK CMYK 82/67/20/43 Hex #4360a9 14/100/34/0 Hex #d11b6b

Typography Aa Display Font - Paddy ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopq urstuvwxyz 0123456789 63

Aa A Title font - LULo clean ABCDEFGHIJKLNO PQRSTUVWXYZ 0123456789 Body Font - Parisine Plus STD Clair ABCDEFGHIJKLMNOPQRSTUVWXYZ abcdefghijklmnopqurstuvwxyz 0123456789

Αα Greek Font - Baskerville ΑΒΓΔΕΖΗΘΙΚΛΜΝΞΟΠΡΣΤΥΧΨΩ αβγδεζηθικλμνξοπρςστυφχψω 0123456789 65

Chapter 8

Marketing Strategy Leona new her marketing strategy needed to target a multitude of target markets. Her target consumers are of all age ranges and demographics so her advertising needed to fit that as well. This will ensure that many people will feel that they can experience Atlas. That it is not just a place for young adults or for the middle aged. A correct marketing strategy will help the future customers understand what Atlas has to offer before they come down to the restaurant. It will also make a huge difference in whether or not the customer wants to come or thinks it will be worth their time. 67

“Greek food is more than just gyros.” For Atlas, the first step is to create social media accounts. Through here Atlas will be able to post pictures of foods, events, informational about what musicians are playing, market products, etc. While the posts new will vary depending on the social media platform, they will all feel unified through the brand. This will help target the online generations. Another marketing strategy is magazine ads through local food magazines. These will help target people who may not be active on social media. The next marketing strategy is a mail out voucher that will be sent out the community. This will have three small coupons they can access either in the market place, in the restaurant or even online. This will be the first experience they have to the Atlas brand so having something to entice them to come to the restaurant will benefit the establishment. Promotional items will be produced for the purchases. Various atlas merchandise like buttons or stickers will be added as a “thank you” for shopping with Atlas.

Social media

Magazine 71

Voucher

Posters 73

Acknowledgments

To my Father - Thank you for giving me something to be proud of. Growing up hearing your stories about Greece and how passionate you were about it convinced me to be passionate towards this project. You are and forever will be my greatest influencer and for that I will always be grateful. Thank you for building such a strong foundation of pride for my family and my culture. To my mother - Thank you for being a strong, amazing, and supportive role model to always look up to. Having you by my side as not only my mom but my best friend is something I will never take for granted. Thank you for all the endless memories and for always being there to talk to when I needed it. You gave me the courage to push this project to its ultimate Greek-ness! To My Love - You are my driving force, the rock that keeps me steady, and my sanity. Thank you for being you and a part of my life. You will forever be my design partner and I can’t wait to see how far we grow together as not only designers and creative thinkers but as a couple as well. Thank you for making these four years memories I will always cherish. Here’s to many more years my love. To my Professors - You know who you are! Thank you so much for providing me with the design knowledge and creative thinking skills I need for my future. Every one of you has had an amazing impact on me as not only a designer but as a growing young adult. I will never forget all the professors I had the pleasure of working with and learning from during my time here at Farmingdale State College. To the Professor who started it all -Thank you for noticing my talents in your Intro to Photography Class. If it wasn’t for your recommendation to join the Visual Communication dept. I would have never had the second chance at a career choice. I would have been bored out of my mind in a law office. But now not only did I find a career I am passionate about, I found the love of my life. 77

Bibliography

Sources - 1. Barrett, Matt. “Greek Food What To Expect in a Greek Restaurant.” Greek Food: What to Expect in a Greek Restaurant, www.greecefoods.com/restaurants/. 2. Campbell, Sherrie. “7 Essentials of Great Customer Service.” Entrepreneur, 14 Dec. 2017, www.entrepreneur.com/article/305822. 3. Dan Georgakas, Director of the Greek American Studies Project of the Center for Byzantine and Modern Greek Studies at Queens College, CUNY, presented the 2nd annual Dr. Dimitri and Irmgard Pallas Lecture in Modern Greek Studies. An expanded version of the lecture appeared in the “Journal of Modern Hellenism” nos. 21-22, Winter 2004-5. 4. “Gil, Michelle. “Celebrating Greek Culture on Long Island.” Long Island Wins, Long Island Wins, 6 June 2016, longislandwins.com/culture/celebrating-greek-culture-onlongisland/. 5. “Greece.” Global Canada Affairs, 19 Sept. 2018, www.international.gc.ca/cil-cai/ country_insights-apercus_pays/ci-ic_gr.aspx?lang=eng. 6. ““Greek Culture and Traditions - Where the West Meets the East - Novinite.com - Sofia News Agency.” Greek Culture and Traditions - Where the West Meets the East - Novinite.com - Sofia News Agency, 8 Apr. 2010, www.novinite.com/articles/115027/ Greek+Culture+and+Traditions+-+Where+the+West+Meets+the+East. Interviews - Ermioni Chatzis - Manoli Xidas - Christina Xidas - Lana Nord - Sonali Coane - Georgette Madiotis - Danielle Cross - Edward Lorraine - Nicole Boyle - Michael Klahne - Steve Bishop- Andy Rella - Kathrine Gallagher - George Karoulis - Brenda Mosse - Alexander Kampos - Maria Monogoudis - George Vlachos - Penny Vlachos - Costa Georgillis 79

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