Mercedes Isham
Madeline Hack
SWOT Analysis: Lost River Pizza Company History of the Company
Lost River Pizza Company (LRPC) opened its Nashville Road location in Bowling Green
on Monday October 3, 2011. Owner, Keith Coffman, is a Western Kentucky University
alumnus who began this business venture with the financial support of his parents.
(Source: http://www.bgdailynews.com/features/pizza-party/article_8a388716-930e-5cf1a79f-2021e92f6904.html)
LRPC has since earned a multitude of awards; which, are proudly posted on the
storefront windows. These awards include:
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2012 Winner Best Traditional Pizza Southeast Region (International Pizza Expo)
2012 Top 10 Traditional Pizza In the World (International Pizza Expo)
2012 Finalist Restaurateur of the Year (Kentucky Restaurant Association)
2012 Best Nonfranchise Pizza in Kentucky (Kentucky Living Magazine)
2012 Chapter Member of the Year (Kentucky Restaurant Association)
2013 4th Place American Pan Division (International Pizza Expo)
Overview of Products/Services
LRPC offers gluten-free crust, thin-crust, pan, and deep-dish pizzas. In addition, LRPC
serves a variety of sandwiches, wraps, salads, pastas, appetizers, and desserts. LRPC’s
drink selection consists of Coke products, coffee, tea, craft beer, premium bourbons, and
a rather extensive, draft beer selection.
LRPC’s dine-in atmosphere features many 60-inch, high-definition television screens that
exhibit an assortment of sporting events on a variety of sport networks. LRPC also offers
live music on the weekends, free wifi, and delivery options for customers within a sixmile radius.
Strengths
Product:
! LRPC’s beer selection caters to the growing craft beer interest in the Bowling
Green area. (Source: http://www.bgdailynews.com/wku/craft-beer-interesthopping-in-bowling-green/article_688125d3-2140-5176-9450d8eb723ab6d5.html)
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LRPC’s menu offers gluten-free friendly menu options.
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LRPC is a locally owned business that utilizes locally made brands. For example,
LRPC serves desserts from Sweet Temptations bakery.
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LRPC uses all-natural ingredients and honey whole-wheat crust.
Training:
! Training lasts for an entire week.
Service:
! LRPC frequently donates 10% of revenues in a given time period to local causes.
o Recent examples: The Center for Courageous Kids, The Ricky
Mooneyhan Music Benefit, Bowling Green High School Cheerleaders for
Spirit Night
(Source: https://www.facebook.com/lostriverpizza?rf=161261610629827)
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Menu is easily accessible (restaurant’s website, to-go menu, taplister feed, various
social media outlets).
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LRPC is currently running a promotion with the Bowling Green Hot Rods
baseball team.
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LRPC accepts multiple forms of payment.
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Business hours are lengthy in duration (12+ hours) and the business is open 6
days out of the week.
Pricing:
! LRPC’s higher-priced items cater toward the restaurant’s sophisticated
atmosphere.
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Higher priced items allow for better quality inventory.
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Prices on the menu are listed in whole dollar amounts; which, allows for easier
computation of cost for both consumer and service provider.
Weaknesses
Product:
! Many consumers complain that LRPC’s traditional pizzas do not follow the
respective traditional pizza standards.
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LRPC’s locally grown inventory is not available year-round. Customers on
LRPC’s Facebook page noted that they noticed the substitutes in the
establishment’s recipes and were not satisfied. Customers also reported other
differences between the same menu items between visits. LRPC’s failure to
provide menu items in a consistent manner makes the company as a whole
unreliable.
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Desserts are not listed on the menu. Instead, the menu prompts you to ask your
server about the dessert options.
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The menu does not feature any pictures of food items.
Training:
! All new employees start out as hosts/hostesses. This may discourage potential
employees, who would be better suited for alternate positions, from seeking
employment at LRPC.
Service:
! Many consumers complain that service staff is unfamiliar with the beer selections
the restaurant offers.
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When we ate at the establishment the server did not charge Mercedes for her soft
drink. This mistake, totaling $2, would greatly hurt profits if repeated often.
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Outdoor sign to the establishment is in dark lettering and is poorly lit; which
makes it hard to see from the road.
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Restaurant’s website is currently under construction and offers little information
aside from the menu and current beer selection.
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At present, you cannot place an order online.
Pricing:
! Beer prices were listed on two TV screens in small, hard-to-read print. In
addition, the beer menu list changed frequently making it even more difficult to
read.
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All of the items on the menu are fairly expensive. The higher prices eliminate a
majority of potential consumers in one of Bowling Green’s largest markets –
college students. College students are more likely to not have the necessary funds
to eat at this establishment.
Opportunities
! Opening another location could prove advantageous in a market with less
competition.
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Lowering prices could bring new groups of consumers, namely college students,
into LRPC’s customer base.
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LRPC does not currently have a company motto or mascot. The addition of one or
both of these items could enhance brand recognition by consumers.
Threats
! Several businesses (such as: Mancino’s Grinders & Pizza and Pizza Hut) are
extremely close by and offer cheaper product alternatives. Likewise, other sports
bars (such as Overtime Sports Bar and Grill) are extremely close by and offer
many of the same products at lower prices.
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LRPC is a fairly new company in competition with long-established brand names
in the area.
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LRPC does not have access to the wealth of resources that chain restaurants do in
terms of finances, advertising, web development… etc.
Target Market
! Middle-class
! Middle-aged
! Head of Households
! Men
! Sports Fan
! Likes Country Music
! Likes Imported Beer
! Drives a Luxury Vehicle
! College Graduate
Consumer Insight
He is a successful, blue-collar, sports fanatic with an interest in craft beers. He is a family
man that can appreciate quality country music and a hot slice of pizza. After work, or on
game day, you’ll find him at Lost River Pizza Company.
Problems
1) While LRPC does an excellent job of maintaining a daily dialogue with consumers on
a variety of social networks, we found that consumer complaints were often ignored or
handled in an unprofessional manner.
! Source: http://www.yelp.com/biz/lost-river-pizza-bowling-green
! Source: https://www.facebook.com/lostriverpizza
! Source: https://www.google.com/#q=lost+river+pizza&lrd=lrd
! Source: http://www.tripadvisor.com/ShowUserReviews-g39214-d2385109r197603879-Lost_River_Pizza_Co-Bowling_Green_Kentucky.html#REVIEWS
! Source: http://www.urbanspoon.com/r/96/1622632/restaurant/Lost-River-PizzaCo-Bowling-Green
2) In addition to examining LRPC’s social media presence, we reviewed the company’s
profile on the Better Business Bureau’s website. LRPC’s response to the only complaint
on file was blatantly rude and unprofessional. The complaint concerned a sign that a
consumer thought to be unclear regarding a special the restaurant was running. LRPC’s
response to the complaint was as follows:
“The sign has been amended…We feel the changes to the sign in question will
prevent future cheapskates and complainers from wasting The Better Business
Bureau's Time.” (Source: http://www.bbb.org/louisville/BusinessReviews/pizza/lost-river-pizza-in-bowling-green-ky-159145015/complaints)
3) LRPC does not currently have a motto or company mascot.
Advertising/Public Relations Solutions
1) Consumer complaints ignored
! LRPC could respectfully communicate with consumers directly regarding
negative reviews in attempt to maintain good public relations.
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LRPC could offer comment cards at the time of service to show that they value
consumer’s input.
2) Unprofessional complaint response
! LRPC could apologize for the unprofessional response on the Better Business
Bureau’s webpage as well as to the individual involved.
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LRPC could also offer the gentleman something to incentivize him to return to
LRPC again in the future.
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LRPC could strive to make future promotions more clear and easier to interpret.
3) Lack of a motto and company mascot
! Forming a motto could launch a new promotion for the business that would attract
consumers.
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The addition of a motto would inform consumers about LRPC’s product and
service in a mere sentence.
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A new motto may even peak potential consumers’ curiosity. In addition, there
would be an opportunity to center advertisements around the company’s slogan.
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A company mascot could be themed around the company’s name and could also
be incorporated into advertisements and public relations communications.
Past Ads
https://www.youtube.com/watch?v=RFC-c2VshGA&list=UUaJso1Cg9Ho_N8x6p-ttb7Q
https://www.youtube.com/watch?v=ScQkO6BqsjU&list=UUaJso1Cg9Ho_N8x6p-ttb7Q
https://www.youtube.com/watch?v=6gTbyZqJDAk&list=UUaJso1Cg9Ho_N8x6p-ttb7Q
https://www.youtube.com/watch?v=ElMXMb-Rfwg&list=UUaJso1Cg9Ho_N8x6p-ttb7Q
https://www.youtube.com/watch?v=VNbO42Xy7Hk&list=UUaJso1Cg9Ho_N8x6pttb7Q
https://www.youtube.com/watch?v=5lvynHdG4MA