Final Marketing Plan
Hank Ingram
Clark Jernigan
Drew Martin
Stephen Stites
Stephen Twining
1 World Communications Drive
Omaha, NE 68107
11/25/2011
Executive Summary
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The kosher advantage is our differentiating characteristic, and the center of our
marketing strategic plan.
Due to a supremely strict certification process, the kosher label offers a level of
food integrity and safety that is unmatched by our competitors.
Analysis of our competition allows us to develop the rest of our brand meaning to
include our customizability, consumption at home, and ability to feed a group,
and relative affordability.
Further, by using the positioning bases of quickness/ease and food integrity, our
kosher label allows us to find open market space amongst all of our competition.
In order to achieve high margins and strengthen our brand image, we must
further entrench ourselves as the premium brand within the market.
While our price will remain constant, we need to magnify the perceived benefits
of our products in order to increase our value ratio.
We will expand into the deli meat market by offering more options. This will take
advantage of market trends and cultivate brand loyalty.
We will make packaging changes to offer eight hot dogs per pack instead of
seven. Buns are sold in packages of eight, so this will reduce consumer
frustration with leftover buns.
We will practice benefit segmentation to offer an affordable, easy meal that does
not sacrifice food integrity to the following target markets:
o Those who look for healthfulness in their meal
o Those who want a quick and easy meal
o Those who want an affordable meal
Promotion to all of these segments will address our current problem with the
hierarchy of communications effects.
In order to achieve success for our brand, we must make the word kosher more
widely understood and accepted.
Consumers are not aware of the benefits kosher products offer. By touting
kosher’s integrity and safety, we will provide consumers with knowledge about
the kosher advantage.
Promotion to each segment will focus primarily on creating an understanding of
the kosher advantage. However, each segment shows differential
responsiveness, thus will receive messages that boast other aspects of our
brand meaning.
Advertising is expensive, but will be our best option due to our dire need to
inform a large audience.
By investing in advertising up front, we will be able to markedly increase our
sales in the long run. Our goals are a 35% increase in deli meat sales and a 30%
increase in hot dog sales.
The Kosher Advantage
For over a century, Hebrew National has been providing consumers with kosher hot
dogs and deli meats. Despite our good bone structure and steady growth, Hebrew
Hebrew National Final Marketing Plan 1
National is under-utilizing its most valuable asset— its kosher certification. The kosher
advantage is our differentiating characteristic and the heart of our strategic marketing
plan. Our essential task is to convince consumers that this kosher certification makes
our products better than those of our competitors. In order to accomplish our aim, we
must enforce the idea that kosher epitomizes food integrity and safety. This section will
outline exactly what is meant by “the kosher advantage”, as it is an important message
to clearly convey to consumers.
Food Integrity & Safety
Food integrity is our promise that Hebrew National products are “fit to eat.” It means that
we produce honest products held to high ethical and quality standards in order to
maximize consumer confidence in our brand. On one hand, honesty requires that we
remain transparent in our sourcing, production, and transportation processes. On the
other hand, our ethical and quality standards ensure environmentally friendly operations,
the ethical treatment of animals raised for slaughter, and cleanliness and soundness of
product. Our bona fide kosher certification allows us to offer our customers this integrity
guarantee.
Hebrew National is supervised by Triangle K, the most respected and reliable kosher
certification organization in the world. In general, such a kosher certification is extremely
difficult to obtain; rigorous postmortem tests of animals performed by rabbis are
required. In fact, 60% of animals cleared by the USDA do not meet kosher standards.i
Consumers can be assured that food sourcing is not a concern with kosher products
because they are taken only from specific parts of animals; meat from the hindquarters
and scrap meat are prohibited. Moreover, animals are raised without hormones and
killed in a manner that minimizes suffering. Kosher practices require that raw meat and
vegetables be kept separately, which prevents cross-contamination and lowers the
incidence of food-borne illness. In addition, the use of milk is closely monitored and
labeled in products, as dairy and meat cannot be consumed together. The end result is
that kosher products offer the consumer unparalleled food safety. In turn, those who are
lactose intolerant, food allergic, vegetarian, or concerned with general health often turn
to kosher foods to satisfy their needs.ii
The Other Guys
Other healthful food classifications, such as natural and organic, do not face such strict
regulations. In fact, use of the term natural requires no certification whatsoever.iii While
organic faces some certification standards, there is no regulation of which part of animal
is used in production, meaning consumers could be eating “lips and assholes.” By
highlighting the food sourcing and selectivity of kosher in comparison to all non-kosher
foods, Hebrew National can make kosher represent food integrity in the mind of the
consumer.
Market Space
Hebrew National faces a vast array of competitors who fulfill the generic need definition
of a quick, easy, and relatively inexpensive meal. We can benefit from opening up the
Hebrew National Final Marketing Plan 2
market with the positioning bases of quickness/ease and food integrity. By emphasizing
the kosher advantage, Hebrew National can fill a void in the market. Further,
examination of the market allows Hebrew National to develop a brand meaning that
encompasses quickness, ease, affordability, customizability, consumption at home, and
ability to feed a crowd. The following positioning map provides detailed analysis of our
brand’s positioning using the bases of quickness/ease and food integrity.
Fast Food Competition
Hebrew National competes with a variety of classic fast food options, such as
McDonald’s, Subway, Arby’s. These brands are positioned as cheap, easy, accessible,
and tasty. As of recent, many have tried to make a feeble push for healthfulness, but
only Subway has realized success in this endeavor. Slightly more upscale fast food
restaurants such as Chipotle and Five Guys also provide competition and pride
themselves on better ingredients, but are prepared noticeably slower. Nevertheless, the
food integrity of all fast food brands does not match up with the kosher standards of
Hebrew National. Further, we can position ourselves as quicker and easier than these
options. Our products do not require a trip across town; they can be enjoyed from the
comfort of the consumer’s home. Also, these brands provide very cookie cutter-like
foods. Our brand provides opportunity for customizability.
Hebrew National Final Marketing Plan 3
At Home Competition
Once a consumer has decided to eat a quick meal at home, Hebrew National faces its
next wave of competition. Frozen dinners such as Lean Cuisine, as well as soup options
such as Campbell’s provide similarly quick and easy experiences from the confines of
the consumer’s home. However, we are different. Our hot dogs and deli meats provide
meals that are just as easy to prepare as these options, but offer a unique sense of
integrity that accompanies kosher. Also, our products are more customizable and are
easier to feed to groups. Lastly, we have the kosher advantage over our direct
competition in the deli meat and hot dog markets (Oscar Mayer, Boar’s Head, Ball Park,
etc.).
Brand Meaning Implications
These positioning bases allow Hebrew National to further expand its overall brand
meaning to include quickness and ease. Comparing Hebrew National to all competition
allows it to be positioned as having high integrity through its kosher certification, but
also as quick, easy, affordable, customizable, enjoyable from consumers’ homes, and
capable of feeding a group. The following table outlines how our brand’s meaning can
be positioned as different from its diversity of competitors.
Benefits
Concerns
Separating H.N.
Fast, affordable, drivethrus, good taste
Poor food integrity,
unhealthy, consumers must
leave their home, hard to feed
large group, no
customizability
Higher food integrity, at home,
faster, more affordable, better
for feeding a group,
customizability
Upscale Fast
Food
Somewhat fast, better
integrity than other fast
food
Consumers must leave home
and endure a longer process,
more expensive, similar
concerns to other fast food
Same as above
Soups
Fast, warm, comforting,
easy to make, affordable
Questionable food integrity,
no customizability, hard to
feed large group
Higher food integrity, the
kosher advantage,
customizability, feeding larger
groups
Frozen
Dinners
Fast, easy, at home, less
expensive than fast food
Questionable food integrity,
no customizability, can’t feed
large group
Same as above
Other Hot
Dogs and
Deli Meats
Fast, easy, at home, can
feed many, cheap
Bad stigma of “processed”,
food sourcing concerns
Higher food integrity, the
kosher advantage
Classic
Fast Food
Hebrew National Final Marketing Plan 4
Pricing
In setting our price, we aim to achieve good margins, while assuming premium
positioning in the market to strengthen our brand image. This will keep us where we are
currently priced: slightly more expensive than direct hot dog and deli meat competitors.
Additionally, because the production of kosher products causes us to incur higher costs
than our competitors, this higher price is necessary to cover our operations.
While we can assume premium positioning within the market, realities only allow us to
set our price as slightly more expensive. The demand curves for hot dog and deli meats
are relatively elastic, meaning pricing options are rather inflexible. Additionally, our
products are in the maturity stage of the product lifecycle curve, for the perceived price
and benefits of hot dogs and deli meats are deeply entrenched in the consumer’s mind.
Consequently, if we price our products too high, consumers will not buy them, no matter
how clearly we explain our benefits.
Further, 45% of non-kosher buyers believe that kosher products are too expensive.iv
This proves that our consumers make value-based judgments in choosing foods. Our
entire marketing plan centers around magnifying the benefits associated with kosher,
thus largely increasing our perceived value. While our price will not change, our
product’s benefits will be more clearly articulated, increasing our value ratio.
Lastly, we will maintain a one-price policy in order to be consistent with our unvarying
brand message.
Product Expansion & Packaging Changes
In the deli meat market, Hebrew National can benefit by expanding deli meat options.
Currently, we only offer sliced beef salami and beef bologna. Of households that
purchase deli meats, 49% eat bologna and only 37% eat salami.v There is more
opportunity for growth in turkey (79% of households), chicken (33% of households), and
roast beef (41% of households).vi Because these product can be made kosher and are
unlikely to cannibalize sales of our existing products, Hebrew National can expand
without diluting our brand meaning or falling victim to typical line extension problems.
Ultimately, this expansion will lead to a strong increase in total sales, as well as
increased share in the growing deli meat market.
Ultimately, we need consumers to trust Hebrew National for all of their deli meat needs.
In the age of increasing brand loyalty, consumers tend to look to as few brands as
possible to satisfy their needs. With such a slim offering of deli meats, Hebrew National
is unlikely to be any consumer’s go-to option for deli meats. For example, when stocking
up on deli meat, a consumer is unlikely to buy bologna and salami from Hebrew
National if they already get their turkey and roast beef from another brand. A wider
product offering can appeal to more consumers and foster greater brand loyalty.
In terms of packaging, our regular beef frank packages have seven franks, but buns are
Hebrew National Final Marketing Plan 5
usually sold in packages of eight. To reconcile this incongruence, we will begin to
produce our regular beef franks in packages of eight.
Initial Marketing Objectives: A Bigger Piece of a Bigger Pie
By 2013, we intend to realize a three point increase in market share, a 30% increase in
hot dog sales, and a 35% increase in deli meat sales. These figures were derived from
a close analysis of the historical performance of Hebrew National and competing brands
and with respect to market and environmental trends.
Hot Dog Market Share
By 2013, we believe Hebrew National can increase its share of the beef hot dog market
by three percentage points, considering Hebrew National’s two-point increase in beef
hot dog market share from 2007 to 2010.vii We believe our brand can sustain and
markedly improve past levels of growth due to increased household penetration and the
aforementioned favorable market trends. Additionally, we aim to increase the overall
size of the market by broadening the appeal of hot dogs. We may be able to regain the
trust and money of tuned-out, health-conscious consumers by remaining transparent
about the production process and content of our products.
Hot Dog Sales
Since 2000, Hebrew National has recognized a nearly 60% increase in hot dog sales
(from $49.6m to 79.2m).viii Additionally, our competitor, Ball Park, was able to realize a
40% increase in hot dog sales over the past 3 years.ix With respect to these historical
growth rates and our anticipated increase in market share, we aim realize a 30%
increase in sales dollars by 2013.
Deli Meat Sales
Another big area for potential growth for Hebrew National is in the deli meat area of the
market. Currently, deli meats account for approximately 45% of our sales.x By 2013, we
would like to see them account for 50% of our sales, which, with our anticipated 30%
increase in hot dog sales, means at 35% increase in deli meat sales. While the deli
meat market is currently flat, Mintel predicts market sales to trend upward. xi Additionally,
we may increase sales by enhancing our brand meaning and offering a wider range of
kosher products to consumers, such as chicken, turkey, and roast beef.
Segmenting & Promoting to Market
This section will outline appropriate segments, and explain effective ways to promote to
each.
Segmentation Outlook
With kosher as a differentiating characteristic, and the rest of our brand meaning and
Hebrew National Final Marketing Plan 6
positioning falling into place, we need to find appropriate audiences to receive our
messages. Segmenting the market by the benefits people seek from their products can
help Hebrew National market to people based on their causal reasons for choosing
meals. Three effective and legitimate benefits segments prove to be healthfulness,
quickness/ease, and affordability. Using these segments can take advantage of the
economic downturn, health-conscious movement, and growing kosher market.
Promotional Outlook
Our overarching challenge is a hierarchy of communication effects issue. Consumers
have heard the word “kosher”, but do not understand the benefits associated with it. In
fact, 87% of households are not aware of what kosher is, and the remaining two-thirds
say they don’t have the knowledge to understand the benefits associated with it.xii When
it comes to the word kosher, consumers are mired in the cognitive stages of the
hierarchy of communication effects. Success of our brand hinges on our promotion’s
ability to take consumers through the entire hierarchy. In order to make consumers
purchase Hebrew National, we first need them to understand kosher, then come to like,
prefer, and have conviction about it. All of our promotion will primarily focus on the
making the kosher advantage clear to consumers, but different nuances will be
employed to engage each market segment. The first step will be replacing the religious
connotations with those of integrity and safety.
With significant ground to make up in educating consumers about our brand, advertising
will be our main form of promotion. It is effective throughout the entire hierarchy of
communication effects, and will allow us to reach a large audience while enabling us to
have control over the content to deliver an unvarying message. Advertising will help us
inform our target markets of our differentiating characteristic, as well as the benefits that
go along with the rest of our brand meaning. The first goal of our advertising will be to
spread awareness and knowledge about the kosher advantage.
Justifying Our Promotion
Advertising is expensive and can fall victim to wasted coverage, but the ability to spread
our brand meaning to large audiences will more than make up for this financially.
Hebrew National’s sales are increasing every year, and our plan for advertising will
expedite this process, justifying the money spent to get our message to the public.
Advertising that effectively takes people through the hierarchy of communication effects
will lead to a significant increase in Hebrew National Sales.
Healthful Segment
Segmentation
The current health-conscious movement in America ensures that this segment is
substantial in size and potential profitability. Consumers are becoming more healthconscious every day, and 38% of people say the federal government does not have
adequate food safety systems in place for processing red meat.xiii With the movement
gaining strength, health concerns are here to stay. This, along with the rapid 15%
annual growth rate of the kosher market, guarantees the durability of this segment.xiv
Hebrew National Final Marketing Plan 7
These health conscious people will undoubtedly respond differently to certain marketing
mixes that highlight healthfulness, as it is their primary objective in choosing foods.
Existing studies that show that 41% of households purchase natural foods, 33% organic,
and 13% kosher, as these comprise the majority of the healthful food market.xv An
overwhelming majority of these consumers, 83%, cite a health related reason as their
motivation for purchasing, making them recognizable and measurable.xvi Families with
children also report elevated levels of purchasing, and with more mouths to feed this is
especially true for value-oriented products. This group is accessible through multiple
channels. They can be reached through mainstream media, especially by using specific
programming to target households with children. Moreover, this group has high
accessibility through social and other online media. Variance in data from online and
offline sources suggests that Internet users are much more likely to purchase natural
and organic, which provides us with an excellent channel for accessing this group.xvii
Promotion
Targeting this group will put our brand in direct competition with natural and organic
products. Kosher is slightly more expensive than organic products, which are more
expensive than natural products. Organic faces less strict certification standards than
kosher, while natural requires no certification whatsoever.xviii Understanding this
competition by the positioning bases of strictness/legitimacy and price, the following
positioning map displays market space that Hebrew National can take advantage of by
stressing kosher as its differentiating characteristic.
Hebrew National Final Marketing Plan 8
With this positioning map in mind, advertising to the healthful segment of our market
should focus on the strict standards and food integrity of the kosher label. As far as
execution, storyline and comparative advertising are two attractive options in targeting
this segment. In light of Hebrew National’s 106-year history, a storyline execution similar
to that of Gatorade’s commercials can create a sense of reliability with our brand.
Stressing the kosher advantage and cultivating this sense of trust due to our long
history is sure to strike a chord with this target market. The goal is to bring new
consumers into the hot dog and deli meat markets that normally would consider these
foods low in quality and integrity. On the other hand, comparative advertising aims to
directly steal market share from natural and organic. It can clearly and plainly describe
and display the advantages kosher has over natural and organic and especially over
meats with no healthful claim or certification. Further, comparative advertising will allow
Hebrew National to lump all of its competitors as non-kosher, adopting a Taco Bell
strategy to further separate itself.
While this segment is accessible through traditional television advertising, we will also
utilize social and online media to attract this segment. Research shows they are
becoming increasingly accessible through these mediums.xix In addition, several daily
deal sites (similar to Groupon) with focus on organic or natural products could be
utilized to reach the most loyal of healthful food consumers. While this coupon
promotion may drive some consumers to buy hot dogs and deli meats, the true purpose
Hebrew National Final Marketing Plan 9
would be to raise awareness about the kosher advantage among a group of loyal
organic and natural consumers. The ad on the following page is an example of how we
can shift the loyalties of these consumers.
Hebrew National Final Marketing Plan 10
Affordability Segment
Segmentation
The affordability segment is composed of people whose primary concern is finding
inexpensive meal options. In light of the recent economic downturn, 68% of U.S. adults
say they have changed their eating habits in order to save money.xx However, even in
hard financial times, many consumers are reluctant to sacrifice the integrity of their diet.
Within their tightening budget, 45% of U.S. adults say they want to find ways to
incorporate healthy foods.xxi While Hebrew National products are pricier than other hot
dogs and deli meats, they are less expensive than fast food and other meal options.
Boasting “the kosher advantage” as our differentiating characteristic, Hebrew National is
poised to capture the attention of this tight-fisted, health-conscious consumer.
Overall, with millions of Americans struggling to maintain financial buoyancy, the
affordability segment is sure to be durable and substantial. Cash-strapped consumers
are measurable and recognizable through measurements of social welfare, such as
average disposable income, the consumer confidence index, and the unemployment
rate. With the economic downturn tightening the food budgets of even those making
over $150K per year,xxii this group can be accessed everywhere, through all means of
communication.
Promotion
From a strategic standpoint, we need to convince thrifty consumers looking to buy hot
dogs or deli meat that our slightly higher price correlates with a massive increase in
benefits. We can target this segment by stressing the kosher advantage, while alluding
to Hebrew National’s relative affordability. Slice of life execution can grab the attention
of the frugal yet health-minded consumer. Hebrew National can present an
advertisement of a real-life, believable situation in which a cash-strapped family wants
to maintain the integrity of its diet while still saving money. Our target market will
immediately identify with the plight, and identify our products as solutions. The core
message is that consumers won’t find another product of such integrity at such a low
price. Since consumers in this segment make value-based judgments, this message will
promote the value of our products by magnifying benefits. This will be a first step in
educating consumers about the kosher advantage.
Quickness/Ease Segment
Segmentation
Recent research points out that 51% of Americans are eating at home more often due
to the economic crisis.xxiii This speaks strongly to the durability and substantiality of this
segment. Clearly, the segment will have an overlap with the affordability segment. But
since these consumers seek our products primarily for its quickness and ease, they will
show differential responsiveness to advertising that highlights these characteristics.
Accordingly, fast food market data is relevant in studying this segment. According to
Mintel, 60% of adults that have children eat fast food because of the convenience.xxiv
Similarly, 25% of adults with children said that in the last year they started going to fast
Hebrew National Final Marketing Plan 11
food restaurants instead of casual dining restaurants.xxv Combined, these two statistics
show a measurable shift in preferences of families. Adults with children are increasingly
choosing to eat fast food over casual dining, and they are doing so because of the
convenience it offers. Families choose to eat at fast food restaurants more than any
other dining out option, highlighting their preference for quick, convenient meals.xxvi
Further, 67% of adults with kids say they want to see healthier food options on the kids’
menu when dining out.xxvii These people that want to eat fast also want to eat healthy.
We can offer them everything they need.
Families are increasingly accessible through the Internet and social media. A Mintel
survey of adults who eat out, found that 86% of people with kids have visited a website
in the past 30 days, and 58% have visited a social networking site.xxviii This is compared
to just 80% of adults with no kids who have visited a website in the past 30 days, and 43%
who have used a social networking site.xxix This shows that we can use social media
and the web to convey our brand meaning and convenience to those with kids.
Promotion
By emphasizing the kosher advantage and the quickness and ease of our products, we
can make strides in stealing market share from fast food and other restaurants. These
advertisements will use the execution tactic of problem solution and comparative
advertising. By depicting Hebrew National as an easy solution to finding a quick and
easy meal, we can appeal to the practical consumer. Further, by directly comparing our
quickness, ease, and kosher advantage to fast food restaurants, we can become the
more attractive choice for this segment. With 64% of adults eating out with the goal of
having a quick meal, we can steal market share from out of home dining through this
marketing mix.xxx
The following table provides condensed analysis of our segments and our goals in
targeting each.
Healthful Segment
Benefits Sought
Consumption Level of
Hot Dogs and Deli
Meats
Goals
Demographics
Nutritious food without
food sourcing concerns,
no artificial ingredients,
etc.
Very low (especially hot
dogs)
We want to expand this
market, increase
consumption levels, and
steal overall market
share from natural and
organic products.
Younger, Have children,
Higher income
Affordable
Segment
Relatively cheap
meals that don’t
break the bank
High
Quick/Easy
Segment
Meals that are easy
to prepare and don’t
take time out of a
busy day
Very High (especially
deli meats)
We want to steal
market share from
other affordable
options consumed
at home.
We want to steal
market share from
fast food restaurants
as well as at home
meals.
Lower income,
Larger families
Younger, Younger
Children, All
Incomes
Hebrew National Final Marketing Plan 12
i
Allen, Jane E. Turning to kosher cuts. n.d. SimpleToRemember.com. 9 Oct. 2011
<http://www.simpletoremember.com/articles/a/kosher-health/>.
ii
Allen, Jane E. Turning to Kosher cuts.
iii
Mintel. "Kosher Foods--U.S." Jan. 2009. Mintel. Washington and Lee University, Lexington, VA.
6 Oct. 2011.
iv
Mintel. “Kosher Foods—U.S.”
v
Mintel. "Lunch Meats--U.S." May. 2011. Mintel. Washington and Lee University, Lexington, VA.
5 Oct. 2011.
vi
Mintel. "Lunch Meats--U.S." May. 2011.
vii
"Brand Book." ConAgraFoodscareers.com. Con Agra, 1 Apr. 2011. Web. 3 Nov. 2011.
<(www.conagrafoodscareers.com/pdf/Brand_Book.pdf).>.
viii
Petrak, L. (2002, July 1). The missing link. Retrieved November 2, 2011, from
AllBusiness.com: <http://www.allbusiness.com/manufacturing/food-manufacturing/2377721.html#ixzz1d04ZYQ8v>.
ix
Nielsen. Nielsen Insights in Action: New Markets, Beefed Up Sales. N.p.: n.p., 2011. The
Nielsen Company. 5 Nov. 2011
<http://www.nielsen.com/content/dam/corporate/us/en/public%20factsheets/Case%20Studies/C
aseStudy-BallPark-GrowthandDemand.pdf>.
x
"Brand Book." ConAgraFoodscareers.com.
xi
Harper, Roseanne. “Sliced Thin.” Supermarket News. 12 July 2010.
<http://supermarketnews.com/In-Store_Bakery_Deli_Meals/sliced-thin-0712/index.html>.
xii
Mintel. "Kosher Foods--U.S." Jan. 2009. Mintel. Washington and Lee University, Lexington,
VA. 6 Oct. 2011.
xiii
Mintel. "Lunch Meats--U.S." May. 2011.
xiv
Severson, Kim. “For Some, ’Kosher’ Equals Pure.” New York Times 12 Jan. 2010: D1. Date
xv
Mintel. "Kosher Foods--U.S."
xvi
Mintel. “Natural and Organic Food and Beverage (NOFB): The Consumer--U.S..” Nov.
2011. Mintel. Washington and Lee University, Lexington, VA. 30 Nov. 2011.
xvii
Mintel. “Natural and Organic Food and Beverage (NOFB): The Consumer--U.S..”
xviii
Mintel. "Kosher Foods--U.S."
xix
Mintel. “Natural and Organic Food and Beverage (NOFB): The Consumer--U.S..”
xx
“Survey: More people eating at home.” (2009, September 4). Retrieved November 1, 2011,
from UPI.com: <http://www.upi.com/Health_News/2009/09/04/Survey-More-people-eating-athome/UPI-65581252086536/>.
xxi
“Survey: More people eating at home.”
xxii
Mintel. “Budget Shopper--U.S.” Oct. 2010. Mintel. Washington and Lee
University, Lexington, VA. 1 Dec. 2011.
xxiii
Lasson, K. (2009, July 10). The Tisch. Retrieved October 30, 2011, from Rabbicreditor:
<http://rabbicreditor.blogspot.com/2009/07/baltimore-jewish-times-hebrew-national.html>.
xxiv
Mintel. “Quick Service Restaurants--U.S.” Sept. 2011. Mintel. Washington and Lee University,
Lexington, VA. 29 Nov. 2011.
xxv
Mintel. “Quick Service Restaurants--U.S.”
xxvi
Mintel. “American Families and Dining Out--U.S.” Feb. 2011. Washington and Lee University,
Lexington, VA. 30 Nov. 2011.
xxvii
Mintel. “American Families and Dining Out--U.S.”
xxviii
Mintel. “American Families and Dining Out--U.S.”
xxix
Mintel. “American Families and Dining Out--U.S.”
xxx
Mintel. “American Families and Dining Out--U.S.”
Hebrew National Final Marketing Plan 13