3. • Brand Background: The Cantina is located in the heart of South
Philadelphia on the up and coming trendy street of East Passyunk Ave.
Since its opening in 2006, the Cantina has been a staple in the bar
scene of Philadelphia. Both a restaurant and a bar, the Cantina offers
traditional Mexican food along with a huge selection of traditional
Mexican drinks (margaritas, tequila, etc).
• Current Situation: The Cantina on East Passyunk Ave. attracts both
longtime South Philadelphia locals along with Philadelphia newcomers.
Between it’s delicious food, wide variety of alcohol, hip and casual
atmosphere, the Cantina has been consistently gaining popularity.
• Missed Opportunities: The Cantina has little to no advertising in
Philadelphia. Some print ads can be found in Philadelphia newspapers
such as The Metro and Philadelphia Weekly, but beyond print
advertising there is none. The Cantina’s main form of advertising
seems to be through word-of-mouth. The Cantina’s main website is
extremely basic and low quality compared to other popular Philadelphia
restaurants. While other restaurants have much more information on
their websites, the Cantina only shows the menu, hours of operation,
and directions. With better advertising and a better more user-friendly
website, the Cantina is sure to increase sales.
5. Competitive Analysis: There are many local restaurants and bars located along the
popular East Passyunk Ave and in the surrounding area. Popular restaurants located
in the same area such as The Royal Tavern, Adobe Café, and the Pub on Passyunk
East all have the same customers as the Cantina, but have much stronger websites.
Other websites have began to use social media technology to interact with their
customers such as Facebook and Twitter while the Cantina’s website lacks any
communication through customers and users.
6. Possible Fixes: Even though surrounding Philadelphia restaurants have
continued to build their websites into strong user-friendly pages, the Cantina
lacks in all departments. Their website needs to be more inviting and user-
friendly. The current website is extremely basic with only a few options to
browse being the menus and the hours of operation. The Cantina needs
their website to communicate and interact with the customer more. Updated
pictures of the location also need to be implemented as well. Because the
Cantina specializes in authentic and traditional Mexican food, the website
should be designed with that in mind. Whether it’s by changing the layout
with a more Mexican theme, or playing traditional Mexican music on the
website, there is much that can be done. Along with updating the website in
general, there could be more interactive features such as a virtual tour of
the hip and casual atmosphere, a way to connect with other customers
whether it be through Facebook or Twitter, and possibly even a daily
discussion board where customers can interact and also find out more
information. The Cantina is known for it’s daily specials on the menu, and
with a daily discussion board more users will be able to find out about these
popular specials.
7.
8. Home Sweet Homebrew
Background: Home Sweet Homebrew is a seller of beer and wine
making supplies that has been in operation since 1986. Owned by
George Hummel and Nancy Rigberg, Home Sweet Homebrew
provides customers with several beer and wine making kits, grains,
hops, malt extracts, yeasts, etc. Home Sweet Homebrew is located at
2008 Sansom Street near Rittenhouse Square.
Current Positioning: Home Sweet Homebrew is one of two homebrew
supply stores in Philadelphia. One of the owners, George, is a
seasoned award-winning homebrewer who can give advice to anyone
interested in the craft of brewing their own beer or wine. With
several connections to local bars in the area, Home Sweet Homebrew
is a well-known member of the Philadelphia beer community.
Missed Opportunities: Homebrewing is becoming more popular and
practiced with a younger crowd in Philadelphia. More and more
people are becoming interested in local craft beers and the process in
creating them. However, the Home Sweet Homebrew store and
website seem dated and boring. While the owners know immense
amount of information on homebrewing, their message doesn’t
effectively reach and hold the attention of a younger crowd.
9. Website has no separate pages. Just
one long scrolling bar and pictures like
these:
10. Home Sweet Homebrew
Brand Challenges: The biggest
challenge that Home Sweet Homebrew
has is gaining attention from a younger
crown while maintaining their educated
and professional attitude towards
homebrewing. They need to stand out
more in the Philadelphia beer
community rather than just being a
behind-the-scenes addition.
11. Competitive Analysis
Barry’s Homebrew Outlet: Barry’s Homebrew Outlet, located in Philadelphia as
well, offers similar supplies for making beers and wines. Barry’s is positioned as
one of the lowest-priced suppliers in Pennsylvania. Beside information on beer
brewing, Barry’s Homebrew Outlet’s website includes recommended BYOBs,
Bars, and links to visit. However, Barry’s does not sell online.
12. Wine, Barley & Hops Homebrew Supply: Located in Feasterville, Wine,
Barley & Hops Homebrew Supply also has everything needed to start
brewing your own beer. Other than wines and beers, they also sell sodas,
liquors, books, and barware. Their website includes a newsletter and search
box but they also do not sell online
13. Online and Offline
Presence
Online: Home Sweet Offline: Home
Homebrew’s only online Sweet Homebrew
presence is in their has hardly any
website and online offline presence
reviews. Their website
is bland,tedious to look other than their
through and not storefront and their
organized. While there participation in
is a lot of information brewing
on the site, the large competitions.
blocks of text and
multiple page breaks
make it hard to follow.
14. Possible Fixes
The first thing Home Sweet
Homebrew needs to do is update
their website and get rid of the one-
page format. Each section should
appear on a separate page clearly
tabbed on the homepage. Also, the
pictures on the website need to be of
better quality and relate more with
the business than the people that run
it. The website should contain
pictures of the products they actually
sell.
15. Wrap Up
Reformat the webpage to reduce the
amount of scrolling
Add new pictures of the products
rather than the owners
Update the website for a younger
crowd
Give more information about the
actual products that are sold
17. Draughthorse.com
Brand Background- Located adjacent to the Liacourous Center
Complex, the draught horse has been a Temple University staple
since opening. The establishment is a combination bar/restaurant
offering a large variety of drink and food menus.
Current Situation- Being one of the few establishments in walking
distance of the Temple University campus the draught horse is a
popular area that draws on crowds of local residents, Temple
students and Temple faculty. They offer daily specials and special
events, to further broaden their customer base to groups and
professionals.
Missed Opportunities- The draught horse does not have much of a
media presence. Being one of the few establishments in the area,
it uses word of mouth and social media (Facebook, Twitter,
4Square) to spread its name. Although the name may spread, the
establishment has not successfully branded itself.
Draughthorse.com is user friendly, but offers no surplus of quality
content.
18. WELCOME
Submit
Homepage is dull and
unattractive.
Redirects you away from site to get
information that you would go
directly to the site to collect!
19. Draughthorse.com
Competitive analysis- The Draught Horse has no
real competition on or near the Temple University
campus. Maxi’s, a campus bar/restaurant and
Pub Webb are the only other drinking
establishments in walking distance of Temple’s
campus. Both Maxi’s and Pub Webb have a
strong online presence and a strong media
presence around campus. The websites of the
competitors are full of quality content and do not
redirect users away from the page.
20. Draughthorse.com
Online Presence Offline Presence
The Draught Horse The Draught Horse
is involved with does not have a
Facebok, Twitter and strong presence in
4Square. the area surrounding
the bar.
21. Draughthorse.com
Possible Fixes- The website needs an
immediate redesign. Specifically the content
needs to be revamped. The current content is
dull and uneventful. The homepage also
needs to be more appealing. Although they
engage in social media, a call to action should
be made in order to get people to sign up and
join their networks. A possible newsletter,
discussion board or blog should also be
included in the establishments branding
attempts.
