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The management will employ three different marketing tactics to increase customer awareness of the restaurant. Delicias most important tactic will be word of mouth or in-store marketing. This marketing strategy has been chosen because it is cheap but has a great potential of attracting more customers. The Local Store Marketing (LSM) will be the second marketing tactic. These marketing plans require low budget plans. However, the use of the media has a wider customer effect but this will not used because the business is just starting and has not generated enough money for the adverts.

Delicias main focus in marketing will be to increase customer awareness among the customers in San Diego and the neighboring towns. Delicias will also direct all of its tactics and programs toward the goal of explaining what the restaurant offers and how it offers to the existing and prospective customers. The products will be priced fairly, keeping standards high, and executing the concept.

Furthermore, there will be no outside marketing for the first sixty days of business. The restaurant will also target festival seasons to attract more customers. However, the management of the restaurant will be careful not to bring in more customers than the restaurant can accommodate and serve effectively.

Pricing Strategy
All menu items will be moderately priced. This will be done by ensuring that the food are of high quality and this will assist the restaurant in being the value leader in the restaurant business within San Diego.

Value Proposition & Competitive Advantage
The restaurant will be properly decorated to add value to the food we are offering at the restaurant. For example, the use of seasonal flowers and palm trees and nice water fountain to accent the outdoor ambiance while the inside will have high ceilings and a stone floor with modern tables and chairs. Serving a variety of food will ensure that the customer gets what they want at once. The restaurant will also host both VIP lunch and dinner and this will be done to assist the management train and introduce the staff to the restaurant customers. The customers will mainly be residents of San Diego, California but we will also invite visitors from other regions. All the visitors at the dual event will receive an invitation for themselves and additional one for their friends/family members free-of-charge. In order to gain a competitive advantage, we will also be serving top quality desserts, soups and appetizers on the premises and seasoned to perfection. With our high dinner volume, there will be no waiting for a food since we will have the restaurant stocked with every degree of doneness. It is apparent that no restaurant has tapped this market.

Target Market
Delicias is faced with the exciting opportunity of being the first mover in a restaurant where quality food is offered in an entertaining environment. The consistent popularity of soup, appetizers and desserts combined with a value price has proven to be the winning concept in other markets and will produce the same results in this venture.

The market has been defined in the following groups as targeted segments. Below are the targeted market segments for the restaurant.

Age -- Delicias will offer food to a wide variety of people across all ages.
Location -- Delicias restaurant will be located i