Introduction
We are pretty much all familiar with the local favourite, “Peters’ drive-in”, where quality is foundational, while they serving a big population of Calgary milkshakes, burgers, and much more. Even after it was taken over by the new owners, the quality and the traditions are still being served in the form of mouth watering snacks and fast food. Offering fast food that is relatively cheaper than the other fresh made fast food businesses around. With already half a century serving the tasty fast food, Peters’ has established itself as an iconic business in Calgary. To have the most controlled operations, the multimillionaire co owners refused to have franchise. Peters’ drive in is a name for consistency and quality. Instead of spending a big amount for media marketing they are still focusing on the overall quality and a service which is efficient. Maintaining a place in the top “50” best burgers in Canada itself says about the love in serving their fast-food (Edwardson, 2017). Having a little competition around this business location they are helping nearly about 22000 Calgarians a week to satisfy their cravings for delicious and quality fast food at reasonable price. Having their menu extremely consistent since the opening day, they still rule the hearts of Calgarians.
Positioning Statement
Would you like to try the traditional Peters’ secret sauce, perfectly matched with a chicken burger that will take you into heaven on your first bite? If yes, then you must visit Peters’ Drive-In. A quarter pound of chicken in this burger with a scrumptious and a mouth-watering experience will satisfy your craving.
Peters’ Drive-In offers the customer more then they think with a Competitive price, yet, staying with the old taste.The flame cooked hamburger patties are thin but perfectly paired with the fresh toppings of lettuce, red grilled onion, tomato, with each bite it will make you feel awesome.It is Juicy, hot, and super tasty.The BBQ sauce and real Canadian cheddar cheese that used in the hamburgers will add a unique taste in the eating (Peters’ Drive-In, 2017).

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Peters’ drive in’s current positioning is very effective, but it is not very diversified. The chicken burger may bring a new and exciting change to their burger market. Until now, it had an image of offering beef burgers, milkshakes, and fries, but the chicken burger will add a new flavour in the menu. They have the brand image and ability to go into the new market segment.
MARKETING OBJECTIVES
Strategic business planning involves making decisions about three variables: objectives, strategies, and execution or tactics” (Tuckwell, K. J, 1950). Peters’ marketing share is to maintain their famous brand for quality and service by providing a consistent customer experience and being persistent in all attitudes regarding quality and using the best ingredients obtainable which it has proved in all sense.
Peters’ Drive-In is very concerned about its brand image. In very short time, it has maintained a reputed status in the society. Age range from 5-75 but the median age of approx. 40 is the main target market of Peters’ Drive-In. As it is famous for fresh beef burgers, a chicken burger can be the new product that can attract more consumers who are not regulars to Peters’ Drive-In. Chicken is a preferable source nowadays, as it provides a lower level of artery-clogging nutritional factors. People are more conscious about their health which has influenced fast food industry in past few years. As female are more conscious about their health, a chicken burger can be the great way to appeal to female population in the area.
Peters’ main form of promotion is from the radio. They can open Facebook, Twitter, an Instagram account which would be the attraction of newcomers and younger clients. Community events page can be made which would involve more people to head to their site and with visuals of the food. It can also offer gift cards which can attract new customers. Car shows can be the best option which can bring the classic Peters’ image back, and peak the interest of people to come to the locations, and try their food too. Peters’ Drive-In should access all the channels and should transfer messages clearly to the target audiences.
Marketing Strategy
Peters’ Drive-In has really worked hard over 49 years to preserve product quality and maintain a large, faithful customer base around northern Alberta. The target customers of Peters’ Drive-In are both male and female and range in age from 5-75 years. “Peters’ Drive-In is a must-stop location for road trippers heading east. And for shift workers finishing up work at 9 a.m. who really need a burger before heading home.” (Olafson, 2017) This iconic restaurant is an ideal destination for hungry individuals and families who are looking for a quick meal, but are not willing to sacrifice quality. Most customers are financially secure and have or are in the process of achieving a formal education. The classic old school vibe and quality of Peters’ Drive-In allows them to excel in customer retention, especially within an older more conservative demographic of Albertans. The consistency of Peters’ ensures that customer expectations are met every time, making them more likely to be repeat customers. Although this consistency is one of the reasons Peters’ is a local favorite, we feel a new product development strategy will be highly beneficial in attracting both new and return customers to the Drive-In.
This new product development strategy begins with introducing a flame grilled chicken burger to the Peters’ menu. The chicken burger will expand Peters’ target market to include a more health conscious demographic, while also giving return customers a new reason to Drive-In. This will increase customer volumes and sales. Peters’ will take full advantage of this product release by ramping up social media attention to make their new chicken burger the talk of the town. Through outlets such as Facebook, Instagram and Twitter. Peters’ will host contests and giveaways to increase customer excitement for the new chicken burger. This will allow them to increase publicity and reach new clients, especially within a younger demographic that might not listen to their radio ads. Due to its iconic name in Northern Alberta, the news of the new Peters’ chicken burger will spread quickly, enticing many new and old customers to stop by a location. Peter’s has always actively supported charities, however the original owner Gus Pieters kept it a private matter and out of the public eye. “Gus Pieters was a charitable guy, but not too many people knew about it because he was so humble. Pieters helped kids whenever he could. Each year, Peters’ and the team would make 4,500 burgers and donate them to underprivileged children at the annual firemen’s Christmas fundraiser and party.” (Olafson, 2017) Since socially responsible business is a major concern of modern day consumers, Peters’ plans to host charity events and fundraisers. By doing this on location, Peters’ will attract more customers and showcase their commitment to the community. Peters’ also plans to host events such as car shows and a poker run stop in the future, to encourage the community to come out to their locations. This brings the classic Peters’ image back, and gives customers and families a positive experience that they will associate with the restaurant. Becoming more active on social media and within the community will only increase the iconic image Peter’s drive-In has, thus increasing customer retention and truly making it “The Drive-In You Can’t Drive by”.
Peters’ has relied on their iconic name and has conducted most of its advertising through radio ads in the past. Peters’ has never been too extensive with their advertising campaigns because their classic products sell themselves. However, with the release of the new chicken burger, Peters’ plans to take a much more aggressive twenty first century approach to marketing. Peters’ will achieve this by ramping up social media significantly by hiring experts to take over their pages. To do this Peters’ must triple their marketing budget to account for all three channels of advertising. Radio allowance will stay consistent with past years; however social media networking will take up fifty-five percent of the advertising budget. This is because social media has the largest potential to attract a new generation of customers. Also advertising for community and charity events will be done through social media platforms. The rest and smallest portion of the advertising budget will go toward preparing and hosting events and conducting product promotions. This approach will ensure the chicken burger is a success and Peters’ iconic image will only improve.
Marketing Mix:
Introduction of New Product.
Peters’ current Food menu consists of:

Beef Burgers
Hot Dogs (Cheese dogs)
Fries
Onion Rings
Poutine

This is the introduction of the new PETERS’ flame grilled chicken burger. This burger would be virtually the same as the beef burger, with one exciting change, CHICKEN!! To stand alone in the market and be socially responsible, grain fed chickens would be the first choice for this venture. This burger would be flame grilled to perfection, be juicy to the bite, and have the same delightful taste as the beef burger. The traditional Peters’ secret sauce can marinate the chicken, to help give it that taste peters’ is world renowned for.
Right now Peters’ sells approximately 4000 beef burgers on a busy day and 4000 milkshakes any given day in the summer months (Ribecco, 2017). With the addition of the chicken burger, this would introduce a whole new market throughout Calgary to the flavors of Peters’. With consumption of Poultry on the rise in Calgary, and beef on a decline over the past few years. Having the competitive edge with bringing chicken to the table of the customer, will juristically improve the profitability of Peters’. Health trends are always favoring chicken, and with healthy options mainly targeting women more often than not, this is a great way to appeal to the female population in the area.
Price Plan for New Burger:
Current prices for food at Peters’ are as follows:

Single to triple burgers- $4.10-7.10
Hot dogs- $3.90-4.50
Fries- $4.00-8.00
Onion rings- $4.50
Poutine- $6.00

With these current prices Peters’ could easily price their New chicken burgers at a modest $5.25-6.25 per burger to make a healthy 60% profit, but because Peters’ isn’t all about pure profit, this price can be adjusted accordingly. Peters’ currently purchases their beef from Centennial food services in Calgary, who also provide poultry as one of their services. With current purchases already going through this supplier, adding boneless chicken breast would be a quick addition to the existing order, possibly be a way to cut costs with discounts for more volume purchases.
Prices at competitor Burgers places in the area are in the $6-8.00 range, so competing with them would be a profitable way to attain customers, and keeping the sauce the same increases order of the spices, but means they can save by making more at one time. Being competitive with the other local burger places in the area will attract more sales and with hopes raise profits by a 10% increase in the first year, this is because they already have a busier client base then the competitors. The closest burger spots to compete are over five blocks away, and not on a main road like 16th avenue, so they can corner the chicken market in the area for years to come.
Placement/Distribution:
The addition of this new burger would be cost effective for shipping to the store, providing they stay with the current provider Centennial food services (N/A, 2017). Peters’ would be able set this up by contacting their current food representative to discuss options for new meat sales. With Centennial being a local supplier, they are the perfect choice to represent Peters’ in the introduction of the burger. They already have an existing relationship and with supply and demand, Centennial, will be a major choosing for the burger to be successful in the future.

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Local Purchases means food is fresher than anywhere else and they can ensure the chicken is grain fed, plus this keeps the purchase cost in local Alberta economy. A huge part of the delivery process is to become more socially aware, younger consumers care how the food gets to them and if it was local or long distance. So local deliveries mean less carbon footprint, which in turn means being more socially responsible, so this also makes the environmental consumer appreciate the food that much more. Current distribution method is the best choice, for the best prices, to pass along to the customer.
The customers can purchase this new Chicken burger and any of the rest of the menu by heading to 219 16 Avenue, in Calgary, or 131 Leva Avenue, in the world famous Gasoline alley, Red Deer (just off the QE2 southbound, with access from the first Northbound exit). The Calgary Location is open from 9AM to Midnight daily and Red Deer is open daily 10-10 (Website, 2017). This is very convenient for any commuter in those areas to get themselves a burger and shake for the rest of their drive. They can also find out times, prices and locatons by visiting the Peters’ website at www.petersdrivein.com.
Promotion for the 21st Century Drive in:
Currently Peters’ uses radio ads in the slow season(Ribecco, 2017). They currently use radio platforms like: Virgin radio, C Jay 92, Jack FM and Lite 96.9 in Calgary, and BIG 105.5, Z98.9 and Real Country 95.5 in Red Deer.
Peters’ would need to jump in to the 21st century with their feet firmly on the ground. Hiring a dedicated social media marketing representative, that would be the first step. They would be responsible for opening Facebook, Twitter, and Instagram accounts, these would be key to attracting new and younger clients. Using a new revised webpage to modernize the feel of the old school touch. Jumping on the social media bandwagon is almost an essential must do for any business to gain new business. They would need to set up a “I was at peters’ drive in” Facebook sign up page, so the customer’s friends can see it in their newsfeeds. To achieve success on these platforms they could hold weekly or monthly contests, which could be anything from “Like & Share” contests to Trivia games on Facebook and Twitter, and Picture hashtag games involving Instagram. Adding pages to the website with links for things to do around Calgary, Charity pictures and events. Helping promote local community events page would involve more people to head to their site and with visuals of the food entice them to head to one of the locations.
The next way to market the new drive in’s image (Calgary and Red Deer), would be to have car shows in the parking lot at both locations on two separate weekends so owners could potentially be at both locations. This brings the classic 1960’s Peters’ image back, peaks the interest of people to come to the locations, where they can try the food and check out the classic and performance cars. Peters’ would offer specials for car shows to attract more people to this type of event. Show and shines bring a lot of people who are interested in cars out for an afternoon of fun in the sun (this has been proven by event companies and parts stores to bring awareness of the area they hold the event). The performance JDM car markets, Poker Run stops would be a way to bring very nice motorbikes and new flashy cars to the same spot, and be free media outlet for the restaurant. These promotional strategies will increase profits by 20-30% in the summer and possibly become the new muscle car hangout in the process. This increases free advertising by 40% due to people wanting to see the cars and also mentioning the location on social media.
There are limitless ways to promote the new chicken burger. Peters’ can incorporate a charity event along with specific deals or events they might want to host. One idea is to have a monthly drawing of charitable donations, voted on by the customer. This will not only attract a huge portion of the consumer base it will also promote a good philanthropy practice. Showing that peters’ cares about the community with fundraiser events, brings general awareness to an otherwise blinded consumer that might not be willing to stop in otherwise. Promoting events around the city that local and traveling guests can be involved with is a good way to get people out of the house and in to the city more. Posting social events around town also shows that peters’ cares about the consumer’s happiness within the community, but also gets people to be more interactive with the Peters’ brand which will in turn help with marketing all their products better.
Peters’ could also take advantage of mixing a few of these promotion ideas together, by having a charity show and shine/poker run. This would bring excitement to the locations and they can even use the radio and social media to let the customer know what’s happening at these events/charities. They could Introduce a charity Burger for the Hungry Eater, that burger could be a double cheese burger, with a chicken breast in-between, and topped with a couple onion rings. Add a Shake and some fries for a package price, and some of the proceeds can go directly to the charity that was voted for that current month.
Conclusion
We all know that peters had an image of offering beef burgers, milkshakes, fries and onion rings. To add a new flavour in the peters’ drive in we are introducing totally new chicken burger which is supposed to bring new changes to the market. Maintaining a reputed status in the society peters drive in is attracting new customer to generate sales with some gift cards and offers. They are also looking forward to organize a car show upbringing the old peters classic image back. We all know that the classic peters drive in lip smacking snacks sells themselves because of their iconic name and image which does not require huge marketing campaigns but still in the 21st century drive in promotions will always be beneficial in attracting new customers contributing to sales and profit. Also, a new demographic will be added in the peters drive in customer’s market who were originally buying burgers off DQ and Burger king which is much expensive than the product being introduced here. In addition to the social media marketing we are also looking forward for charity fundraising on a monthly basis and having chicken burger as a feature deal will for sure make the people familiar with our new burger and this is how we will be going to roll out our campaign
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