Name of the Brand: Half Shell: Oyster Bar
Company Overview: Half Shell is an upscale Oyster Bar located in downtown Boston. They offer a raw bar that includes over 30 different types of oysters. A regular lunch and dinner menu, that includes a variety of seafood dishes, chowders and lobster fresh from The Cape. There is also a bar that has 20 draught beers on tap, wine and liquor, and a simplified bar menu. There is a happy hour 4 days a week that includes discounted appetizers, oysters and drink specials.
History: Half Shell first opened their doors in 1979 and have remained at the same location ever since.
Objectives:
1. Retain current customers while drawing in new customers.
2. Remain a small business that offers exceptional food and front of house service.
3. Expand marketing to the greater Boston area.
4. Operate economically efficient without compromising the quality of food and service.
5. Launch a catering service.
Target Audience: Middle-upper class families and blue collar workers looking for a place to unwind with friends after work.
