Problem observed

In the city of Knoxville, there is a lack of soul-food based restaurants available especially for college students to have easy access to.

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Solution

A restaurant that delivers soul-food meals to consumers throughout Knoxville. Food can be ordered through the app, in-person, or via phone call. These methods of ordering the food were chosen in order to provide as much accessibility for citizens in the community to reach Mama Soul especially if they do not own a computer for general website access. An app especially feels more convenient to always have on hand for consumers who have access to applications. The app consists of having a personal account to save payment methods, save particular meals that the consumer loves, ability to earn "soul points" to go towards discounts, etc.

 

Locally, partnering with Love’s Kitchen would be great to do considering that their mission is similar to the brand’s mission. Providing meals for the community is one of Mama Soul's big focuses, so having a percentage of the meal the customer pays for be donated to Love’s Kitchen (since they are ran based on donations) is beneficial. This would also be a way to bring more attention to Love’s Kitchen in order to provide more for the community. One of the most effective ways to reach the audience is through social media since social media is one of the heaviest influencers for our generations to come. For the delivery aspect of the brand, creating an app to make the ordering process easier would be beneficial while also allowing the consumer to see promotional ads, coupons, brands we are partnering with, etc. 

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Deliverables

• An app for easy access to what Mama Soul offers to consumers

• Branding for to-go bags

• Delivery van

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Reflection/Future Goals

As a Caregiver archetype focused brand, Mama Soul targets on providing a space for people to enjoy that home-cooked meal and a sense of unity within the establishment and the food being brought to others. The core desire of this archetype is to protect and care for others; Mama Soul has this same idea of caring for its customers as if they were their own children. Once Mama Soul has established themselves locally within the community, they will partner with brands such as: Bush’s Baked Beans, UberEats, Oscar Mayer, Postmates, Grubhub, Eden Foods Inc., Doordash, Eat24, Kroger, and/or Sams Club. Within some of these partnered companies, frozen or ready-to-eat meals can be produced so that you still get the home away from home even if you are not around a local Mama Soul establishment. In addition, working with Best Ever Food Reviews, Tabitha Brown, Keith Lee, Gordon Ramsay, Daym Drops, TheReportOfTheWeek, Sareli Eats, Eater Reviews, or Guy Fieri are also goals for Mama Soul. Mama Soul would also be marketed once expanded on applications/websites such as: Twitter, Instagram, Youtube, Facebook, Pandora, Spotify, News Applications, Yelp, Food Network, Groupon, OpenTable, RetailMeNot, Food+.