Port City Java - 360° Marketing Audit
Outside In Assessment & Growth Strategy
SECTION 1: EXTERIOR EXPERIENCE
First impressions drive traffic. Assess from the perspective of a first-time guest approaching by car and on foot.
1A. Visibility & Brand Discoverability
| Criteria | Rating (1-5) |
|---|---|
| Primary signage visible from main road/highway | |
| Monument sign/pylon clearly displays Port City Java | |
| Signage clean, well-lit, and properly maintained | |
| Building exterior/storefront clearly branded as PCJ | |
| Window signage/decals support brand and promote offers | |
| SUBTOTAL (Section 1A) |
1B. Access & Parking Experience
| Criteria | Rating (1-5) |
|---|---|
| Easy to find entrance from main road | |
| Adequate parking spaces available | |
| Parking lot clean, well-maintained, properly lit | |
| Drive-thru lane (if applicable) clearly marked and accessible | |
| Pedestrian walkway safe and unobstructed | |
| SUBTOTAL (Section 1B) |
1C. Exterior Cleanliness & Curb Appeal
| Criteria | Rating (1-5) |
|---|---|
| Building exterior clean and well-maintained | |
| Windows clean and clear (inside and out) | |
| Entrance area clean, inviting, free of debris | |
| Landscaping maintained (if applicable) | |
| Outdoor seating (if applicable) clean and inviting | |
| SUBTOTAL (Section 1C) |
SECTION 1 TOTAL SCORE:
SECTION 2: INTERIOR EXPERIENCE
Interior design and atmosphere directly impact dwell time, average ticket, and return frequency.
2A. First Impression & Ambiance
| Criteria | Rating (1-5) |
|---|---|
| Welcoming entrance experience | |
| Interior clean and well-maintained overall | |
| Lighting appropriate (bright enough, not harsh) | |
| Temperature comfortable for guests | |
| Music volume and style appropriate | |
| Overall atmosphere inviting and comfortable | |
| SUBTOTAL (Section 2A) |
2B. Layout & Functionality
| Criteria | Rating (1-5) |
|---|---|
| Queue line logical and manages peak traffic well | |
| Menu boards clear, visible, and easy to read | |
| Counter/POS area organized and efficient | |
| Pickup area clearly designated and accessible | |
| Seating options adequate and varied | |
| Condiment station well-stocked and organized | |
| Restroom clean, stocked, and easily accessible | |
| SUBTOTAL (Section 2B) |
2C. Brand Presence & Visual Merchandising
| Criteria | Rating (1-5) |
|---|---|
| Port City Java branding clearly visible inside | |
| Current promotional materials displayed | |
| Retail merchandise well-displayed and accessible | |
| Loyalty program signage visible | |
| Pastry case/food display attractive and well-stocked | |
| SUBTOTAL (Section 2C) |
SECTION 2 TOTAL SCORE:
SECTION 3: GUEST EXPERIENCE & SERVICE
Service quality drives customer retention, word-of-mouth, and positive reviews.
3A. Service Excellence
| Criteria | Rating (1-5) |
|---|---|
| Greeted promptly upon entry | |
| Staff friendly, helpful, and engaged | |
| Order taken accurately and efficiently | |
| Reasonable wait time for order fulfillment | |
| Product quality excellent | |
| Staff knowledgeable about menu | |
| Loyalty program mentioned/offered | |
| SUBTOTAL (Section 3A) |
3B. Operational Excellence
| Criteria | Rating (1-5) |
|---|---|
| Staff properly uniformed and professional | |
| Team works cohesively during busy periods | |
| Behind-counter area clean and organized | |
| Equipment appears functional and well-maintained | |
| SUBTOTAL (Section 3B) |
SECTION 3 TOTAL SCORE:
SECTION 4: MANAGEMENT DISCUSSION & STRATEGIC INSIGHTS
Critical intelligence gathering from management perspective.
4A. Marketing & Guest Acquisition
4B. Competitive Landscape
4C. Guest Feedback
4D. Growth Opportunities
SECTION 5: MARKET CONTEXT & DEMOGRAPHICS
Understanding the surrounding area to identify opportunities.
5A. Trade Area Demographics
5B. Local Business & Community Assets
5C. Market Position & Value Proposition
SECTION 6: DIGITAL & ONLINE PRESENCE
Digital presence drives discovery and competitive positioning.
6A. Google My Business & Local SEO
6B. Social Media & Community Engagement
SECTION 7: SALES PERFORMANCE & UNIT ECONOMICS
Connect qualitative observations to quantitative performance.
SECTION 8: EXECUTIVE SUMMARY & ACTION PLAN
OVERALL AUDIT SCORE
8A. Key Strengths
8B. Critical Weaknesses
8C. Immediate Wins (30-Day Actions)
| Action Item | Owner | Due Date |
|---|---|---|
8D. Strategic Opportunities (90-Day)
| Strategic Initiative | Expected Impact |
|---|---|