Download Restaurant Marketing

Restaurant Marketing
A Restaurant Without A Marketing
Plan Is Like A
Ship Without A Rudder…
It Will Drift Aimlessly
Seven Steps in Developing a
Marketing Plan
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Establish overall
objective
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Select the best strategy
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Develop a detailed plan of
action
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Implement the plans
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Evaluate the results of
your efforts
Identify your business’
strengths & weaknesses
List the alternative
strategies available to you
Life Cycle of a Business
Stage 1

Introduction

Business is just started, you are trying to become an
established operation while perfecting, or working out the
“kinks” in your plan.
Life Cycle of a Business
Stage 2
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Conservative Growth

As more people begin learning of your business, you will
see a period of slow, steady growth. You try some new
ideas to attract more people.
Life Cycle of a Business
Stage 3

Rapid Growth

Word is out of your unique establishment and the good food
& service you provide. As popularity grows, so do your
sales. Competitors will begin to take notice of you.
Life Cycle of a Business
Stage 4

Leveled Maturity

You face much more direct competition as others begin to
copy your ideas. Growth stops, you plateau, & you must try
to keep your share of the market.
Life Cycle of a Business
Stage 5

Rejuvenation OR Decline

While your competitors take your ideas, they go one step
further…they IMPROVE on them. You must then do one of
two things:
 Reinvent your business with new ideas that will bring you
back in the lead, OR
 Your establishment’s business will decline
KNOW YOUR MARKET
Know what your customer’s wants
and needs are and cater to them
KNOW YOUR MARKET
Market Research Really Pays Off!
Demographics – facts about the people in your
marketing area; knowing your customers and how
you can better serve them.
-Where do they live and work? Commuters or Townies?-Average income – will they be eating out often?-Education – will they understand your concept?-Social – do what others are attracted to
dictate what they will be doing?-
KNOW YOUR MARKET

Observe!

Check out other establishments in your area…ask
questions of wait staff, other patrons, and pay
attention to what it is that may bring customers to
that establishment. Don’t Be Shy…
What is the concept? – How much seating capacity?
How long did it take to be seated/served?- Friendly?
Cost = Quality? – Variety in Menu? –
Pleasant ambience?
The Secret to Growth:
Getting New Customers!
Three reasons for customers to come
to your food service establishment
1)
2)
3)
It’s the newest place in town (novelty)
Location – you are close by
Word of Mouth – They’ve heard good things
But…
The Secret to Growth:
Getting New Customers!
Many more customers will intend on coming
but never get around to it, UNLESS…
YOU DO SOMETHING TO DRAW THEM IN
New Customers are the key to growth
You must make them aware of your existence through
creative advertising & sales promotion programs
aimed at the first-time customer
SOME IDEAS???
Getting them in…
You can also gain new customers by exceeding the
expectations of your present customers on a
consistent basis
The Most Effective Form of Advertising is
Word of Mouth
FREE ADVERTISING (?)
PUBLICITY ARTICLES
Believe it or not, on slow news days, newspaper editors
welcome publicity articles
WRITTEN BY THE OPERATIONS THEMSELVES
They can be about your grand opening, new
products/menu items, any significant
contribution to charity, an award received, or
the promotion of a key person.
Rules for Publicity Article

Must be of genuine interest to the reader
Cannot be blatantly self-serving
Cannot contain unsubstantiated claims

Cannot be critical of other products or services
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In Other Words, They Can’t Be Advertisements
Rules for Publicity Article

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Find out local paper’s deadlines for copy and have your
article submitted in advance
Send article to the appropriate editor. (Promotion sent to
Business Editor, Sponsorship of a Softball Team sent to the Sports Editor)
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Type the article, 2X spaced, on plain white paper. If it’s
very newsworthy, you may telephone the editor.
Summarize Who, What, Where, When, Why, How in the
first paragraph – then go into detail
If not time sensitive, submit “for publication on space
available basis” Gives a greater chance of publication
Then run a PAID advertisement on the same page (with a photo)
This is were you can make claims & be blatantly self-serving
In House Advertising
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Table Tents
Lobby Posters to announce future events
Theme Nights (especially with participation)
Coupons
Buy __________ get _____________
Dry-Run Party
Telephone Advertising - Cold Calls
(banquet rooms & packages)