Download 1 Marketing Strategies for Your Restaurant

Presentation Notes
Marketing Strategies for Your Restaurant
Slide 1
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Marketing Strategies for
Your Restaurant
Marketing Strategies for Your Restaurant
Copyright © Texas Education Agency, 2015. All rights reserved.
Presentation Notes
Marketing Strategies for Your Restaurant
Slide 2
Copyright
Copyright © Texas Education Agency, 2015. These Materials are copyrighted © and trademarked ™ as the property of the Texas Education Agency (TEA)
and may not be reproduced without the express written permission of TEA, except under the following conditions:
1) Texas public school districts, charter schools, and Education Service Centers may reproduce and use copies of the Materials and Related Materials for the
districts’ and schools’ educational use without obtaining permission from TEA.
2) Residents of the state of Texas may reproduce and use copies of the Materials and Related Materials for individual personal use only, without obtaining
written permission of TEA.
3) Any portion reproduced must be reproduced in its entirety and remain unedited, unaltered and unchanged in any way.
4) No monetary charge can be made for the reproduced materials or any document containing them; however, a reasonable charge to cover only the cost of
reproduction and distribution may be charged.
Private entities or persons located in Texas that are not Texas public school districts, Texas Education Service Centers, or Texas charter schools or any entity,
whether public or private, educational or non-educational, located outside the state of Texas MUST obtain written approval from TEA and will be required
to enter into a license agreement that may involve the payment of a licensing fee or a royalty.
For information contact: Office of Copyrights, Trademarks, License Agreements, and Royalties, Texas Education Agency, 1701 N. Congress Ave., Austin, TX
78701-1494; phone 512-463-7004; email: [email protected].
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Copyright © Texas Education Agency, 2015. All rights reserved.
Marketing Strategies for Your Restaurant
Copyright © Texas Education Agency, 2015. All rights reserved.
Presentation Notes
Marketing Strategies for Your Restaurant
Slide 3
The action or business of promoting and selling products or
services, including market research and advertising
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Copyright © Texas Education Agency, 2015. All rights reserved.
Marketing Strategies for Your Restaurant
Copyright © Texas Education Agency, 2015. All rights reserved.
Presentation Notes
Marketing Strategies for Your Restaurant
Slide 4
Market Segmentation
Target Market
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Copyright © Texas Education Agency, 2015. All rights reserved.
Marketing research should be done first to learn about potential customers.
Market segmentation is the process of defining and subdividing a large homogenous market
into clearly identifiable segments having similar needs, wants or demand characteristics.
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Target market is a particular group of consumers at which a product or service is aimed.
Marketing Strategies for Your Restaurant
Copyright © Texas Education Agency, 2015. All rights reserved.
Presentation Notes
Marketing Strategies for Your Restaurant
Slide 5
Market Research
Helps you to:
 Decide how to segment the market
 Focus on a target market
 Study the competition
 Understand the market
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Market research is the action or activity of gathering information about consumers’ needs and
preferences.
Marketing Strategies for Your Restaurant
Copyright © Texas Education Agency, 2015. All rights reserved.
Presentation Notes
Marketing Strategies for Your Restaurant
Slide 6
Market Segmentation
• A subgroup of a larger market
• May be segmented by:
Children
Teens
• Age
• Family size
• Income levels
Age
Adults
Senior citizen
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Other segmentation may be by geographic areas – segmenting by customers who live within a
certain mile radius.
Marketing Strategies for Your Restaurant
Copyright © Texas Education Agency, 2015. All rights reserved.
Presentation Notes
Marketing Strategies for Your Restaurant
Slide 7
Target Market
• A good target market is:
1. Easy to identify
2. Large
3. Able to afford your product
4. Willing to buy your product
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Copyright © Texas Education Agency, 2015. All rights reserved.
Target market is a particular group of consumers at which a product or service is aimed.
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Families is a popular for restaurants
Marketing Strategies for Your Restaurant
Copyright © Texas Education Agency, 2015. All rights reserved.
Presentation Notes
Marketing Strategies for Your Restaurant
Slide 8
Marketing Strategy
The goal of increasing sales and achieving a sustainable
competitive advantage
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This is a detailed plan with timelines.
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What do you think a marketing strategy involves?
Marketing Strategies for Your Restaurant
Copyright © Texas Education Agency, 2015. All rights reserved.
Presentation Notes
Marketing Strategies for Your Restaurant
Slide 9
Location
• Most important decision
• Check for
• Access
• Parking
• Traffic patterns
• Keep in mind:
• How much money is needed
• What can you afford
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Copyright © Texas Education Agency, 2015. All rights reserved.
Location, location, location! Where you decide to open the food venue is the most important
decision.
Customers need to be able to access your venue easily and be able to park their vehicles safely.
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Keep in mind the cost of where the venue is located. Will you be able to afford it?
Marketing Strategies for Your Restaurant
Copyright © Texas Education Agency, 2015. All rights reserved.
Presentation Notes
Marketing Strategies for Your Restaurant
Slide 10
Customers
• Analyze the target market
• Focus on this clientele
• Market and advertise to these
potential customers
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Once you have your target market, focus on these customers to advertise so that they may gain
interest in purchasing your product.
Marketing Strategies for Your Restaurant
Copyright © Texas Education Agency, 2015. All rights reserved.
Presentation Notes
Marketing Strategies for Your Restaurant
Slide 11
Competition
• Know your competitors
• Find out:
• How close they are
• How many thee are
• How you can make your venue
stand out
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You will need to find out who your competition is, where they are located, what they are
serving and the prices they are charging.
This information will help you decide what to serve and the price to charge.
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It will also help you to try to make your venue better than the competition.
Marketing Strategies for Your Restaurant
Copyright © Texas Education Agency, 2015. All rights reserved.
Presentation Notes
Marketing Strategies for Your Restaurant
Slide 12
Trends
• Keep the future in mind
• Keep up with trends
• Make changes if needed
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What is the next food trend?
Is it a new food concept? Technology at the table? New décor?
Keep up with what customers want to continue being successful.
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What is a new food trend that you have noticed?
Marketing Strategies for Your Restaurant
Copyright © Texas Education Agency, 2015. All rights reserved.
Presentation Notes
Marketing Strategies for Your Restaurant
Slide 13
Fuego Mundo: Interact with Your Community using Free Marketing
(click on link)
(click on image)
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(image from video)
Copyright © Texas Education Agency, 2015. All rights reserved.
Click on the hyperlink to view YouTube™ video:
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Fuego Mundo: Interact with your Community using Free Marketing
Fuego Mundo creates a unique dining experience by bringing the flavors, spices, and culture of
South America to Sandy Springs, GA. The restaurant uses social media to request feedback from
its customers for improvement. Even its name was decided on a social network!
https://www.youtube.com/watch?v=a0QtkVEL6H0
Marketing Strategies for Your Restaurant
Copyright © Texas Education Agency, 2015. All rights reserved.
Presentation Notes
Marketing Strategies for Your Restaurant
Slide 14
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Copyright © Texas Education Agency, 2015. All rights reserved.
Marketing Strategies for Your Restaurant
Copyright © Texas Education Agency, 2015. All rights reserved.
Presentation Notes
Marketing Strategies for Your Restaurant
Slide 15
References and Resources
Images:
•
Shutterstock™ images. Photos obtained with subscription. (Slides 1, 3, 4, 5, 7, 8, 9, 10, 11, 12, 14)
Textbook(s):
 Culinary essentials.(2010). Woodland Hills, CA: Glencoe/McGraw-Hill.
 Foundations of restaurant management & culinary arts. (2011). Boston, MA: Prentice Hall.
 Reynolds, J. S. (2010). Hospitality services: Food & lodging. Tinley Park. IL: Goodheart-Willcox Company.
Website(s):
• Small Business Association Learning Center
Competitive Advantage
What sets you apart from your competition? Learn how to get a competitive advantage with this course. Learn how to brand, study your competition, identify
customers and their preferences, create pricing strategies and much more. Leverage the uniqueness of your business to create a real competitive advantage.
https://www.sba.gov/tools/sba-learning-center/training/competitive-advantage
YouTube™:
• Fuego Mundo: Interact with your Community using Free Marketing
Fuego Mundo creates a unique dining experience by bringing the flavors, spices, and culture of South America to Sandy Springs, GA. The re staurant uses social media
to request feedback from its customers for improvement. Even its name was decided on a social network!
https://www.youtube.com/watch?v=a0QtkVEL6H0
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Copyright © Texas Education Agency, 2015. All rights reserved.
Marketing Strategies for Your Restaurant
Copyright © Texas Education Agency, 2015. All rights reserved.