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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
Establish overall objective
Identify your business’ strengths & weaknesses
List the alternative strategies available to you
Select the best strategy
Develop a detailed plan of action
Implement the plans
Evaluate the results of your efforts
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
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
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) It’s the newest place in town (novelty)
2) Location – you are close by
3) 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
In Other Words, They Can’t Be Advertisements
Rules for Publicity Article
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)
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