To many Restaurants run without a Restaurant Marketing Strategy to guide them to how to market, which channels to market through.
You don’t want to have the best Restaurant that no one has ever heard of.
Many Restaurant owners work too many hours with very little life outside their Restaurant and too often they are earning less per hour than the bottle washer. They struggle to provide Great Food, Great Value and Great Experiences for their customers, but they struggle against Restaurants with Great Marketing which provide average food, poor value and/or ordinary experiences.
The Marketing For Restaurants Plan is specifically designed for Restaurant Owners with Great Restaurants who need that assistance to get the word out about their awesome Restaurant.
Our Restaurant Marketing Strategy Plans are designed to Review what you are doing now and how effective it is.
- Highlight the strengths and weaknesses.
- Create a plan for growth.
If your business is slow, perhaps this is a great time to re-evaluate the efficacy of your marketing. Eliminate dead wood in your marketing expenses and start investing your money smartly in marketing that really works (and you can prove that really works).
I met recently with the owner of the latest restaurant that I am consulting with, and we did precisely this exercise. I asked him to write down every single marketing expense that he was making, and then we started evaluating which ones could be tracked.
Amazingly for him (not for me because I was expecting this), 80% of his marketing expenses were non trackable. This means that he was expending a substantial amount of money advertising in the Yellow Pages, two local weekly papers and some other local restaurant catalogs, and yet he had no clue how many customers these expenses brought to his restaurant.
The first thing that we did was to eliminate any marketing expense that couldn’t be measured. This is just a logical step to really assess the return of investment.
The larger chain fast food restaurants rely on some of the more traditional forms of marketing (such as TV advertising) to create a brand that everyone can associate with.
The classic example being McDonalds and how they created a new brand to replace the Ronald McDonald brand. Couple this in with changing the feel of the restaurants to bright, modern, fresh gave the marketing impression of a completely new brand (even though the food stayed very much the same as before).
The high street eateries use discount marketing in order to attract customers in (2 dine for 1 on Mondays before 7pm as an example) which does seem to work well. Websites such as Groupon also are popular to encourage more customers in and spending.
Fine dining use a completely different kind of marketing strategy; by leaning towards quality over quantity they can create a brand that can be build on. Generally word of mouth acts as one of the most powerful marketing tools in people telling friends about a great new bistro or dining experience.
The most important challenge for the restaurant owner is to attract customers. Advertising is of course an expensive task and it sometimes pays back and sometimes don’t.
When talking about marketing, it is very important to start being more strategic and less operational. Successful restaurant marketing is the first step to attract new customers to your restaurant and once they come to your restaurant, then the next step is to make them come back again and again. Positive news is that there are many marketing initiatives that can be implemented at with not too much expense.
If your restaurant is doing a good job by offering good food and service to the customers then there will be probably more customers coming who would be referred by family and friends. This calls for making a formalized referral system which would be helpful in bringing more people and then more quality people.
The most powerful strategy in restaurant marketing is referral. As on owner, you would be definitely having an informal referral system where happy customers would recommend your restaurant to their relatives and friends. A step forward is the formal referral system and this is something worth considering as this strategy can prove efficient and cost effective.
Most of the restaurants owners prefer to pay a lot on sales persons using their marketing budget on traditional advertising that are not very productive like advertisements in newspapers and magazines, yellow pages, radio etc that no one remembers. Customers really don’t care about how big your Yellow pages ads are.
Instead of this, spending few more time on something for implementing marketing strategies that work will be more productive and rewarding like online marketing. The usage of internet is increasing and most of the customers’ access or have access to the Internet. People use the internet to search for their wants in this fast and busy world.
The customers don’t look for the restaurants where you advertise, instead they go online and they use the web to search for the best places to eat and drink.