Serving Up Marketing For 2013
Marketing a restaurant can be a mystery to many restaurateurs. Unfortunately, many do not understand the importance or the process of marketing their restaurant. Whether you are a new restaurant or established for many years marketing your restaurant is key to your ongoing success. With many new restaurants opening competition can be fierce. There is no loyalty and diners tend to migrate to the new “hot” spots wanting to be part of the trendiest scene. But with the right marketing plan in place you can incorporate the right techniques and principles keeping your restaurant on top of the list.
There are a number things to consider when designing your marketing campaign. Some strategies to consider are:
Branding – Your brand is your commitment to your customers, your employees (known as your internal customers), your vendors, the media, and other key constituents. It’s your promise to deliver what’s expected.
Positioning – Positioning is the place where you hold your customers and prospects mind relating to your competition ie: the higher quality choice, the cheaper choice etc. This involves your unique selling proposition (USP) and how you differentiate from your competition.
Due Diligence – Effective marketing is built on the foundation of the facts and knowledge about your market, your competition, your customers, financial history and all the outside forces that effect your business. All of these factors must be considered in your overall marketing strategy.
Menu Mix – An analysis of your menu should be conducted every 6 months. To keep your menu fresh and profitable you need to know which items sell the best and how it measures up to your top competition.
Training – Training is one of the most vital components of your restaurant marketing and your success. You must have an ongoing training program that constantly evolves and improves your entire staff. It is also a good idea to include a component of your marketing plan in your training program so everyone is on board. Dubbing your waitstaff ambassadors will help increase up sales and increased new business.
Marketing your restaurant is not always easy. Knowing your target market and coming up with strategies is ongoing. Resist your temptation to change everything all at once or to go it alone. Start small, if necessary bring in a competent professional. If your current marketing tactics are not working save your money until you know your plan is working and are sure marketing dollars spent persuade old and new customers to buy more and buy more frequently.
