Marketing at the Unit Level Chapter 14 Marketing at the Unit Level

Unit Level Marketing Neighborhood marketing Basis Customers Competition

Restaurant Competitor Analysis Date opened/renovated ____________ _____________ _____________ ____________ Location ____________ _____________ _____________ ____________ Number of seats ____________ _____________ _____________ ____________ Type of food ____________ _____________ _____________ ____________ Top-selling items/prices ____________ _____________ _____________ ____________ Breakfast price range ____________ _____________ _____________ ____________ Lunch price range ____________ _____________ _____________ ____________ Dinner price range ____________ _____________ _____________ ____________ Quality of food ____________ _____________ _____________ ____________ Customer count ____________ _____________ _____________ ____________ Seasonal variation ____________ _____________ _____________ ____________ Training/uniforms ____________ _____________ _____________ ____________ Service consistency ____________ _____________ _____________ ____________ Theme ____________ _____________ _____________ ____________ Physical condition ____________ _____________ _____________ ____________ Reason for patronage ____________ _____________ _____________ ____________ Customers: Mix of male/female ____________ _____________ _____________ ____________ Mix of singles/couples/families ____________ _____________ _____________ ____________ Age range/average ____________ _____________ _____________ ____________ Occupations ____________ _____________ _____________ ____________ Income range ____________ _____________ _____________ ____________ Advertising media used ____________ _____________ _____________ ____________ Promotion ____________ _____________ _____________ ____________ Community events sponsored ____________ _____________ _____________ ____________ Our Operation Competitor 1 Competitor 2 Competitor 3

Hotel Competitor Analysis Our Hotel Competitor 1 Competitor 2 Competitor 3 Type of hotel ____________ _____________ _____________ ____________ Mobile/AAA rating ____________ _____________ _____________ ____________ Location ____________ _____________ _____________ ____________ Date opened/renovated ____________ _____________ _____________ ____________ Number of rooms ____________ _____________ _____________ ____________ Occupancy ____________ _____________ _____________ ____________ ADR ____________ _____________ _____________ ____________ Business mix % ____________ _____________ _____________ ____________ Rate structure: Single/double ____________ _____________ _____________ ____________ Commercial ____________ _____________ _____________ ____________ Group ____________ _____________ _____________ ____________ Miles to downtown/airport ____________ _____________ _____________ ____________ Miles to major attractions ____________ _____________ _____________ ____________ Hotel courtesy van ____________ _____________ _____________ ____________ Room amenities ____________ _____________ _____________ ____________ Room service hours ____________ _____________ _____________ ____________ Restaurant name/type ____________ _____________ _____________ ____________ Lounge name/type ____________ _____________ _____________ ____________ Type of entertainment ____________ _____________ _____________ ____________ Concierge desk ____________ _____________ _____________ ____________ Car rental/travel agency ____________ _____________ _____________ ____________ Gift shops and other services ____________ _____________ _____________ ____________ Number of parking spaces ____________ _____________ _____________ ____________ Fitness facilities ____________ _____________ _____________ ____________ Swimming pool ____________ _____________ _____________ ____________ Meeting facilities: Total square footage ____________ _____________ _____________ ____________ Number of meeting rooms ____________ _____________ _____________ ____________ Largest room - square feet ____________ _____________ _____________ ____________ Audiovisual equipment ____________ _____________ _____________ ____________

Unit Level Marketing Neighborhood marketing Basis Customers Competition Operations Database/loyalty marketing

Local Marketing Issues for Chain Restaurants Budget priorities Organizational issues Organizing field marketing

Establishing a Local Marketing Program Objectives Customers

Defining Trading Area on a Map             

Establishing a Local Marketing Program Objectives Customers Competition Marketing Mix

Local Marketing Communication Merchandising Menu merchandising

Menu Focal Point 3 2 7 5 1 4 6 Focal Point Focal Point Focal Point Focal point of a single-sheet menu Focal point of a folded menu opening from the right Focal Point Focal Point Center Line Center Line Focal point of a folded menu opening from the center 3 2 7 Focal 5 1 Point 4 6 The numbers indicate the order of eye movements, given that no special graphics are used.

Special Placement White Wines Special Chardonnay - Rich flavor, crisp & dry San Martin .......... 12.95 Special Pinot Noir Blanc “Eye of the Swan” - This full bodied wine is dry with a fruity nose. A unique white wine made from red Pinot Noir grapes ..........................11.95 Chenic Blanc - Tart and fruity, soft bouquet, Mirassou..... 12.95

Boxing/Shading Effect Soups & Salads Each day we offer a SPECIAL SOUP. Your server will know all about it. My Mom’s Minestrone One incredible bowl of soup with sourdough bread & Butter $2.50 ALL YOU CAN EAT Bottomless bowl of minestrone PLUS a Pete’s garden salad $5.50 SPINACH SALAD Leaf spinach mixed with balsamic vinaigrette topped with bacon, mushrooms, sliced egg, tomato wedges, pine nuts & grated parmesan $5.50 CLASSIC COBB Avocado, chicken, bacon, crumbled bleu cheese, diced tomatoes & sliced egg, row-after-row, on a bed of crisp romaine & iceberg lettuce $5.95

First and Last Bias ENTREES Highest selection Highest Profit Blackened Red Snapper - Cajun style 13.50 White Sea Bass - grilled with ginger 13.95 Tiger Prawns - sautéed with lemon 14.95 Swordfish Pacifica - stuffed with shrimp 14.95 Chicken breast cordon bleu - traditional 13.95 Sand Dabs Meuniere - sautéed in lemon 12.95 Scallops sauté - fresh scallops in butter 13.50 Fettuccine - artichoke hearts and cheese 10.95 Lowest selection Lowest profit Highest profit Highest selection

Evocative Language A medley of ... tossed lightly with ... Tender pieces of ... Freshly baked ... Generous serving of ... Mouth-watering ... A lively blend of ... ... grilled to perfection ... mounded with fresh ...

Local Marketing Communication Merchandising Menu merchandising Merchandising zone Internal merchandising Turnkey merchandising programs Advertising

Local Marketing Communication (Cont.) Merchandising Advertising Sales promotion Joint or cross promotion Personal selling Community relations Remote

Property Level Marketing in Lodging Product Price Promotion Advertising Personal selling Sales promotion Public relations and publicity