1. Restaurant Marketing A Restaurant Without A Marketing Plan Is Like A
Ship Without A Rudder…
It Will Drift Aimlessly

2. 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

3. 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.

4. 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.

5. 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.

6. 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.

7. 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

8. Know what your customer’s wants and needs are and cater to them
KNOW YOUR MARKET
Know what your customer’s wants
and needs are and cater to them

9. Market Research Really Pays Off!
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?-

10. 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?

11. The Most Effective Form of Advertising is
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

12. In House Advertising Table Tents
Lobby Posters to announce future events
Theme Nights (especially with participation)
Coupons
Buy __________ get _____________
Dry-Run Party
Telephone Advertising - Cold Calls
(banquet rooms & packages)