RECIPE FOR SUCCESS INGREDIENT CARDS
Ingredient 2: Marketing
What are some marketing tips for restauranteurs?
Dining has become one of the most common forms of entertainment. People are dining out more than ever. Here is a list of some of the marketing tactics that restaurants are using.
1. Web and interactive marketing
Over the past few years, the use of Web and interactive marketing has increased drastically. This trend Is only going to keep growing as restaurants take advantage of search engine optimisation tools and pay-per-click offerings. Blogging, Podcasts and YouTube video posts are other popular Web marketing tools.
2. More viral campaigns
Word-of-mouth and stories will be a big part of restaurant public relations. When Starbucks sent a car around the city with a coffee cup stuck on the roof this campaign not only created a buzz around town but also received plenty of media coverage, both locally and nationally.
3. Increased PR budgets
Mass-media advertising is becoming less effective for many smaller restaurants because they can’t compete with larger chains. As a result, many will start dedicating more of their marketing budget toward public relations, spending more than the old standard of 5%.
4. Niche marketing
Many restaurants will be catering to different demographics (eg family) and offering a variety of menu choices.
5. Marketing to those who eat at home
Many families are looking for ways to eat together at the dinner table but just don’t have the time to create a home-cooked meal. As a result, restaurants will be catering to this segment by offering pick up, catering, delivery, meal-assembly services and other time-saving home-meal replacement options.
6. Limited-time offers
Keep an eye out for limited-time offers featuring bolder flavours and ethnic influences. As the trend toward authentic and ethnic cuisine grows, many restaurants will be experimenting with new menu items and will encourage guests to try them through limited-time offers and special promotions.
7. Brands with more personality
As consumers look to dining as a form of entertainment more and more, restaurants will strive to provide an experience for guests, not just a meal. A restaurant’s personality will play a big part in the overall dining experience, as well as help establish its brand.
For a low investment:
- User-friendly eGuide – How to Discover Your Market
- eventbrite.com Online Workshop: Restaurant & Cafe Entrepreneurs: Marketing Plan for Hospitality Owners (2 evenings)
- eventbrite.com Webinar: Restaurant & Cafe Entrepreneurs: Hospitality Business Startup (1 evening: Introduction)
- Monthly ‘Recipe for Success’ Newsletter
Businesses can survive for some time with poor record-keeping, insufficient finance or a lack of management skills, but they cannot survive without a market.
RECIPE FOR SUCCESS
Business – keep within the law
Marketing – increase sales, make more profit
Operations – controls to save time and money
Ideas – keep your customers coming back