How to Advertise a Food Service Business

There are many alternative venues for advertising food service businesses.

Advertising a food service business--like advertising any other business--involves getting the word about your products and services to the people who are most likely to be interested in them. Food service businesses include restaurants, meal delivery services and catering operations. It takes a considerable investment in print, radio or television advertisement in order to create name recognition, and such advertising is not entirely necessary. Fortunately, other advertising venues are available, such as coupons, sampling and promotional events. These tend to be considerably less expensive than traditional advertising, and they often make a more lasting impression on potential customers.

Instructions

1. Write a marketing plan for your business. Identify your target market, or the type of customer most likely to use your goods and services. Develop a well-rounded picture of a typical core customer, including their income level, cultural icons, where they shop and what type of entertainment they enjoy. Develop strategies for linking your food service offerings to the interests and affiliations of your target market. For example, if your customer demographic is passionate about luxury and living well, present your offerings as indulgent and decadent.

2. Offer discount coupons for your business through neighborhood coupon services. These companies plan monthly mailings tailored to particular ZIP codes. Select ZIP codes close to your storefront location or near retail outlets that stock your products. Provide as much information as possible about your business, including your contact information and hours. If space permits, include a menu or list of signature items. Design your coupon to catch the eye of your target market. For example, if you run a family restaurant, use colorful, child-friendly graphics.

3. Offer samples of your products at events that cater to your target market. If you make healthy cuisine, set up booths at health and wellness shows. If you serve locally-grown, sustainable food, hit farmers' markets. Talk to potential customers about your food and your focus. Supply fliers, menus and coupons so attendees will remember the name of your establishment and will be able to find you.

4. Set up an attractive, informative website for your food service business. Provide information about your cuisine or products and your philosophy, as well as biographical information about key personnel. Link to a mapping service such as MapQuest so customers can easily find you. Upload your menu and offer a downloadable coupon for a discounted meal or a free menu item.

5. If you do choose to invest in print or radio advertising, choose outlets that will help you target your core demographic, such as wellness magazines for businesses specializing in healthy food or a campus radio station for an eatery that caters to a young adult crowd. Smaller media operations have lower advertising rates than those with wider distribution and offer opportunities to reach niche markets.

References

• Restaurant Revolution: Restaurant Coupons, Marketing and the Economy
• Quantified Marketing Group: Restaurant Promotions

Resources

• Food Service Marketing Inc.: Homepage