Restaurant Maketing 101
For many people, owning or running a restaurant is a lifelong dream. While restaurant ownership can be a difficult and intense endeavor, it can also be a rewarding experience. With six out of 10 newly opened restaurants going out of business within their first year, effective marketing is essential. Without it, it is highly unlikely that a restaurant can be successful.
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Draft a Marketing Plan
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Creating a marketing plan is the first step for any restaurant or business. Some restaurateurs choose to draft their own, while others link with a marketing or public relations firms. Compile information about the restaurant, such as products offered, target demographics and the restaurant's latest financial data. Evaluate the market situation for the restaurant by determining how similar restaurants have fared and what the competition is to the restaurant.
Public Relations
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While marketing lets customers know that your restaurant exists, public relations deals with how customers feel about a restaurant. Effective public relations can enhance the public's perception of a restaurant. For example, if workers from a restaurant perform volunteer charity work, getting that detailed in a news release can raise awareness of the restaurant, and make existing customers happier to be affiliated with it. When a restaurant has an overall good reputation, the easier the marketing for that restaurant becomes.
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Social Media
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Social media has not only changed the way in which people communicate with each other, it's also changed the way restaurants and other businesses communicate with them. For example, creating a Facebook page has become equally or more vital to a restaurant's marketing plan as having an official website. Social media sites engage customers with their favorite restaurants, and notify them of new menu items, events and coupons. Other social media sites like Twitter, Myspace, and Google+ are also great ways to use social media to engage with customers.
Promotions
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Use creative promotions as a restaurant marketing tactic. For example, according to the Quantified Marketing Group, 50 percent of Americans choose to eat out on their birthday, so offering a birthday dinner discount can help attract new customers. Other promotions may depend on the geographic location of the restaurant. For example, if the restaurant is near a school or university, offering a discount to students and staff with a valid school-issued ID can help promote the restaurant.
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References
Resources
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