Marketing Strategy of a Restaurant
In order to survive in a competitive environment, restaurants must develop a strategic marketing plan. These days there are new and innovative marketing tools that can be added to the tried and true methods. Internet marketing with social networking can be integrated with traditional print options to form a cohesive marketing plan.
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Target Market
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The first thing a restaurateur needs to do is identify her target market. Find out who is likely to visit the restaurant, what the customer will expect, and how much the customer is willing to pay. If the customer is upscale and eating out for pleasure, the menu and ambiance must reflect that with innovative fresh food choices and luxurious or trendy décor. Interesting plating and top quality service becomes essential. On the other hand, if the restaurant attracts families after work and school that come in during the week for a quick, convenient meal, menu options can be more relaxed and the décor might be more family oriented.
Competition and Positioning
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Learn about the competition, and determine what draws customers to your restaurants. Besides menu options, service and setting, look into pricing at competing establishments. Once the research is done, a restaurant can concentrate on positioning itself in the marketplace. In order to develop a marketing plan, the restaurateur needs to figure out what makes his restaurant stand out from the competing restaurants. It may be location, an outstanding wine list, a celebrity chef, attractive pricing, a special menu or an interesting décor.
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Branding
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Branding is an effective marketing tool and can be part of any marketing strategy for a restaurant. The characteristics of the restaurant must be identified to establish a brand. The restaurant might be sophisticated, value-oriented, innovative, whimsical or dependable. These characteristics form the brand message that you are sending to the consumer. Your brand is your promise to the consumer, and the brand message is what the consumer expects at your restaurant. Consistency is the most important factor. If the restaurant is positioned as a family-oriented establishment but suddenly features high pricing and sophisticated menu items, the brand is not believable and the customer can be disappointed.
Marketing Tools
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Use business cards, brochures and other printed materials to promote the restaurant. An attractive, professional logo along with proprietary colors and fonts go a long way in establishing a brand. In addition to print advertising in newspapers and magazines, restaurants can use gift certificates and loyalty programs like special rewards for cardholders. Internet marketing with social networking sites like Facebook, Twitter and YouTube are increasingly important in marketing a restaurant. It can create a buzz and draw customers by becoming part of the community and establishing a presence at events like fairs and fundraising activities.
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References
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