Marketing a Restaurant Encompasses Many Facets
Marketing a restaurant properly involves taking into consideration nearly every aspect of the business, including menu choices, pricing and staff. While external marketing efforts can get people into the seats, internal marketing keeps them coming back. That means good presentation, quality food at reasonable prices, loyalty programs, impeccable customer service, and friendly and knowledgeable servers. Having a quality training program in place should be part of any marketing plan.
The advertising plan is a very important consideration when marketing a restaurant. It is also important to be able to track the type of advertising to see which one brings your desired results. Any form of advertising can be tracked, for example targeted mailings, coupons with newspaper ads, or requiring the diner to mention a particular radio or television station before receiving the appropriate promotion.
An online presence is a vital consideration when marketing a restaurant to reach the largest number of potential customers. All surveys show that today’s diners use the Internet to search for restaurants in preference to the other methods. A regular e-mail newsletter will help with retention, whilst an introductory offer contained on the website will help with new visitors. If you have an online reservation system, a mailing list sign up, and a comments section, you will be ahead of the game when it comes to your website. Link to social media sites like Facebook and MySpace.
Some fear that marketing a restaurant online is a complex and costly endeavor. This does not have to be the case, and there are numerous local and national online dining guides available, such as Meta Flavor. Twitter, the current favorite social media tool, offers you a free and easily-set-up account which you can use to send out special promotions to diners instantly.
Marketing a restaurant well requires you to be able to motivate people to dine at your establishment. There are a number of low-cost incentives that have been successful in the past, including the frequent diners card, wine club membership, or even a specially designated chef’s table.
Networking is key when it comes to successfully marketing a restaurant. A number of local groups can help you including trade associations, small business groups, appropriate charitable organizations, and of course, the chamber of commerce. Joint opportunities for media coverage may be of interest to these groups.
Think of offering value added services instead of a discount coupon when it comes to marketing a restaurant. If you have a fine dining establishment, the traditional discount coupon will likely not suggest the image that you are trying to portray. Some value added services include complementary items, free entertainment and valet parking.
Promotions are an integral part to marketing a restaurant. Plan a themed lunch or dinner, a wine tasting, a chefs program, or a contest. Whatever the promotion, be sure to promote it heavily in the media and through on-site activities, like handing out flyers, having the staff dress according to the theme, or passing out samples. Create a festive atmosphere that will gain attention.