Download - Seven Strategies for Restaurants
Developing Your 2012 Marketing Plan
CORE Restaurant Marketing ◦ National Restaurant Marketing Agency
◦ Focused on Helping the Independent Restaurant Operator
◦ Has business relationships with multiple national food distributors
◦ Track record of performance in developing sales increases.
Joe Welsh ◦ Over 30 years of Food Industry experience
◦ Master’s Degree in Food Marketing
◦ Has developed and created programs for national companies such as, Hellmann’s, Skippy, Keebler, Pepsi and others
◦ Implemented programs nationally with US Foods, Gordon Foods and Performance Food Group
◦ Assisted in the development of programs such as Foodservice Rewards
◦ Restaurant Master with Restaurant 101 Seminar Team
Consumers Have Many Choices
◦ Growth of Chain Accounts
Advertising budgets geared to new customer acquisition.
Product consistency
Growth of new category segments.
◦ Independents Can Compete
What are you know for? What is your point of difference?
Local community involvement / marketing
Word of Mouth Marketing
Utilize the same tools the chains have. You can compete!
Win / Worth (Is the win worth the effort)
◦ Reduce Your Food Cost Means - $12,500 • Restaurant doing $850,000 per year
• 30% Food Cost
◦ Drive Traffic – Potential Revenue Impact - $146,160 • 6 Marketing strategies to drive traffic
Where Do You Focus Your Attention?
You Need To Do Both
Top Line / Bottom Line Solutions
• Shotgun approach vs. target marketing
• Technology has changed driving traffic
Local Search Visibility.
− # 1 Search Term on Google
is Local Restaurants
− 9 Primary Search Engines • Google, Yahoo, Bing , etc
−150 Additional Local Search Engines • GPS Systems, 411, Mobile Apps, etc
Projected Revenue - $8,640
Communicate Monthly with Email Marketing
−Stay top of mind with your customers
−Why do people open email’s? • They know who it is from. Build an opt-in list.
• What’s in it for me?
Why does email work
−Size of the database counts. Build the list!
−Email offers have a 6% redemption rate
Projected Revenue - $21,600
Takeout Menus Programs
−Get your menu in the home
−Let customers see what you to
offer
−Direct mail programs • Build your business in slow months
• Drive Dine In Sales
• Drive Take Out Sales
Projected Revenue - $25,800
Tie Your Takeout Menu In
with Mobile Marketing For Added Impact
Social Media
−Facebook / Twitter / You Tube
−Postings enhance local search
visibility
−Viral Effect – New Age Word of
Mouth
−Build your “Likes”
−Frequency of postings
−People / Pictures / Promotion
Projected Revenue - $25,920
Juan’s Tracking 35% ahead
of last year
Guadalajara Owners are subsidizing
monthly
Loyalty Programs
−Not a discount….. Offer your customers a premium
• Not a topline revenue reduction
• Advertising expense
−Increase frequency of visits
−Increase check averages
−Allows for community involvement • Fundraising programs
−Targets opportunities • Double Rewards on Wednesdays
• Double Rewards for Desserts
Project Revenue - $54,000
The Guest Experience
−Server Training
−Voice of the Customer
−Lifetime Value of the Customer
What Is A Customer Worth Direct purchases over 5 years - $4,200
Refer 5 friends every 5 years - $105,000
• Menu Updates
• Counterbalance the impact of rising food cost.
• Update / Review every 6 months
• Menu Engineering
• Sell what sells and help with inventory management
• Menu Design
• Design techniques can improve the profitability of your menu by as much as 15%
Coupon Vehicles
−Val Pack, Clipper, etc.
Group Buying
−Restaurant.com. Groupon, Living Social
• What is your revenue
potential?
• Get your customized report
today.
• Prioritize your action steps.
• Build your 2012 marketing
plan.
CORE Revenue Analysis
Menu Impacts $ 41,860.00
Menu Engineering Impact $ 7,020.00
Inflation Impact $ 32,760.00
5 to 9 Impacts $ 2,080.00
Takeout Menu Marketing $ 22,800.00
Internal Marketing $ 7,800.00
Direct Mail Marketing $ 15,000.00
Loaylty Program with Fundraising $ 58,500.00
Email Marketing $ 21,600.00
Social Media Marketing $ 23,400.00
Local Search Visibility $ 7,800.00
Total Revenue Impacts $ 175,960.00
Purchase Services as needed through our network ◦ Menus, Rewards, Email, LSV, Social Media Playbook
CORE Coaching Program ◦ 4 week Coaching Program
Week 1 – Goal Setting
Week 2 – Menu Analysis, Is it designed for profitability.
Week 3 – Review of current marketing strategies and a look at alternatives.
Week 4 – Four Walls marketing strategies
Basic Starter Managed
Services • LSV • CORE Coaching
• LSV • SM
Playbook • Menu P&P • CORE
Coaching • 3 Month
Startup and Turnover
• LSV • SM Admin • Menu P&P • Rewards with
Fundraising • Email
Marketing • CORE
Coaching
Implementation Programs
CORE Restaurant Marketing www.corerestaurantmarketing.com
888-890-9492 x 101