Six Marketing ToolsTo Put Traffic In Your Seats

Xpect Restaurant Marketing–National Restaurant Marketing Agency–Headquartered in Commerce Township MI–Member of the MRA

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

Competition Has ChangedConsumers 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!

Why Drive Restaurant TrafficWin / 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

Driving Traffic Has ChangedShotgun approach vs. target marketingTechnology has changed driving traffic

Traffic Tip #6Local Search Visibility.

−#1 Local Search Term on Google is Restaurants

−9 Primary Search Engines• Google, Yahoo, Bing , etc

−150 Additional Local Search Engines• GPS Systems, 411, Mobile Apps, etc

Projected Revenue - $8,640

Claim Your Google Place

Traffic Tip #5C

ommunicate Monthly

with Email Marketing

−Stay top of mind with your customers−Why do people open email’s

• They know who it is from.• 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

Traffic Tip #4Takeout Menus Programs

−Get Your Menu In The Home−Let Customers See What You Offer−Direct Mail Programs•Build your business in slow months•Drive Dine In Sales•Drive Take Out Sales

Projected Revenue - $25,800

Traffic Tip #3Social 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

Traffic Tip #2Loyalty 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

Program Reports

Data Segmentation

Traffic Tip #1The Guest Experience

−Server Training−Voice of the Customer−Lifetime Value of the Customer

Projected Revenue - Priceless

Server TrainingThey are your face to the customer

−How do they treat your customer?−Do they act as your internal marketing department?−Are they order takers or salespeople?

• Do they increase the average check?

Voice of the CustomerHow do you get Customer Feedback?

−Yelp, Trip Advisor, Secret Shopper−Comment Cards

Utilize New Technology to Get Feedback

Consumer Sentiments on 41 Topics• Randomizer asks 8 questions

per survey• Over time, sentiments will be built

on 41 topics• Ability to add or change questions• Database built from consumer input.

No labor on your end• Voucher Certificate generates

additional sales

Feedback Reports For Operational Improvements

What Is A Customer WorthDirect purchases over 5 years - $4,200Refer 5 friends every 5 years - $105,000

But at The End of the Day

Other Traffic TipsCoupon Vehicles

−Clipper, Val Pack etc.

Group Buying−Restaurant.com. Groupon, Living Social

Next StepWhat is your Revenue Potential?

8625 Richardson Rd. Commerce Twp., MI 48390

Office: (248) 960-1683 Toll-free: (866) 297-5972 Fax: (248) 960-9405 Email: info@xpectresultsnow.com

Come Visit With Us At Booth # 253