Restaurant promotion. Restaurant business development

2024 Author: Howard Calhoun | [email protected]. Last modified: 2023-12-17 10:16

An aspiring entrepreneur who is thinking about how to open a restaurant is counting on the mandatory success of his business project. But, unfortunately, not all expectations and plans are destined to come true. This is due to the fact that the process of creating such a service enterprise is not entirely simple, in addition, there is an acute issue of attracting customers, which will require special attention.

The basis of the restaurant business is the ability to meet consumer demand. That is why, before opening a new event, an entrepreneur will need to conduct a number of marketing researches. However, it often happens that, even after receiving the necessary information, the organizers have no idea what to do next with it and how to attract the public to their institution. For this, there is such a management function as PR. It helps not only in creating publicity ("publicity"), but also in maintaining such a relationship between potential customers and the institution that will be beneficial to both parties.

Where to start?

How to open a restaurant? In order to organizenormal operation of a catering point, a novice businessman will have to make a lot of efforts. The case is quite troublesome, and there are many nuances in it that should not be overlooked.

You need to start by choosing the direction of the restaurant. It is necessary to think over its pricing policy. So, if you want to open an exquisite and expensive institution that has a versatile menu and an individual style, you should set a high cost for dishes. When opening a cafe for children, fast foods or coffee shops, an entrepreneur will need to draw up a completely different business plan and take into account the specifics of these outlets. The prices for the dishes offered in such establishments will not be as high as in the first case.

This question deserves special attention. Indeed, with the right ratio of price and quality of dishes, there will simply be no end to people who want to visit your restaurant.

You will also need to find reliable suppliers who supply inexpensive, but at the same time fresh and tasty products. An important step in opening a restaurant is the selection of personnel. Employees of the institution must be true professionals in their field, have high qualifications and experience. The consideration of candidates for selected positions will need to be taken seriously. After all, the work of the institution will directly depend on these workers. In order for experienced and qualified specialists to agree to cooperate, they will need to be provided with a decent salary.

The system of accounting and control of the restaurant's work must be thought out without fail. In addition, you will need to decide on the system of staff motivation. All this will allow the restaurant to operate efficiently and generate significant income.

Do not forget about such an important point as market research. They are needed in order to further promote the restaurant.

Restaurant Marketing Concept

What does this term mean? Restaurant marketing is nothing more than a plan for the process of promoting an establishment. It includes various elements that are subsequently able to organize the further actions of the entrepreneur. With such a plan, one can easily adapt to the circumstances that unexpectedly arise when it is carried out. One of the functions of marketing is PR, advertising, as well as various methods of restaurant promotion. All these directions are regulated by the drawn up plan. It can be compared to a specific route that the entrepreneur has to follow from the starting point to the destination. That is why such a plan should contain all the turns and landmarks that may arise during the implementation of the plan.

Its main details are:

• schedule-calendar;
• timing, or planning in time;
• budget.

In addition, in the marketing plan, it is necessary to describe in detail the technologies and methods that will be used in the opening and further operation of the restaurant. Everything should be described in as much detail as possible. If the goals set are too big, then theyexecution is broken down into small steps.

What is advertising for?

After all the preparatory work has been completed, the marketing plan is to be implemented. If it was compiled well enough, then effective promotion of the restaurant will not be long in coming. All you need to do is to do it step by step, putting down the appropriate marks in the developed time calendar, and also not exceed the budget provided for marketing expenses.

Promotion of a restaurant cannot do without advertising. After all, this is one of the functions of marketing, which is carried out on the basis of the existing plan.

Advertising is organized through free or paid services offered by the media. In this case, radio and television, magazines and newspapers, media located on the roads or on the streets of the city can be used.

The primary goal of any promotion is to draw attention to an establishment that provides information about itself and its service. And this should be done as efficiently, accurately and unobtrusively as possible. Restaurant promotion will be as successful as possible if the entrepreneur trusts specialists in this matter.

Only professionals will be able to competently convey to people the information that will draw their attention to the institution. Properly thought out advertising company is half the success of any event. All this takes place in cases where the development of the restaurant business is carried out.

Targeted advertising

This method allowsto promote a restaurant is the simplest and most understandable, but at the same time the most expensive. Targeted advertising includes various kinds of banners and billboards, ads on the radio, in magazines and newspapers, as well as posting information on their own websites that are designed for a specific consumer. Which method is the most efficient? The answer to this question will directly depend on the target audience of the institution. Indeed, even before submitting an ad, for example, to a radio station, you will need to make sure how popular it is with potential restaurant customers. If this is not done, the money spent will not bring any benefit.

Consideration of the target audience

The right restaurant promotion strategy is important for every aspiring entrepreneur. To develop it, it is necessary to represent the target audience for which he is going to work. At the same time, the conversation is not only about the socio-demographic characteristics of clients, but also about their psychological portrait. Usually, when choosing an establishment offering catering services, a person considers three most important factors. The first one concerns the status of the restaurant. The second is the requirements for the quality of dishes served in the institution and the prices for them. The third principle is the action that the client takes to achieve the goal, regardless of the means available to him.

When promoting a restaurant, it should be borne in mind that a person who is short of money is guided by the status of the institution. High quality foodnecessary for a very we althy client. Therefore, restaurant advertising should rely on one or another target audience. This will attract the maximum number of visitors.

Outdoor advertising

According to experts, this method of restaurant promotion is the most effective. This is due to the fact that most potential visitors choose an institution by the area of work or residence. Restaurant outdoor advertising does a great job of attracting the local community to the restaurant. Moreover, it is used in various manifestations, from signs to billboards.

If a restaurant is being promoted that is not part of a catering chain, then the advertisement should be located near the establishment. To attract a premium audience, as well as to inform potential visitors about upcoming marketing events, banner banners are most often used. How else can a restaurant be promoted? Examples of outdoor advertising are the distribution of leaflets, which are dropped into mailboxes located near residential buildings. Such a marketing method will help the restaurant acquire regular customers.

Internet use

More and more popular in the modern world is such a way of promotion of the company as the creation of their own sites. Promoting a restaurant on the Internet is beneficial for an entrepreneur, as it is the most economical option.

Presence of corporate websitesallows you to create a holistic view of the intended object. In addition, news and thematic systems are important for the institution to become public in the shortest possible time.

On its pages on the Internet, the restaurant can use contextual and banner advertising, as well as hold events that allow SEO-optimize the resource.

Personal Selling

This PR-promotion of the restaurant has a fairly high efficiency. The term "personal selling" refers to the presentation of an existing product in direct contact with potential consumers. This method has proved its high efficiency not only in the restaurant business, but also in the promotion of any goods and services.

The easiest way to disseminate information in this case is the so-called word of mouth. If the cuisine of the restaurant and the service provided in it are liked by customers, then they will begin to tell their friends, relatives and acquaintances about it. Such promotion is the oldest, but at the same time the most effective way of advertising.

Personal selling can also be attributed to such a move as "going to the people." An example of this is the actions of one of the restaurateurs of the capital. At one time, he sent representatives of his company to the registry offices, where they handed out leaflets to young people who had just submitted an application with offers to get married in their institution.

Another way to sell personally is to offer corporate meetings. For their submission, the maximum possible amount of information about thator another large company and a targeted presentation of the restaurant is being developed. After that, the businessman arranges a personal meeting with a representative of the selected company, during which a corporate service agreement is concluded.

Post-marketing plays an important role in the restaurant promotion strategy. It involves further informing customers about the promotions of the institution and its news, as well as calls for ordering various events, etc.

According to statistical studies, contact actions always receive one or another answer, as they require a certain reaction to proposals. In the course of personal conversations, people are forced to adapt to each other and exchange their opinions and thoughts. If the approach to personal sales on the part of the restaurateur is competent, then relations with customers can become not only warm, but also friendly. That is why the owners of the most successful establishments themselves go out into the hall and find out the wishes and comments that the visitors have.

Sales Promotion

One of the methods to promote a restaurant as soon as possible is to take incentive measures that encourage a person to buy services. This includes a developed system of discounts, which is offered to regular customers. After all, each visitor will be pleased with such a sign of attention as a bonus card, with which he can significantly save his money.

To retain a customer, you will need to provide a discount ranging from 15 to 20%. It will makea person to visit the institution again and again.

For large cities, such a sales promotion method as promotion with the help of intermediary firms is also suitable. These are special agencies that offer clients who apply to them to book a table in certain restaurants. This method is very effective in the case of direct acquaintance with the person who owns the intermediary company.

Promotion activities include complimenting the chef or giving a customer a souvenir. It can be a free dessert, as well as a pen or a key chain with a restaurant logo.

PR

This method of promoting a restaurant is carried out by establishing links with various target audiences through the formation of a positive image of the restaurant and its favorable reputation. The most important tools of this method are corporate communications, consulting, interaction with the press, meetings with visitors, etc. A distinctive feature of this direction of restaurant promotion lies in its plausibility. After all, any written article in a newspaper or an essay placed in it will inspire more confidence than an advertisement.