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Marketing Restaurants and Lounges
Transcript of Marketing Restaurants and Lounges
Restaurant marketing can increase visibility to the general public, attract new customers and boost sales revenue.
Restaurant marketing can also succeed at retaining existing customers who may be more inclined to return often if they see a special deal or promotion being marketed. Restaurant Marketing 2 Types of Marketing In-house marketing is any marketing initiative that is not outsourced to a third party. In small businesses, in-house marketing is sometimes referred to as guerilla marketing or duct tape marketing. While Direct marketing or Outsourced marketing is a channel-agnostic form of advertising that allows businesses and nonprofits organizations to communicate straight to the customer Overview of the Restaurant Marketing Plan
It should answer several questions: •What is to be done?
•Who will do it?
•When should it be done?
•What funding will be required?
•How will the results be monitored? March, 200X Marketing Activities: (sample marketing plan)
Monthly Activity # 4: River Front Chili Cook-Off Participation March 15, 200X
What is to be done: Prepare and serve up to 1000 portions of chili in a city park as a participant in a
chili cooking contest designed to raise money for the local community college’s
Hospitality Management program.
Who will do it: 1. Registration for event completed by Manager.
2. Chili production by restaurant Chef.
3. Transportation and actual service of chili by Dining Room Manager assisted by two servers.
4. Chili service area clean-up and equipment return by restaurant’s Night Manager.
When should it be done: 1. Register to participate: January, 200X
2. Prepare chili: March 13-14th.
3. Transport, serve, clean up: March 15th.
4. Evaluate results: On-going
What funding will be required: 1. Registration fee $ 500.00
2. Cost of Chili $ 950.00
3. Cost of dedicated labor $ 2,250.00
Total to be budgeted $ 3,700.00
How to monitor the results: 1. Hand out “two-for-one” chili coupons at the booth and count the
coupons redeemed within six months of the contest’s completion.
2. If the restaurant wins a prize in any category, consider promoting
the win with a “Stop In For A Free Sample Of Our Award Winning Chili!” advertisement. Count the number of guests who take advantage of the offer. Sample Marketing Plan Sample Restaurant Brochures What is Restaurant Public Relations? Restaurant Public Relations Public Relations is often confused with advertising, but in reality there are substantial differences between the two.
Advertising provides a statement, an opinion, or an image that is often created and written by the client and placed via payment to a magazine, newspaper or television station.
Public Relations, on the other hand, is a means of gaining editorial coverage which ultimately reaches the consumer in an unbiased and informative way. Restaurant Startup Supply/Products Businesses need to offer the utmost customer services to all their customers. Restaurant supplies are what most restaurant, cafes, bistros, diners, etc. require. Evaluation of the products you must consider: •Features – specific products/services that a hospitality operation sells.
•Benefits – advantages or desirable consequences resulting from the purchase of a product/service. Steps to Start a Successful Restaurant Business First, you need to make a business plan. Next, you need to come up with the service and product that you will offer. Third, you have to heavily advertise your business. Then, you have to extend your marketing to other ventures apart from the conventional restaurants. Restaurant Name ___________________________Evaluated By ________________
1. The cuisine offered in this restaurant could best be described as________________.
2. The percent of guests consuming their meals on-site is approximately __________%.
3. The service style is best described as ______________________________________.
4. The décor in the restaurant is best described as ______________________________.
5. The three most popular items on the menu are: ______________________________,
__________________________________ and ______________________________.
6. Alcoholic beverage sales make up approximately ___________ % of total revenue.
7. In addition to enjoying the food, guests are likely to be most impressed by its
________________________________ and its ______________________________.
8. Guests would describe the restaurant’s menu prices as (choose one):
Very inexpensive Inexpensive Moderate
Expensive Very expensive
9. In this community, the combination of menu items, pricing structure and service
style make this restaurant (choose one):
One-of-a-kind Very unique Unique
Relatively common Very common
10. Restaurant descriptors (list at least the top ten):
Descriptor examples: healthy, conveniently located, low cost, elegant, fast, casual,
authentic, lively, friendly, high-quality, great value, upscale, relaxed, cozy, home-style,
extensive, gourmet and fun. Restaurant Pre-Advertising "Self Evaluation" The Restaurant Business Plan It is your business resume and map to success. It is the document that most of the important startup connections will demand to see. Sample Business Plan FRESIN FRIES
Fresin Fries is a locally owned fast food outlet that will be positioned as an international franchise through our creative approach to the company's image and detail presentation. Fresin Fries will provide a combination of excellent food at value pricing, with fun packaging and atmosphere. Fresin Fries is the answer to an increasing demand for snack-type fast food, to be consumed while window shopping and walking around inside a shopping mall.
In today's highly competitive environment, it is becoming increasingly difficult to differentiate one fast food outlet from another. Singapore, a city state, is now becoming the model metropolis for Asia's new economic boom. With more than 11 million visitors yearly, mainly from neighboring countries (Malaysia, Indonesia, Thailand and the Philippines), Singapore's retail sector is the strongest in the region.
Our main priority is to establish one outlet in a crowded mall, preferably in one of prominent shopping malls in Singapore. Later, our effort will be a further development of more retail outlets in the surrounding area.
This plan is prepared to obtain a location for the initial launch of this concept. Additional financing will need to be secured for the two subsequent outlets, anticipated in month 13 and early in year three. The financing, in addition to the capital contributions from shareholders, will allow Fresin Fries to successfully open and expand through year two. The initial capital investment will allow Fresin Fries to provide its customers with a value-driven, entertaining experience through the creativity of its founders.
Fresin Fries will entice youngsters to bring their friends and family with our innovative environment, fresh-cut Belgian fries, and selection of unique signature dipping sauces.
Please note that all tables are in Singaporean Dollars (1 USD= S$1.60) 1.1 Objectives
•To establish a presence as a successful local fast food outlets and gain a market share in Singapore's fast food industry.
•To make Fresin Fries a destination spot for mall-goers.
•To expand into a number of outlets by year three, and sell the franchise to neighboring
metropolitan cities, such as Jakarta, Kuala Lumpur, Bangkok and Manila.
•Our main goal is to be one of the most successful fast food outlets in Singapore, starting with one retail outlet located inside a major shopping mall as a "market tester."
•Fresin Fries will strive to be a premier local fast food brand in the local marketplace. We want our customers to have the total experience when visiting our outlet(s) and website as they will learn about this fascinating new "pop culture." We will sell merchandise from pre-packaged sauces and t-shirts, to potato cutters, all with our official brand attached to them.
•Our main focus will be serving high-quality food at a great value.
1.3 Keys to Success or Vision
•To succeed in this business we must:
•Create a unique, innovative, entertaining menu that will differentiate us from the rest of the competition.
•Control costs at all times, in all areas and implement a conservative approach to growth policy. Although, we provide more than enough fund to open more than one outlet, we want to be on the safe side of the business.
•Sell the products that are of the highest quality, as well as keeping the customers happy with all of our product categories from food to store merchandising.
•Provide 100% satisfaction to our customers and maintaining the level of excellent services among other competitors.
•Encourage the two most important values in fast food business: brand and image, as these two ingredients are a couple of main drivers in marketing communications.
•Get access to high-traffic shopping malls near the target market.
•Promote good values of company culture and business philosophy. Restaurant Operations In the operations management, tasks or responsibilities in the restaurant are properly distributed and divided into groups for a smoother and easy work flow. Front-of-the-House management The Maitre d'hotêl (or Manager) is entirely responsible for all front-of-the-house operations, manages staff who give services to customers and allocate the duties of opening and closing restaurant. The Beverage Manager (or Bar Manager) is responsible for all the beverage, beverage service and bar operations of the restaurant. Back-of-the-House Management •The Executive Chef usually operates in corporate restaurant companies.
•The Chef de Cuisine (or Executive Sous Chef) manages the kitchen staff working in the kitchen and creates the menus in absence of the Executive Chef.
•The Sous Chef (or kitchen manager) oversees the daily kitchen operations.
•The Head Cook is the Head Preparation Chef who supervises food preparation (prep).
•The Head Station Chef (or Head/Lead Line Chef/Cook) supervises the cooking or "work" of your menu order and the "push" to ensure your entire table will receive their order at the same time. Restaurant Training & Manuals A restaurant training manual is an essential tool in the restaurant business as it serves to delineate what is expected of restaurant employees as well as what the employees can expect from their employers. Some parts of the training manual will pertain to all employees while others will provide guidelines for each employment position in the restaurant. Sample Training Manuals Special Offers These products have either been discounted form the original price or combined with similar products to create a utility package that we can offer at substantial savings. Sample Special Offers Positioning Restaurants
and Lounges •Atmosphere
•Considerable prices Choosing the Right Location for Your Restaurant •Location The location of your restaurant can be the most important decision you make in the scope of creating your business model. It can be a product of finances, opportunity or personal philosophy. It can also be a product of luck. No matter how much forethought and effort you put into your business, location can be the most important factor in determining your success or failure. Decorating Your Restaurant's Interior
Have a Discernible Theme
Be True to Yourself
Let the Experts Handle it Atmosphere •Paint schemes
•Trim/woodworking •Architectural design
•Naming of rooms/tables •Considerable prices Your Concept Creates Your Price Points
Be Willing to Adjust on the Fly
Vary Your Price Points
Include Everything The first step in pricing a menu is to have a food cost goal. The second step is to be loyal to it, no matter what. These two steps represent the nuts-and-bolts of your kitchen and its presentation to your guests. Interior design principles are the primary statement your building makes to many people. The look and feel of your business is captured by the design of your dining room. It is the first thing most people notice when they enter your restaurant. Positioning Research Positioning research should become an ongoing part of the operation of any restaurant. Positioning research falls in to following basic areas 1.Guest trading area research
2.Guest profile research
3.Personal conversation or
7.Competition analysis Merchandising Food and Beverage Food and beverage can be merchandised by special packaging and pricing, promotional materials such as posters and table tent cards and suggestive selling by food servers. Sample Food Packaging Creating Menus A menu is the most important internal marketing tool a restaurant has—virtually 100% of it is read by each and every guest. Menus send out signals that can affect how customers perceive your operation. It can influence what they order and how much they spend. Image
Design The menu development cycle begins with the restaurant positioning or image. Restaurant image refers how your restaurant is perceived by your patrons. Image Is Everything
•It creates or improves the public identity of your restaurant and what you offer
•It differentiates your restaurant from your competitors
•It positions you favorably in the marketplace Image: Price: Price information is critical menu consideration. Your pricing strategy should be determined long before your menu is designed. Subjective Pricing Methods
The reasonable price method
The highest price method
The loss-leader pricing method
The initiative pricing method
The no pricing method Message: Design: You menu description should make a guest’s mouth water. Don’t be afraid to explain what is in a dish, and use ethnic names if they fit, to add a bit of authentic flair to the menu description. For example, Chicken Margarita sounds better than Chicken topped with spicy tomatoes. You can explain what is in the dish (spicy tomatoes) in the description itself. A restaurant menu design is a reflection of the restaurant itself. Restaurant menu descriptions, layouts and colors, whether formal, casual or playful, should match your restaurant concept, location or theme. Generally, most designers organize their menu by the following categories:
•Starters / Appetizers
Beverages, Wine & Spirits Sample Menus Thank you for Listening! :) ANY QUESTIONS? CLARIFICATIONS? Report by: Metillo, Manlimos, Tanedo, Tabuelog