Marketing a Restaurant

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Marketing a Restaurant That you can be Proud of

Submitted By: Ryan Burns Submitted To: Professor Linda Berg Date: 3/25/2013

Executive Summary
Falling behind to the restaurant across the street? Are you losing business and watching repeat customers slowly start not returning? A restaurants ability to change with the marketplace and its target markets is essential for success, especially in our economy at this time where disposal income is much lower. New ideas, new strategies and monitoring of your competition/ environment is necessary to see your establishment booked full again. Properly assessing your markets and finding new potential customers is what all restaurants need. This White Paper will explain the various steps in which a Restaurant owner/ manager would need to take to properly asses their competitive standing and how to reach their appropriate Target market. Marketing of restaurants is a difficult task, but when researched properly, success will be walking through your front doors. What is most important is understanding and finding your target market. Though even more importantly, once targeted, you need to be able to cater to them. It is one thing to find your market; it’s another to be able to connect with them on a more personal level. By looking at demographics and competition in the surrounding area, restaurant owners will have an advantage on their market place. I will explain multiple external and internal marketing techniques that can be utilized and how to utilize them, including:       The Internet/ social media Restaurants website Event Marketing techniques Business marketing techniques Exposure marketing techniques As well as many useful in house marketing techniques

Through extensive research and speaking with multiple Restaurant owners themselves, I have provided credible information that absolutely should be utilized. Mark Grezlak of Sonsie Bistro in Boston and Michael Moon of Bridges Restaurant Maryland, are both professionals and have become very successful due to the fact that they did their homework and found who they should be catering too. Using Forrester Research (Forrester.com), AIS Media (AISmedia.com, high performance online marketing and award-winning web design company) and my own personal experiences with Mark himself, I have compiled a White Paper that will surely bring anyone who utilizes it success.

Table of Contents

Who are our Target Markets? ....................................................Page 1

………………………………………..Page 2

External Marketing Techniques………………………………………………..Page 3

…………………………………………Page 4

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Internal Marketing Techniques…………………………………………………Page 6

Who are our Target Markets?...
The most important piece of information when marketing your restaurant is UNDERSTANDING YOUR TARGET MARKET! A restaurant can serve all types of food and drinks that “everyone likes.” But just exactly who is that “everyone?” Without the proper research and monitoring of your environment, you will begin to see very little people walking through your doors and your profits will surely decline. Selling and serving food is easy; understanding who you need to sell too is your objective.

Demographics:
Understanding the demographics of the population around your restaurant is essential. What is the population base in the surrounding area? Who is the target market that I want to be appealing too? When looking at demographics we look at:       Age Race Income Lifestyles Home ownership Location o All are important when marketing a restaurant but Age, Income and Lifestyles are some of the most important in the restaurant business.

Approach your customers for who they are, tell them what they need to hear, not want they want to hear. You must be able to connect with your target market; you must focus on understanding because this is where your profits are going to be coming from. As a restaurant owner and manager, you are catering...
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