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Developing Your 2012 Marketing Plan
CORE Restaurant Marketing   ◦   National Restaurant Marketing Agency   ◦   Focused on Helping the Independent Restaurant O...
Consumers Have Many Choices ◦ Growth of Chain Accounts    Advertising budgets geared to new customer acquisition.    Pro...
   Win / Worth (Is the win worth the effort)     ◦ Reduce Your Food Cost Means - $12,500      • Restaurant doing $850,000...
•   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  ...
   Communicate Monthly        with Email Marketing        −Stay top of mind with your customers        −Why do people ope...
   Takeout Menus Programs      −Get your menu in the home      −Let customers see what you to       offer      −Direct ma...
   Social Media      −Facebook / Twitter / You Tube      −Postings enhance local search       visibility      −Viral Effe...
Juan’sTracking 35% ahead    of last year                        Guadalajara                     Owners are subsidizing    ...
   Loyalty Programs      −Not a discount….. Offer your customers a       premium      • Not a topline revenue reduction  ...
   The Guest Experience      −Server Training      −Voice of the Customer      −Lifetime Value of the Customer           ...
•   Menu Updates     • Counterbalance the impact of       rising food cost.        • Update / Review every 6          mont...
 Coupon Vehicles   −Val Pack, Clipper, etc. Group Buying   −Restaurant.com. Groupon, Living Social
•   What is your revenue                   CORE Revenue Analysis    potential?                      Menu Impacts          ...
   Purchase Services as needed through our    network    ◦ Menus, Rewards, Email, LSV, Social Media Playbook   CORE Coac...
   Implementation Programs                       Basic             Starter           Managed      Services   •   LSV     ...
CORE Restaurant Marketingwww.corerestaurantmarketing.com     888-890-9492 x 101
Seven Strategies for Restaurants
Seven Strategies for Restaurants
Seven Strategies for Restaurants
Seven Strategies for Restaurants
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Seven Strategies for Restaurants

Joe Welsh, of Core Restaurant Coaching presents seven strategies for restaurants to improve their profits, increase traffic, and improve their online presence. Be sure to watch for upcoming webinars from Core.

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Seven Strategies for Restaurants

  1. 1. Developing Your 2012 Marketing Plan
  2. 2. 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
  3. 3. 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!
  4. 4.  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
  5. 5. • Shotgun approach vs. target marketing• Technology has changed driving traffic
  6. 6.  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
  7. 7.  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
  8. 8.  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
  9. 9.  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
  10. 10. Juan’sTracking 35% ahead of last year Guadalajara Owners are subsidizing monthly
  11. 11.  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
  12. 12.  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
  13. 13. • 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%
  14. 14.  Coupon Vehicles −Val Pack, Clipper, etc. Group Buying −Restaurant.com. Groupon, Living Social
  15. 15. • What is your revenue CORE Revenue Analysis potential? Menu Impacts $ 41,860.00 Menu Engineering Impact $ 7,020.00• Get your customized report Inflation Impact $ 32,760.00 today. 5 to 9 Impacts $ 2,080.00• Prioritize your action steps. Takeout Menu Marketing $ 22,800.00 Internal Marketing $ 7,800.00• Build your 2012 marketing Direct Mail Marketing $ 15,000.00 plan. 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
  16. 16.  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
  17. 17.  Implementation Programs Basic Starter Managed Services • LSV • LSV • LSV • CORE Coaching • SM • SM Admin Playbook • Menu P&P • Menu P&P • Rewards with • CORE Fundraising Coaching • Email • 3 Month Marketing Startup and • CORE Turnover Coaching
  18. 18. CORE Restaurant Marketingwww.corerestaurantmarketing.com 888-890-9492 x 101

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