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    The Food Service Professionals Guide To: Restaurant Marketing & Advertising for Just a Few Dollars a Day
    The Food Service Professionals Guide To: Restaurant Marketing & Advertising for Just a Few Dollars a Day
    The Food Service Professionals Guide To: Restaurant Marketing & Advertising for Just a Few Dollars a Day
    Ebook168 pages2 hours

    The Food Service Professionals Guide To: Restaurant Marketing & Advertising for Just a Few Dollars a Day

    By Amy S Jorgensen

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    About this ebook

    This series of fifteen books - The Food Service Professional Guide TO Series from the editors of the Food Service Professional magazine are the best and most comprehensive books for serious food service operators available today.

    These step-by-step guides on a specific management subject range from finding a great site for your new restaurant to how to train your wait staff and literally everything in between. They are easy and fast-to-read, easy to understand and will take the mystery out of the subject. The information is boiled down to the essence. They are filled to the brim with up to date and pertinent information.

    The books cover all the bases, providing clear explanations and helpful, specific information. All titles in the series include the phone numbers and web sites of all companies discussed. What you will not find are wordy explanations, tales of how someone did it better, or a scholarly lecture on the theory.

    Every paragraph in each of the books are comprehensive, well researched, engrossing, and just plain fun-to-read, yet are packed with interesting ideas. You will be using your highlighter a lot! The best part aside from the content is they are very moderately priced. The whole series may also be purchased the ISBN number for the series is 0910627266. You are bound to get a great new idea to try on every page if not out of every paragraph. Do not be put off by the low price, these books really do deliver the critical information and eye opening ideas you need to succeed without the fluff so commonly found in more expensive books on the subject. Highly recommended!

    LanguageEnglish
    PublisherAtlantic Publishing Group, Inc.
    Release dateJan 12, 2003
    ISBN9781601380999
    The Food Service Professionals Guide To: Restaurant Marketing & Advertising for Just a Few Dollars a Day

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      Book preview

      The Food Service Professionals Guide To - Amy S Jorgensen

      R

      BUS081000 BUSINESS & ECONOMICS / Industries / Hospitality, Travel & Tourism $19.95

      L226

      est

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      G u i d e t o S e R i e S

      for serious food service operators available today. The information is boiled down G u i d e t o

      The following books are also

      to the essence and covers all the bases, available in this series:

      providing clear explanations and helpful, M

      specific information. Plus, all titles in the a

      RestauRant site

      BuiLding RestauRant

      R

      Location: Finding,

      PRoFits: How to ensure

      series include the phone numbers and web keting and adve

      negotiating & securing the

      Maximum Results

      sites of all companies discussed.

      Best Food service site for

      isBn: 978-0-910627-19-1

      Maximum Profit

      RestauRant

      isBn: 978-0-910627-11-5

      WaiteR & WaitRess

      "In each book you will find practi-tRaining: How to

      cal, easy-to-understand, and crystal Buying & seLLing a

      develop your staff for

      clear explanations that will take RestauRant Business:

      Maximum service & Profit

      MaRketing

      For Maximum Profit

      isBn: 978-0-910627-20-7

      the mystery out of the given sub-

      isBn: 978-0-910627-12-2

      aLso in sPanisH

      ject. They are filled to the brim isBn: 978-0-910627-46-7

      with up to date and pertinent information, ready for application,

      and

      RestauRant MaRketing

      & adveRtising: For Just

      BaR & BeveRage

      ensuring your financial success"

      a Few dol ars a day

      oPeRation: ensuring

      isBn: 978-0-910627-13-9

      success & Maximum Profit

      — Ed Manley, CFE,

      R

      President and Chief Operating Officer tising

      adveRtising

      isBn: 978-0-910627-21-4

      IFSEA - International Food Service Executives Association RestauRant PRoMotion

      For Just A Few Dollars A Day

      & PuBLicity: For Just a

      successFuL cateRing:

      Few dollars a day

      Managing the catering

      isBn: 978-0-910627-14-6

      operation for Maximum

      Profit

      F

      contRoLLing

      isBn: 978-0-910627-22-1

      or

      RestauRant & Food

      Just

      seRvice oPeRating

      Food seRvice Menus:

      costs

      Pricing and Managing the

      A

      • Learn The Most Effective

      isBn: 978-0-910627-15-3

      Food service Menu for

      F

      Maximum Profit

      ew

      Marketing Strategies for

      contRoLLing

      isBn: 978-0-910627-23-8

      D

      Your Restaurant

      RestauRant & Food

      ollars

      seRvice Food costs

      RestauRant design:

      • Stop Wasting Money on

      isBn: 978-0-910627-16-0 designing, constructing &

      Advertising Programs That

      Renovating a Food service

      A

      Atlantic Publishing Group, Inc.

      D

      Don’t Work

      contRoLLing

      establishment

      RestauRant & Food

      isBn: 978-0-910627-24-5

      1405 SW 6th Ave. • Ocala, FL 34474-7014

      ay

      • Learn How to Dramatically

      seRvice LaBoR costs

      Phone 800-814-1132 • Fax 352-622-1875

      isBn: 978-0-910627-17-7

      incReasing RestauRant

      www.atlantic-pub.com

      Increase Restaurant Sales

      saLes: Boost your sales

      With Little Cost

      ISBN 978-0910627139

      contRoLLing LiquoR,

      & Profits by sel ing More

      5 1 9 9 5

      Wine & BeveRage costs

      appetizers, desserts &

      isBn: 978-0-910627-18-4 side items isBn: 978-0-910627-25-2

      For all your answers to questions on hospitality 3

      management go to www.atlantic-pub.com 9 780910 627139

      365 InsIder secrets revealed!

      RestauRant

      MaRketing

      and

      adveRtising

      For Just a Few Dollars a Day

      By Amy S. Jorgensen

      The Food Service Professionals Guide To: Restaurant Marketing and Advertising For Just a Few Dollars a Day: 365 Secrets Revealed Atlantic Publishing Group, Inc. Copyright © 2003

      1405 NW 6th Ave • Ocala, Florida 34474

      800-814-1132 • FAX 352-622-1875

      www.atlantic-pub.com • e-mail: sales@atlantic-pub.com SAN Number :268-1250

      All rights reserved. No patent liability is assumed with respect to the use of information contained herein. Although every precaution has been taken in the preparation of this book, the publisher and author assume no responsibility for errors or omissions. No warranty is implied. The information is provided on an as is basis.

      ISBN 10: 0-910627-13-4

      ISBN 13: 978-0-910627-13-9

      Library of Congress Cataloging-in-Publication Data Jorgensen, Amy S., 1975-Restaurant marketing & advertising for just a few dollars a day: 365 secrets revealed / by Amy S. Jorgensen.

      p. cm. -- (The food service professionals guide to ; 3) Includes bibliographical references and index.

      ISBN 0-910627-13-4 (pbk. : alk. paper) 1. Hospitality industry--Marketing. 2. Advertising--

      Hospitality industry. I. Title. II. Title: Restaurant marketing and advertising for just a few dollars a day. III.

      Series.

      TX911.3.M3J67 2002

      647.95'068'8--dc21

      2002011460

      10 9 8 7 6 5 4 3 2

      Printed in the United States

      Cover and interior design by Meg Buchner • megadesn@mchsi.com

      CONTENTS

      intROduCtiOn

      1. CustOMeRs FOR LiFe

      Take Care of Your Guests - And Your

      Sales Will Take Care of Themselves! ...............9

      Guest Expectations - The Specifics ....................10

      Delight Your Guests ...........................................12

      Show Your Customers that You Care .................13

      Offer Something Extra .......................................17

      Create a Loyal Patron Program (LPP) ..................21

      Extra Tips for Converting Casual

      Customers Into Loyal Patrons .......................23

      2. MaRketing tHe Menu

      Food/Menu Marketing .......................................27

      Beverage/Menu Marketing .................................31

      Menu Presentation .............................................32

      Menu Adaptations .............................................35

      Menu Service Options ........................................39

      3. YOuR staFF is YOuR Best asset

      Hiring ................................................................43

      Your Staff Determines the Success

      of Your Restaurant .......................................44

      Training Your Staff to Sell ..................................46

      Keep Staff Informed ...........................................48

      Extra Tips for Making the

      Most of Your Staff .........................................49

      Encourage Servers to Anticipate

      Customers' Needs .........................................52

      4. tHe COMPetitiOn - staY One steP aHead Evaluate Your Restaurant's Performance ...........55

      Provide Hospitality - Not Just Service ................56

      How to Handle Complaints

      Better Than the Competition .........................58

      Discounts ..........................................................59

      5. PROMOting YOuR RestauRant

      Word of Mouth ...................................................65

      Getting to Know Your Guests -

      Market Yourself and Your Restaurant ...........66

      Exceptional Service - One of Your

      Best Marketing Tools ....................................67

      Happy Hour .......................................................68

      Lunch-Hour Opportunities .................................69

      Special Occasions ..............................................71

      Promotions, Promotions, Promotions .................74

      Create a Fun Event .........................................76

      6. MaRketing YOuR RestauRant tO kids, PaRents and FaMiLies

      Kid-Friendly Ideas..............................................83

      A Space of Their Own ........................................87

      Using the School ................................................89

      7. eXteRnaL MaRketing

      Your Restaurant is Different -

      Get the Message Across! ...............................91

      External Marketing - Advertising Essentials .......92

      Advertising Specifics ..........................................95

      Technology ......................................................101

      Sales Materials ................................................104

      Create a Mailing List ........................................108

      Extra Tips for External Marketing ....................111

      Publicity ..........................................................114

      Holiday Festivities and Special Occasions ........116

      Other Unusual Occasions ................................128

      Miscellaneous (But Marvelous)

      Marketing Tips! ...........................................131

      Future Success ................................................134

      Loyal customers

      are the key to

      continued success.

      INTRODUCTION

      Profitability is what’s going to keep you in business. How and where you focus to become, and stay, profitable is the key. Are you crunching numbers and pushing your servers to raise their check averages, or are you creating an environment that leaves patrons feeling served and eager to come back? Are you holding staff meetings that leave your crew energized or deflated? Are management, kitchen and waitstaffs working independently or as a complete whole towards a common goal? This manual will give you invaluable insights into how and where you can implement internal and external marketing changes in your business. It will also tell you how you can boost your sales volume 15-50 percent in the process, with very little cost.

      Marketing and advertising, as you will find out, involves every aspect of your business. All components feed into each other in an ongoing circle that includes the menu, staff training, food presentation, knowledge of patrons, advertising, promotions, customer service, distribution, research, pricing, sales, public relations, product development and packaging. No one thing is more important than another; all are essential.

      Restaurant Marketing and Advertising For Just a Few Dollars a Day: 365 Secrets Revealed will give you some exciting ideas for each of the above-mentioned categories, plus it will examine a few other strategies.

      Cheers!

      7

      Loyal, repeat

      customers can

      increase your

      volume drastically.

      8

      C H A P T E R O N E

      CUSTOMERS FOR LIFE

      take Care of Your guests - and Your sales Will take Care of themselves!

      Customers for life means that once guests come to your restaurant, they’ll never be satisfied with your competitors. It also means that the real work of building sales doesn’t happen with your advertising schedule or marketing plan, but on the floor with your customers.

      How do you do this? The following tips could mean the difference between success and failure:

      • The key to building restaurant sales is to increase volume from your existing customer base. Think about it: if your customers were to return just one more time per month, that would be an increase in sales volume of between 15 and 50 percent! These are people who already know about you, live within an acceptable travel distance and will recommend you to their friends if you make them happy. These are the people you want to target in order to build a regular, loyal customer base that share the pleasures of your establishment with friends.

      • Work on building loyalty, not the check average!

      It’s true: a bigger check is a bigger sale. However, selling techniques designed to boost check averages can be dangerous to the survival of your business. Your income comes from serving people, 9

      not food. Focusing only on the bottom line puts your customers second at best. If everyone who ever ate at your restaurant were so pleased that he couldn’t wait to come back with his friends, what would your sales be like? If eating with you didn’t thrill your customers, if they felt pressured to order something expensive, what difference does it make how big their check was when they won't be coming back?

      • This isn’t to say that suggestive selling can’t work. If it’s done well it can be very effective.

      There is an entire manual on this subject from this series. The problem is it’s almost never done well and you run the risk of your guests thinking they come in a distant second to their money. The safest way to achieve sales growth is to have your guests return more often. Focusing on this is a win-win situation. Your goal is to delight them, win their loyalty and put them first! If you’re a restaurant patron - and you are - what will have you coming back for another meal: your waiter focusing on getting you to spend more money or treating you like royalty?

      guest expectations - the specifics Do you know what your customers expect when they come through the door? Are you out to exceed those expectations and give each guest a memorable and delightful meal every time? Here's how to establish what is expected of you:

      • Do your own SWOT. SWOT is an acronym that stands for Strengths, Weaknesses, Opportunities and Threats. It is a great exercise to do before 10

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