Restaurant Marketing Strategy

The objective here is to Coach you on effective and simple - but not easy - ways to increase your sales and profits through effectively marketing your restaurant’s brand!

You don’t need to be an expert to establish a marketing plan: in fact, the first thing you must recognize is that marketing is everybody’s job.

It is a philosophy, not a department. .

Why do you need to hire me to help with your marketing?

You need a marketing strategy for the business or division (catering, banquets, retail sales, 2nd store, etc…) you are currently operating or that you’re about to launch.
You want someone who understands the big-picture business implications of a marketing program or initiative (including the financial implications) of your restaurant.
You need to make fundamental decisions about how to brand or re-brand one of your products or services, or your company as a whole.
You want to determine how to get the best return on your marketing dollars.
You know you need more facts (market research) to support a business decision.
You are launching NEW products or services.
Your branding is tired, losing steam, or outdated.
You need to gain or recoup market share, or create a stronger competitive position
You want to know how to connect with your guests on a deeper level.

We can help you…

Build sales and profits by harnessing the power of your brand.
Align your product to the expectations of your Guests.
Analyze and improve your Guest’s experience at all points of contact.
Develop employee enthusiasm that leads to Guest satisfaction.
Design an action plan that promotes loyalty in your business.

I will Coach you on some of the best Brand loyalty ideas and philosophies used by some of the most successful restaurant brands in the world - as well as help you create some of your own. You will have the opportunity to understand better how to develop loyalty by exceeding your Guests’ expectations at every point of contact.

From the time guests pull into your parking lot to the time they sit talking to a friend about your business, you will better understand for yourself the value of creating a loyalty based business and how to adapt successful brand loyalty efforts to your specific situation.

Click here to understand more about some of the Sales Programs we employ.

The Restaurant Coaching Solutions’ Four-Step Method.

Step #1 - Analyzing the Facts

Once an operator - or RCS - compiles the research information, the next steps include analyzing the data and developing objectives, strategies and tactics.

Based on this information, an operator would develop objectives, strategies and tactics that focus more on a delivery business, businesses within a 12-block radius and customer frequency.

Step #2 - Developing Objectives, Strategies and Tactics

Objectives communicate what the restaurant wants to achieve. An operator’s objectives should be realistic but challenging, as well as quantifiable, specific and measurable. Once the objectives are developed, the next step is to develop strategies. Strategies are general statements that show what the restaurant needs to do to meet its objectives. Tactics demonstrate how the strategies will be achieved.

When setting up objectives, an operator should be careful not to bite off more than he or she can chew. If an operator sets too many objectives, chances are very little will be accomplished. An operator should develop four to six objectives for the year, as well as multiple strategies for each objective. Some strategies are outlined below:

Step #3 - Establishing a Marketing Budget and Calendar

An operator can use a spreadsheet package such as Excel or Lotus or even accounting paper.

An operator can use his or her marketing calendar to develop a budget. The operator should list every marketing activity, along with expected costs and/or projected revenue. Low and high projections should be used as well.

Step #4 - Implementation, Measurements and Controls

An operator can have the best research and promotion team on the planet. However, if the operator is not monitoring his or her promotions, it could jeopardize the promotions successes. Some promotions may require adjustments to improve the success rate.

Listed below are five ways to track and evaluate promotions:

Review weekly and daily sales reports and compare to last year.
Review sales by zip code or address and compare to last year.
Create tracking sheets for each individual promotion.
Review monthly and year-end financial statements.
Review weekly flash reports

RCS Restaurant Marketing Programs

1. The RCS Hospitality Marketing Program This Package is for those owners and operators who need to create a more consistent effort in driving sales and profits.

You get 12 months of our team’s expert local store marketing experience working for you on every marketing aspect that can help you have more fun making more money!

We cover: Your Marketing Plan, Web Based Marketing, In House Promotions and Sales, Advertising, Public Relations, Special Events, Data Base Marketing, Four Walls Marketing, Guest Relationship Marketing (GRM), Creating Word of Mouth Marketing (WOMM), etc…

Everything you need in order to plan, execute and analyze your past, current and future marketing efforts - from Break-even analysis, Event Planning, ROI Calculation, etc…to create the necessary synergies to your efforts that can make a good story come to life for your marketplace and allow people to connect to your story and your business in a bigger way!

The total price of $2,500 per month for solid Restaurant Marketing.

One thing’s certain; you can’t expect to stand out from the crowd using the same marketing strategy everyone else does. If you want to transform your business, you need to first transform your marketing.

This is about more than just putting butts in your seats; it’s about creating better relationships with your guests, future guests, vendors, staff, menu, operation and anyone else involved in helping you make more money! Guaranteed!

2. The RCS Marketing Coaching Program.

This is the option for the owner who needs a more Do-It-Yourself plan but still wants the support and coaching to help him stay on target.

We give you all the materials you need to plan, execute and analyze your past, current and future marketing efforts - from Break-even analysis, Event Planning, ROI Calculation, etc…then Coach you each week on planning, measuring and fine tuning your efforts in order to drive sales and profits.

This program runs for six (6) months and costs $10,000.

Payment plans are available. You won’t find a more intense and substantive program that offers you the kind of results you need in order to grow your business - Guaranteed!

To start your business down the road of better profitability now, simply sign up here.

3. The Brand Audit.

At Restaurant Coaching Solutions, we understand brand building, and the importance of a well-defined brand to the success of a restaurant business.

Everything we do is considered within the broader context of a complete and seamless marketing strategy, to make sure that all the parts of a marketing program work in coordinated support of each other to maximize their value. We know that everything a restaurant does, the way they do it, and, in many cases, what a restaurant doesn’t do, acts to add to or detract from the unique position in a customer’s mind.

Frequently, staff or management changes, the introduction of a new menu or services, new and different competition or simply the passage of time can cause a restaurant’s protection of its valued brand to decline. This is a overall analysis of your branding practices to see if you’re doing everything you can to maximize your efforts

Compares your business with its top 3 competitors (extensive analysis of product/service value, key messages, proof points)
Derive key insights from the findings that will help in the development or refinement of your company positioning statement, key messages and proof points.
Cost: $1,250

To review a sample restaurant brand audit, click here.

If you’ve identified some areas of your marketing that need help, call me for your free consultation at 877-535-2324.

We can work with you to make the most of what you currently have, or help you create a new program to help you achieve your business goals.

Want to know more? Check out this article on restaurant marketing basics here.

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