There are many aspects to take into consideration when marketing a restaurant, including the choice of menus and prices and staffing. Whereas external marketing can drive people to the restaurant, internal marketing will keep them coming back. Quality food at good prices, great presentation, customer loyalty programs, impeccable customer service and attentive and friendly staff — all are important today. Make sure that you have a quality training program in place as an integral part of your plan.
Advertising is a key factor to marketing a restaurant. But what type of advertising will bring desired results? Consider advertising avenues that can be tracked, like targeted mailings, newspaper ads with coupons, or radio and television ads where diners need to mention the station to receive a special promotion.
An online presence is a vital consideration when marketing a restaurant to reach the largest number of potential customers. All surveys show that today’s diners use the Internet to search for restaurants in preference to the other methods. A regular e-mail newsletter will help with retention, whilst an introductory offer contained on the website will help with new visitors. If you have an online reservation system, a mailing list sign up, and a comments section, you will be ahead of the game when it comes to your website. Link to social media sites like Facebook and MySpace.
Marketing a restaurant online is easy with the many resources available. Get your website included on local online dining guides, as well as national ones, like Meta Flavor. Another great tool is Twitter, where you can reach out to diners instantly with special promotions good for that day or evening. Opening a Twitter account is free and your marketing efforts can be tracked.
Marketing a restaurant well requires you to be able to motivate people to dine at your establishment. There are a number of low-cost incentives that have been successful in the past, including the frequent diners card, wine club membership, or even a specially designated chef’s table.
Networking is an important element in successfully marketing a restaurant. Join your local chamber of commerce, trade associations, small business groups and charitable organizations of interest to you. They are a great way to get your restaurant in front of potential customers who can also provide referrals to their acquaintances. These groups also open up opportunities for media coverage.
Think of offering value added services instead of a discount coupon when it comes to marketing a restaurant. If you have a fine dining establishment, the traditional discount coupon will likely not suggest the image that you are trying to portray. Some value added services include complementary items, free entertainment and valet parking.
Periodically, promotions become an important consideration when marketing a restaurant. A themed dinner, chefs program, contest, or wine tasting location have proven to be popular. Heavyweight promotion is important and on-site activities such as handing out flyers, dressing the staff appropriately and teasing with samples may also be considered.
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