The competition in the restaurant business is fierce and you need to bring your ‘A’ game to be successful. The heart of your business success lies in marketing. A good restaurant marketing strategy covers advertising, public relations, promotions and sales. Here are a few proven restaurant marketing tactics that have stood the test of time and are bound to improve your sales.
Old School Methods of Restaurant Marketing
- Table Standees – Tables standees is the easiest way to capture your customer’s attention. He spends at least 40 minutes dining on the table and the standee is right in front of him. He is bound to read the standee, giving your material his full attention.
- Promotions on bill receipts – Promotions on the bill are mostly limited to text and usually only carry clear-cut information without any gimmicks. They may not pay much attention to your other marketing materials, but the bill is one document your customers read every time.
- Bill Boards outside restaurant – If you need to make a big impact in your local area, a well-placed creative billboard ad is the way to go. A roadside billboard is predominantly used to convey your message in seconds. So, it should contain bold colors, clear images and as few words as possible. This type of advertisement can be very expensive.
- Pamphlets distribution – The printing and distribution of pamphlets are high in cost with less return on investment. Measuring the conversion rate can be difficult, unless you are promoting an offer. You track the number of offers availed and you can track your promotion’s conversion.
Among these, marketing via billboards and pamphlets are the most expensive means. With the world moving towards digitization more and more each day, conversion from these types of promotions has decreased over time.
Modern methods (Go-Digital) of Restaurant Marketing
- Invite Food Bloggers – Many food bloggers have a good number of fan following. If you invite them to write about your restaurant in a positive way, there is a good chance that people will visit. These days, people have no problem travelling long distances to have a great dining experience.
- Conduct food events – Holding an event is a great way to grab the attention of your customers. It can be a barbecue, party or launch of a new product or even a workshop of your cooking expertise. An event gives you valuable ‘fact-time’ with your potential customers.
- Create Loyalty Programs – Loyalty programs can be a very effective means to market your products and the ROI is very attractive. As the Pareto principle says,
- 80% of your profits come from 20% of customers
- 80% of your revenue from 20% of products
- 80% of customer complaints from 20% of customers
So, focus on identifying and retaining your top consumers. Giving them offers and discounts periodically will help you in the long run, as they will become your restaurant evangelists and commend your restaurant to their friends and colleagues.
- Give Offers & Discounts – It’s human nature to want a little extra in life. No matter where we are or what we are doing, a little bit extra for the same price will make us happy. And offers are a proven way of increasing your sales in the short run.
- Instant Promotions – Every day cannot be a rocking sales day at your restaurant. During those days when the sales are dull and plenty of inventories are left over, offer a discount and spread the word to your customers. This can boost your sales almost immediately. An effective way to do so is to have a built-in CRM module in your billing system that can create instant coupon codes and promote to your customers instantly through SMS.
- Making use of Social Media – Social media is an important tool when you wish to engage with your customers. If used correctly, you can increase brand recognition, engage customers with your food and get more people walking through your door. Images get more traction than anything in social media and food is extremely visual. Adding a lot of food images in your social media accounts can give you more followers, who will, in time, become customers.
That pretty much sums up the types of restaurant marketing methods your restaurant can benefit from. Hopefully, this helps you put a step in the right direction!
Picture courtesy – Internet