The Café & Restaurant Marketing Framework Kawani Belk

Revenue Sources Menu Space Rental Full Bar Merchandising (caps and Tees) Carryout Takeout Gift Cards Office Catering Special Events- Wine Tasting

Menu

Space Rental

Full Bar

Merchandising (caps and Tees)

Carryout

Takeout

Gift Cards

Office Catering

Special Events- Wine Tasting

Our Products positioning statement Café experience- The experience of dining as a service Healthy and light Food- We offer healthy choices for lunch and dinner Entertainment- We offer a relaxed and social environment Bar- We offer a full bar for adult drinkers

Café experience- The experience of dining as a service

Healthy and light Food- We offer healthy choices for lunch and dinner

Entertainment- We offer a relaxed and social environment

Bar- We offer a full bar for adult drinkers

Positioning Positioning of product or service Our marketing efforts should center around why our food is appealing, sexy , high-quality, or in some way unique and position it as a lifestyle product. Example. We provide a focused menu, quality food and full bar and social experience for customers seeking a relax, social and upscale environment. Our Uniqueness. We offer a non traditional menu with a traditional bar setting and a bed and breakfast you can stay the night. (you can get drunk and stay healthy with vegan and vegetarian food.)

Positioning of product or service

Our marketing efforts should center around why our food is appealing, sexy , high-quality, or in some way unique and position it as a lifestyle product.

Example.

We provide a focused menu, quality food and full bar and social experience for customers seeking a relax, social and upscale environment.

Our Uniqueness.

We offer a non traditional menu with a traditional bar setting and a bed and breakfast you can stay the night. (you can get drunk and stay healthy with vegan and vegetarian food.)

Demographics Individuals: people that dine in by themselves. Families: a group of people, either friends or a group of nuclear relatives dining together. Take out: people that prefer to eat food in their home or at a different location than the actual restaurant. Carryout- People who order in groups (over $50) who would like food delivered to them during lunch

Individuals: people that dine in by themselves.

Families: a group of people, either friends or a group of nuclear relatives dining together.

Take out: people that prefer to eat food in their home or at a different location than the actual restaurant.

Carryout- People who order in groups (over $50) who would like food delivered to them during lunch

Marketing Strategy 1. Institutional marketing - Promote the life style and entertainment value through PR and Blogging 2. Program Marketing-Product and Retention Strategy To seek customer awareness, develop our customer base and work toward building customer loyalty and referrals. Establish customer retention and customer engagement programs. Establish sales goals for staff to achieve (the perfect check theory) To provide food and drink programs that increase Average ticket price and more consumption of our goods. Our programs should target college, hospital and the local business community.

1. Institutional marketing - Promote the life style and entertainment value through PR and Blogging

2. Program Marketing-Product and Retention Strategy

To seek customer awareness, develop our customer base and work toward building customer loyalty and referrals.

Establish customer retention and customer engagement programs.

Establish sales goals for staff to achieve (the perfect check theory)

To provide food and drink programs that increase Average ticket price and more consumption of our goods. Our programs should target college, hospital and the local business community.

Core Marketing Objectives Our programs and tactic used will be centered around 4 core attributes Increase customer frequency- (coupons and specials) Increase check average (waitress and bar tender recommendations and up-selling tactic) Group size (target large group orders with carryout and in-store Identify our hottest sellers, best approach and get customer feedback Increase our Rating

Our programs and tactic used will be centered around 4 core attributes

Increase customer frequency- (coupons and specials)

Increase check average (waitress and bar tender recommendations and up-selling tactic)

Group size (target large group orders with carryout and in-store

Identify our hottest sellers, best approach and get customer feedback

Increase our Rating

Marketing Activities and opportunities in-store Get customer Feedback Increase our rating (direct guests to yelp) Lead capturing (example. email) Position up-sell influencers in the café (flyers) Cross market other products Use suggestive selling tactics Send weekly invitations, coupons and special discount via email Track our best sellers and measure feedback Take customer order, service them, bill collection and post sale tactics Food Sampling

Get customer Feedback

Increase our rating (direct guests to yelp)

Lead capturing (example. email)

Position up-sell influencers in the café (flyers)

Cross market other products

Use suggestive selling tactics

Send weekly invitations, coupons and special discount via email

Track our best sellers and measure feedback

Take customer order, service them, bill collection and post sale tactics

Food Sampling

Marketing Activities and opportunities outreach Local Search (city paper, google maps and yellow pages) Social Networking (engage fans on twitter, Facebook, Youtube and Photo-sharing sites) RSS and Blogs- (Post press releases, menus, food articles on wordpress, blogger etc) Search engine- optimize for local and niche keywords to drive traffic to website Street Promotions- Delivery menu and coupons to local residents and businesses Strategic offline Partnerships- Reach out to local area school and hospitals. Strategic online Partners- Identify online partners that drive traffic and retain customers (opentable.com, delivery.com) Launch Google Adwords Paid program

Local Search (city paper, google maps and yellow pages)

Social Networking (engage fans on twitter, Facebook, Youtube and Photo-sharing sites)

RSS and Blogs- (Post press releases, menus, food articles on wordpress, blogger etc)

Search engine- optimize for local and niche keywords to drive traffic to website

Street Promotions- Delivery menu and coupons to local residents and businesses

Strategic offline Partnerships- Reach out to local area school and hospitals.

Strategic online Partners- Identify online partners that drive traffic and retain customers (opentable.com, delivery.com)

Launch Google Adwords Paid program

Café Weekly Programs Happy Hour Vegan Wednesday Karaoke Sports Bar D.C Government worker Day Community Day Sport Sundays and Mondays College lunch Wine Tasting Saturdays Wi-Fi & coffee

Happy Hour

Vegan Wednesday

Karaoke

Sports Bar

D.C Government worker Day

Community Day

Sport Sundays and Mondays

College lunch

Wine Tasting Saturdays

Wi-Fi & coffee

Public Relations Strategy - Press Release should focus on our weekly programs, accomplishments, new products and services - Articles should be written in the areas of Travel, Food and Nightlife Execution Get news featured in Print Post Press Release and articles to blog websites, social networks, pr submission website and news site (RSS). Optimize Press release with high impact keywords Submit press release and stories to local bloggers

Strategy

- Press Release should focus on our weekly programs, accomplishments, new products and services

- Articles should be written in the areas of Travel, Food and Nightlife

Execution

Get news featured in Print

Post Press Release and articles to blog websites, social networks, pr submission website and news site (RSS).

Optimize Press release with high impact keywords

Submit press release and stories to local bloggers

Bringing things all together Customer acquisition – word of mouth, referral, flyer distribution, Google maps, local directories, online search, PR and strategic partners Customer Retention- customer loyalty programs, specials, coupons and appreciation days, email acquisition, Birthday Invitations Up-selling- Sampling, Suggestive selling and marketing materials Operational strategies- Identifying our most profitable programs, products etc

Customer acquisition – word of mouth, referral, flyer distribution, Google maps, local directories, online search, PR and strategic partners

Customer Retention- customer loyalty programs, specials, coupons and appreciation days, email acquisition, Birthday Invitations

Up-selling- Sampling, Suggestive selling and marketing materials

Operational strategies- Identifying our most profitable programs, products etc

Success Metrics and Tracking P/L Statement Prime cost worksheet Break-even analysis Customer Feedback (Yelp, Usersvoice.com, Going.com, Facebook, Twitter and message boards) Coupons Validated Email open rates and click throughs Event confirmations and ticket purchases

P/L Statement

Prime cost worksheet

Break-even analysis

Customer Feedback (Yelp, Usersvoice.com, Going.com, Facebook, Twitter and message boards)

Coupons Validated

Email open rates and click throughs

Event confirmations and ticket purchases

Recommendation Employee Training

Employee Training