Seven Traffic Bulding Strategies For Restaurants


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Seven Traffic Bulding Strategies For Restaurants

  1. 1. Six Marketing Tools To Put Traffic In Your Seats
  2. 2. <ul><li>Xpect Restaurant Marketing </li></ul><ul><ul><li>National Restaurant Marketing Agency </li></ul></ul><ul><ul><li>Headquartered in Commerce Township MI </li></ul></ul><ul><ul><li>Member of the MRA </li></ul></ul><ul><li>Joe Welsh </li></ul><ul><ul><li>Over 30 years of Food Industry experience </li></ul></ul><ul><ul><li>Master’s Degree in Food Marketing </li></ul></ul><ul><ul><li>Has developed and created programs for national companies such as, Hellmann’s, Skippy, Keebler, Pepsi and others </li></ul></ul><ul><ul><li>Implemented programs nationally with US Foods, Gordon Foods and Performance Food Group </li></ul></ul><ul><ul><li>Assisted in the development of programs such as Foodservice Rewards </li></ul></ul><ul><ul><li>Restaurant Master with Restaurant 101 Seminar Team </li></ul></ul>
  3. 3. Competition Has Changed <ul><li>Consumers Have Many Choices </li></ul><ul><ul><li>Growth of Chain Accounts </li></ul></ul><ul><ul><ul><li>Advertising Budgets Geared to New Customer Acquisition. </li></ul></ul></ul><ul><ul><ul><li>Product Consistency </li></ul></ul></ul><ul><ul><ul><li>Growth of new category segments. </li></ul></ul></ul><ul><ul><li>Independents Can Compete </li></ul></ul><ul><ul><ul><li>What Are You Know For? What is your point of difference? </li></ul></ul></ul><ul><ul><ul><li>Local Community Involvement / Marketing </li></ul></ul></ul><ul><ul><ul><li>Word of Mouth Marketing </li></ul></ul></ul><ul><ul><ul><li>Utilize the same tools the chains have. You can compete! </li></ul></ul></ul>
  4. 4. Why Drive Restaurant Traffic <ul><li>Win / Worth (Is the win worth the effort) </li></ul><ul><ul><li>Reduce Your Food Cost Means - $12,500 </li></ul></ul><ul><ul><ul><li>Restaurant doing $850,000 per year </li></ul></ul></ul><ul><ul><ul><li>30% Food Cost </li></ul></ul></ul><ul><ul><li>Drive Traffic – Potential Revenue Impact - $146,160 </li></ul></ul><ul><ul><ul><li>6 Marketing Strategies to Drive Traffic </li></ul></ul></ul><ul><ul><ul><li>Where Do You Focus Your Attention? </li></ul></ul></ul><ul><ul><ul><li>You Need To Do Both </li></ul></ul></ul>
  5. 5. Driving Traffic Has Changed Shotgun approach vs. target marketing Technology has changed driving traffic
  6. 6. Traffic Tip #6 <ul><li>Local Search Visibility. </li></ul><ul><ul><li>#1 Local Search Term on Google is Restaurants </li></ul></ul><ul><ul><li>9 Primary Search Engines </li></ul></ul><ul><ul><ul><li>Google, Yahoo, Bing , etc </li></ul></ul></ul><ul><ul><li>150 Additional Local Search Engines </li></ul></ul><ul><ul><ul><li>GPS Systems, 411, Mobile Apps, etc </li></ul></ul></ul><ul><li>Projected Revenue - $8,640 </li></ul>
  7. 7. Claim Your Google Place
  8. 8. Traffic Tip #5 <ul><li>Communicate Monthly with Email Marketing </li></ul><ul><ul><li>Stay top of mind with your customers </li></ul></ul><ul><ul><li>Why do people open email’s </li></ul></ul><ul><ul><ul><li>They know who it is from. </li></ul></ul></ul><ul><ul><ul><li>What’s in it for me. </li></ul></ul></ul><ul><li>Why does email work </li></ul><ul><ul><li>Size of the database counts. Build the list! </li></ul></ul><ul><ul><li>Email offers have a 6% redemption rate </li></ul></ul><ul><li>Projected Revenue - $21,600 </li></ul>
  9. 9. Traffic Tip #4 <ul><li>Takeout Menus Programs </li></ul><ul><ul><li>Get Your Menu In The Home </li></ul></ul><ul><ul><li>Let Customers See What You Offer </li></ul></ul><ul><ul><li>Direct Mail Programs </li></ul></ul><ul><ul><ul><li>Build your business in slow months </li></ul></ul></ul><ul><ul><ul><li>Drive Dine In Sales </li></ul></ul></ul><ul><ul><ul><li>Drive Take Out Sales </li></ul></ul></ul><ul><ul><ul><li>Projected Revenue - $25,800 </li></ul></ul></ul>
  10. 10. Traffic Tip #3 <ul><li>Social Media </li></ul><ul><ul><li>Facebook / Twitter / You Tube </li></ul></ul><ul><ul><li>Postings Enhance Local Search Visibility </li></ul></ul><ul><ul><li>Viral Effect – New Age Word of Mouth </li></ul></ul><ul><ul><li>Build your “Likes” </li></ul></ul><ul><ul><li>Frequency of Postings </li></ul></ul><ul><ul><li>People / Pictures / Promotion </li></ul></ul><ul><li>Projected Revenue - $25,920 </li></ul>
  11. 11. Juan’s Tracking 35% ahead of last year Guadalajara Owners are subsidizing monthly
  12. 12. Traffic Tip #2 <ul><li>Loyalty Programs </li></ul><ul><ul><li>Not a discount….. Offer your customers a premium </li></ul></ul><ul><ul><ul><li>Not a topline revenue reduction </li></ul></ul></ul><ul><ul><ul><li>Advertising expense </li></ul></ul></ul><ul><ul><li>Increase frequency of visits </li></ul></ul><ul><ul><li>Increase check averages </li></ul></ul><ul><ul><li>Allows for community involvement </li></ul></ul><ul><ul><ul><li>Fundraising programs </li></ul></ul></ul><ul><ul><li>Targets opportunities </li></ul></ul><ul><ul><ul><li>Double Rewards on Wednesdays </li></ul></ul></ul><ul><ul><ul><li>Double Rewards for Desserts </li></ul></ul></ul><ul><li>Project Revenue - $54,000 </li></ul>
  13. 13. Program Reports
  14. 14. Data Segmentation
  15. 15. Traffic Tip #1 <ul><li>The Guest Experience </li></ul><ul><ul><li>Server Training </li></ul></ul><ul><ul><li>Voice of the Customer </li></ul></ul><ul><ul><li>Lifetime Value of the Customer </li></ul></ul><ul><li>Projected Revenue - Priceless </li></ul>
  16. 16. Server Training <ul><li>They are your face to the customer </li></ul><ul><ul><li>How do they treat your customer? </li></ul></ul><ul><ul><li>Do they act as your internal marketing </li></ul></ul><ul><ul><li>department? </li></ul></ul><ul><ul><li>Are they order takers or salespeople? </li></ul></ul><ul><ul><ul><li>Do they increase the average check? </li></ul></ul></ul>
  17. 17. Voice of the Customer <ul><li>How do you get Customer Feedback? </li></ul><ul><ul><li>Yelp, Trip Advisor, Secret Shopper </li></ul></ul><ul><ul><li>Comment Cards </li></ul></ul><ul><li>Utilize New Technology to Get Feedback </li></ul>
  18. 18. Consumer Sentiments on 41 Topics <ul><li>Randomizer asks 8 questions per survey </li></ul><ul><li>Over time, sentiments will be built on 41 topics </li></ul><ul><li>Ability to add or change questions </li></ul><ul><li>Database built from consumer input. No labor on your end </li></ul><ul><li>Voucher Certificate generates additional sales </li></ul>
  19. 19. Feedback Reports For Operational Improvements
  20. 20. What Is A Customer Worth Direct purchases over 5 years - $4,200 Refer 5 friends every 5 years - $105,000
  21. 21. But at The End of the Day
  22. 22. Other Traffic Tips <ul><li>Coupon Vehicles </li></ul><ul><ul><li>Clipper, Val Pack etc. </li></ul></ul><ul><li>Group Buying </li></ul><ul><ul><li> Groupon, Living Social </li></ul></ul>
  23. 23. Next Step What is your Revenue Potential?
  24. 24. <ul><li>8625 Richardson Rd. Commerce Twp., MI 48390 </li></ul><ul><li>Office: (248) 960-1683 Toll-free: (866) 297-5972 Fax: (248) 960-9405 Email: [email_address] </li></ul><ul><li>Come Visit With Us At Booth # 253 </li></ul>