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Seven Traffic Bulding Strategies For Restaurants
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Seven Traffic Bulding Strategies For Restaurants

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