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Core 7 Strategies To Increase Restaurant Traffic

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Utilize these strategies to improve your restaurant marketing.

Published in: Business, News & Politics
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Core 7 Strategies To Increase Restaurant Traffic

  1. 1. Developing Your 2012 Marketing Plan
  2. 2. CORE Restaurant Marketing ◦ National Restaurant Marketing Agency ◦ Focused on Helping the Independent Restaurant Operator ◦ Has business relationships with multiple national food distributors ◦ Track record of performance in developing sales increases.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. 3. 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. 4.  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 Top Line / Bottom Line Solutions
  5. 5. • Shotgun approach vs. target marketing• Technology has changed driving traffic
  6. 6.  Local Search Visibility. − # 1 Search Term on Google is Local 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. 7.  Communicate Monthly with Email Marketing −Stay top of mind with your customers −Why do people open email’s? • They know who it is from. Build an opt-in list. • 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
  8. 8.  Takeout Menus Programs −Get your menu in the home −Let customers see what you to offer −Direct mail programs • Build your business in slow months • Drive Dine In Sales • Drive Take Out Sales Projected Revenue - $25,800 Tie Your Takeout Menu In with Mobile Marketing For Added Impact
  9. 9.  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
  10. 10. Juan’sTracking 35% ahead of last year Guadalajara Owners are subsidizing monthly
  11. 11.  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
  12. 12.  The Guest Experience −Server Training −Voice of the Customer −Lifetime Value of the Customer What Is A Customer Worth Direct purchases over 5 years - $4,200 Refer 5 friends every 5 years - $105,000
  13. 13. • Menu Updates • Counterbalance the impact of rising food cost. • Update / Review every 6 months• Menu Engineering • Sell what sells and help with inventory management• Menu Design • Design techniques can improve the profitability of your menu by as much as 15%
  14. 14.  Coupon Vehicles −Val Pack, Clipper, etc. Group Buying −Restaurant.com. Groupon, Living Social
  15. 15. • What is your revenue CORE Revenue Analysis potential? Menu Impacts $ 41,860.00 Menu Engineering Impact $ 7,020.00• Get your customized report Inflation Impact $ 32,760.00 today. 5 to 9 Impacts $ 2,080.00• Prioritize your action steps. Takeout Menu Marketing $ 22,800.00 Internal Marketing $ 7,800.00• Build your 2012 marketing Direct Mail Marketing $ 15,000.00 plan. Loaylty Program with Fundraising $ 58,500.00 Email Marketing $ 21,600.00 Social Media Marketing $ 23,400.00 Local Search Visibility $ 7,800.00 Total Revenue Impacts $ 175,960.00
  16. 16.  Purchase Services as needed through our network ◦ Menus, Rewards, Email, LSV, Social Media Playbook CORE Coaching Program ◦ 4 week Coaching Program  Week 1 – Goal Setting  Week 2 – Menu Analysis, Is it designed for profitability.  Week 3 – Review of current marketing strategies and a look at alternatives.  Week 4 – Four Walls marketing strategies
  17. 17.  Implementation Programs Basic Starter Managed Services • LSV • LSV • LSV • CORE Coaching • SM • SM Admin Playbook • Menu P&P • Menu P&P • Rewards with • CORE Fundraising Coaching • Email • 3 Month Marketing Startup and • CORE Turnover Coaching
  18. 18. CORE Restaurant Marketingwww.corerestaurantmarketing.com 888-890-9492 x 101

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