Food and beverage marketing

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Food and beverage marketing

  1. 1. Food and Beverage marketing<br />Feasibility study<br />Slide 1 / 16<br />Friday, January 28, 2011<br />BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing<br />
  2. 2. Recap of the previous session<br />How does nutrition facts labeling aid the food service business.<br />How do food service managers use the nutrition pyramid.<br />What steps would be appropriate to preserve nutrition during purchase of raw material.<br />What measures should be taken during making a cholesterol and sodium limited diet.<br />Slide 2 / 16<br />Friday, January 28, 2011<br />BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing<br />
  3. 3. Objective of the session<br />Explain marketing in terms of delivering guest pleasing service.<br />Describe steps involved in developing a feasibility study and list three types of market research.<br />Describe elements of a marketing plan and explain roles of sales, traditional and electronic advertizing.<br />Describe marketing tactics that a non commercial food service operation may use.<br />Slide 3 / 16<br />Friday, January 28, 2011<br />BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing<br />
  4. 4. Scope<br />Feasibility study.<br />Identifying market area characteristics.<br />Evaluating the proposed site.<br />In-depth analysis of the competition.<br />Estimating demand.<br />Projecting operating results<br />Slide 4 / 16<br />Friday, January 28, 2011<br />BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing<br />
  5. 5. Marketing with a focus on guest service<br />Seeing the business from the perspective of a guest.<br />Need for commitment by all employees.<br />Plan strategies.<br />Implement the planning.<br />Talk about it on a continuous basis.<br />Emphasize on staff training on a continuous basis.<br />Measure service to make results available to employees.<br />Slide 5 / 16<br />Friday, January 28, 2011<br />BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing<br />
  6. 6. Feasibility study<br />A study that is conducted before a proposed food service operation is constructed or on an existing facility prior to its purchase or lease.<br />Potential investors decide whether to finance the project based upon the results of he feasibility study.<br />The study guides the planners, architects of the project and assist managers as they develop marketing plans and prepare initial operating budgets.<br />Slide 6 / 16<br />Friday, January 28, 2011<br />BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing<br />
  7. 7. Scope of a feasibility study<br />Although the scope of a feasibility study varies from project to project a few features stay constant.<br />Identifying market area characteristics.<br />Evaluating the proposed site.<br />Analyzing the competition.<br />Estimating demand.<br />Projecting operating results.<br />Slide 7 / 16<br />Friday, January 28, 2011<br />BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing<br />
  8. 8. Identifying market area characteristics<br />Demographic Information.<br />Age <br />Gender<br />Level of education.<br />Marital status.<br />Number of children.<br />Family income.<br />Type of employment.<br />Location of residence.<br />Volume of sales in other related businesses.<br />Economic situation of the area.<br />Property rate movements.<br />Communities<br />Slide 8 / 16<br />Friday, January 28, 2011<br />BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing<br />
  9. 9. Evaluating the proposed site<br />One of the most important variables in determining the success of the venture.<br />A up market restaurant with an inviting ambience and good food quality will eventually fail<br />Involves researching on population.<br />Surroundings and metropolitan area.<br />Walking distance from the community.<br />Driving distance.<br />Proximity from the highway or business district<br />Slide 9 / 16<br />Friday, January 28, 2011<br />BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing<br />
  10. 10. Evaluating the proposed site<br />Distance from the nearest parking.<br />Exits, Boulevards, turnpikes.<br />Shopping malls.<br />Distances from theatres and amusement parks.<br />Walking population and driving population.<br />Location analysis in general.<br />Generating a comparative with the logistic difference comparison with other restaurants.<br />Slide 10 / 16<br />Friday, January 28, 2011<br />BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing<br />
  11. 11. Analyzing the competition<br />An inventory of all food and beverage facilities in the area.<br />The data also includes commercial and non commercial establishments in the vicinity.<br />Slide 11 / 16<br />Friday, January 28, 2011<br />BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing<br />
  12. 12. Analyzing the competition<br />The data is then further broken down to:<br />Location and proximity.<br />Type.<br />Source and volume of business.<br />Day and hours of operation<br />Menu Prices.<br />Guest Check average.<br />Type of service.<br />Number of seats.<br />Availability of alcoholic beverages.<br />Entertainment.<br />Promotional efforts.<br />Chain affiliation.<br />Slide 12 / 16<br />Friday, January 28, 2011<br />BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing<br />
  13. 13. In-depth analysis of the competition<br />How long has the competitor running his operation.<br />Business volume at various meal periods in the week.<br />What is the response from the current guests.<br />Type and volume of demand for F & B services <br />The adequacy with which the competition satisfies the demand.<br />SWOT analysis.<br />Points of difference between the proposed facility and the competition.<br />Slide 13 / 16<br />Friday, January 28, 2011<br />BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing<br />
  14. 14. Estimating demand<br />Extremely difficult and challenging.<br />Analysis of the areas Food and beverage sales.<br />Establish dining trends.<br />Conducting personal survey’s.<br />Interviewing potential customers.<br />Sending in dummy customers at various meal periods.<br />Slide 14 / 16<br />Friday, January 28, 2011<br />BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing<br />
  15. 15. Projecting operating results<br />Pro forma operating results which in this part of the world is known as Projected financial results.<br />Usually done for 3 years in case of partnership and 5 years in case of project reports.<br />Potential investors base their decision on this information.<br />Investors are interested in the revenue first and expenses after that.<br />Slide 15 / 16<br />Friday, January 28, 2011<br />BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing<br />
  16. 16. Questions <br /> <br />Comments<br />Slide 16 / 16<br />Friday, January 28, 2011<br />BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing<br />

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