marketing

1. Experiences of Marketing a
Restaurant.
--A case study--
MR. KAMLESH BAROTMR. KAMLESH BAROT
REVIVAL

2. We are.......We are.......
owners, operators and
managers, in all our
properties. We are in this
hospitality and catering
business, for the past 50
years..
1947 1996

3. We
Manage..
.
 three food
outlets in Bombay
 with a hotel in Baroda,
Gujrat, having 2 food
outlets .
 A 60 room property, with 4
food outlets, proposed 3
star, is in the making, in
Baroda, due to
commission in
December.

5. I am...
 a commerce
licentiate,
 done a Radio officers’
program,
 and a merit certificate
holder from the Dadar
Catering college.

7. My presentation is relevant not only to new
restaurants, but for existing properties,
wanting to sell their food and beverage better.
Metamarketing, & Market
segmentation procedure,
Market Targeting,
Marketing Environment

8. What is this Marketing ?What is this Marketing ?
A dissatisfied group
Satisfy their wants
Selling it at a price
Accessible
Marketing is defined as aMarketing is defined as a
process by which exchange ofprocess by which exchange of
mutual satisfiers occursmutual satisfiers occurs..

9. The 4+4 ‘P’s’ of MarketingThe 4+4 ‘P’s’ of Marketing
ProductProduct
PricePrice
PlacePlace
PromotionPromotion
PeoplePeople
ProgrammingProgramming
PartnershipPartnership
PackagingPackaging

10. Why restaurants?..Why restaurants?..
PleasePlease
step in orstep in or
we bothwe both
shallshall
remainremain
hungryhungry
tonighttonight
? ““What has marketing got to do with restaurants ?”.What has marketing got to do with restaurants ?”.
? ““If a person is hungry he shall come for food !”If a person is hungry he shall come for food !”..

11. 12'noon 2p.m.
4p.m.
8p.m.
10p.m.
12
midnt
Demand
staffinglevels
0
2
4
6
8
10
12
14
16
18
20
Operationtimingsof the
Restaurant
Demandand
staffinglevels
Differencebetweendemandandstaffinglevels
Demand
staffing
levels
Shortage of staff

12. Who is our guest ?
With the coming of Mega Chains, if we doWith the coming of Mega Chains, if we do
not market our Restaurants properly, ournot market our Restaurants properly, our
customers could walk away to them. Thecustomers could walk away to them. The
secret lies, in getting the same guest, oversecret lies, in getting the same guest, over
and over again,and over again, ((repeat guestsrepeat guests),), than to huntthan to hunt
for new customers every-timefor new customers every-time..

13. MY GOLDEN RULEMY GOLDEN RULE
Once all repeat businessOnce all repeat business
is being obtained, thenis being obtained, then
the time is ripe to lookthe time is ripe to look
for new businessfor new business

14. is............
 a restaurant serving vegetarian Indian anda restaurant serving vegetarian Indian and
Continental food at Chowpatty Sea Face,Continental food at Chowpatty Sea Face,
BombayBombay
 with 100 covers in the restaurant,with 100 covers in the restaurant,
 a function room “Rainbow Room” for 75a function room “Rainbow Room” for 75
personspersons
 and a terrace garden for parties “Roof -talkand a terrace garden for parties “Roof -talk
garden”garden”

15. started in 1991....
... was designed to... was designed to
remain in theremain in the
mainstream for 10mainstream for 10
yearsyears
NO BIG DEAL !NO BIG DEAL !

16. How we do Marketing at Revival.How we do Marketing at Revival.
Any Suggestions:_____________________________________________________
____________________________________________________________________
____________________________________________________________________
Name:_________________________________________________________________
Address:______________________________________________________________
Date:_______________________________ Time:_____________________________
Birth Date: ______________________ Spouse’s Birth Date: _________________
Wedding Anniversary : _________________________________________________
For office use:
W.No.: __________________ T.No.: _____________________ A.: _______________
Suggestion Cards

17. Marketing at Revival.
Birthday cards, Anniversary cards
and Privilege Cards

18. How we should not have
done at Revival.
Festivals
Media Hype
International
Coverage
Festivals
Media Hype
International
Coverage

19. Public Relations
Public Relations
Public Relations
Public .Relations.
Public Relations-OFIT
PROFIT
PROFIT
PROFIT
P.R. = PROFIT

20. Word of mouth
Stories start with us.Stories start with us.

21. Complaints handling -PR-

22.  Things that did not work!
Ñ TheThe
ExecutiveExecutive
Lunch BoxLunch Box

23. Office CrowdOffice Crowd
Promotions forPromotions for
Banquets and TerraceBanquets and Terrace
Garden,Garden,
OurOur
Recommendations’Recommendations’
PromosPromos
this brochurethis brochure
Recommendations’Recommendations’

24. Food
Authentic food
‘Fusion’ cuisine.
Du jours
Standardized recipes
Costing of menu items

25. tastetaste smellsmell
soundsound touchtouch sightsight
should come at playshould come at play
Presentation
All the five senses ofAll the five senses of

27. Service
 Training Sessions,Training Sessions,
 ExamsExams
 Daily BriefingsDaily Briefings
 Kitchen printing of KOTsKitchen printing of KOTs

29. Ambiance
Art DecoArt Deco

30. Location & ReceptionLocation & Reception

32. BanquetsBanquets

33. The ‘Gastronomique’ Food
Guide
Promotion means offering somethingPromotion means offering something
special.special.
Marketing can provide security, longevityMarketing can provide security, longevity
and profitabilityand profitability

34. Menu Merchandising
HouseHouse
specialtiesspecialties
AuthenticityAuthenticity
PromotePromote
certain itemscertain items
Bring inBring in
noveltynovelty
Pull familyPull family
businessbusiness

35. BudgetsBudgets
PurchasingPurchasing
Stock controlStock control
ProductionProduction
Equipment & staffingEquipment & staffing
Quality controlQuality control
PricingPricing
ServiceService
An Ideal System Requires:

36. ““What’s your Line ?”What’s your Line ?”
““I am a restaurateurI am a restaurateur
in Bombay”in Bombay”
““Oh! What part of Bombay.”Oh! What part of Bombay.”
““Chowpatty.”Chowpatty.”
““My brother lives there,My brother lives there,
where at Chowpatty?”where at Chowpatty?”
““Chowpatty sea face.”Chowpatty sea face.”
““No kidding! I bet that’sNo kidding! I bet that’s
where he took us towhere he took us to
dine on my kid’s birthday.”dine on my kid’s birthday.”
We all face this everyday

38. ‘Valentine's Day &
Anniversary Bash, Mailers,
Marketing can provide security,Marketing can provide security,
profitability and longevity.profitability and longevity.

39. Clues for marketing

40. Global Distribution System
As a stray thought why should weAs a stray thought why should we
restaurateurs not get bookings like roomrestaurateurs not get bookings like room
bookings on the Global Distribution system.bookings on the Global Distribution system.
(How it relates to you )(How it relates to you )

41. Real Life
Give an example or real life anecdoteGive an example or real life anecdote
Sympathize with the audience’s situation ifSympathize with the audience’s situation if
appropriateappropriate

43. If you have just woken up
zz
ZZ
ZZ

44. What This Means
Add a strong statement that summarizesAdd a strong statement that summarizes
how you feel or think about this topichow you feel or think about this topic
Summarize key points you want yourSummarize key points you want your
audience to rememberaudience to remember

45. Next Steps
Only well marketedOnly well marketed
restaurants will leadrestaurants will lead
by hand in fistby hand in fist
Summarize any followSummarize any follow
up action itemsup action items
required of yourequired of you