The document outlines a marketing plan for independent restaurants, emphasizing competition against larger chains through local community involvement and effective marketing strategies. It provides insights on driving traffic, utilizing technology for local search visibility, and leveraging social media and email marketing to engage customers. Key revenue potentials from various strategies, including loyalty programs and menu engineering, are also highlighted.

1. Developing Your 2012 Marketing Plan

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. 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.  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. • Shotgun approach vs. target marketing
• Technology has changed driving traffic

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

8.  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

9.  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

10.  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.  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

15.  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

16. • 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%

18.  Coupon Vehicles
−Val Pack, Clipper, etc.
 Group Buying
−Restaurant.com. Groupon, Living Social

19. • 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

20.  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

21.  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

22. CORE Restaurant Marketing
www.corerestaurantmarketing.com
888-890-9492 x 101