Marketing plans can help draw more customers to your restaurant.
According to the National Restaurant Association, the restaurant industry in the United is expected to bring in $604 billion in 2011. While this certainly represents a huge market with a lot of potential, the industry is also extremely competitive. That's why to stand out in the restaurant marketplace, you need a detailed marketing plan.
Outline Your Goals
The first part of the marketing plan for your restaurant business is to clearly communicate what you want to accomplish with your marketing initiatives. Your goals and objectives should be clear and concise. For example, saying, "Get more customers" is way too broad of a goal. Instead, you could say, "Increase sales of healthy menu items by 35 percent by the end of the fourth quarter of next year." As you can see, this goal is specific, measurable and contains a time line for when you want to accomplish it.
Define Your Market
Defining your market means determining where your business will come from. First, you need to recognize the demographic characteristics of your key customer segments. The easiest way to do this is to observe the customers that come into your restaurant. Are they old or young? Male or female? Bargain food hunters or people who enjoy being wined and dined? Come up with a list of characteristics that define several segments that frequent your restaurant. Then, decide on the geographic areas you will target that correspond to your target market characteristics.
List Your Competition
The next part of the marketing plan for your restaurant business is a competitive analysis. Gather competitive intelligence by going to the restaurants of several key competitors, and observing their menu prices, customer interactions and types of customers. Develop a profile for each of your competitors that includes their strengths and weaknesses. Include any examples of marketing materials you have seen each competitor using, such as websites, email marketing, local newspaper and trade publication advertisements and sponsorship events.
Communicate Your Strategies and Implementation Plan
Once you understand your market and your competitors' strengths and weaknesses, you can develop the final section of your restaurant's marketing plan. First, list the specific strategies you are going to use to promote your restaurant. For example, you can participate in local food festivals or concerts; develop a frequent diner loyalty program; offer free samples or discounted menu items on certain days; or send a weekly email newsletter to customers. Once you choose your strategies and tactics, outline an implementation plan that includes a time line and recommended next steps for rolling out each tactic.
Tags: your restaurant, marketing plan, marketing plan your, menu items, more customers