Pre Engineered Building Manufacturers Hyderabad.pptx
Restaurant & Cafe Marketing plan
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2. Menu
Space Rental
Full Bar
Merchandising (caps and Tees)
Carryout
Takeout
Gift Cards
Full service Catering
Special Events- Wine Tasting
Revenue Sources
3.
Café experience- The experience of dining as a
service
Healthy and light Food- We offer healthy choices for
lunch and dinner
Entertainment- We offer a relaxed and social
environment
Bar- We offer a full bar for adult drinkers
Our Products positioning
statement
4. Positioning of product or service
Our marketing efforts should center around
why our food is appealing, sexy , high-quality,
or in some way unique and position it as a
lifestyle product.
Example.
We provide a focused menu, quality food and full
bar and social experience for customers seeking a
relax, social and upscale environment.
Our Uniqueness.
We offer a non traditional menu with a traditional
bar setting and a bed and breakfast you can stay the
night. (you can get drunk and stay healthy with
vegan and vegetarian food.)
Positioning
5.
Individuals: people that dine in by themselves.
Families: a group of people, either friends or a group
of nuclear relatives dining together.
Take out: people that prefer to eat food in their home
or at a different location than the actual restaurant.
Carryout- People who order in groups (over $50)
who would like food delivered to them during lunch
Demographics
6.
1. Institutional marketing- Promote the life style and
entertainment value through PR and Blogging
2. Program Marketing-Product and Retention Strategy
To seek customer awareness, develop our customer base and
work toward building customer loyalty and referrals.
Establish customer retention and customer engagement programs.
Establish sales goals for staff to achieve (the perfect check theory)
To provide food and drink programs that increase Average ticket
price and more consumption of our goods. Our programs should
target college, hospital and the local business community.
Track our effort using POS and Google Analytics' to evaluate our
performance and reiterate.
Marketing Strategy
7.
Our programs and tactic used will be centered
around 4 core attributes
Increase customer frequency- (coupons and
specials by capturing customer information)
Increase check average (waitress and bar
tender recommendations and up-selling tactic)
Group size (target large group orders with
carryout and in-store
Identify our hottest sellers, best approach and
get customer feedback and POS reports
Increase our customer Rating
Core Marketing Objectives
8. Get customer Feedback using survey form and survey
monkey via email.
Increase our rating (direct guests to yelp and trip advisor and
Goggle plus)
Lead capturing using mail chimp and facebook fan page
Position up-sell influencers in the café (table-tops)
Cross market other products (ex. catering)
Use suggestive selling tactics
Send weekly invitations, coupons and special discount via
email, foursquares, Yelp and facebook fanpage
Track our best sellers and measure feedback
Take customer order, service them, bill collection and post
sale tactics
Food Sampling
On slow days, send text campaigns to local customers
encourage them to stop by for specials.
Marketing Activities and
opportunities in-store
9.
Local Search (city paper, google maps and yellow pages)
Social Networking (engage fans on twitter, Facebook,
Youtube and Photo-sharing sites)
RSS and Blogs- (Post press releases, menus, food articles on
wordpress, blogger etc)
Search engine- optimize for local and niche keywords to
drive traffic to website
Street Promotions- Delivery menu and coupons to local
residents and businesses
Strategic offline Partnerships- Reach out to local area school
and hospitals.
Strategic online Partners- Identify online partners that drive
traffic and retain customers (opentable.com, delivery.com)
Launch Google Adwords Paid program
Marketing Activities and
opportunities outreach
10.
Happy Hour
Vegan Wednesday
Karaoke
Sports Bar
D.C Government worker Day
Community Day
Sport Sundays and Mondays
College lunch
Wine Tasting Saturdays
Wi-Fi & coffee
Café Weekly Programs
11. Strategy
- Press Release should focus on our weekly programs,
accomplishments, new products and services
- Articles should be written in the areas of Travel, Food
and Nightlife
Execution
Get news featured in Print
Post Press Release and articles to blog websites, social
networks, pr submission website and news site (RSS).
Optimize Press release with high impact keywords
Submit press release and stories to local bloggers
Public Relations
12. Customer acquisition – word of mouth, referral,
flyer distribution, Google maps, local directories,
online search, PR and strategic partners
Customer Retention- customer loyalty programs,
specials, coupons and appreciation days, email
acquisition, Birthday Invitations
Up-selling- Sampling, Suggestive selling and
marketing materials
Operational strategies- Identifying our most
profitable programs, products etc
Bringing things all
together
13.
P/L Statement
Prime cost worksheet
Break-even analysis
Customer Feedback (Yelp, Usersvoice.com,
Going.com, Facebook, Twitter and message boards)
Coupons Validated
Email open rates and click throughs
Event confirmations and ticket purchases
Success Metrics and
Tracking
14. Employee Training
Get Found online.
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