Getting Started with Your Restaurant Marketing Plan
Baz Rothwell is a specialist in marketing for restaurants and other hospitality venues. In this guide, he gives a practical approach to developing an effective marketing plan for your restaurant.
Restaurant Marketing can be a tricky business.
You may well wonder where to begin. Often not knowing where to start can be the very reason why you don’t even get started! So in order to get things into perspective you need to have a strategy or plan of what you want to achieve and why.
Ask yourself the following questions:
Try to be as specific as possible when answering the questions as this will allow you to be much more targeted in your approach
Let's take an example here. Your answers may be something like this:
These answers are very short, your answers could be more comprehensive and focused. Whatever your answers are, they need to be modelled on your offering or service. By this I mean if you want to offer a special lunch deal or menu that is modestly priced to capture a wider audience, then your target audience will not be those listed above. You will want to be targeting local office workers, shop staff etc., and you will be looking for quantity and turning around your covers quickly. In the example above you would be seeking a longer lingering lunch with a price tag that reflects good service and a good menu and more than likely a good range of wines.
Questions 1 and 2 are very similar but question 2 will give you a good start point, by figuring out your spare capacity it will give you an indication of where to take this line of questioning. Then it is simply a matter of matching the best marketing means to your five questions. So why not get started right now, get that pen and paper out or open a new document on your computer.
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