Restaurant Marketing Part 2: I Built It - How Do I Tell People It's Here?

This is Part 2 in a series.  We will look at the traditional sales cycle as it relates to restaurant marketing and examine a full-scale plan to fill all the points on the cycle.  In this part we talk more
about Establishing Relationships - creating awareness of your business
and starting a new customer's cycle.

In we talked about examining your current and desired customer base.  As I said, this is key to determining how you need to move forward - not
just who you get now, but who do you WANT to get?  In that post I said:

Many believe that restaurants don't follow the traditional sales cycle, and the same rules don't apply in food service; I disagree.

What we need to do is tailor the traditional terms to the food service industry.  Customers buy for their own individual reasons, but in general restaurant customers follow the same path as customers of any
other business.  So how do we use that cycle?  Well, let's see!

Establishing Relationships

How do customers discover a new restaurant? Radio, TV, newspaper, Valpak, word of mouth...  Restaurant marketing has many forms, and in most circumstances, people won't go someplace new based on just one of
these - except word of mouth.  Think about it - you see an ad for a new
place with "" 
Well, really?  Are you just going to take their word for it?  Or are
you going to ask around and get other peoples' input?  Most of the time,
it's going to make you aware, but not call you to action.

Now, if your best friend, who you've shared plenty of meals with, tells you "that is the best Italian I've ever had" - you will listen and be more likely to try it.  He knows you, knows what you like.  You know
him and his tastes.  "But, Karl," you say, "how do I create word of
mouth without getting someone in the door first?"  Patience, my friend -
I'm getting there!  Obviously you can't really do that - but you can
maximize the people who DO come in the door.

Your restaurant marketing toolkit:

  • Mobile optimized website, well laid-out and easy to navigate
  • Claimed profiles on Yelp, Google, Urbanspoon, Foursquare, etc.
  • A variety of marketing channels appropriate to your target clients
  • Personable customer service staff
  • Customer loyalty program

You want your staff to take care of your customers, who are in a later part of the cycle.  While exceeding their needs, your staff asks the customers to join the customer loyalty program, whatever it may be. 
They also encourage the customers to post comments online, both on your
site and on Yelp, Google, etc.

I hope you see where I'm going here - get your customers to be your salesforce by using their positive word of mouth.  All positive reviews can make new customers question the accuracy of the reviews.  Negative comments give you a chance to respond, correct,
and show a true dedication to the customer and their needs.

You still need to get the word out to more people.  Use the media options we talked about to make people aware of you - but make sure you take every opportunity to add word of mouth behind your ad.  Post
testimonials, direct people to Yelp, whatever.  Most of those media work
better with a call to action in discount form - bite the bullet and do
the discount.  You are trying to build a clientele - but don't give away
the farm.  You don't want customers that only comes because you give
70% off! 

So now you have created new relationships; this needs to be an ongoing part of your plan.  Keep talking to your customers, keep encouraging them to join the loyalty plan, keep taking great care of

we will look at Need Recognition - targeting your customers' needs and yours as well.

Views: 8

Tags: City, Kansas, Valpak, Yelp, base, business, commerce, customer, customers, cycle, More…cycling, discount, do, electronic, engagement, establishing, food, how, i, loyalty, management, marketing, media, mobile, model, models, optimized, people, presence, relationship, relationships, restaurant, sales, series, service, small, social, tell, testimonials, told, traditional, web


You need to be a member of FohBoh to add comments!

Join FohBoh




Social Wine Club for Craft Wineries


Kids LiveWell atwitter over Twitter party

In its continuing effort to promote more nutritious and flavorful children's menu options, the NRA will hold a Twitter party  -More

Starbucks could become top on-premise wine seller in U.S.

Starbucks is planning to slowly expand its evening sales of wine, beer and small plates to thousands of selected stores throu -More

The evolving nature of snacks

Snacks have shifted from an after-school treat to a meal alternative as meal times become more fragmented.  -More


Posting a job or finding a job starts here at FohBoh. Call us about special $25 posting packages to syndicate across all major jobs boards.

National News

Wahlburgers Announces Expansion Plans Including Franchise Agreement in Philadelphia

Wahlburgers has signed a franchise agreement with Hingham Associates, LLC that will bring five Wahlburgers to the metropolitan Philadelphia area over the next several years. The franchise group is actively looking at sites and is targeting a late 2014-early 2015 opening for its first restaurant.

Chipotle Mexican Grill, Inc. First Quarter 2014 Revenue Up 24.4%

Comparable restaurant sales increased 13.4% - Restaurant level operating margin was 25.9%, a decrease of 40 basis points

Jamba Juice Announces Grand Opening of New St. Louis, MO Location

Jamba Juice Company announced the brand’s continued expansion in the St. Louis market with the opening of a Jamba Juice® store at 11477 Olive Blvd. on April 16, 2014.

Expert in Real Estate Analytics Joins Luna Grill

Luna Grill, the San Diego-based Mediterranean restaurant chain, is welcoming retail real estate industry veteran Greg Thorburn to its leadership team. Thorburn has been brought on board to fill the newly created position of Vice-President of Real Estate.

Rita's Italian Ice Awards Area Development Agreement for Kansas

Rita's Italian Ice has awarded franchise and area development agreements for Kansas and the Kansas City area, which extends to the Missouri side of the city, to franchisees and local residents Jay Miller, Jeff Miller and Pat Reilly.


If you are looking for capital to start or grow your restaurant, create the next 501c3, develop and launch the next app for the restaurant industry,or want to help your peers in some meaningful way, we want to know about it.


TED: Matthew Carter: My life in typefaces - Matthew Carter (2014)

Pick up a book, magazine or screen, and more than likely you'll come across some typography designed by Matthew Carter. In this charming talk, the man behind typefaces such as Verdana, Georgia and Bell Centennial (designed just for phone books -- remember them?), takes us on a spin through a career focused on the very last pixel of each letter of a font.

TED: Jeremy Kasdin: The flower-shaped starshade that might help us detect Earth-like planets - Jeremy Kasdin (2014)

Astronomers believe that every star in the galaxy has a planet, one fifth of which might harbor life. Only we haven't seen any of them -- yet. Jeremy Kasdin and his team are looking to change that with the design and engineering of an extraordinary piece of equipment: a flower petal-shaped "starshade" that allows a telescope to photograph planets from 50,000 kilometers away. It is, he says, the "coolest possible science."

TED: Norman Spack: How I help transgender teens become who they want to be - Norman Spack (2013)

Puberty is an awkward time for just about everybody, but for transgender teens it can be a nightmare, as they grow overnight into bodies they aren't comfortable with. In a heartfelt talk, endocrinologist Norman Spack tells a personal story of how he became one of the few doctors in the US to treat minors with hormone replacement therapy. By staving off the effects of puberty, Spack gives trans teens the time they need. (Filmed at TEDxBeaconStreet.)

TED: Jennifer Senior: For parents, happiness is a very high bar - Jennifer Senior (2014)

The parenting section of the bookstore is overwhelming—it's "a giant, candy-colored monument to our collective panic," as writer Jennifer Senior puts it. Why is parenthood filled with so much anxiety? Because the goal of modern, middle-class parents—to raise happy children—is so elusive. In this honest talk, she offers some kinder and more achievable aims.

© 2014   Created by FohBoh.

Badges  |  Report an Issue  |  Terms of Service