Foodservice
Marketing Strategies
For the past century Advertising and Merchandising techniques used
in marketing were to attract the
attention of the potential targeted market to the client's products and
services. To help our clients accomplish this, we employ the five techniques
of marketing as follows:
- Advertising - initiate
attention-grabbing ads in various media, including the internet to let the public know
"who, what, where and why" of the client's operation.
We offer established alternative methods to extend your advertising dollar.
- Merchandising - suggest point-of-sale
attention grabbers for the customers once they enter the establishment
to entice them to buy.
- Promotions - energize interesting and
appealing programs to get prospective customers to make a decision to
patronize the client's restaurant.
- Public Relations - stimulate activity to
keep the best features of the client's establishment in the public's eye.
Developing programs of participation of the client with the community
are also functions of good P.R.
- Loyalty Programs - to grow your customer base and keep them coming back.
Today’s economic system requires a fresh outlook on marketing strategies.
Until now, restaurant operator’s
marketing efforts were directed at building higher sales volumes to achieve increased profits.
Today a new stratagem is
needed. The newest thinking is to plan to conserve your current customer base
while reorganizing your operations to produce a profit at every sales level. This
new thinking about marketing means a major revision of our previous policies
and practices for marketing of
restaurants.
Now, GEC’s activities will focus on the development of suitable
marketing and merchandising promotions that will accomplish the following -
- Maintain customer loyalty
- Promote awareness of your
products and service.
- Stimulate carry-out business.
- Institute catering
off-premises where feasible.
- Show you methods to improve
your visibility in the community.
- Develop low
cost/high-interest promotions that really bring people in.
- Redefine
operating costs for each attainable sales level.
GEC
believes in a hands-on marketing approach.
We work with your serving staff to create greater motivation to sell and to
adequately provide service to your clientele.
Menu
Marketability
We will analyze the marketability of your menu. The menu should
not only reinforce your theme, but must be eye catching and also appealing on the internet. Each
potential menu item must be scrutinized in two
ways: does it fit into the theme, and is it a good profit item?
Standardization, definition and graphic display actively incorporated into
your presentation of food and beverages can stimulate sales and profits. The
appearance of your facility, your logo, signage, graphic display will be
considered as active tools to attract attention to your operation. Price can
be used to promote selected menu items. Employees can be instructed in good
suggestive salesmanship.
GEC
developed the Marketing Blitz
The strategy of the business Goliaths is to saturate the target
market with media insertions of newspaper ads, T.V. 30 and 60 second
commercials and radio spots throughout the day. The purpose of penetration
advertising (PA) is to establish and maintain their company’s identity in the
selected marketplace long enough to effect significant long term profits. The
cost of such campaigns can run into millions of dollars. Are they successful?
In most cases they are.
How Does the
Marketing Blitz Work?
How can the little guys compete against this? Does he have the
huge funds? No! Does he have the human resources? No! Does he have the time
working in his favor? No! What he does have is the imagination, the daring
and the drive to do a lot with very meager resources. That is the basis of
the development of the "Marketing Blitz" or the Blitz as it is
called. For restaurant operators, the impact of this Blitz attack is to:
- reawaken your existing customer’s
interest in your products and services.
- exploit the weaknesses of
your competition and "borrow" their customers.
- create growing attention to your
loyalty program by constant promotions and rewards.
- concentrate on providing the best food, service and
hospitality to your customers.
- keep the pressure on, never
let up, hour after hour, day after day until you achieve your immediate
sales and profit goals.
This
marketing blitz does work wonders if you have the fortitude and
stamina to see it through to its enviable conclusion.
For more information, please see our contact page.
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Some
Marketing Success Stories:
"We
remodeled an abandoned fast food site into our most attractive new seafood
quick serve concept. We had excellent visibility on a major highway, but
growth was slow. Then GEC introduced the ‘Blitz’ and we took off.
In just ten weeks we were doing more than $120,000 per month. The ‘Blitz’
works!"
B.
D., Chicago, Illinois
"We
operated a large banquet complex but sales were slow. We had some excess
space which we hastily converted into a pub with great food. We were dying
there too, when we asked Lloyd Gordon to help. He demonstrated the
‘Merchandise Blitz’ and within a month we
began to fill up for lunch and after hours. That concept really worked."
L.P.,
Elmwood Park, Illinois
"We
operate a great pizza carry-out with sit down. We had a super delivery system
and a state-of-the-art delivery truck that wasn’t paying its way. GEC was
called in and started a ‘Blitz’ for home deliveries. Within
six weeks we needed an additional vehicle. Now we operate four!"
E.
W., Naperville, Illinois
Visit
our "GEC University." Our Archives
has articles on:
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Restaurant
Development
·
Restaurant
Profitability
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Restaurant
Marketing
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