Foodservice
Marketing Strategies
Marketing and Merchandising Techniques - GEC believes that marketing
is attracting the attention of the potential marketplace to the client's
products and services. To help our clients accomplish this, we employ
the four techniques of marketing as follows:
- Advertising - initiate attention-grabbing ads in various media
to let the public know "who, what, where and why" of the
client's operation.
- 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 restaurant in the public's eye. Developing programs
of participation of the client with the community are also functions
of good P.R.
GEC’s activities will focus on the development of suitable marketing
and merchandising promotions that will accomplish the following -
- Attract the interest of new customers.
- Re-create awareness of your products and service.
- Stimulate carry-out business where feasible.
- 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.
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 reinforce
your theme. 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.
Five Points of Impact
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:
- suddenly make your target market aware of your product and
services
- overwhelm the resources of your competition
- create attention by the determination of your onslaught
- concentrate the message of your strengths on the target
- keep the pressure on, never let up, hour after hour, day after
day until you achieve your goal.
This marketing blitz does work wonders if you have the guts
to try it and the stamina to see it through to its enviable conclusion.
To Top |
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:
|
