Lloyd Gordon's Blog

Restaurant owners will not normally discuss their marketing strategy with outsiders. Therefor, If you seek advice on marketing from another restaurateur, you probably will not receive any. But, if you plan to have a successful marketing strategy, there are many things you have to consider. Here is a list that has proven to be very helpful for clients of GEC consultants to apply to a new marketing strategy in their restaurant operations.

1. What are your revenue goals?

2. How and when do you plan to achieve them?

3. What is a realistic potential for improvement in your current marketing and sales process?

4. Where does  your current business come from?

5. What is a first step you must take through marketing,

6. What budget can you afford to advance the to reach or exceed your expected  results?

7. Which sales tactics are  most likely to provide  best results?

8. What have your competitors done that has not worked for them in the past?

9. What have you done that has not worked for you in the past?

10. What is the best mix of tactics to use to generate leads?

11. What is the best mix of tactics to strengthen your branding?

12. What is the best mix of tactics to retain your current customers?

13. How does your mix of marketing tactics  contribute to your reaching your goals?

14. What kind of  campaign should you engage in first and what tactics should you test over a period of time?

15. With the tactics you choose,  how do you make sure you implement them as well as you are able?

16. What methods do you have to  check the success of these tactics over time?

17. In using your tactics what pitfalls must you avoid?

18. How do you set up a process to make sure you nurture demand  within your target market so you gain the highest sales results over the long term?

19. Which marketing and sales tactics should you avoid altogether because they are not producing good results?

20. How would you measure and improve results continually over time?

21. How long might it take for results to materialize based on your assumptions?

22. Are you planning to train your operating people to tap their energy and potential salesmanship to get fast results?

23. Are there any immediate problems you must fix to get fast results?

24  If you achieve your revenue goals, how will that affect your business operations and ability to deliver at or above your current quality levels?

25. Do you have a commitment from your working team to do everything they can to reach your marketing goals?

These are only a few of the questions you must ask in attempting to build a dynamic marketing strategy. Asking questions is the first step. Next comes the research to implement the actions you choose to take.

For more information see the “Marketing Blitz”.

The National restaurant association in its recent report stated that the casual service restaurant industry had a substantial sales increase in 2011 and it is predicted that it will continue upwards in 2012 and beyond.

There are many reasons for this but two stand out, those restaurants that are in professional communities throughout the United States and those that are in youth-oriented areas of our metropolitan cities, are shown to have suffered very little from the recession.

Reasons for this appear to be first, the professional segment of the population that were basically unaffected by the recession continued to live their normal lifestyle. They frequented restaurants for lunch, had working conferences, and stopped at restaurant/bars after work. As families they ate out once or twice a week for an evening meal and on the weekends they made it a social event of meeting friends and dining in their favorite entertainment dining spots. On Sunday a major family outing occurred three or four times a month.

Secondly, in the youth-oriented populations  of pre-teens and post-teens, these young adults continued to spend at the local gathering places because those restaurants with modest prices have  become their social centers. Since they were living at home or in cramped living quarters they were accustomed to meeting their friends and socializing in their favorite feeding spots.

It appears this information should alert us that if we want to get on the bandwagon, and increase our sales, we should focus on these two segments of the population; the young professionals and the teens and post teen  young adults. It is obvious that the casual service operators catering to these target clienteles have withstood the recession with flying colors.

Therefore, it would seem the answer to the question for them, “Where has the recession gone to?” Their answer is, “What Recession?”

Do agree that the recession is really over? Let me know how it affected your business.

Regards,

Lloyd M. Gordon

Lloyd M. Gordon founder  and President says his company,  “GEC Consultants, Inc. has been serving the Hospitality Industry for nearly 50 years. We have an operating branch in New York, Manhattan that covers the eastern seaboard from Mass. to Florida. We boast of restaurant, bar, niteclub and catering clients. We appreciate and look for business from this area.
Mr. Al Joseph, our representative will be pleased to discuss providing any service you require. Please contact him at 860-910-6527. I believe this can be very beneficial to you.
Regards, Lloyd M. Gordon, President, GEC Consultants, Inc.”

I suggest you take the time to come to my website and download The Marketing Blitz. You will find the information valuable as it is based on over 50 years of successfully operating restaurants and advising others.

As an entrepreneur you have many goals. The Marketing Blitz can set you on the path reaching these goals. You will learn how to out-maneuver and crush your competition. I know the “Blitz” works when it is organized,  operated and implemented with complete cooperation and determination of your entire staff and yourself.

Here is an inspiring story from my archives about cashing in on the result of using the methods of the Marketing Blitz:

Some years ago, I was asked to evaluate a fast food located in a store front on a very busy Chicago thoroughfare. The owner had operated at this location for 18 years. It was a very busy spot. Cars were double parked on the street and customers were steadily entering and leaving.

The owner wanted me to determine a fair price for this establishment. I asked him what he believed was a fair starting price to start a negotiation. He replied, “$350,000.”
I went to work and set up a business evaluation form. This form, (which I still use) flagged significant incomes and expenses and noted special features of the business.

The outstanding three features were—

If you didn’t get you order in 9 minutes it was free.
You could double park, cop free, for 12 minutes.
Your average check for sandwich, side, and beverage was under $7.00.

My well documented business appraisal was accepted in the negotiations and the business was sold lock, stock and barrel for over one million dollars. It is now a thriving international chain.

You are invited to bookmark the website, www.gecconsultants.com and to browse the many articles, books, pamphlets and products which have been accumulated to provide assistance to anyone operating a restaurant, bar, nite-club or catering enterprise.

I look forward to hearing from  you and helping you succeed in achieving your business goals.

Today the need for experts in the foodservice industry is growing as the recession lightens.  The need has developed because  operating a restaurant has become even more  evolved into the methodology of operating a complex foodservice effectively to maintain a profit under any economic circumstance. To be efficient, a facility serving food must adhere to ever higher standards of development, performance and efficiency in food, service and marketing. Achieving these standards requires management’s time and company money.  This  demand for high standards came about because:
1.    The marketplace has exploded, bigger was better.

2.    The customers was mobile and could  travel readily.

3.    Theme differentiation required elaborate ambiance.

4.    A wide diversity of foodservice outlets created overwhelming competition.

5.    Competition required allocating more funds, time and dedication to making marketing  work effectively.

But during this past major downturn in business, the maintenance of these  standards became  too cumbersome and expensive. TO THE RESCUE CAME GEC ONSULTANTS. We have developed three utterly new innovative programs for restaurant survival and financial solvency. GEC believes that restaurant operators who adhere to old established ideas will perish, while those with the foresight to take action now, will thrive and prosper. Newcomers to the industry indoctrinated in this new operating philosophy, also will prosper.

The initial program is “The Marketing Blitz” which was developed to maximize sales through aggressive marketing.

The second Program is “The Most Bang for Your Buck” which shows how intelligent purchasing can put money into the pocket of every foodservice operator.

The final Program in this series is “Learn to Enjoy Your Restaurant Again” which identifies how  stress  can strangle  a restaurant, bar, nite-club or catering enterprise by preventing the operator from functioning effectively. This Program suggests ways an owner or manager can overcome stress to regain leadership of the enterprise.

To see all of these Programs visit our website at www.gecconsultants.com  located on our home page. Examine them all, and then browse through our website for other useful articles, books, pamphlets and products which can be beneficial  to everyone in the Hospitality Industry.

© Copyright GEC Consultants, Inc. 2012
All Rights Reserved

Lloyd Gordon noted restaurant consultant announced that he is NOW offering a FREE subscription to his popular newsletter to everyone in the Hospitality Industry. He says, “ I call it the news of The GEC’s Insider’s Info Club. Subscribers will be kept informed of what’s happening in the industry as well as suggestions of what you can do about it. In addition, I offer you ways to save money.” You can take advantage of this FREE publication with no strings attached by clicking here. You should receive your initial copy in your e-mail within a week.