Archive for June, 2013

Does Your Restaurant Marketing Have A Rainy Day Fund?

Last night I went out for dinner to a local restaurant and had my meal on their outdoor deck. It was a great night, about 70 degrees, no wind and just a great night to sit out and enjoy a meal. During the course of the night, the owner “Dutch” stopped by our table to see how everything was going. My wife had mentioned to him that dining on the deck was such a wonderful experience and that it was probably a great thing for his business. Dutch’s reply was one that hit a chord with me.

He had mentioned that the deck was both good and bad for his business! Yes, it’s great that it opens up his restaurant and gives his guest an opportunity to have their meal or drinks and enjoy the weather. He also commented that the deck can also be a curse. He said that this year has been quite rainy and has hurt sales compared to last year when it was warm and sunny almost every day. The deck, which was new last year,   generated a lot of incremental business for him. Mother Nature and her changing weather patterns definitely has an impact on his business. This reminded me of another one of my clients in the mid-west who has a rooftop bar. Heavy rains have hurt his sales to the tune of 10% this spring.

While we can’t stop Mother Nature, we can impact restaurant marketing plans to minimize the impact. A well thought out and implemented Loyalty Program can help thwart Mother Nature and the weather patterns. A loyalty program that ties in with Cause Related Marketing Loyalty Fundraiserprograms can be just the tool to help build sales on those rainy days. Imagine a special promotion to help the local Little League on a day when you know the weather will be bad. Utilizing email or text messaging to promote the program and bring out the families who support the teams. By the way, bringing in the families with kids is a great way to boost your check averages!

If you would like to know more about Loyalty Programs and how they can help your business, feel free to download our White Paper.

 

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CORE Restaurant Marketing Outlines Five Strategies For Mid-Year Restaurant Business Reviews.

With the end of the month of June approaching, it’s time for restaurants to evaluate six months of business performance and implement strategies to reach year-end goals for 2013.

January through June has been a challenging time in the restaurant industry. The first quarter was impacted by payroll tax increases and rising gasoline prices that impacted consumer spending. April through June showed a modest recovery, but rising commodity cost continues to nip away at the profitability of restaurants in 2013.

As we move into the second half of the year it is time for restaurant operators to evaluate performance against goals that were established at the beginning of the year. Outlined below are five key strategies for improved performance and effective restaurant marketing:

1. Manage your business data from your Point of Sale (POS) System – There is a wealth of information as it relates to menu item performance, server productivity and labor management. In your review, you may even uncover situations involving theft or fraud.

2. Perform a menu engineering analysis – Clearly identify what your most popular menu items are and evaluate the potential to improve their profitability. Commodity cost have increased so be sure to take into consideration each menu items contribution to profitability.

3. Review your inventory management process – Are standards set to manage your inventory? For many restaurants, waste is one of the leading impacts on profitability.

4. Review your customer acquisition programs – What are you doing to drive new customers into your restaurant? Are you taking advantage of new marketing strategies such as social media to reach new customers? Are you participating in community programs that give you exposure to potential consumers? Do you maximize additional revenue strategies such as catering or takeout business? These are all additional opportunities to increase revenue and build your customer base.

5. Server training effectiveness – The coming back to school and holiday seasons represent key opportunities to impact the revenue of your restaurant. Are your servers prepared to create a positive guest experience for your customers? Are they creating opportunities to increase your average check? Implement a training program in late August or early September to keep your servers performing at peak productivity.

With over 30 years of experience in the food industry, CORE Restaurant Marketing’s mission is helping restaurants improve their revenues. To learn more about how CORE Restaurant Marketing can bring value to the restaurant industry, download the Free White Paper “Key Drivers to Restaurant Profitability”.


CORE Restaurant Marketing

Joe Welsh

Joe Welsh

Joe Welsh is a Partner with CORE Restaurant Marketing Solutions which is a national restaurant marketing agency focusing on helping restaurants improve their sales and profitability. Joe has worked with restaurants on a local and national basis. He has developed and implemented programs for US Foodservice, Gordon Foods and Performance Food Group. Joe has his Master’s Degree in Food Marketing from St. Joseph’s University and over 30 years’ experience in the Food Industry covering both the retail and foodservice sectors.

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