Posts Tagged 'restaurants'

Restaurant Marketing Plans for 2014.

I know, I know….

You are just preparing for the busy holiday season and planning for 2014 is the last thing on your mind. Unfortunately we all know that time goes so fast and January of 2014 will be here in no time. Do you want to come out of the gate fast, or start thinking about planning after January and February were dismal months for your business.

Now is a great time to do the advance planning and let a restaurant marketing coach help you. A good coach will do all of the advance work to evaluate your business and look for opportunities for improvement. With my clients, I look at the following five areas for improvement.

Core Coaching for Restaurants

Core Coaching for Restaurants

  1. Discover hidden profits with a menu engineering analysis and menu design recommendation.
  2. Review your restaurant’s visibility on the internet with Local Search Marketing tools?
  3. Are you engaging your customers on the latest social media applications?
  4. Have you evaluated your brand reputation online and set action steps to improve the guest experience?
  5. Do you have an effective email marketing or loyalty program?

After careful analysis and input from the restaurant owner, I am able to provide a potential revenue analysis to give my clients an

restaurant marketing

Sample Restaurant Marketing Revenue Analysis

idea of what a well thought out and executed restaurant marketing plan can deliver for your location.

Why not start now? The restaurant marketing coach will perform the marketing analysis while you run your business. We all know that time to do this kind of activity is not high on your priority list right now.

Run your business; let your coach come to you with a well thought out plan. To arrange a free 30 minute consultation, contact me and let’s set one up!

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 Whitepaper “Key Drivers to Restaurant Profitability”.


Are Your Restaurant Profits Walking Out The Door?

I find it truly amazing how large the portion sizes are at most restaurants! For some restaurant owners this may be a strategy to help your restaurant get know. Large portions…. cheap prices. But to those restaurants have they ever considered the impact on the profitability of the restaurant?

This past week, my wife and I went to dinner at a local restaurant. We had both been out at separate meetings and rather than go home and cook dinner, we decided to meet at a restaurant that was convenient for both of us. The meal was good, service was excellent but the portions were just too large. We walked away with a To Go bag that had enough food for lunch and dinner the next day.

What is the impact of portion sizes on restaurants profitability?

For the restaurant owner, large portion sizes have a direct impact on food cost as a percentage of sales. If your food costs are running high, consider how large your servings are. Are most of your customers asking for a To Go box? This is a clear sign that your portions are too large.

For the consumer, are large portions healthy for you? In our country, obesity is a major factor in health issues and rising medical cost. It can lead to several types of diseases which are not good.  In fact two thirds of all Americans are technically obese . Portions

Large portions as a marketing tool may be your strategy but I would ask restaurant owners to consider other alternatives such as excellent customer service, consistent food quality and impactfull marketing activities. Increasing profits can be significantly improved with restaurant marketing programs that get more customers in the door and raise check averages. Getting to come back more often can be achieved without large food portions.

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”. We can also be reached at 1-888-890-9492 x 101.

How can a Loyalty Program help your restaurant?

Statistics say that over 50% of diners participate in a least one loyalty program? Is your restaurant playing in the game?

Restaurant marketing is evolving very fast with the aid of technology gains. Yet some restaurants are still using old fashioned punch cards for their customers. While punch cards can achieve some of the same end goals, they do not give you access to the wealth of information to help you market to these customers.

Let’s look at the benefits of a loyalty program. Statistics show that consumers enrolled in a loyalty program bring the following results for a restaurant.

  1.  Increase customer visit frequency.
  2. Spend more. In many cases, check averages are 25% higher or more than non-loyalty club marketing
  3. 82% of loyalty program members referred at least one person to their program.
  4. 60% of consumers will patronize a restaurant if it has a viable community involvement program.

These four elements are the “Holy Grail” for restaurants. Get more customers coming in the door, have them spend more and come back more often.

To make the programs even more effective, many loyalty programs come built in with a marketing suite that includes, email marketing, social media integration, community involvement program and a text message program to help communicate with your customers. These tools help to build continual communication to increase the effectiveness of your program.

Obviously the question of expense enters into the decision making process. In most cases the return on investment is significant. We utilize a formula with our client which in one case shows an additional $135,000 in annual revenue based on a loyalty program cost of $2,500. We work with our clients to show them this analysis up front based on their actual numbers.

If you would like to learn more about how a loyalty program can help your business, please contact us for Free Analysis or download our whitepaper .

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”. We can also be reached at 1-888-890-9492 x 101.

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.


The Power of Madness on Restaurant Marketing

NCAA BracketsLast week my travels took me to Nashville Tennessee to work with one of my clients. It was a good trip but one thing struck me clearly, the power of NCAA Basketball on the local economy.

The NRA reports that business in the restaurant industry was off dramatically during January and February. My clients have expressed similar concerns about their business as well. With this as a backdrop, it was great to be in a city restaurant bustling with activity during tournament weekend in Nashville. Lunch on a Thursday found the restaurant packed with a 10 minute wait.

Later that day  spoke with a client in another city where there was a tournament last year and asked him about the economic impact on his business. He told me that it added a significant boost to his numbers that unfortunately he has to face this year. I think he will do OK because we had put together a great program to take advantage of St. Patty’s Day and the NCAA Brackets Challenge with a tie-in to his loyalty program.

Obviously the NCAA tournament is a great business boost if it is in your city. If it isn’t build an event that takes advantage of the promotion potential that the games bring.

Do Restaurant Owners Trust Food Distributors

An interesting week it has been!

Several of my conversations this week centered on whether restaurant owners trust their food distributor. Surprisingly, each distributor I spoke with said….. No they don’t and with good reason.

Do food distributors create this sense of mistrust? Broken promises, missed deliveries, and questionable billing issues are some of the potholes in this love hate relationship. The distributor sales rep has to wade through all of these issues to build trust and make it work with their customers. This can be a difficult task in a relationship that for the most part is built on price issues and not on bringing value to the customer.Food Distributors

From a restaurant owner’s perspective, how much time is spent micro managing a relationship that is built on getting the best price? An operator I met with this week was going to great lengths to match up his order guide with other providers just to keep his distributor honest. With multiple locations, this is an important function to manage your profit margin in this economy, but could his time be better served on other activities?

Is there a better way? Growing topline sales is just as important as managing the bottom line, but how many distributors are working with the customers best interest in mind?

Building trust has a long way to go in the food industry.

Restaurant Marketing Coach; Can They Bring Value To My Business?

When you look at everything that is going on in the restaurant business, it is easy to understand why restaurant owners are overwhelmed. Competitive challenges, human resource issues, technology changes and rising food cost are just some of the many issues that are faced every day. The list keeps growing and the ability to keep up with everything seems to have most independent restaurant owners at a loss.

There is a solution to help the restaurant owner deal with these issues. Restaurant Coaches are an invaluable asset to help and mentor restaurant owners through the day to day issues of running the restaurant.

With every business it is best to establish both short and long term goals. The Restaurant Coach will help you understand your current baseline statistics and set goals for the future. In the achievement of these goals, action steps and task accountabilities are established for specified time periods. The goals are established based on performance and financial metrics with the end result being improved profits for the restaurant.

Does it get results? Many of our clients are achieving performance statistics well exceeding the industry norm. “It makes sense” says one of our clients. “I can only focus on so many things at a time and my restaurant coach helps me balance everything out”.  Some of our clients have seen sales increases in excess of twenty five percent annual growth by implementing strategies recommended by the restaurant coach.corecoachpix

Not only do coaching strategies impact topline sales, but they also impact bottom line results. Focusing on data from the POS System, the coach can identify trends in your business that impact different aspects of your daypart sales and labor trends. The restaurant coach can also assist in food costing solutions that impact inventory and recipe costing that lead to increased profits.

Many of our clients take advantage of our “Pay for Performance” program in which payment for services is based on goal achievement. This unique program truly puts performance improvement as a joint goal for both the business owner and restaurant coach.

If you would to learn more about how a Restaurant Marketing Coach can bring value to your business, please contact CORE Restaurant Marketing at 888-890-9492 x 101 or visit to learn more.

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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