by Jose L Riesco

A marketing plan for restaurant effectiveness is key for attracting new customers to your restaurant and for retaining repeat customers. A solid marketing plan features various components to capture a broad range of people. It should also be measurable so results can be tracked.

Once a restaurant is open and doing well, a marketing plan for restaurant fluidity ensures a healthy profit. Your marketing plan can be a combination of direct mail, promotions, community activities, and radio, television and print advertising. In-house promotions are also effective, such as themed dinners or early bird specials.

A marketing plan for restaurant business includes programs that promote repeat business. For example, a marketing effort that honors customers on their birthday with a special promotion encourages a larger group of diners to join in the celebration. This leads to more people knowing about your restaurant, which in turn, leads to more referrals.

When developing a marketing plan for restaurant success, look at your overall business. It’s important to know the environment in which you are doing business. You should be able to identify your market, compare your competition, define your customer base, explore other customer based opportunities, implement focused marketing efforts for new and repeat business, identify your competitive edge, determine menu price points, and implement up-sell strategies.

A marketing plan for restaurant lifecycles would bring you through busy and slow months successfully. A marketing budget should be set in proportion to your sales. A rule of thumb is 3% to 6% of sales. Advertising is part of a marketing plan and should encompass all mediums. On-site promotions, taking part in special events in the area, or holding a function in partnership with a charity or other company are also key marketing components. Take advantage of free marketing opportunities by introducing yourself to the local media. Think creatively and use holidays, community events and other opportunities to promote your restaurant.

A marketing plan for restaurant development should explore efforts that better connect you with the customer so they feel part of your family and want to support your business. Among the avenues to consider are targeted mailings, coupons, customer loyalty cards, an e-newsletter, a website and gift certificates. An inexpensive marketing plan is an email campaign where you collect customer’s emails in the restaurant or through your website and email them regularly about events, specials, holiday happenings and incentives for dining with you at certain times.

A marketing plan for restaurant continuity means involving the entire staff because they have direct contact with diners. A trained staff carries out your marketing plan and sets the tone for a customer’s experience. Enhancing customer expectations through the dining experience is an inexpensive marketing effort and will ensure a customer’s future return and referrals to others.

A marketing plan for restaurant effectiveness means building upon a strong foundation that takes all areas into consideration, such as changes in the restaurant industry, your market, the competition in the area, your customers and other influences. A marketing plan, whether created internally or by an outside marketing consultant, should be flexible so when results are tracked changes can be made to enhance what’s working and modify what is not successful. A marketing plan is an important ongoing effort, just like the daily operations of a restaurant.

About the Author:
Expert Jose L Riesco teaches the most effective methods for getting more visitors to your restaurant at www.myrestaurantmarketing.com. Learn more about a marketing plan for restaurant here.
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