There is one method of building sales that is cheaper than any advertising campaign and allows an independent restaurant or small franchise to stay competitive with larger restaurant companies.
Local store marketing is a specific plan that targets specially
selected groups of consumers who live or work within three to five
miles of your restaurant. The purpose of local store marketing is to
drive traffic through special offers and community programs. The beauty
of local store marketing is that it is within every operation�s price
range.
Every restaurant can benefit from integrating local
store marketing into its promotional efforts, but local store marketing
is frequently dismissed by restaurateurs because of the amount of time
involved.
Instead of implementing tactics within the
community, many operators direct large amounts of money into mass media
advertising instead. Yet local store marketing only requires a fraction
of the money that outdated methods, such as mass media advertising,
call for and generally brings in a more reliable return on investment.
The small sums of money allotted to local strategies are complementary
to the entire marketing plan.
What can local store marketing do for you?
First
and foremost, local store marketing builds sales. But unlike the
temporary sales spikes that advertising may yield, local store
marketing helps create a loyal customer base that drives long-term
sales.
Executing your local store marketing plan.
The
basis for local store marketing is simple: build new trial (first-time
guests) and increase guest frequency, check averages and party size.
The question is; how can you accomplish this?
Local store
marketing should build brand awareness within the community, resulting
in new guests. First impressions are difficult to change, so the way
potential guests perceive your concept will determine if they will
visit in the future. Although new guests are an important part of your
business, you shouldn�t allocate the majority of your marketing budget
to winning them over.
Work on retaining regular guests and
increasing frequency by building relationships with your existing
patrons. Offer loyalty and rewards programs to promote return visits.
If a guest visits your restaurant once a month, get them to visit
twice. Congratulations, you�ve just doubled your sales.
Increasing
check averages is a simple, but an often overlooked, method of building
sales. Imagine what would happen to your sales if every server was able
to sell one more appetizer or dessert to each table. Suggestive selling
and up-selling are only effective if your employees are informed and
enthusiastic about the menu. Focus on building training and incentive
programs that get your employees excited about the brand.
Increasing
party size involves convincing your regulars to spread the good word
about your restaurant. Refer-a-friend programs, kids-eat-free nights
and large-party incentives can also boost business and increase brand
awareness.
Local store marketing starts with your internal guests
Treat
employees as your internal guests. They are your company�s best asset.
An employee who loves their job will speak volumes about your
restaurant. Create an environment where employees feel valued and
appreciated. When the staff is happy and well-trained, servers sell
more, food comes out quicker and guests leave satisfied. All the
advertising in the world can�t beat that.
Community partnerships
Examine
your target demographic and partner with organizations that interact
with those consumers. Are you trying to attract families? Sponsor a
local sports team or school. Want business professionals to visit your
restaurant? Get involved with the local Chamber of Commerce. Partnering
with an area non-profit organization can garner invaluable media
coverage and sends a message to the community that you�re a good
corporate neighbor.
Can local store marketing be combined with public relations?
Combining
local store marketing efforts with public relations is a cost-effective
way of getting your message out to the community. The media exposure
that good public relations efforts can generate is far more credible
and less expensive than advertising. A public relations firm can keep
the media abreast of what�s happening at your restaurant and formulate
story angles that will keep your restaurant in the news. The more often
you publicize your local store marketing efforts, the more likely it is
that you will attract the guests you�re targeting.
Commitment is key.
Your
operations team, from regional managers to franchisees, must be
committed to executing your local store marketing program. A successful
marketing program is strategically implemented so it doesn�t burden the
operators. By introducing local store marketing tactics one at a time,
you can gauge each one�s effectiveness before moving on to the next.
Local store marketing is a long-term solution and should be treated as
such. While it�s not a quick fix, the pay-off is well worth it.
Quantified
Marketing Group�s team of expert consultants can pinpoint your
restaurant�s needs and develop effective training, marketing and public
relations programs that can bolster sales and strengthen your image in
the community.
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