Owning a restaurant is something many people dream of. As with any other business, though, it can be difficult to succeed without a proper marketing strategy.
Fortunately, there’s a handful of tips that you can keep in mind when developing one for your restaurant.
Not sure where to start? Don’t worry, we’ve got you covered.
Let’s take a look at everything you need to know about creating the perfect restaurant marketing plan.
1. Understand Your Audience
Although people all of all demographics may eat at your restaurant, it’s crucial to understand the main characteristics of your patrons so that you can better target them through future marketing efforts.
For example, you should consider factors such as age, gender, and level of income. Additionally, you should also take their ethnic background into account.
A restaurant located near a large community could incorporate specials related to that culture, offer alternative menus in Spanish, etc.
Put simply, you’ll be able to build a stronger relationship with your audience once you’re able to accurately anticipate their needs.
2. Generate Future Sales by Acquiring Customers’ Email
Email marketing is one of the most efficient ways that you can boost your restaurant’s total number of sales. Not only are you able to keep your audience informed about any changes or additions to your restaurant, but you’re also able to send them coupons and promotions.
This is particularly effective when these deals benefit more than one person, such as a ‘2-for-1’ drink special. This will easily get more people into your facility, further increasing your sales.
So, you should always offer your audience the opportunity to receive their receipts through email so that you can use this form of contact in the future.
As an alternative, a common practice is asking patrons for their feedback in the form of a brief survey in exchange for an online coupon. This coupon is then sent to them through email, providing you with another method of acquiring this information.
3. Merchandise
Although it may sound like a simple practice, offering merchandise for your restaurant is an extremely cost-effective form of advertising. Even something as simple as a drink coaster can lead to a significant increase in the awareness of your brand.
Your merchandise should align with your target demographic, though, which is partly why it’s so important to define them in the first place.
A restaurant located on the beach, for instance, should incorporate beach-themed merchandise in order to appeal to its audience. In this case, items like hats, drink holders, beach bags, etc. are likely to be ideal.
Of course, T-shirts are a staple merchandise option that should always be kept in stock.
When planning this segment of your marketing strategy, you should also ensure that you create concepts for high-quality designs. Otherwise, you run the risk of investing in the production of your merchandise without being able to sell your inventory.
4. Show Appreciation for Loyal Customers
People are far more likely to remain loyal to a particular brand (especially restaurants) if they know that their business is appreciated. This is particularly true when it comes to smaller, local restaurants as interaction with brands like these is often more intimate.
Fortunately, you have plenty of flexibility when it comes to how you convey this appreciation.
One of the simplest ways to do so is to offer a rewards program. This is often in the form of a system that allows patrons to get discounts on future purchases by visiting your restaurant more often.
A common scenario would be to allocate ‘points’ that are based on the price of a particular bill. These are typically redeemable during future visits.
For instance, patrons could use their points to get a free appetizer alongside their meal. The bill for that bill could then be put toward future points in the rewards program.
As you can tell, this is a particularly attractive feature for most customers. So, there’s no reason not to implement one.
Other ways to show customer appreciation is to email them on their birthday, holidays, etc. and provide them with online coupons while simultaneously thanking them for their past business.
5. Utilize Social Media
As a marketing tool, social media simply can’t be overlooked—especially when considering how many people love to take pictures of the food and share them on the Internet.
Fortunately, restaurants can easily take advantage of this behavior and encourage users to share relevant photos they’ve taken by offering a reward in return. For instance, a restaurant could hold a giveaway that selects a handful of users at random who shared a photo while using a particular hashtag.
Social media also provides the opportunity for you to use your brand to directly interact with your customers. A simple response to a comment can go a long way, as can sharing a post someone made about your restaurant.
You can also collaborate with users who have a significant social media presence in order to capitalize on their audience.
Keep in mind, though, that you should ensure that your posts and interactions align with your brand in order to ensure that your relationship with your audience remains as strong as possible.
This means keeping personal opinions to a minimum, especially those related to political beliefs. These statements are often polarizing even if they aren’t intended to be.
Developing a Restaurant Marketing Plan Can Seem Difficult
But it doesn’t have to be.
With the above information about creating the ideal restaurant marketing plan in mind, you’ll be well on your way toward ensuring that your business has the best chance of success.
Want to learn more about how we can help? Feel free to get in touch with us today to see what we can do.