Any catering establishment can be compared with a living organism that lives and obeys certain laws that can be properly managed.
One of the tasks of marketing in the restaurant business is to regulate these rules so that this organism functions stably and correctly, develops and expands. As a result, profits increased.
Otherwise, why start all this?
According to the tasks, directions and methods of implementation, marketing in the restaurant business is divided into external, internal and interactive
- External marketing is all that brings a guest to a restaurant, all those tools that work outside the hall, kitchen and service. The task of external marketing is to identify and develop messages that are attractive to guests, and then correctly convey them using various tools: advertising, promotional and PR.
- Internal marketing is all the actions inside the institution (corporate culture, personnel loyalty as well).
The tasks of internal marketing are the hiring, training, and incentives of restaurant employees to a high level of guest service. Internal marketing comes first, and precedes external.
Understand that it makes no sense to lure guests to a restaurant if they find poor service and lack of service there. This is the first and most important step to the loss of not only customers, but also the creation of not the best reputation of the institution on the market.
3/4 success of marketing a restaurant company is the right work with staff.
So, let's figure out what includes internal marketing?
- analysis and control of the work of the staff, in particular about his relations with the guests,
- implementation of a clear guest orientation (ideology and mission of the restaurant)
- staff training in managing situations when interacting with guests (study of possible events through role-playing games),
- creating an organizational culture that promotes customer focus (motivation systems and growth opportunities)
3. Interactive marketing determines the ability of an employee to serve a guest.
It is carried out by contact personnel of the restaurant, which interacts directly with guests. In this case, we are talking about the fact that the guest evaluates the quality of the service not only from the technical side, but also, for example, courtesy, courtesy, attentiveness of the employee.
As they say, marketing according to the situation.
How to evaluate the results of marketing activities in catering?
The essence of this assessment is understanding how effectively this or that action or event worked in order to analyze errors and understand the “how much” a guest is in the framework of this activity. In general, you need to know the profitability.
It is necessary to evaluate the economic and marketing effectiveness of a marketing campaign at the planning stage. When there is an understanding of the budget allocated for a particular share, it is necessary to make a forecast (in a pessimistic way, that is, a minimum indicator) about the number of checks (guests) that will appear according to its results. Next, you need to divide the cost per share by the number of guests, as a result, the cost of the 1st guest and the profit that he brought to the institution will be obtained.
And here we can already conclude, correlate with the costs of marketing and the result (are you profitable or not?).
As an example: a restaurant located in the shopping center together with a cinema organizes an action and has a discount coupon for an institution on the back of the ticket.
The cost of the number of coupons equal to 500 pieces is estimated and fixed. At the cost of their manufacture - this is 10,000 rubles. Guests arriving by coupon and completing an order - 156, with an average check of 180 rubles. Even taking into account the discount, we get 28080r, which recouped the costs and brought income.
However, not every activity can be evaluated and counted in this way.
The larger the action, the more difficult it is to understand what really number of potential guests it covered, and what percentage of them ended up in the institution. It is especially difficult to evaluate the result if several marketing campaigns work at once, for example, targeting on social networks, a video on TV and a promoter with leaflets. In parallel work of advertising through various sources, you can track the volume of a stream by assigning promo codes and code words, the mention of which at the order gives the client a discount, and the owner - an understanding of which advertising source worked.
Nevertheless, the use of a new tool that has not been used previously should be done one at a time, without mixing with others, in order to understand its future effectiveness.
Any marketing activity, regardless of its success, should be taken as experience and an opportunity to better know your audience, its interests, as well as the opportunities and strengths / weaknesses of your restaurant.
Therefore, you can safely experiment with the goal of maximizing the profits of the institution.