Without A Roadmap How Do You Get To Your Destination?
No plan for success!
- How am I going to be successful?
- What will I need to do to ensure I can generate enough sales & profits to not only build a good business but to grow it over the long term?
- What do I need to do in the short term to make sure my growth is on track?
- Am I prepared for the highs and lows of my marketplace?
- What’s my strategy for dealing with good times and bad?
- Am I doing the right thing? Am I making positive progress?
Effective and successful restaurant & hotel marketing is about every single detail that happens inside your four walls on an every guest, every table, every day basis and the effective messaging that goes on outside them.
The top 10 components to a successful plan address:
6. Results. What measurement tools will you use to determine success? Effective restaurant marketing must be built on a strategic foundation of thorough analysis of the facts (the numbers) about the market, your competition, your guests, financial history, marketing history, the industry, and outside forces that will impact your business.
7. Culture. How will you create the proper culture to support your marketing efforts and create buy-in from every stakeholder? How much of your budget do you need to allocate to new trial versus building loyalty?
8. Defining your guest. Who is your target market? Why? How do you know? Will it change? How often? How will you monitor it? What percentage of your business is new vs. repeat? How frequently do they show up? What’s your check average? Do guests primarily visit alone, in twos or in groups?
10. Accountability. Who will do what? Why? Who has the expertise to execute properly? Do you have it? Can you afford it? Is it the proper expertise?
Are you thinking this is more complex than running a few ads or a few tweets? I hope so.
Latest Thinking From…How We See It
- Creative Foodservice Solutions
" We needed a different direction for our employee foodservice operations. Jeffrey was able to work with our operator and create the best concept we could have hoped for - improving employee morale immensely. I have since recommenced him to all of our facility managers." ~ Joe Kincaid, Xerox Corp Foodservice