Fast Food Operator Has Found An Innovative Restaurant Marketing System

Fast Food Operator Has Found An Innovative Restaurant Marketing System



Fast Food Operator has Found an​ Innovative Restaurant Marketing System
This morning Tom Martin was the​ plumber; by mid-morning he was the​ accountant .​
All afternoon he was busy doing research and development and ended his workday concentrating on​ purchasing .​
Like many small business owners,​ Tom Martin wears many hats on​ a​ typical day .​
In 1969 he bought his first Taco Box restaurant .​
a​ few years later he opened a​ second and then a​ third location .​
Today he operates the​ Taco Box restaurants in​ Clovis and Portales,​ N .​
M .​
Business has been good,​ but Martin is​ convinced that it​ will get better.
Despite all of​ his responsibilities Martin has recently begu​n to​ focus on​ restaurant marketing in​ a​ whole new fashion .​
For 20 years I​ have been working with a​ local advertising agency purchasing bulk radio ads and print ads .​
We had a​ birthday club and had gathered some customers’ addresses,​ but the​ account representative didn’t know how to​ make it​ work,​ says Martin .​
He continues: I​ once heard the​ following quote,​ ‘Half of​ the​ money spent on​ advertising is​ wasted .​
I​ just don’t know which half.’ We were never able to​ track the​ results from our advertising dollars .​
I​ knew there had to​ be a​ better way; but being busy running our stores,​ I​ never had the​ time to​ get out there and try to​ figure out other restaurant marketing systems.
Over the​ years,​ Martin has purchased numerous restaurant marketing books and followed several of​ the​ restaurant marketing gurus .​
I​ have always been skeptical of​ some of​ their claims to​ get rich overnight .​
I​ tend to​ be a​ plodder and prefer to​ build our business sensibly and methodically,​ says Martin.
Recently Martin started working with a​ restaurant marketing group that specializes in​ helping restaurants to​ build sound,​ trackable marketing using marketing software .​
I​ like their philosophy of​ using a​ systematic approach to​ marketing; it​ matches mine .​
The restaurant marketing coaches are helping Martin to​ begin building and structure his database.
RMG supplies the​ marketing software that makes it​ easy for Martin to​ capture and manage the​ database .​
In Martin’s case,​ he has one marketing employee that works part time doing office work .​
Part of​ her duties is​ to​ enter the​ data into the​ system .​
She has been amazed at​ how easy the​ software is​ to​ operate.
In a​ typical restaurant,​ 30 percent of​ the​ customers are bringing in​ 70 percent of​ the​ business .​
One of​ Martin’s goals is​ to​ get his existing customers to​ increase their frequency of​ visiting his restaurants .​
In addition,​ he would like to​ increase the​ group size for the​ guests’ visit and get them to​ spend more when they come in​ .​
By building a​ database of​ his frequent customers and offering rewards to​ those loyal customers,​ Martin has begu​n accomplishing his goals using the​ restaurant marketing software.
In addition,​ Martin would like to​ encourage new customers to​ come to​ his store .​
With the​ help of​ RMG,​ I​ have put together a​ new move-in program .​
Clovis is​ a​ military town,​ so there’s high turnover .​
Our new move-in program offers them a​ free meal as​ an​ incentive to​ become a​ customer .​
Whether or​ not they come in​ with another family member or​ friend or​ just drive through for their one free meal,​ I​ count it​ as​ a​ winner .​
The national fast food chains lose another one! I​ want them to​ see and taste the​ difference that we offer .​
Past research shows that people who have lived in​ our area for more than two years prefer Taco Box over the​ national chains .​
That isn’t the​ case with those who are new to​ the​ community .​
They first need to​ try us before we can build Taco Box brand loyalty,​ says Martin.
RMG provides a​ weekly restaurant marketing coaching session for Martin .​
During that phone interview,​ Martin and the​ coaches develop the​ details for upcoming campaigns .​
In addition to​ the​ New Move-In Campaign,​ Martin developed a​ Boxpitality Club after the​ VIP Club concept where customers are asked to​ fill out a​ card indicating their birthdays and anniversary .​
As members,​ they are offered free products on​ their special days and receive other redeemable offers throughout the​ year.
My coach is​ a​ pro and truly understands marketing .​
Besides the​ coaching,​ one of​ the​ things that I​ like most about the​ Restaurant Marketing Group system is​ that it​ is​ fully trackable .​
By offering redeemable offers that are time sensitive,​ I​ will know within a​ short amount of​ time exactly how profitable the​ promotion was and what the​ return was on​ my marketing investment,​ adds Martin.
He continues: At this point in​ my career,​ after having spent 35 years building my business,​ I​ need a​ shot in​ the​ arm .​
I​ believe I​ have found that with the​ RMG system .​
I​ can’t believe all the​ creative campaign ideas that have been presented to​ me .​
Once we have the​ New Move-In and our Boxpitality Club off the​ ground,​ we’ll add additional campaigns.
Martin is​ starting to​ look at​ his exit strategy and plans to​ retire in​ another six years .​
Before he does that,​ he wants to​ see how far he can build his business with a​ sound marketing plan and a​ little help from the​ folks at​ RMG




You Might Also Like:




No comments:

Powered by Blogger.