New Marketing Plan Raises Restaurants Profitability



New Marketing Plan Raises Restaurants Profitability

New marketing plan raises restaurant's profitability
The Frog and the​ Peach was established over twenty years ago and is​ known for its high-quality American cuisine and comfortable atmosphere .​
Early on​ I​ saw a​ need to​ build a​ database of​ my frequent customers .​
Says Elizabeth Alger,​ owner of​ the​ Frog and the​ Peach restaurant in​ New Brunswick,​ New Jersey.
We utilized a​ custom-made database to​ gather information and to​ process our birthday and anniversary mailings .​
The problem was that we were gathering all sorts of​ information,​ contact information including email address as​ well
as dining habits of​ our guests,​ but never had a​ way to​ truly manage or​ use the​ information .​
By switching to​ the​ marketing software and by working closely with
my own personal marketing coach,​ we are now building a​ database that is​ easy to​ use and is​ a​ useful tool for implementing and tracking marketing campaigns,​
adds Alger .​
My marketing coach has been a​ real saint-he is​ patient and knowledgeable .​
I​ know my particular market and I​ have a​ sense of​ which of​ the​ many marketing strategies is​ appropriate for my restaurant .​
My coach respects my perspective;he listens to​ what I​ have to​ say and then takes my ideas and goes from there .​
We've become a​ team .​
I​ don’t feel as​ though he is​ ubberstamping a​ packaged approach on​ my restaurant .​
It is​ customized .​

Alger and her marketing coach,​ visit at​ least once a​ week (more often when needed) to​ discuss her marketing plans .​
In the​ last four months Alger has implemented a​ new birthday and anniversary marketing program .​
It is​ considerably more efficient than my old program and it​ brings the​ Guests in​ much faster .​
Alger is​ tracking her ROI (return on​ investment) for every marketing campaign she develops .​
I​ know with the​ additional areas that the​ RestaurantMarketingGroup has suggested that the​ ROI is​ going to​ be even better next month .​
RMG is​ focused on​ helping me assess the​ success of​ my marketing efforts .​
If the​ percentages appear to​ be lower than what they think I​ could do,​ my coach takes the​ time to​ suggest ways to​ bring them up .​
She continues,​ Knowing exactly what each campaign has cost and how much return we get is​ really important .​
I​ like having that data at​ my fingertips .​
We have evaluated all of​ the​ marketing programs that I​ used previously and RMG helped me change many things that have made my marketing more effective .​
With a​ myriad of​ responsibilities that come with running a​ busy restaurant,​ Alger has hired a​ part-time assistant to​ help with the​ data entry needed to​ build her database and assist with other marketing duties .​
I​ never had the​ ability
to use the​ power of​ e-mail .​
The ability to​ send out emails is​ built into the​ software .​
We now send out messages to​ our guests via e-mail,​ which sometimes includes special offers and other times shares information such as​ announcing a​ special holiday menu .​
We are able to​ email particular information to​ those guests who are interested in​ a​ particular service or​ function niche such as​ monthly wine dinners or​ corporate dining .​
The feedback from our customers has been for the​ most part very positive,​ says Alger .​
RMG has suggested ways that I​ could assure that my already Four Star Service was delivered more reliably to​ each and every guest during each and every visit assuring an​ outstanding dining experience .​
My Coach has coached me on​ building customer loyalty and increasing the​ frequency of​ guest visits .​
She continues,​ We are currently doing a​ campaign to​ develop relationships with the​ businesses that are within walking distance to​ the​ restaurant .​
One of​ our employees is​ visiting those businesses,​ telling them about our Holiday Gift Certificate program that can benefit their employees and their preferred customers .​
RMG has developed programs that are directed to​ dramatically increase the​ Gift Certificate Sales .​
In addition,​ we've been networking with our vendors,​ something I​ would have never thought of .​
I​ sent each one of​ our vendors a​ letter offering our Holiday Gift Certificates to​ their employees and their preferred customers .​
It's a​ brand new marketing campaign and it's a​ little too early to​ assess its success,​ but it​ seems to​ be going very well .​
I​ have made a​ commitment to​ grow my business to​ a​ higher level .​
I​ am clear that RMG will provide access to​ attaining this goal,​ says Alger .​
The RestaurantMarketingGroup has helped me better define my Target Markets and has the​ flexibility to​ have special events for different groups of​ customers.

New Marketing Plan Raises Restaurants Profitability





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