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Page 1: Food and beverage marketing

Food and Beverage marketingFeasibility study

Wednesday, April 12, 2023 BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

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Page 2: Food and beverage marketing

Recap of the previous session

• How does nutrition facts labeling aid the food service business.

• How do food service managers use the nutrition pyramid.

• What steps would be appropriate to preserve nutrition during purchase of raw material.

• What measures should be taken during making a cholesterol and sodium limited diet.

Wednesday, April 12, 2023 BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

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Page 3: Food and beverage marketing

Objective of the session

• Explain marketing in terms of delivering guest pleasing service.

• Describe steps involved in developing a feasibility study and list three types of market research.

• Describe elements of a marketing plan and explain roles of sales, traditional and electronic advertizing.

• Describe marketing tactics that a non commercial food service operation may use.

Wednesday, April 12, 2023 BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

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Page 4: Food and beverage marketing

Scope

• Feasibility study.• Identifying market area characteristics.• Evaluating the proposed site.• In-depth analysis of the competition.• Estimating demand.• Projecting operating results

Wednesday, April 12, 2023 BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

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Page 5: Food and beverage marketing

Marketing with a focus on guest service

• Seeing the business from the perspective of a guest.

• Need for commitment by all employees.• Plan strategies.• Implement the planning.• Talk about it on a continuous basis.• Emphasize on staff training on a continuous

basis.• Measure service to make results available to

employees.Wednesday, April 12, 2023 BAC-4131 Food and Beverage Management Cost Control: Food and Beverage

MarketingSlide 5 / 16

Page 6: Food and beverage marketing

Feasibility study

• A study that is conducted before a proposed food service operation is constructed or on an existing facility prior to its purchase or lease.

• Potential investors decide whether to finance the project based upon the results of he feasibility study.

• The study guides the planners, architects of the project and assist managers as they develop marketing plans and prepare initial operating budgets.

Wednesday, April 12, 2023 BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

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Page 7: Food and beverage marketing

Scope of a feasibility study

• Although the scope of a feasibility study varies from project to project a few features stay constant.

• Identifying market area characteristics.• Evaluating the proposed site.• Analyzing the competition.• Estimating demand.• Projecting operating results.

Wednesday, April 12, 2023 BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

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Page 8: Food and beverage marketing

Identifying market area characteristics

• Demographic Information.

• Age • Gender• Level of education.• Marital status.• Number of children.• Family income.

• Type of employment.• Location of residence.• Volume of sales in

other related businesses.

• Economic situation of the area.

• Property rate movements.

• CommunitiesWednesday, April 12, 2023 BAC-4131 Food and Beverage Management Cost Control: Food and Beverage

MarketingSlide 8 / 16

Page 9: Food and beverage marketing

Evaluating the proposed site

• One of the most important variables in determining the success of the venture.

• A up market restaurant with an inviting ambience and good food quality will eventually fail

• Involves researching on population.

• Surroundings and metropolitan area.

• Walking distance from the community.

• Driving distance.• Proximity from the

highway or business district

Wednesday, April 12, 2023 BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

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Page 10: Food and beverage marketing

Evaluating the proposed site

• Distance from the nearest parking.

• Exits, Boulevards, turnpikes.

• Shopping malls.• Distances from

theatres and amusement parks.

• Walking population and driving population.

• Location analysis in general.

• Generating a comparative with the logistic difference comparison with other restaurants.

Wednesday, April 12, 2023 BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

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Page 11: Food and beverage marketing

Analyzing the competition

• An inventory of all food and beverage facilities in the area.

• The data also includes commercial and non commercial establishments in the vicinity.

Wednesday, April 12, 2023 BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

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Page 12: Food and beverage marketing

Analyzing the competition

• The data is then further broken down to:

• Location and proximity.

• Type.• Source and volume of

business.• Day and hours of

operation

• Menu Prices.• Guest Check average.• Type of service.• Number of seats.• Availability of alcoholic

beverages.• Entertainment.• Promotional efforts.• Chain affiliation.

Wednesday, April 12, 2023 BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

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Page 13: Food and beverage marketing

In-depth analysis of the competition

• How long has the competitor running his operation.

• Business volume at various meal periods in the week.

• What is the response from the current guests.

• Type and volume of demand for F & B services

• The adequacy with which the competition satisfies the demand.

• SWOT analysis.• Points of difference

between the proposed facility and the competition.

Wednesday, April 12, 2023 BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

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Page 14: Food and beverage marketing

Estimating demand

• Extremely difficult and challenging.• Analysis of the areas Food and beverage

sales.• Establish dining trends.• Conducting personal survey’s.• Interviewing potential customers.• Sending in dummy customers at various

meal periods.

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Page 15: Food and beverage marketing

Projecting operating results

• Pro forma operating results which in this part of the world is known as Projected financial results.

• Usually done for 3 years in case of partnership and 5 years in case of project reports.

• Potential investors base their decision on this information.

• Investors are interested in the revenue first and expenses after that.

Wednesday, April 12, 2023 BAC-4131 Food and Beverage Management Cost Control: Food and Beverage Marketing

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Page 16: Food and beverage marketing

Questions

CommentsWednesday, April 12, 2023 BAC-4131 Food and Beverage Management Cost Control: Food and Beverage

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