Six Marketing ToolsTo Put Traffic In Your Seats
Xpect Restaurant Marketing–National Restaurant Marketing Agency–Headquartered in Commerce Township MI–Member of the MRA
Joe Welsh–Over 30 years of Food Industry experience–Master’s Degree in Food Marketing–Has developed and created programs for national companies such as, Hellmann’s, Skippy, Keebler, Pepsi and others
–Implemented programs nationally with US Foods, Gordon Foods and Performance Food Group
–Assisted in the development of programs such as Foodservice Rewards
–Restaurant Master with Restaurant 101 Seminar Team
Competition Has ChangedConsumers Have Many Choices
–Growth of Chain Accounts•Advertising Budgets Geared to New Customer Acquisition.
•Product Consistency•Growth of new category segments.
–Independents Can Compete•What Are You Know For? What is your point of difference?
•Local Community Involvement / Marketing•Word of Mouth Marketing•Utilize the same tools the chains have. You can compete!
Why Drive Restaurant TrafficWin / Worth (Is the win worth the effort)
Reduce Your Food Cost Means - $12,500•Restaurant doing $850,000 per year•30% Food Cost
Drive Traffic – Potential Revenue Impact - $146,160•6 Marketing Strategies to Drive Traffic
Where Do You Focus Your Attention? You Need To Do Both
Driving Traffic Has ChangedShotgun approach vs. target marketingTechnology has changed driving traffic
Traffic Tip #6Local Search Visibility.
−#1 Local Search Term on Google is Restaurants
−9 Primary Search Engines• Google, Yahoo, Bing , etc
−150 Additional Local Search Engines• GPS Systems, 411, Mobile Apps, etc
Projected Revenue - $8,640
Claim Your Google Place
Traffic Tip #5C
ommunicate Monthly
with Email Marketing
−Stay top of mind with your customers−Why do people open email’s
• They know who it is from.• What’s in it for me.
Why does email work
−Size of the database counts. Build the list!−Email offers have a 6% redemption rate
Projected Revenue - $21,600
Traffic Tip #4Takeout Menus Programs
−Get Your Menu In The Home−Let Customers See What You Offer−Direct Mail Programs•Build your business in slow months•Drive Dine In Sales•Drive Take Out Sales
Projected Revenue - $25,800
Traffic Tip #3Social Media
−Facebook / Twitter / You Tube−Postings Enhance Local Search Visibility−Viral Effect – New Age Word of Mouth−Build your “Likes” −Frequency of Postings−People / Pictures / Promotion
Projected Revenue - $25,920
Juan’s Tracking 35% ahead
of last year
Guadalajara Owners are subsidizing
monthly
Traffic Tip #2Loyalty Programs
−Not a discount….. Offer your customers a premium• Not a topline revenue reduction• Advertising expense
−Increase frequency of visits−Increase check averages −Allows for community involvement
• Fundraising programs−Targets opportunities
• Double Rewards on Wednesdays• Double Rewards for Desserts
Project Revenue - $54,000
Program Reports
Data Segmentation
Traffic Tip #1The Guest Experience
−Server Training−Voice of the Customer−Lifetime Value of the Customer
Projected Revenue - Priceless
Server TrainingThey are your face to the customer
−How do they treat your customer?−Do they act as your internal marketing department?−Are they order takers or salespeople?
• Do they increase the average check?
Voice of the CustomerHow do you get Customer Feedback?
−Yelp, Trip Advisor, Secret Shopper−Comment Cards
Utilize New Technology to Get Feedback
Consumer Sentiments on 41 Topics• Randomizer asks 8 questions
per survey• Over time, sentiments will be built
on 41 topics• Ability to add or change questions• Database built from consumer input.
No labor on your end• Voucher Certificate generates
additional sales
Feedback Reports For Operational Improvements
What Is A Customer WorthDirect purchases over 5 years - $4,200Refer 5 friends every 5 years - $105,000
But at The End of the Day
Other Traffic TipsCoupon Vehicles
−Clipper, Val Pack etc.
Group Buying−Restaurant.com. Groupon, Living Social
Next StepWhat is your Revenue Potential?
8625 Richardson Rd. Commerce Twp., MI 48390
Office: (248) 960-1683 Toll-free: (866) 297-5972 Fax: (248) 960-9405 Email: [email protected]
Come Visit With Us At Booth # 253