Your customers are your livelihood. You need them to dine at your restaurant on a regular basis. They know who you are, but do they think of you when the need arises? How can you market your restaurant without breaking the bank? This step-by-step guide will help you grow your business through marketing in a cost-effective manner.
Define yourself. The first step is to determine your brand. A brand is the identity of your organization. It is what people think of when they see your company name. No one element makes up a brand. It's a patchwork of multiple factors, some tangible and some not, that tell your customers what you stand for and the type of products or services they will receive when doing business with you. Whatever you do, define your brand, and ensure it's conveyed in all materials.
Second, develop a powerful logo. The logo of your company is often the first thing someone sees. Do not take it for granted. It should communicate the values of your company—strong, dedicated, customer-focused, etc.—and be on all of your marketing and branding materials.
The third step is to design and print your marketing materials including business cards, letterhead, brochures, note cards and post cards. Consistency is key and all materials should have the same look and feel. Don't underestimate the power of the business card when determining which products to incorporate into your marketing plan. It is often the first thing someone sees when you meet them for the first time and they are you when you aren’t there. Make sure your business cards are high-quality, full-color and make an immediate impact. Use the back side of the business card for a map to your office or special coupon to drive more sales. If you leave the back of your business card blank, it’s a lost marketing opportunity.
Promote yourself. Once you know who you are as a company and what you want to convey, now it's time to promote yourself. This should be done in several ways. Stay in front of your customers every day and look for cost-effective options with staying power. Business-card magnets are a great way to ensure that your customers will place your business and contact information in a frequently viewed location like the refrigerator. Also consider other giveaways listing your company name and contact information. The more you can stay top of mind, the better off you will be.
It is also important to go the extra mile to distribute your contact information anywhere you can. Design bright, colorful postcards that can be posted on bulletin boards all around town or handed out at tradeshows, conventions or networking events. Consider vertical cards to stand out from the crowd. Include eye-catching photos or illustrations related to your business and include discounts to encourage people to respond.
In addition to posting cards, design a direct-marketing campaign to existing customers that makes an impact. Align your campaign with your brand, and look for high-impact, full-color postcards that inform customers of your latest successes or upcoming sales. The design of the cards is important so in this instance, also consider vertical cards instead of horizontal ones to stand out. The frequency of the communication is important. Mail your customer base twice a month for the best response. If you have time, identify an excellent list broker, and locate lists that make sense for your business. Direct marketing to potential customers can also be an effective way to grow sales.
Build your business. Now that you have customers, it is important to use them to build your business. To accomplish this, customers must feel appreciated. Let’s face it: There’s no substitute for a handwritten note. They are inexpensive and have a strong impact. Sending handwritten cards to key customers for special sales or discounts is very effective. Handwritten thank you notes are also appreciated and make a lasting impression because they show that you go the extra mile.
Also, don’t forget the holidays. Holiday cards are an important way to let your customers know that you appreciate them. Pick high-quality, cost-effective, color cards. Make sure your logo and company messaging are integrated into the cards. Consider sending cards for Thanksgiving or customer birthdays to stand out from the crowd. If your business is seasonal or cultural, use holiday cards to celebrate related holidays like St. Patrick’s Day or the beginning of summer.
While handwritten communication really enables you to stand out, do not forget to communicate with your customers via e-mail in addition to regular mail. Match your e-signature to your business card with unique e-business cards—electronic versions of your business cards that are included in every e-mail.
And finally, encourage referrals. Your customers are your best sales force and getting them to speak for you is extremely effective. Encourage customers to forward contact information via e-mail or in person. This is an excellent way to increase your customer base. Consider a referral program that offers a discount or entrance into a contest to anyone who refers a successful sale.
No matter your budget, these simple tips will enable you to keep your company's name in front of your customers and get your name in front of new customers to directly impact your bottom line for years to come.
Research released today by the National Restaurant Association (NRA) shows that Americans are looking for healthier options and "greener" restaurants when they dine out, in addition to an increased interest in value and convenience. Surveys of restaurant operators, customers and chefs indicate that restaurateurs will sharpen their appeal in 2009 in these areas and that restaurants’ responsiveness to customers’ preferences will drive these industry trends, according to the association's 2009 Restaurant Industry Forecast.Restaurateurs will also continue to show increasing leadership in becoming greener in 2009 by taking actions such as reducing energy and water use-in step with patrons’ interest in environmental issues. About four in 10 full-service restaurant operators and nearly three in 10 quickservice operators say they plan to devote more of their 2009 budgets to green initiatives. Restaurant patrons like the idea: 44 percent surveyed recently said they are likely to make a restaurant choice based on an operation’s practices in the areas of energy and water conservation.
Entering 2009, the forecast projects that consumers feel tugged in two directions. On one hand, consumers express serious concern about finances, with nearly all reporting that they are more worried about the economy than they were the year before. On the other hand, consumers remain strongly desirous of continued—and even increased—use of restaurants.
Forty-five percent of adults say restaurants are an essential part of their lifestyle, one of three say they are not eating out as often as they wish, and 35 percent of adults say that on a weekly basis, they are not purchasing take-out foods to go or having it delivered as often as they would like.
To be successful during the present economic downturn and prepare for an eventual recovery with its pent-up demand for restaurant services, operators are offering the value patrons desire in conjunction with operational improvements that cut costs without detracting from the dining experience. The top trend restaurateurs see for 2009 is an expanded focus on value, with 36 percent of quickservice operators and 16 percent of casual-dining operators seeing the demand for value as the year's top trend in their segment.
The restaurant industry's resilience amidst the weak economy and relative strength compared to other industries is driven by restaurants' responsiveness to consumers' desire for convenience, value and socialization. The increasingly essential nature of restaurant services buoys the industry even during times of economic uncertainty: Nearly seven in 10 adults agreed in a recent National Restaurant Association survey that purchasing meals from restaurants, take-out and delivery places makes it easier for families with children to manage their day-to-day lives, and nearly eight in 10 agreed that going out to a restaurant with family and/or friends gives them an opportunity to socialize and is a better way for them to make use of their leisure time rather than cooking at home.
As American adults buy a meal or a snack from a restaurant 5.8 times per week on average, restaurants will keep their finger on the pulse of consumer trends. Restaurant industry sales are expected to reach a record $566 billion in 2009.
The recipe in this news item was mentioned in People & Places
(page 7) of the March 2009 issue of Chef Magazine.
(page 7) of the March 2009 issue of Chef Magazine.
Chef Justin Ward—a member of the culinary faculty at The International Culinary School at The Art Institute of Atlanta, as well as the owner of Leapfrog Restaurant Solutions and chef/owner of Hungry Monkey Catering—was the $25,000 foodservice-category winner of Ocean Spray's Ultimate Cranberry Recipe Contest. Ward's winning original recipe was pork tenderloin with cranberry mole and cranberry salsa (recipe below).
The winners were announced on Oct. 7 at a private cocktail party that coincided with the debut of Ocean Spray's 2008 "Bogs Across America" tour in New York City, where about 2,000 pounds of cranberries were on display in a free-standing urban bog.
Pork Tenderloin with Cranberry Mole and Cranberry Salsa
Chef Justin Ward, The International Culinary School
at the Art Institute of Atlanta
Chef Justin Ward, The International Culinary School
at the Art Institute of Atlanta
Yield: 12 servings
4 (12-14 oz. each) pork tenderloins, trimmed
2 t. kosher salt
1 t. pepper
Cranberry Mole (recipe follows)
Cranberry Salsa (recipe follows)
12 cilantro sprigs, garnish
Method (1) Preheat oven to 350°F. (2) Place pork in large bowl. Rub with chili powder, salt and pepper. Place pork on oven rack with baking sheet underneath. (3) Bake for 20-25 minutes or until internal temperature reaches 150°-155°F. Let stand for 5 minutes before slicing into 1/4"-thick pieces. (4) Ladle 3 oz. Cranberry Mole in center of each plate. Shingle 4-5 pork pieces over mole. Spoon Cranberry Salsa over pork, being careful not to cover all of meat. Garnish each plate with cilantro sprig.
Cranberry Mole
1 (6-oz.) bag Ocean Spray Craisins Trail Mix Cranberry & Chocolate
1/2 c. red onion, chopped
3 1/2 T. chili powder
1 c. water
3/4 c. Ocean Spray Jellied Cranberry Sauce
Kosher salt, to taste
Method (1) Place trail mix, onion and chili powder in 6-qt. saucepan. Cook over medium-low heat, stirring frequently, for 6-8 minutes. (2) Add water and cranberry sauce. Increase heat to medium. Simmer, stirring frequently, for 15 to 20 minutes or until mole is thickened. (3) Place sauce in blender. Blend on high speed until smooth. Add salt to taste. Return mole to saucepan to keep warm.
Cranberry Salsa
1 c. chopped Ocean Spray Craisins Original Sweetened Dried Cranberries
1 c. cucumber, peeled, seeded and diced
1/2 c. red onion, diced
1/4 c. fresh cilantro, chopped
Juice of 2 limes
1 T. Ocean Spray Jellied Cranberry Sauce
Kosher salt and pepper, to taste
Method (1) Combine sweetened dried cranberries, cucumber, onion, cilantro, lime juice and cranberry sauce in large bowl. Mix well. Season to taste with salt and pepper.
Award-winning Montforte blue cheese and Gorgonzola cheese will be distributed exclusively by Arthur Schuman Inc. (ASI) of Fairfield, N.J., beginning Jan. 1, 2009. ASI replaces Winona Foods, Green Bay, Wis., which had been exclusive distributor of the products manufactured by Wisconsin Farmers Union Specialty Cheese Co. LLC, in Montfort, Wis., since the company began production in 2002.Montforte products earned best of class awards at the World Championship Cheese
Contest and American Cheese Society Competitions in 2006 and 2007.
Johnson assumes a key leadership role for an association representing the nation's second largest private sector employer, an industry with more than 13.1 million jobs, nearly one million restaurant and foodservice locations, and generating annual sales of more than $558 billion. In her new position, Johnson will oversee government affairs, public policy and communications for the 89-year-old organization.
In addition to her service as acting undersecretary for food safety, Johnson, a registered dietitian, was deputy chief of staff and senior advisor at the USDA. She joined the department in 2002 after nearly four years at Fleishman-Hillard Inc., where she was a vice president with clients in the food and agriculture arena. Her previous experiences include positions as a senior professional staff member at the U.S. Senate Committee on Agriculture, Nutrition and Forestry; a nutritionist at the U.S. Food and Drug Administration; and a research dietitian at USDA. Johnson also worked at the National Cattlemen’s Association as associate director for food policy.
Johnson holds a BS in Dietetics from Ball State University and an MS in Nutrition from the University of Maryland.