Blog
08.01
The Marketing Food Chain
We have a long history of working across numerous vertical industries ranging from, well... lots. One of the most interesting segments we’ve been involved with over the years has been the restaurant and hospitality industry.
We understand that restaurants and bars live and die by brand and community awareness strategies. It’s a delicate mix of the art and science of marketing, which is not all that different from the recipes that make the food and drinks tasty and memorable. While some aspects are unique, the challenge all industries face for developing and implementing integrated marketing strategies are universal.
The science of marketing restaurants is not entirely different than most business-to-consumer strategies.
The first step is to determine what makes the establishment unique. Then, determine the target audience, as well as the best approach to reach and entice them. Finally, consider how to compel them to return and refer others to do the same. Sounds simple enough. Right?
Marketing a restaurant is much more difficult than one would think because they are subject to the mercy of the ever-changing, fickle taste of today’s busy and discerning consumer. Unlike a business-to-business client, restaurants must market to discretionary preferences, rather than the needs of “doing business.”
According to restaurant industry expert Gordon Ramsay, “The secret of a successful chef is to put yourself in the customer’s position. By that I mean thinking about what they want.” Given the subjective nature of this topic, it’s easy to see where the science ends and the art of restaurant marketing begins.
This is where it becomes important to understand the characteristics of the buyer, how broad to cast the net, and possibly partnering with an agency that understands the nuances of the prospective clientele. Elements that need to be considered for a successful restaurant marketing strategy include:
- Demographics – Consider the basics, such as age, gender and culture
- Geography – Where do customers live and how far will they travel to visit?
- Socioeconomics – What is the average income relative to the desired price point?
- Marketing weapons of choice – What’s the best method for attracting customers? (e.g., Groupon, customer loyalty programs, direct mail)
- Intangibles – Understand: Industry trends, audience preferences, and the competitive landscape
Given HCK2’s established experience and proven success in this and many other verticals, we understand a few basic principles that will break through the clutter of a crowded and competitive marketplace.
Restaurants, like so many other businesses, are now leveraging a strong online presence and email databases for reaching, attracting and engaging loyal customers.
Great food and consistently good customer service are the primary ingredients that will keep them coming back. It’s imperative to elicit feedback and then actually listen to the media, customers and people who will share their honest opinion. That’s the best way to gauge the effectiveness of the marketing strategy, as well as the business model.
The ultimate success of any restaurant marketing program is measured by actual “butts in seats,” which is a slightly less technical expression that one of our best clients uses to quantify year- over-year sales results.
Let us know how HCK2 can partner with you to explore new growth opportunities through brand awareness and credibility. We’ll work together to serve up some great recipes!
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