Development and implementation of marketing strategies is the key to any successful business. The catering industry is no exception. In this article we will tell you about restaurant marketing strategies for 2022.
Development of restaurant marketing strategies
The development of a marketing strategy for a restaurant is subject to the general principles of strategic marketing planning. It requires a comprehensive analysis of the market, internal and external environment, definition of target market segments, development of positioning strategy, strategies for relationships with customers and other market participants, etc. Thus regarding a choice of tools of marketing it has the features. Let’s consider them in more detail.
In the process of developing a marketing strategy for a restaurant often uses a typical, unified structure of marketing strategy, which includes:
- positioning;
- pricing;
- the choice of distribution channels;
- the construction of an advertising company;
- the development of a strategy for the development of the project;
- creating a sales plan and forecasting the volume of sales.
The positioning of the restaurant and its services involves the formation in the minds of consumers such an idea of the goods and services offered by the institution, which would favorably distinguish it from the opinion of competitors. A predetermining role here plays the choice of competitive advantages, whether it be the price level, cuisine, the quality of prepared meals, the level of service or design and atmosphere inside the restaurant.
The second basic element of a restaurant’s marketing strategy is pricing. There are many factors to consider when setting menus and prices for food. Depending on them, as well as the type of marketing strategy chosen, the main pricing mechanisms are determined and a price list is formed.
Next comes the stage of determining the methods and channels of marketing. In practice, direct distribution channels are most often used to distribute restaurant services, in particular, retail sales. This allows you to maintain contact with consumers, thereby controlling sales.
The fourth main stage in the formation of a restaurant marketing strategy is the development of an advertising campaign. A predetermining role here is given to full-scale PR-campaigns even before the direct opening of the restaurant. The initial goal of promotion is to inform potential visitors about the opening of a new institution by describing in detail the location, assortment and quality of the restaurant.