When writing a restaurant marketing plan, it is important to keep in mind why you are writing it. A marketing plan obviously outlines how your company will market its business but it is also important to keep in mind that marketing efforts are all created in order to generate business by articulating what and who your company is. In this sense, the marketing mix that your company chooses to employ should be an accurate representation of your company concept.
Choosing a Marketing Mix
Choosing the right blend of marketing tools is like creating a good team. Making sure that your marketing efforts are complementary and working together in synergy is essential to your restaurant's success. If you send out coupons to one group while advertising in high-end magazines, your marketing efforts will be fighting one another, creating separate brand images which ultimately will turn off customers.
The marketing mix chosen must reflect the business. For example, if you are a high-end restaurant, excessive promotional discounts may deteriorate your brand and articulate to customers that "this restaurant does not deserve full price".
Catering to Customers
Promotion and marketing should appeal primarily to the restaurant's target market. This may mean giving discounts to college students if you operate primarily in a college town, sponsoring local community organizations if your market is primarily a small tight-knit community, or emphasizing appealing aspects of your business such as a famous chef if your clientele is primarily high-end. Remember that there is no one-size-fits-all formula for a restaurant's marketing plan; it all relies upon appealing to the particular group of customers that make up your core clientele.
Remember What You Are Selling
Your restaurant is a business and, ultimately, if you cannot get your food in the customer's mouths it will be difficult to break even. Though some restaurants' reputations sell the experience more than their food (ie: Hooters, Medieval Knights, etc.), in general, marketing efforts should center around why your food is appealing, exotic, high-quality, or in some way unique. There must be some reason certain customers will want to dine at your restaurant as opposed to any other competitor's establishment.
Conclusion
The most important thing to keep in mind is that marketing efforts must be cohesive and promote one brand image in order to create an adequate representation of the company's concept. Choosing appropriate marketing vehicles that reflect your establishment and how your food is unique are keys to an effective marketing plan.
Restaurant Marketing Plan - 3 Key Concepts