Utilize these strategies to improve your restaurant marketing.

1. Developing Your 2012 Marketing Plan

2. CORE Restaurant Marketing
◦ National Restaurant Marketing Agency
◦ Focused on Helping the Independent Restaurant Operator
◦ Has business relationships with multiple national food distributors
◦ Track record of performance in developing sales increases.
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

3. Consumers 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!

4.  Win / 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
 Top Line / Bottom Line Solutions

5. • Shotgun approach vs. target marketing
• Technology has changed driving traffic

6.  Local Search Visibility.
− # 1 Search Term on Google
is Local Restaurants
− 9 Primary Search Engines
• Google, Yahoo, Bing , etc
−150 Additional Local Search Engines
• GPS Systems, 411, Mobile Apps, etc
 Projected Revenue - $8,640

8.  Communicate Monthly
with Email Marketing
−Stay top of mind with your customers
−Why do people open email’s?
• They know who it is from. Build an opt-in list.
• 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

9.  Takeout Menus Programs
−Get your menu in the home
−Let customers see what you to
offer
−Direct mail programs
• Build your business in slow months
• Drive Dine In Sales
• Drive Take Out Sales
 Projected Revenue - $25,800
Tie Your Takeout Menu In
with Mobile Marketing
For Added Impact

10.  Social 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

11. Juan’s
Tracking 35% ahead
of last year
Guadalajara
Owners are subsidizing
monthly

12.  Loyalty 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

15.  The Guest Experience
−Server Training
−Voice of the Customer
−Lifetime Value of the Customer
What Is A Customer Worth
 Direct purchases over 5 years - $4,200
 Refer 5 friends every 5 years - $105,000

16. • Menu Updates
• Counterbalance the impact of
rising food cost.
• Update / Review every 6
months
• Menu Engineering
• Sell what sells and help with
inventory management
• Menu Design
• Design techniques can improve
the profitability of your menu
by as much as 15%

18.  Coupon Vehicles
−Val Pack, Clipper, etc.
 Group Buying
−Restaurant.com. Groupon, Living Social

19. • What is your revenue CORE Revenue Analysis
potential? Menu Impacts $ 41,860.00
Menu Engineering Impact $ 7,020.00
• Get your customized report Inflation Impact $ 32,760.00
today. 5 to 9 Impacts $ 2,080.00
• Prioritize your action steps. Takeout Menu Marketing $ 22,800.00
Internal Marketing $ 7,800.00
• Build your 2012 marketing Direct Mail Marketing $ 15,000.00
plan. Loaylty Program with Fundraising $ 58,500.00
Email Marketing $ 21,600.00
Social Media Marketing $ 23,400.00
Local Search Visibility $ 7,800.00
Total Revenue Impacts $ 175,960.00

20.  Purchase Services as needed through our
network
◦ Menus, Rewards, Email, LSV, Social Media Playbook
 CORE Coaching Program
◦ 4 week Coaching Program
 Week 1 – Goal Setting
 Week 2 – Menu Analysis, Is it designed for profitability.
 Week 3 – Review of current marketing strategies and a
look at alternatives.
 Week 4 – Four Walls marketing strategies

21.  Implementation Programs
Basic Starter Managed
Services • LSV • LSV • LSV
• CORE Coaching • SM • SM Admin
Playbook • Menu P&P
• Menu P&P • Rewards with
• CORE Fundraising
Coaching • Email
• 3 Month Marketing
Startup and • CORE
Turnover Coaching

22. CORE Restaurant Marketing
www.corerestaurantmarketing.com
888-890-9492 x 101