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Automated Restaurant Marketing- Big Profits
Filed under: Restaurant
By: Ron Wilkinson
During her first visit to Arirang Hibachi Steakhouse,
one restaurant reviewer noticed that even on Mondays
people were waiting to be seated. "The atmosphere here
is pleasant, interesting and kid-friendly," she reports.
She went on to describe the generous portions. "Everything was
fresh, nicely cooked and pleasing to the eye."
What is it that keeps Arirang busy throughout the week?
Is it the cleanliness, the good food, the exceptional service
or the atmosphere? All of that and more. Owner Mark Tranchina
knows how to meticulously manage his restaurant, but he also
knows the value of restaurant marketing.
In order to grow his business Tranchina determined that there
were two objectives that he needed to include in his
marketing plan. First, he wanted to get more new customers.
Next, he wanted to increase the frequency of visits by
existing customers.
Word-of-mouth is one way to grow restaurant volume but that
takes too long. Restaurant Marketing is the answer, but how? What
method should he use and how would he go about implementing
his plan? Tranchina realized that he had some limitations. Owning
four, soon to be five, busy restaurants in New York and New
Jersey, he didn't have the time or the experience to develop and
implement an effective restaurant marketing plan. He turned to a company
that helps restaurants dominate their target market by creating
restaurant promotions that are designed specifically for that
restaurant.
Sounds expensive doesn't it? "It is reasonably
priced," says Tranchina. He goes on to say, "I've been using
software and utilizing the unique marketing plan that they
developed for Arirang for about a year now. Immediately we saw
an increase in our business. When they first told me how
quickly they could increase my sales and maximize my
profits, I didn't believe it. I thought it as too good to
be true, but now I'm very pleased with the program.
They did what they promised.
We only had three restaurants when we started using
the software, soon we'll have five locations. Restaurant
Marketing is the key to our success." Restaurant marketing
Software can help restaurateurs implement a host of restaurant
promotions by helping the restaurant create a customer database.
Tranchina adds, "I am gathering a lot of e-mail addresses,
so I can reduce my marketing costs because e-mail is done
automatically within the program and e-mail doesn't cost
anything to send out." Once a restaurant has a customer
database, like Arirang does, they can run a VIP Club (targeting
repeat customers), and market to new move-ins in the marketing
area (which is generally a 3-5 mile radius around the
restaurant.) Software can help restaurants develop and execute
e-mail, direct mail, Internet marketing, special promotions,
birthday and anniversary programs and faxes as well.
Tranchina decided to start by developing a restaurant promotion
to target new move-ins. In fact, the software gave him all the
ideas, techniques, templates and practical information, everything
Tranchina needed to make marketing effective for his restaurant.
Next, he created a birthday club and a customer loyalty
program. Tranchina continues, "Now 30 percent of my Monday
through Thursday business is birthday celebrations."
The software has customer service that is unparalleled in the
industry. "I really appreciate the support that they give to me.
They are available whenever I need them. That's really the key
to our success having the support from professionals who truly
understands restaurant marketing," adds Tranchina. "Results
are really the only thing that counts," says Tranchina.
He continues, "The RestaurantMarketingGroup streamlined my
marketing efforts, saved me lots of time from what I was trying
to do myself,created ROI (Return on Investment) reports, so I
knew the effectiveness of each marketing campaign." "The best
part of all is that once you get your marketing plan developed and
tested, you can put it into autopilot, use a part-time employee
and spend your time and efforts on other aspects of running your
restaurant. I don't want my competitors to ever find out about
this software, it's just so valuable to me," adds Tranchina.
Ron Wilkinson has dedicated over 50 years in the restaurant industry to helping Independent Restaurant Operators make more money, thrive and compete in one of the most competitive industries in the world, and find time to enjoy the results of their success.
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