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To improve your chances for success in today's competitive
marketplace, your business must stand out in the crowd.
Restaurants that fail to develop clearly defined marketing
positions centered on specialty products, or services, generally
have a difficult time attracting enough consumer attention and
interest to survive increased competition.
Chain restaurant operations competing for your business have well
defined marketing positions. Potential customers in your market
area are generally well aware of the quality level, products,
prices, service and atmosphere available at chain operations such
as Cracker Barrel, Outback, Road House, Lone Star, and the Olive
Garden.
To compete successfully with these operations your business must
develop, and become known, for at least one consumer desired
product or service that is superior to that offered by the chains.
To develop a successful marketing position for your business based
on superior products, follow these steps:
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Review your facility, and the resources you have available to
make changes to the facility.
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Check the demographics in your trade area to determine the most
appropriate population groups to target as customers. Look
for sufficient numbers with both the income and inclination
to patronize your facility.
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Consider the meals and beverage requirements of your targeted
customer groups (breakfast, lunch, happy hour, dinner, take
out, etc.)
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Determine which of the services needed by these customers fit
within your facility. Look for a natural fit. Don't try to
sell upscale products in a bargain basement environment. A
business has the best chance for success when its purpose
and products are suited to its environment.
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Choose menu items within your target customers' required/desired
meal segments that you can produce consistently well, given
your existing facility and resources.
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From this product group select at least one high demand item that
you will prepare
and serve consistently better than the competition.
Specialty items must be outstanding enough to encourage
favorable word of mouth advertising.
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Develop written recipes, plating specifications, training guides,
and service methods to insure consistent quality of all
products.
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Alter or change your business name, logo and/or advertising tag
line to clearly communicate the availability of your
specialty products to your targeted customers.
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Check every aspect of your business to be sure that each part is
in sync with the quality and price level image you want to
project. This includes your landscaping, the condition of
your building, the style of your sign, your decor, lighting,
music, the quality of the menu, the size of your food
portions, your prices, the uniforms worn by the employees,
the quality of the service, the attitude of the staff, the
skill level of the cooks, and the interest in the customer
displayed by the owner/manager.
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Choose advertisement media, ad designs, and ad copy that will
promote your desired position to your targeted customers.
Focus your messages on your specialty products.
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