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Sample of a business plan for a restaurant

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					Sample of a business plan for a restaurant




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.


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Description: Sample of a business plan for a restaurant