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A generic restaurant manual designed for restaurateurs who do not have
the resources of a large corporation to provide them with an operations manual.
The following is an excerpt from the section listed below:
Marketing is a generic word that represents how you present your business to the public. Marketing encompasses all aspects of perception. It takes on many forms.
Many issues face the restaurateur concerning marketing. One of the major concerns focuses on top of mind awareness. It is a constant struggle to keep your restaurant in the front of your customers mind. Top of mind awareness focuses advertising in such a manner as to make your restaurant the first one thought out when a customer starts to decide where to spend their dining dollars. The restaurant business is unlike other retail businesses. With a retail business such as a clothing store, the customer can always come back another day to purchase the goods. With a restaurant, once that opportunity is missed it can not be recaptured. That opportunity to make a sale is gone forever. Therefore it is imperative that your restaurant comes to mind quickly when the customer is at the point of making a dining decision. In order to ensure that this is accomplished, marketing must be an ongoing activity. As the owner / manager you will need to keep your restaurant name in the public eye. There are several ways to accomplish this task. In the remainder of this section we will discuss various possibilities. Some of these possibilities may be cost prohibitive. An effort should be made to take advantage of all the opportunities made available to you at little or no cost. This section will start by discussing the traditional marketing techniques of media advertising. It will then move to areas of non traditional advertising. You will find that the non traditional advertising will be less costly to your organization. Please remember the old saying, " you get what you pay for." With non traditional marketing you may get more than you paid for. Many restaurants have become very successful by the deeply embedded within the community.
B-V Consulting
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