Restaurant Marketing for Owners and Managers

Patti J. Shock, John T. Bowen, John M. Stefanelli

• Publisher: Wiley
• Year: 2013
• Print ISBN:
  9780471226277
• Edition: 1
• eBook ISBN:
  9781118395080
• Topic: Business
• Subtopic: Hospitality, Travel & Tourism Industry
• Index: Business

The complete guide to marketing for restaurant managers

• How do I market my restaurant to prospective customers?
• Do loyalty programs really work?
• How do I communicate with my local newspaper to get the biggest "bang" for my marketing buck?

By providing specific tools and methods tying marketing theory to practice, this concise, easy-to-use book provides restaurant and foodservice managers with answers to these marketing questions and many more.

Part of the Restaurant Basics Series, this hands-on resource offers a variety of material that is applicable to the day-to-day operation of a foodservice business, including strategies linking the location and design of a restaurant with its menu and pricing, as well as guidance on how to imple-ment a marketing plan and budget.

Table of contents

• Cover
• Title Page
• Copyright Page
• CONTENTS
• Preface
• 1 Introduction: What Am I Getting Myself Into?
• 2 Location: Where Am I Going to Put This Place?
• 3 Environmental Analysis: What Am I Up Against?
• 4 Identifying Markets: Who Are My Customers and What Do They Want?
• 5 Menu Development: What Should My Sales Kit Look Like?
• 6 Pricing: What Should I Charge for This Stuff?
• 7 Service: How Do I Get My Staff to Give the Right Amount of Attention?
• 8 Other Income Streams: How Much Extra Stuff Can I Sell?
• 9 Communications: How Do I Get on the Guest’s Radar Screen?
• 10 Technology: How Do I Surf My Way to Success?
• 11 Marketing Plan and Budget: How Do I Figure Out What to Do and How Much It Will Cost?
• Resources
• Index