Developing Your 2012 Marketing Plan

CORE Restaurant Marketing ◦ National Restaurant Marketing Agency

◦ Focused on Helping the Independent Restaurant Operator

◦ Has business relationships with multiple national food distributors

◦ Track record of performance in developing sales increases.

Joe Welsh ◦ Over 30 years of Food Industry experience

◦ Master’s Degree in Food Marketing

◦ Has developed and created programs for national companies such as, Hellmann’s, Skippy, Keebler, Pepsi and others

◦ Implemented programs nationally with US Foods, Gordon Foods and Performance Food Group

◦ Assisted in the development of programs such as Foodservice Rewards

◦ Restaurant Master with Restaurant 101 Seminar Team

Consumers Have Many Choices

◦ Growth of Chain Accounts

Advertising budgets geared to new customer acquisition.

Product consistency

Growth of new category segments.

◦ Independents Can Compete

What are you know for? What is your point of difference?

Local community involvement / marketing

Word of Mouth Marketing

Utilize the same tools the chains have. You can compete!

Win / Worth (Is the win worth the effort)

◦ Reduce Your Food Cost Means - $12,500 • Restaurant doing $850,000 per year

• 30% Food Cost

◦ Drive Traffic – Potential Revenue Impact - $146,160 • 6 Marketing strategies to drive traffic

Where Do You Focus Your Attention?

You Need To Do Both

Top Line / Bottom Line Solutions

• Shotgun approach vs. target marketing

• Technology has changed driving traffic

Local Search Visibility.

− # 1 Search Term on Google

is Local Restaurants

− 9 Primary Search Engines • Google, Yahoo, Bing , etc

−150 Additional Local Search Engines • GPS Systems, 411, Mobile Apps, etc

Projected Revenue - $8,640

Communicate Monthly with Email Marketing

−Stay top of mind with your customers

−Why do people open email’s? • They know who it is from. Build an opt-in list.

• What’s in it for me?

Why does email work

−Size of the database counts. Build the list!

−Email offers have a 6% redemption rate

Projected Revenue - $21,600

Takeout Menus Programs

−Get your menu in the home

−Let customers see what you to

offer

−Direct mail programs • Build your business in slow months

• Drive Dine In Sales

• Drive Take Out Sales

Projected Revenue - $25,800

Tie Your Takeout Menu In

with Mobile Marketing For Added Impact

Social Media

−Facebook / Twitter / You Tube

−Postings enhance local search

visibility

−Viral Effect – New Age Word of

Mouth

−Build your “Likes”

−Frequency of postings

−People / Pictures / Promotion

Projected Revenue - $25,920

Juan’s Tracking 35% ahead

of last year

Guadalajara Owners are subsidizing

monthly

Loyalty Programs

−Not a discount….. Offer your customers a premium

• Not a topline revenue reduction

• Advertising expense

−Increase frequency of visits

−Increase check averages

−Allows for community involvement • Fundraising programs

−Targets opportunities • Double Rewards on Wednesdays

• Double Rewards for Desserts

Project Revenue - $54,000

The Guest Experience

−Server Training

−Voice of the Customer

−Lifetime Value of the Customer

What Is A Customer Worth Direct purchases over 5 years - $4,200

Refer 5 friends every 5 years - $105,000

• Menu Updates

• Counterbalance the impact of rising food cost.

• Update / Review every 6 months

• Menu Engineering

• Sell what sells and help with inventory management

• Menu Design

• Design techniques can improve the profitability of your menu by as much as 15%

Coupon Vehicles

−Val Pack, Clipper, etc.

Group Buying

−Restaurant.com. Groupon, Living Social

• What is your revenue

potential?

• Get your customized report

today.

• Prioritize your action steps.

• Build your 2012 marketing

plan.

CORE Revenue Analysis

Menu Impacts $ 41,860.00

Menu Engineering Impact $ 7,020.00

Inflation Impact $ 32,760.00

5 to 9 Impacts $ 2,080.00

Takeout Menu Marketing $ 22,800.00

Internal Marketing $ 7,800.00

Direct Mail Marketing $ 15,000.00

Loaylty Program with Fundraising $ 58,500.00

Email Marketing $ 21,600.00

Social Media Marketing $ 23,400.00

Local Search Visibility $ 7,800.00

Total Revenue Impacts $ 175,960.00

Purchase Services as needed through our network ◦ Menus, Rewards, Email, LSV, Social Media Playbook

CORE Coaching Program ◦ 4 week Coaching Program

Week 1 – Goal Setting

Week 2 – Menu Analysis, Is it designed for profitability.

Week 3 – Review of current marketing strategies and a look at alternatives.

Week 4 – Four Walls marketing strategies

Basic Starter Managed

Services • LSV • CORE Coaching

• LSV • SM

Playbook • Menu P&P • CORE

Coaching • 3 Month

Startup and Turnover

• LSV • SM Admin • Menu P&P • Rewards with

Fundraising • Email

Marketing • CORE

Coaching

Implementation Programs

CORE Restaurant Marketing www.corerestaurantmarketing.com

888-890-9492 x 101