服务营销外文文献翻译Word文件下载.docx

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周启雯

阿伦・艾伦.餐厅营销

指导教师

刘春宇

华中科技大学武昌分校

20年月曰

外文资料翻译一一原文

RestaurantMarketing

Restaurantmarketingisbothanartandascieneethatisshroudedinmysteryforfartoomanyrestaurantowners・Unfortunately,manyadvertisingsalespeopledon'

twantyoutoknowwhat*sreallyworking.Theywantyoutothinkthatthetelevisionspotsisyourcompetitorwhoyouarerunningwithaswellastheanswertoallofyoursales-buildingchallenges・Notso.

Thisbriefreportseekstooutlinesomeoftherestaurantmarketing

techniques

andprinciplesthatareworkinginsuccessfulrestaurants

aroundthe

country.

Let'

s

getstartedwithsomeofthemostfrequentlyaskedquestions

restaurant

ownersaskwhenseekingabetterwaytomarkettheir

restaurants：

Whatarethekeystogreatrestaurantmarketing

Thereareseveralcomponentsofsuccessfulrestaurantmarketing.

Thisisn'

tanallinclusivelist,butsometopstrategicmarketing

issuesinclude：

BRANDING:

Therehasbeenlotsofhypeoverthelastfewyearsaboutbranding・We'

real1beingtoldweneedtodomorebrandingandabetterjobbranding,butnoonehasreallystoppedtoexplainwhatabrandisandhowyoubuiIdit.Abrandisapromise・It'

swhatcustomers,employees（InternalCustomers）,vendors,themediaandal1otherkeyconstituentscometoexpectindealingwithyourrestaurant・Brand-buildingisclosingthegapbetweenwhatyoupromiseandwhatyoudeliver・Astrongbrandisonethathasalignmentbetweenthepromiseandexecution・It'

snotsomethingthathappenswhenyouadvertise,andit'

snotthefactthatpeoplerecognizeyourlogoorrecallyouradvertising.

POSITIONING:

Positioningisanunderleveragedrestaurantmarketingcomponent.

Positioningistheplaceyouholdinthecustomersorprospectsmindrelatedtothecompetition（thecheaperchoice,thehigherqualitychoice,etcetera）・EffectivepositioninginvolvesincorporationofyourUniqueSellingProposition

acrucialpointof

notclaim・Anexample

convinceyouthata

vewonthewarbecause

TheUSPisonethingthatonlyyoucanclaim.It'

sdifferentiationthatthecompetitioneithercannotordoesisBurgerKingversusMcDonald,s.IfBurgerKingcanflame-broiledburgertastesbetterthanafriedburger,they'

McDonald'

swi11nevergointoal114,000storesandripoutfryerstoinstallchar-gri1lingpits.

DUEDILIGENCE:

Restaurantmarketingdoesn*thappeninavacuum・Effectiverestaurantmarketingmustbebuiltonafoundationofafactandknowledgeaboutthemarket,yourcompetition,yourcustomers,yourInternalCustomers,financialhistory,marketinghistory,theindustry,andoutsideforcesthatwi11impactyourbusiness・Thereisalottoworryabout,butrestaurantmarketinghastofactortheseconsiderationsintotheoveral1strategy.NotevenCoca-Colacanaffordtomarkettoeveryoneal1thetime,soeffectivemarketresearchandduediligencecanhelpyoubemoreeffectiveinyourrestaurantmarketingefforts・

MENUMIX:

Everysixtotwelvemonths,youaresupposedtoconductananalysisofyourmenu.Thiswillincludeprofitabi1ityanalysisandcompetitivemenuanalysis・Tokeepyourmenufresh,relevant,andprofitable,youarerequiredtoknowspecificallyhoweachitemonyourmenuisperformingandalsohowitstacksupnexttoyourtopcompetition・Thinkofeachitemonyourmenuasatenantleasingspaceandithastoearnitsrighttothespaceyou'

vegrantedit.

/

Howmuchshouldwespendonmarketingourrestaurant

Thereareseveralrulesofthumbandratiosintherestaurantindustryandtherearesomeforrestaurantmarketingaswel1・Atypicalrestaurantshouldallocate3%-6%ofsalestomarketing.It'

salsoagoodideatoallocatethismoneyproportionallytoyoursalesvolume・

Itmeans,ifJulyisyourbusiestmonth,youshouldspendaproportionateamountonyourrestaurantsmarketingbudgetinthatmonth・Fishwherethefisharebiting.Somerestaurantownersmerelyfocusonstagnantperiodsandthinkthat*sthetimewhentheyneedtospendmoneytodrivesales,sotheyspendabigchunkofcashtryingtobuildahappyhourbusinessandforgobuildingontopoftheirbusyperiods・Thefactis,thereisareasonpeoplearetcominginfrom4:

00PM-6：

00PMandyou'

11besendingvaluablemarketingdollarsdownablackholeifyoutrytoadvertiseinthisperiod・TherearenearlyonemillionrestaurantsintheUnitedStatesandprobablyonly2%ofthemarebusyfrom4:

00PM-6:

00PM.Marketingcan'

tchangebehavior；

itcanonlyinfluenceexistingbehaviors・Spendyourmarketingdollaronaspectswhereitwillhavethebestreturnforyourrestaurant・

Howdomostrestaurantsmarketthemselves

It'

sarealmiserythat80%-90%ofrestaurantmarketingbudgetsarespentonnewtrial-gettinganewcustomertovisitfort