服务营销外文文献翻译文档格式.docx

服务营销外文文献翻译文档格式.docx

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院系经济管理学院

专业班级市场营销1102班

姓　名周启雯

原文出处阿伦·

艾伦.餐厅营销

评分

指导教师刘春宇

华中科技大学武昌分校

20年月日

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外文资料翻译——原文

RestaurantMarketing

Restaurantmarketingisbothanartandasciencethatisshroudedinmysteryforfartoomanyrestaurantowners.Unfortunately,manyadvertisingsalespeopledon’twantyoutoknowwhat’sreallyworking.Theywantyoutothinkthatthetelevisionspotsisyourcompetitorwhoyouarerunningwithaswellastheanswertoallofyoursales-buildingchallenges.Notso.

Thisbriefreportseekstooutlinesomeoftherestaurantmarketingtechniquesandprinciplesthatareworkinginsuccessfulrestaurantsaroundthecountry.

Let’sgetstartedwithsomeofthemostfrequentlyaskedquestionsrestaurantownersaskwhenseekingabetterwaytomarkettheirrestaurants:

Whatarethekeystogreatrestaurantmarketing

Thereareseveralcomponentsofsuccessfulrestaurantmarketing.Thisisn’tanallinclusivelist,butsometopstrategicmarketingissuesinclude:

BRANDING:

Therehasbeenlotsofhypeoverthelastfewyearsaboutbranding.We’reallbeingtoldweneedtodomorebrandingandabetterjobbranding,butnoonehasreallystoppedtoexplainwhatabrandisandhowyoubuildit.Abrandisapromise.It’swhatcustomers,employees（InternalCustomers）,vendors,themediaandallotherkeyconstituentscometoexpectindealingwithyourrestaurant.Brand-buildingisclosingthegapbetweenwhatyoupromiseandwhatyoudeliver.Astrongbrandisonethathasalignmentbetweenthepromiseandexecution.It’snotsomethingthathappenswhenyouadvertise,andit’snotthefactthatpeoplerecognizeyourlogoorrecallyouradvertising.

POSITIONING:

Positioningisanunderleveragedrestaurantmarketingcomponent.Positioningistheplaceyouholdinthecustomersorprospectsmindrelatedtothecompetition（thecheaperchoice,thehigherqualitychoice,etcetera）.EffectivepositioninginvolvesincorporationofyourUniqueSellingPropositionTheUSPisonethingthatonlyyoucanclaim.It’sacrucialpointofdifferentiationthatthecompetitioneithercannotordoesnotclaim.AnexampleisBurgerKingversusMcDonald’s.IfBurgerKingcanconvinceyouthataflame-broiledburgertastesbetterthanafriedburger,they’vewonthewarbecauseMcDonald’swillnevergointoall14,000storesandripoutfryerstoinstallchar-grillingpits.

DUEDILIGENCE:

Restaurantmarketingdoesn’thappeninavacuum.Effectiverestaurantmarketingmustbebuiltonafoundationofafactandknowledgeaboutthemarket,yourcompetition,yourcustomers,yourInternalCustomers,financialhistory,marketinghistory,theindustry,andoutsideforcesthatwillimpactyourbusiness.Thereisalottoworryabout,butrestaurantmarketinghastofactortheseconsiderationsintotheoverallstrategy.NotevenCoca-Colacanaffordtomarkettoeveryoneallthetime,soeffectivemarketresearchandduediligencecanhelpyoubemoreeffectiveinyourrestaurantmarketingefforts.

MENUMIX:

Everysixtotwelvemonths,youaresupposedtoconductananalysisofyourmenu.Thiswillincludeprofitabilityanalysisandcompetitivemenuanalysis.Tokeepyourmenufresh,relevant,andprofitable,youarerequiredtoknowspecificallyhoweachitemonyourmenuisperformingandalsohowitstacksupnexttoyourtopcompetition.Thinkofeachitemonyourmenuasatenantleasingspaceandithastoearnitsrighttothespaceyou’vegrantedit.

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Howmuchshouldwespendonmarketingourrestaurant

Thereareseveralrulesofthumbandratiosintherestaurantindustryandtherearesomeforrestaurantmarketingaswell.Atypicalrestaurantshouldallocate3%-6%ofsalestomarketing.It’salsoagoodideatoallocatethismoneyproportionallytoyoursalesvolume.Itmeans,ifJulyisyourbusiestmonth,youshouldspendaproportionateamountonyourrestaurantsmarketingbudgetinthatmonth.Fishwherethefisharebiting.Somerestaurantownersmerelyfocusonstagnantperiodsandthinkthat’sthetimewhentheyneedtospendmoneytodrivesales,sotheyspendabigchunkofcashtryingtobuildahappyhourbusinessandforgobuildingontopoftheirbusyperiods.Thefactis,thereisareasonpeoplearen’tcominginfrom4:

00PM–6:

00PMandyou’llbesendingvaluablemarketingdollarsdownablackholeifyoutrytoadvertiseinthisperiod.TherearenearlyonemillionrestaurantsintheUnitedStatesandprobablyonly2%ofthemarebusyfrom4:

00PM.Marketingcan’tchangebehavior;

itcanonlyinfluenceexistingbehaviors.Spendyourmarketingdollaronaspectswhereitwillhavethebestreturnforyourrestaurant.

Howdomostrestaurantsmarketthemselves

It’sarealmiserythat80%-90%ofrestaurantmarketingbudgetsarespentonnewtrial–gettinganewcustomertovisitforthefirsttime.Thisistheleasteffectiveplacetospendyourmoneyon.Themajorityofnewtrialeffortsarespentonmassmediaadvertisingwhichiscostlyandhasdismalreturnoninvestment.Thefactisthatanewcustomeracquisitionis7-10timesmoreexpensivethanbuildingrestaurantsalesthroughincreasedfrequency,checkaverageandpartysize.Butrestaurantmarketingisn’talwaysaboutwhat’smosteffective,moreoften,it’saboutwhateveryoneelseisdoing.Restaurantoperatorsnoticethattheircompetitorsareontelevisionorintheyellowpagesoronabillboardandthattheyshouldbetoo.Theydothiswithoutregardingforwhat’sworking.Restaurantownershavetowearsomanyhatsthatsometimestheyjustdowhat’seasiest–theywriteacheckformassmediaadvertisingandhopeforthebest.Massmediapaysoftenmoreattentionaboutfeedingegothandrivingsales.It’salsoimpossibleformostcompaniestocompeteinatoe-to-toebattlewiththebigguys.Subwayspends$290millionperyearontelevision.Theycandothatbecausetheyareamulti-billiondollarenterprise–atitlelessthan100restaurantcorporationsintheworldcanclaim.Thequestionyou’llhavetoaskyourselfis“dowewanttojumpoffthebridgejustbecausesomanyotherpeopleare

Whoisdoingagreatjobmarketingtheirrestaurantandwhatworksabouttheirrestaurantmarketingefforts

Thereareseveralexamplesofcompanieslargeandsmallthataredoingagreatjob.I’llgiveyousomeexamplesofeach.Onthelargerside,Starbucksisdoinganawesomejob.Theyspendmoremoneyontrainingthantheydoonadvertising.Theydoagreatjobwiththeirinternalmerchandizingandtheirmenuismuchfocused.Theydon’tspendmoneyonmassmediaandinsteadfocusonacoreproductlineandflawlessexecution.Theyarenowthefastestgrowingtake-outoperationinhistory.

Agreatexampleofaregionalchainthat’sdoinganimpressivejobwithmarketingtheirrestaurantsisFirehouseSubs.Theyhavestronginternalmerchandizing,trainingandcultureprograms.Theyalsohaveaveryimpressivedirectmailprogram.Theysendoutquarterlysaturationmailersofferingafreesandwichwithnostringsattached.Themailersdrawdouble-digitresponsesanddriveequallyimpressivecomparablestoresalesimprovements.Researchshowedthat70%ofthepeoplethatredeemedthecardsbecameloyalvisitingcustomerswithamuchhigherfrequencythantheindustryaverage.

Examplesofsuccessfulindependentrestaurantmarketingabound.CharlieTrottersisworld-renowned,butyou’veprobablyneverseenabillboardortelevisionspotforthem.CharlieTrottersdoesanincrediblejobwithpromotionandpositioningthenamesakechefasaculinaryexpert.WhenyouvisitChicago,youwanttogotohisrestaurantjustforthatreason–notbecauseofanyadvertisinghehasdone.

Whataresomeexamplesofgoodrestaurantmarketingtactics

Thereareliterallythundredsofthousandsofmarketingtacticsthatyoucouldemploytoliftsalesatyourrestaurant.Thiscausesmanyrestaurantoperatorstothinkthatthereisasilverbulletouttherethattheyneedtofind.Therearenosilverbullets.Onehitwondersmaybeouttheretogiveyouabigspikeinsales,butthosearerarelysustainableovertime.Greatmarketingisaboutsolidoperationalexecution,effectivepositioningandthecumulativeresultsofmarketinginsidethefourwallsofyourrestaurantandintheimmediatetradingarea–no-taking-overairwaves.

Thatbeingsaid,somegoodexamplesofsuccessfulrestaurantmarketingtacticsareemailmarketing,bounce-backs,affinitymarketingprograms,publicitythrougheventmarketing,partnershipswithotherlocalretailersand,ofcourse,internalmerchandizingsuchasbathroomsignageandmenumerchandizing.

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HowdoImeasuretheeffectivenessofourrestaurantmarketing

Ifyoucannotprovethedollarsyouspendpersuadepeopletodobusinesswithyouratherthanadvertise.Ifyoucan’tseeadirectrelationshipbetweenmarketingandincreasedsales,yourmarketingisn’tworking.

OnepieceofanalysiswehaveconductedforClientsistocomparethevariances,periodoverperiod,forsalesandmarketingexpenses.Welooktodetermineacorrelation.It’samazinghowfrequentlywefindthatthereisabsolutelynocorrelationbetweensalesandmarketing.ThegraphhereisanactualClientchartthatshowsthisrelationship.Thiswasanindependentrestaurantoperationthathadasteadyperiodoverperiodsalesincreaseofaround8%.Theotherlinerepresentstheiradvertisingexpenditures.Asyoucansee,thereisabsolutelynocorrelationbetweenthetwolines.Forthisindependentoperator,thatrepresentedabout$150,000inadvertisingdollarsthatcouldhavegonestraighttotheownersbackpocketinstead.Thisrestaurantownerhadsolidoperationsandhewouldn’thavefeltanychangeinhissalesvolumeforatleastacouple