服务营销外文文献翻译Word文件下载.docx

1、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Rest aurant Market i ngRestaurant marketing is both an art and a scienee that is shrouded in mystery for far too many restaurant owners Unfortunately, many advertising sales people don t want you to know what * s really working. They want you to think tha

2、t the television spots is your competitor who you are running with as well as the answer to all of your sales-building challenges Not so.This brief report seeks to outl ine some of the restaura nt marketingtechniquesand principles that are working in successful restaurantsaround thecountry.Let sget

3、started with some of the most frequently asked questionsrestaurantowners ask when seeking a better way to market theirrestaurants：What are the keys to great restaurant marketingThere are several components of successful restaurant marketing.This isn t an all inclusive list, but some top strategic ma

4、rketingissues include：BRANDING: There has been lots of hype over the last few years about branding We re al 1 being told we need to do more branding and a better job branding, but no one has really stopped to expla in what a bra nd is and how you bui Id it. A brand is a promise It s what customers,

5、employees （Internal Customers）, vendors, the media and al 1 other key constituents come to expect in dealing with your restaurant Brand-building is closing the gap between what you promise and what you deliver A strong brand is one that has al ignment between the promise and execution It s not somet

6、hing that happens when you advertise, and it s not the fact that people recognize your logo or recall your advertising.POSITIONING: Positioning is an under leveraged restaura nt market i ng component.Positioning is the place you hold in the customers or prospects mind related to the competition （the

7、 cheaper choice, the higher quality choice, et cetera） Effective positioning involves incorporation of your Unique Selling Propositiona crucial point ofnot claim An exampleconvince you that ave won the war becauseThe USP is one thing that only you can claim. It s differentiation that the competition

8、 either cannot or does is Burger King versus McDonald, s. If Burger King can f lame-broi led burger tastes better than a fried burger, theyMcDonald s wi11 never go into al 1 14,000 stores and rip out fryers to install char-gri1 ling pits.DUE DILIGENCE: Restaurant marketing doesn* t happen in a vacuu

9、m Effective restaurant marketing must be built on a foundation of a fact and knowledge about the market, your competition, your customers, your Internal Customers, financial history, marketing history, the industry, and outside forces that wi 11 impact your business There is a lot to worry about, bu

10、t restaurant marketing has to factor these considerations into the overal1 strategy. Not even Coca-Cola can afford to market to everyone al 1 the time, so effective market research and due diligence can help you be more effective in your restaurant marketing effortsMENU MIX: Every six to twelve mont

11、hs, you are supposed to conduct an analysis of your menu. This will include profitabi1ity analysis and competitive menu analysis To keep your menu fresh, relevant, and profitable, you are required to know specifically how each item on your menu is performing and also how it stacks up next to your to

12、p competition Think of each item on your menu as a tenant leasing space and it has to earn its right to the space you ve granted it./How much should we spend on marketing our restaurantThere are several rules of thumb and ratios in the restaurant industry and there are some for restaurant marketing

13、as wel1 A typical restaura nt should allocate 3% - 6% of sales to market i ng. It s also a good idea to allocate this money proportionally to your sales volumeIt means, if July is your busiest month, you should spend a proportionate amount on your restaurants marketing budget in that month Fish wher

14、e the fish are biting. Some restaurant owners merely focus on stagnant periods and think that * s the time when they need to spend money to drive sales, so they spend a big chunk of cash trying to build a happy hour business and forgo building on top of their busy periods The fact is, there is a rea

15、son people aret coming in from 4:00 PM - 6：00 PM and you 11 be sen ding valuable marketing dollars down a black hole if you try to advertise in this period There are nearly one mill ion restaurants in the United States and probably only 2% of them are busy from 4:00 PM - 6:00 PM. Marketing can t cha

16、nge behavior； it can only influence existing behaviors Spend your marketing dollar on aspects where it will have the best return for your restaurantHow do most restaurants market themselvesIt s a real misery that 80% - 90% of restaura nt marketing budgets are spent on new trial - getting a new customer to visit for t