Marketing Policy of the Restaurant
Essay Preview: Marketing Policy of the Restaurant
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Marketing policy of the restaurant:
At this point in your market analysis, you have completed your data collection. You have analyzed
industry trends, market area demographics, economic statistics, competition, suitability of your location
and restaurant concept. You are now read to estimate your sales potential based on these factors.
Sales in a restaurant are a function of the number of customers you serve (covers) and spending per
person (average check). A key indicator of future sales performance is past sales performance. Existing
restaurants can rely on their historical records for this information. Prospective operators must look to
comparable restaurants for data on their past performance.
While there are no formulas for calculating your sales potential, your prior research will help you make
more informed and reasonable estimates. The steps that follow will help you estimate your covers,
average check and sales potential.
1. Review Your Competitive Position
A review of your restaurants relative strengths and weaknesses will help you to determine your
competitive position in the market area. Compare your operation with your competition using the criteria
below. Be sure to keep in mind your concept and the types of customers you hope to attract
Concept/Theme
* * * * *
Proximity to Customers
* * * * *
Traffic Volume
* * * * *
Accessibility
* * * * *
Visibility
* * * * *
Atmosphere
* * * * *
Menu Appeal
* * * * *
Food Quality
* * * * *
Service Quality
* * * * *
Entertainment
* * * * *
Reputation/Reviews
* * * * *
Franchise Affiliation
* * * * *
Pricing
* * * * *
Hours of Operation
* * * * *
Management
* * * * *
2. Project Customer Volume
With an understanding of your competitive position in the market and with estimates of volume of other
operations, you are ready to make projections of your customer volume potential. The customer volume
projection worksheet will help you estimate how many customers, or meal “covers,” you will serve. The
following instructions will help you complete the worksheet:
1. Divide your operating year into season that describe the variability of your business (peak-season, middle-season, and off-season). Enter the number of weeks in each season in the
appropriate box.
2. For each season, estimate the number of daily covers for each meal period. Sum the daily
cove rs to determine the weekly totals.
3. Calculate the number of covers per season by multiplying the projected number of weekly
covers by the number of weeks in that season.
4. Sum the totals from each season to determine your annual covers
3. Project Your Average Check
Average Check includes both food and beverage sales. It should be projected for each meal period as
there can be significant variations among breakfast, lunch and dinner menu prices.
Be sure your average check for each meal period represents an affordable and acceptable price-value
that is consistent with your concept and the target markets you hope to attract. Pricing should be
competitive with other similar restaurants in your market area.
Look at Other Restaurant Floor Plans
Study other restaurant operations before developing your own floor plan. Note what works or doesnt work for them.
Fast food restaurants are usually boxy floor plans so that guests can move through them quickly. Casual and fine-dining restaurants are usually divided into multiple dining areas to create a more intimate and leisurely environment.
Restaurant Floor Plans: Make Specifications
Once you have carefully considered the needs of your restaurant, you can begin generating measurements and drawings for your restaurant floor plan. A team of restaurant concept development professionals can help draft your initial floor plan for maximum efficiency, taking the overall circulation within the restaurant into account.
While your restaurant floor plan is being drafted, you can begin determining seating capacity, dimensions of restrooms, bar area and storage facilities and locations for server stations.
The dining room and bar must have adequate seating for your guests. Your entire restaurant should be ADA compliant, meaning that people with disabilities can maneuver through your establishment with ease.
PRICING POLICY
Restaurant Equippers offers everyday low prices