Question

Topic: Advertising/PR

Restaurant Marketing Ideas

Posted by fakeplasticco on 10/4/2007 at 3:17 AM ET 125 Points
One of my client is in a bit of a soup with their restaurant and need some immediate help and have brought us on board.
Their situation isnt exactly ideal but it is what it is and we have to work with it.
They are a European restaurant, located in the predominately Asian community, with Entrees prices in the range for $26 - $40.
They may be bit expensive for most people so the efforts have to be very focussed and their efforts so far with mass media like newspaper hasnt done them much good.
One of things we are considering is giving Realtors free $100 gift certificates to give to their clients who buy million dollar homes in that area. We are also considering
a similar strategy with high end car dealerships in the area.
Comments and other ideas most welcome.

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RESPONSES

  • Posted by Harry Hallman on 10/4/2007 at 8:01 AM Accepted
    Several years ago we created an online database for a chain of high end restaurants. We then sent an email offering a $25 gift card (rechargeable) for those who updated there information or who signed up new. The results were incredible. 60% of those sent the email filled out a lengthy profile and the viral effect doubled the list. Thousands of people were sent the $25 gift card.

    Meals we in the range you mentioned, so they not only obtained a great email list but also made money.

    If you do not have your own list you may be able to partner with some high end boutiques or other retailers who have a list.
  • Posted by CarolBlaha on 10/4/2007 at 8:10 AM Accepted
    High end restaurants are often special occasion restaurants-- birthdays, anniversaries, engagements, and as you intend to market, celebrating the purchase of a new home. I did a similar program with realtors when I owned a high end restaurant. Tap your wine suppliers and bring in the vinter for wine maker dinners. I featured an artist a month, and had an opening dinner. Lunches would feature a fashion show. Tune all your marketing to capture those occasions-- and create a few of your own.

    Sell Well and Prosper tm
  • Posted by Deep Janardhanan on 10/4/2007 at 9:12 AM Accepted
    What CarolBlaha says is right on the mark.

    Contact Schools to send out birthday party invitations and the birthday boy/girl's family eats free if they hold their party at the hotel. The viral effect of birthday parties is amazing. Just make sure the birthday boy/girl takes away something that has the name of your restaurant so others want to have their party at the same place.

    About your Realtor idea, find a way for them to bring in their clients for lunch/dinner when they are showing houses. This way you get million dollar house hunters and not just house buyers.

  • Posted by iFocus on 10/4/2007 at 10:22 AM Accepted
    Given today's shape of the property market in the USofA and the average house price of $300,000, your friends might not give away many of those $100 certificates.

    Birthday and party ideas are good but we do not know anything about the size of this restaurant. Also i believe that these parties could affect negatively their image.

    We don't know the city the restaurant is located in. I would contact European Embassies/Consulates/Companies and emphasize on the European food available served by employees very much focus on customer service.

    Also who is the Chef? Is the Chef European as well? Has he a specialty (I hope)? A passion for a particular dish? Could he eventually come up with some sort of cooking classes? Could he have a column in a local newspaper/magazine, radio show? Same goes with the owner....

    Hope it helps...
  • Posted by ilan on 10/4/2007 at 10:31 AM Accepted
    Is this a French, Italian, Hungarian, Romanian restaurant?
    Knowing what the menu is could help.
    Based on the personality of the restaurant you can develop some programs that go beyond the $100 coupon.
    Also, are there any culinary schools in the city where the restaurant is? I teach in one here in Chicago, and I know that cooperating with the school gives a restaurant a lot of buzz and opportunities.
  • Posted by Tracey on 10/4/2007 at 12:24 PM Accepted
    Don't overlook the importance of understanding your potential customers. Perhaps research of the neighborhood would be helpful. A low- to moderate-income neighborhood doesn't necessarily NOT spend money on eating out. In fact, they may even eat out more often than high-income. Also, European food might work very well with the Asian community. For example, French food is very popular amongst Vietnamese communities (since Vietnam was colonized by the French, French food became integral in the diet, particularly in South Vietnam, where most Vietnamese American immigrants are from).
  • Posted by fakeplasticco on 10/4/2007 at 4:41 PM Author
    There is so much information here. Thanks so much guys and keep them coming! :)
    I am going to munch on all this for a while now.
  • Posted by Giselle on 10/8/2007 at 4:49 PM Accepted
    Realtor idea sounds good yet will only reach new comers.
    You said this is in a Million Dollar home area, well, then the ad needs to be directed to these people.
    A handout that can be mailed, a one pager. Mailed preferably to specific names. Perhaps HOA's can disclose directory or something on a "trade" basis.
    Send a one sheet, nice weight, glossy preferably.
    A picture of the staff, well dressed and groomed, or the owner/manager only. They could be gathered around a table in the restaurant, theater style, in front of a nice dish. Make sure it is inviting, something that would make you "WANT" to go and sit there and have a very nice meal.
    If they are in a hard spot, get those produced and out asap.
    Oh, you can also send those to a list of members of a local golf club, or country club, or other. Also, explore offering catering in the adjacent areas. Some churches rent out their spaces for events of all sorts, high class catering would be a good way to get the name out.
    Let me know if you want to discuss more details!
    Good luck!
  • Posted by fakeplasticco on 10/10/2007 at 4:37 AM Author
    Thanks Giselle! We are working on a direct marketing campaign with elements you mentioned. Although we didnt think about the country club. Will look into that opportunity.

    Jeffrey Summers: I totally agree with you on the discounting factor. However, the situation is a little complicated and the owners are running out of cash and need something to happen in next month or 2.
    Also, the owners might not have used the best judgement in the tagging themselves as 'Fine Dining'. I personally dont think they are much of 'Fine Dining'. They food is delicious however, but for the price point, they dont have a signature style/dish/decor or experience that would set them apart as 'Fine Dining'. Their location isnt helping their cause much either.

    Considering the situation and the time constraints, we are only thinking of getting some targeted people in the restaurant and upsell them on the wines to make up for the gift certificate offer. I am not totally opposed to the idea of gift certificate as long it is targeted and gets about a fair amount of people for trial. I look at it as customer acquisition costs.

    We are considering corporate parties too. Just got to figure out whom in the corporation do we talk to, to pitch our cause.

    Tracey: Most of the asians are from Honk Kong.

    Thanks guys.
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