CHICAGO National Restaurant Association Restaurant, Hotel-Motel Show. —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the
“Marketing starts in the restaurant,” said Ted Fowler, president and chief executive of Golden Corral Corp., based in Raleigh, N.C. —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the
It also begins with employees, he added, which is why Golden Corral focuses on keeping turnover low to ensure consistent service. —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the
For San Francisco-based Kimpton Hotel & Restaurant Group, which operates 43 restaurants, the chef is the “primary marketing vehicle,” and the company spends 75 percent of its marketing budget on public relations to get the word out about the chefs and their menus, said Niki Leondakis, chief operating officer. —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the
The Palm Restaurant Group focuses on service and the menu as the starting point of its marketing because “operational excellence is the key,” said Bruce Bozzi Jr., executive vice president of the Washington, D.C.-based company. —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the
Randy Schoch, chief executive of Scottsdale, Ariz.-based Desert Island Restaurants, said “marketing from the inside out” is the most important way to reach the local market. —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the
Carlson Restaurants Worldwide, which operates or franchises 1,000 restaurants, recently responded to customer demand by introducing the “Right Portion, Right Price” menu at its T.G.I. Friday’s restaurants. —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the
“It’s about creating choice,” said Richard Snead, president and chief executive of the Carrollton, Texas-based company. —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the
Once food quality and service are at acceptable levels, the next decision is what type of local marketing will deliver the best results, whether it’s a promotion, special events or getting involved in the community. —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the
Community involvement is a critical element in reaching consumers, the panelists agreed. —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the
Golden Corral’s major event is the annual Military Appreciation Monday, which is held the first Monday after Veteran’s Day. Any person who has served in the U.S. military receives a free dinner and beverage at any Golden Corral restaurant, Fowler said. —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the
Kimpton gets involved with community organizations because people are interested in companies that share their social values, Leondakis said. Marketing is not just about the menu, she added, “it’s the whole brand experience.” —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the
Palm Restaurant Group encourages its general managers to join such programs as Dress for Success to show their commitment to the community, Bozzi said. —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the
Although the panelists agreed that managers ought to be involved in their communities, their involvement can’t be so time-consuming that operations suffer because they’re away from the restaurant too often. —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the
That was one of the items on Snead’s “not to do” list. The others were to limit promotions and to avoid reliance on coupons and giveaways, which can devalue a restaurant’s marketing efforts. —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the
Snead recommended forming partnerships with schools, local professionals and hotels to generate goodwill in the community. —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the
Although T.G.I. Friday’s uses national media as a major marketing tactic, Snead said local marketing is effective in reinforcing Friday’s image as an “emotional brand” to build loyalty. —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the
Carlson Restaurants provides material to local stores to support national promotions, including movie tie-ins, so store managers can tailor the promotion to their markets, Snead said. —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the
Local-store marketing also presents challenges. —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the
Palm restaurants in cities have to market differently than those in the suburbs, Bozzi said. City units target customers within 10 blocks because the audience is within walking distance, he said. Because suburbanites drive everywhere, suburban locations target customers up to 40 miles away. —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the
Special events like wine tastings and poker nights offer customers a new way to experience the restaurant, but they often don’t generate a strong return on investment, the panelists said. —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the
Customers may come in for the special events but not visit the restaurant at any other time. —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the
Of all local-marketing tactics, good word-of-mouth remains the most important, Fowler said, because it determines a guest’s “intent to return” to the restaurant. —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the
“If that asset goes away,” he said, “you’re out of business.” —Local-store marketing can forge an emotional link with customers to generate sales, but only if in-store service and food quality consistently meet their expectations, according to panelists who spoke at the sixth annual restaurant executive breakfast during the