The Café & Restaurant Marketing Framework

1. The Café & RestaurantMarketing Framework yourcustomerpath.com

2. Revenue Sources • Menu • Space Rental • Full Bar • Merchandising (caps and Tees) • Carryout • Takeout • Gift Cards • Office Catering • Special Events- Wine Tasting

3. Our Products positioning statement • Café experience- The experience of dining as a service • Healthy and light Food- We offer healthy choices for lunch and dinner • Entertainment- We offer a relaxed and social environment • Bar- We offer a full bar for adult drinkers

4. Positioning • Positioning of product or service • Our marketing efforts should center around why our food is appealing, sexy , high-quality, or in some way unique and position it as a lifestyle product. Example. • We provide a focused menu, quality food and full bar and social experience for customers seeking a relax, social and upscale environment. Our Uniqueness. • We offer a non traditional menu with a traditional bar setting and a bed and breakfast you can stay the night. (you can get drunk and stay healthy with vegan and vegetarian food.)

5. Demographics • Individuals: people that dine in by themselves. • Families: a group of people, either friends or a group of nuclear relatives dining together. • Take out: people that prefer to eat food in their home or at a different location than the actual restaurant. • Carryout- People who order in groups (over $50) who would like food delivered to them during lunch

6. Marketing Strategy 1. Institutional marketing- Promote the life style and entertainment value through PR and Blogging 2. Program Marketing-Product and Retention Strategy • To seek customer awareness, develop our customer base and work toward building customer loyalty and referrals. • Establish customer retention and customer engagement programs. • Establish sales goals for staff to achieve (the perfect check theory) • To provide food and drink programs that increase Average ticket price and more consumption of our goods. Our programs should target college, hospital and the local business community.

7. Core Marketing Objectives • Our programs and tactic used will be centered around 4 core attributes • Increase customer frequency- (coupons and specials) • Increase check average (waitress and bar tender recommendations and up-selling tactic) • Group size (target large group orders with carryout and in-store • Identify our hottest sellers, best approach and get customer feedback • Increase our Rating

8. Marketing Activities and opportunities in-store • Get customer Feedback • Increase our rating (direct guests to yelp) • Lead capturing (example. email) • Position up-sell influencers in the café (flyers) • Cross market other products • Use suggestive selling tactics • Send weekly invitations, coupons and special discount via email • Track our best sellers and measure feedback • Take customer order, service them, bill collection and post sale tactics • Food Sampling

9. Marketing Activities and opportunities outreach • Local Search (city paper, google maps and yellow pages) • Social Networking (engage fans on twitter, Facebook, Youtube and Photo-sharing sites) • RSS and Blogs- (Post press releases, menus, food articles on wordpress, blogger etc) • Search engine- optimize for local and niche keywords to drive traffic to website • Street Promotions- Delivery menu and coupons to local residents and businesses • Strategic offline Partnerships- Reach out to local area school and hospitals. • Strategic online Partners- Identify online partners that drive traffic and retain customers (opentable.com, delivery.com) • Launch Google Adwords Paid program

10. Café Weekly Programs • Happy Hour • Vegan Wednesday • Karaoke • Sports Bar • D.C Government worker Day • Community Day • Sport Sundays and Mondays • College lunch • Wine Tasting Saturdays • Wi-Fi & coffee

11. Public Relations • Strategy - Press Release should focus on our weekly programs, accomplishments, new products and services - Articles should be written in the areas of Travel, Food and Nightlife • Execution • Get news featured in Print • Post Press Release and articles to blog websites, social networks, pr submission website and news site (RSS). • Optimize Press release with high impact keywords • Submit press release and stories to local bloggers

12. Bringing things all together • Customer acquisition – word of mouth, referral, flyer distribution, Google maps, local directories, online search, PR and strategic partners • Customer Retention- customer loyalty programs, specials, coupons and appreciation days, email acquisition, Birthday Invitations • Up-selling- Sampling, Suggestive selling and marketing materials • Operational strategies- Identifying our most profitable programs, products etc

13. Success Metrics and Tracking • P/L Statement • Prime cost worksheet • Break-even analysis • Customer Feedback (Yelp, Usersvoice.com, Going.com, Facebook, Twitter and message boards) • Coupons Validated • Email open rates and click throughs • Event confirmations and ticket purchases

14. Recommendations • Employee Training Get Found online. Let your customers find you in more places. We not only increase your search engine value with more links but help customers discover your business on more sites Learn more just log onto http://www.yourcustomerpath.com