If you are a business leader who sees marketing as a path to give your continental cuisine restaurant an edge over the competition you're not alone.
Today's small businesses operate in a dynamic sales and marketing environment. The consistent application of solid marketing principles is one of the few business requirements that has stayed the same.
As a small business owner, it's tempting to think that you have what it takes to market your brand effectively. Maybe you do. But in our experience, there is no substitute for enlisting the services of a qualified marketing consultant. The best consultants possess a range of skills, including the ability to accurately communicate your continental cuisine restaurant' most important brand characteristics. Without the presence of an experienced professional, it's easy to miss opportunities in the marketplace and focus your efforts on outdated tactics. Since there is no reason to believe that marketing will become any less important in the continental cuisine restaurant industry, exposing your strategy to the influence of capable marketing professional should be a top priority.
The majority of continental cuisine restaurants understand that more customers will walk through the door if a few products are priced at less than full retail value. When applied skillfully, a loss leader marketing strategy can lead to overall gains in revenue. But to be effective, loss leader marketing requires planning, especially in product selection and price points. For the majority of continental cuisine restaurants, the real benefits of loss leaders emerge through the careful marketing of other products, usually offered at a much higher margin. Whenever possible, piggyback a loss leader approach with the purchase of bulk merchandise that can be bought at a discount.
Sloppy marketing programs have no place in growing continental cuisine restaurants. A strategy chocked full of time-sensitive ad placements and other tactics can devolve into a tangled mess of overlapping deliverables unless it is coordinated in a promotional calendar. Good calendars include not only tactical deadlines, but also schedules for the inputs (e.g. staff assets, vendors, etc.) that are required to execute strategic objectives. Consumer mailing lists from a respected provider can add value to your calendar by incorporating geographic and demographic consumer data into your promotional schedule.
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