Slideshow on how your restaurant can use marketing strategies to grow sales
If you can't read please download the document
Transcript
1. Resources Beyond
The Menu
Your Silent Salesperson
2. Beyond The Plate Solutions Would Your Restaurants like to
see a $300,000 revenue improvement ?
3. The Right Menu
Whats In It For You To Have The Right Menu?
Increase The Average Check
Increase Frequency of Visits
Increase Party Size
Attract new Patrons
Achieve Higher Profits
4. WHEN WAS THE LAST TIME YOU UPDATED YOUR MENU ?
5. What Is The Cost of Not Updating Your Menu? Average Cost of
100 New On Demand Dine In Menus Is $1250 $ Volume Per Week Annual
Food & Labor Inflation Annual Lost Profits $ 5,000.00 7.5% $
19,500.00 $ 10,000.00 7.5% $ 39,000.00 $ 15,000.00 7.5% $ 58,500.00
$ 25,000.00 7.5% $ 97,500.00 $ 40,000.00 7.5% $ 156,000.00 $
50,000.00 7.5% $ 195,000.00 * Food & Labor Inflation Rate as
Identified by The National Restaurant Association
6. The Right Items
Keep up to date on food trends
Work with US Foods to be on top of new items
What are the chains doing Leverage their advertising
dollars
Limited time offerings / Profit Toppers
Test new items via specials
Value meals / combo meals represent strong consumer values
7. Perception Value Pricing The absolute most the customer will
pay for a menu item and still think they got a good deal for their
money. What do you charge for a cup of coffee? $.90 $1.50 What does
it cost you? $0.08 - $0.15 per cup Why can you charge so much for
coffee? That is what customers expect to pay !
8. From: To: $3.25 $5.55 $6.75 $9.95 $3.29 $5.59 $6.79 $9.99
Does not sound like a lot of Money You do the Math! Potential for
$16,000 in incremental revenue
9. Descriptions are Critical to the Selling Power of Menu items
Steak & Shrimp Dinner - $10.95
Hamburger & French Fries - $4.95
Classic Meatloaf Dinner
A pound portion of oven-baked meatloaf
with a side of mashed potatoes all covered
with beef gravy. Served with seasoned vegetables ,
a dinner roll, and our delicious onion tangles . $7.49
10. NO dots NO $$$$$$$$$$$ NO bolding
11. Your Menu Your Path To New Profit Opportunities Marketing
To The Three Doors
12. Marketing Your Menu For the average restaurant 75% of sales
comes From a 10,000 home radius
13. Restaurant Industry
June 13, 2007
Takeout Takes Off
14. Marketing Your Menu
The Take Out Generation
Get your menu in front of prospects and potential new
customers. Utilize a direct mail take out menu.
Typical American eats 81 meals per year in restaurants
But order 127 meals per year TO GO
15. Industry Trends
To Go business is up 20% over the past two years
78% of households purchase at least 1 carryout meal per
month
Takeout business is expected to grow at an 8% rate per year
over the next 5 years
Examples
Outback 12% of sales
Cheesecake Factory 8% of sales first year
McDonalds 60% of all sales through drive up window
16. Take Out Menu Design Goals
Promote
Catering business
Limited to offerings
Family meals to increase check average
Gift Certificates
Bounce back offers to create repeat sales
17. Where Do I Start
Menu Options
Dine In Menus
Take Out Menus
Custom Menus designed to your specifications
Menu On Demand Options
Over 50 Menu Designs
Choose images from our online library of over 2000 images
http://usf.menusondemand.totalloyalty.com
18. Building Your Menu Menus On Demand
http://usf.menusondemand.totalloyalty.com
19. Choose Your Category Menus On Demand
20. So.. What Does All This Mean To Your Customer?
21.
22. Free Menu / Marketing Analysis A Customized Approach for
Your Restaurant These are the potential gains for a restaurant
doing $15,000 per week . Potential Annual Revenue Impacts Revenue
Center Potential Revenue Cost to Implement Net Revenue Gain New
Dine In Menu $ 54,000.00 $ 1,250.00 $ 52,750.00 5 To 9 Pricing
Adjustment $ 4,160.00 $ - $ 4,160.00 Server Training Program $
46,722.00 $ 699.00 $ 46,023.00 Take Out Menu - Internal Marketing
Use $ 14,400.00 $ 1,100.00 $ 13,300.00 Take Out Menu - Direct Mail
Use $ 18,000.00 $ 1,500.00 $ 16,500.00 E-Mail Marketing $ 43,200.00
$ 1,048.00 $ 42,152.00 Online Ordering $ 36,000.00 $ 3,600.00 $
32,400.00 Web Based Marketing Program $ 4,320.00 $ 75.00 $ 4,245.00
Revenue Impacts $ 220,802.00 $ 9,272.00 $ 211,530.00
23. Free Marketing Analysis Potential Annual Revenue Impacts
Tyler's Taproom Revenue Center Potential Revenue Cost to Implement
Net Revenue Gain New Dine In Menu $ 102,240.00 $ 937.50 $
101,302.50 5 To 9 Pricing Adjustment $ 13,371.43 $ - $ 13,371.43
Server Training Program $ 146,901.86 $ 699.00 $ 146,202.86 Take Out
Menu - Internal Marketing Use $ 40,896.00 $ 1,100.00 $ 39,796.00
Take Out Menu - Direct Mail Use $ 23,856.00 $ 1,500.00 $ 22,356.00
E-Mail Marketing $ 57,254.40 $ 1,048.00 $ 56,206.40 Online Ordering
$ 102,240.00 $ 10,224.00 $ 92,016.00 Web Based Marketing Program $
5,725.44 $ 75.00 $ 5,650.44 Revenue Impacts $ 492,485.13 $
15,583.50 $ 476,901.63
24. Free Marketing Analysis Potential Annual Revenue Impacts
Red Hot & Blue Revenue Center Potential Revenue Cost to
Implement Net Revenue Gain New Dine In Menu $ 93,600.00 $ 937.50 $
92,662.50 5 To 9 Pricing Adjustment $ - $ - $ - Server Training
Program $ 127,254.35 $ 699.00 $ 126,555.35 Take Out Menu - Internal
Marketing Use $ 49,920.00 $ 1,100.00 $ 48,820.00 Take Out Menu -
Direct Mail Use $ 9,168.00 $ 1,500.00 $ 7,668.00 E-Mail Marketing $
22,003.20 $ 1,048.00 $ 20,955.20 Online Ordering $ 62,400.00 $
6,240.00 $ 56,160.00 Web Based Marketing Program $ 2,200.32 $ 75.00
$ 2,125.32 Revenue Impacts $ 366,545.87 $ 11,599.50 $
354,946.37
25. Annual Marketing Plan A Systematic Approach Jan Feb Mar Apr
May Jun July Aug Sept Oct Nov Dec Dine In Menu X X Server Training
X X X Take Out / Catering Menu X X Take Out Menu Direct Mail
Clipper Insert X X E-Mail Marketing X X X X X X X X X Online
Ordering X X X Loyalty / Gift Card X X X CouponClipper. com Listing
X X X X X X X X X
26. Annual Marketing Plan A Systematic Approach Package
PLATINUM GOLD SILVER BRONZE Cost $5000 $4000 $3000 $2500 Elements
100 - On Demand Dine In Menus 8.5 x 11 5000 - 10 x 17 On Demand
Take Out Menus 10,000 - DAL Postcard Mailing Where Available.
Designed, Printed , Delivered Or 10,000 Center Page Menu Inserts in
Clipper Magazine ABCDXO Server Training PROFESSIONAL System
Consists of: Consists of: 1 - ABCDXO Training DVD PRO 2 -
Management Work Book 250 - XO Custom Pads 150 - Custom Inserts 8 -
Posters 6 - XO Secret Shopping On Demand in Six Months 100 - On
Demand Dine In Menus 8.5 x 11 Or 10,000 - DAL Postcard Mailing
Where Available. Designed, Printed , Delivered Or 10,000 Center
Page Menu Inserts in Clipper Magazine 5000 - 10 x 17 On Demand Take
Out Menus ABCDXO Server Training PROFESSIONAL System Consists of: 1
- ABCDXO Training DVD PRO 2 - Management Work Book 250 - XO Custom
Pads 150 - Custom Inserts 8 - Posters 6 - XO Secret Shopping On
Demand in Six Months 100 - On Demand Dine In Menus 8.5 x 11 5000 -
10 x 17 On Demand Take Out Menus ABCDXO Server Training NEW HIRE
System Consists of: 1 - ABCDXO Training DVD PRO 1 - Management Work
Book 125 - XO Custom Pads 60 - Custom Inserts 4 - XO Secret Shops
On Demand in Six Months 100 - On Demand Dine In Menus 8.5 x 11 100
- May We Suggest Program 4 - Seasons Value Meal LTO Program ABCDXO
Server Training NEW HIRE System Consists of: 1 - ABCDXO Training
DVD PRO 1 - Management Work Book 125 - XO Custom Pads 60 - Custom
Inserts 2 - XO Secret Shops On Demand in Six Months
27. What Can This Mean To You?
Case Study - Detroit Division
Personal Management Workshop Implementation Plan
Target customers
CBR Customers
Sales Trending Down
Pipeline / Sales Blitz
Customers with difficulty paying bills
High Potential Prospects ( Conversion Targets)
Results
50 % to 60% of customer sign sales agreements (PVAs, etc)
95% of the customers increase purchase levels with USF
90% of Prospects (conversion targets) start buying form
USF
