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How to Create a Marketing Plan as a Restaurant Owner

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By: Mariah Rogers
Mar 24, 2021 • 6 min read

How to Create a Marketing Plan as a Restaurant Owner – Building Your Brand!

As small businesses begin to open back up again and provide their services to the public, creating a marketing plan is essential in order to stay competitive! With so many businesses working hard to intrigue customers, it can be challenging to set your store apart. You will need to craft a strategic plan in order to boost your marketing efforts and make your business’ name known. This blog will break into the nitty-gritty details about creating a marketing plan as a restaurant owner!

What Is Working? What Isn’t?

First off, you’ll want to examine what marketing efforts you have implemented currently. Analyze their performance and decide if you want to continue the strategy or make a slight adjustment. As the saying goes, if something isn’t broken, why fix it! Tinkering with plans that are already doing your business good is a waste of time and money. Instead, try to identify what isn’t working so that you can spend time improving this part of your marketing plan. Here, you can quickly glance at any strategies you have already been trying and update yourself on their progress and effectiveness.

Sometimes, it can be hard to tell if a strategy we implemented ourselves is truly making a difference for the company as a whole. Try to reach out to fellow subordinates, business partners, or potential customers to get feedback on what you are doing and how your store could improve. This might be a troublesome task for employees to complete, so encourage an anonymous survey or post a quick questionnaire on your website to gain honest feedback you can apply to your marketing plan.

Once you have identified areas for improvement and plans you should continue, it is time to take a deeper dive into the individual marketing strategies themselves.

woman in gray sweater holding tablet computer

Branding Your Business as a Restaurant Owner

Branding is everything! Having a brand that is signature to your business helps to make the company easily identifiable and stand out in the minds of others. You want customers to see your color, logo, or font and think of your business right off the bat! This is the first step to crafting an effective and strategic marketing plan. Getting creative isn’t as challenging as you might think! Call in your business partners, management team, or family to help decide on a company color, font, logo, and slogan. All of these pieces combined will help to make your brand easy to spot.

Once you have decided on the individual components that make up your brand, it is time to start incorporating these new ideas into your marketing plan. Start with your menu, signage, or any other text that goes along with your business. Change everything to your new branded font and consider adding a logo when appropriate. Your website and socials should match this theme as well!

Know Your Audience

In order to craft a marketing plan that is customized for your business needs, it’s crucial to know your audience. What kind of customers does your store attract? Examine the demographics of clients you usually serve. Let’s say you own a hip smoothie bar on a main street in town. If many of your customers are young diners/fitness gurus, you might want to adjust your menu and add more options that will attract these buyers. You can also focus more on your social media presence to advertise to this group as well.

Now, let’s take a look at another example. Let’s say you own a small home improvement company. Your target demographic will likely be homeowners and more middle-aged folks. So, you’ll want to explore different advertisements that will attract this group of shoppers. For example, creating a Facebook page or posting flyers at the local grocery store.

Understanding your audience helps you maintain and grow your customer base. This is a crucial step of the marketing process!

restaurant owner

Write a Mission Statement

Another essential step to creating a marketing plan is creating a mission statement for your company. What is a mission statement, you may ask? Essentially, a mission statement combines your company values and goals into two or more sentences. It is important to craft a mission statement so that everyone on your team can understand the company’s common goal. This will help with growth, success, and making a marketing strategy that is specific to your organization.

In order to create a mission statement, you’ll need to identify what the goals of your organization are. Some examples might be:

  • To serve others
  • In order to build community
  • Providing a specific service
  • Creating a unique product

Next, you’ll want to identify the values of your business. This is where you can get a bit more specific about what makes your company unique and competitive. Let’s take a look at some examples:

  • To serve others by creating a nurturing environment for those who want to begin their job search
  • In order to build community amongst volunteers who are passionate about the environment
  • Providing a specific service to help children navigate their first year of high school in a supportive and creative way
  • Creating a unique product designed to help teachers navigate online learning, made by other teachers

Build an Online Presence as a Restaurant Owner

Now for the fun part! Building an online presence can be a daunting task. There are many platforms to explore and different tools to help make your efforts worthwhile. Once you have identified your target demographic and established a strong brand, it’s time to make a few basic profiles. Every business should have a website, but you can even dare to go above and beyond! Sites like Twitter, Instagram, Facebook, and even Tik Tok can help you grow your brand further.

  • Twitter – great for quick updates and building engagement
  • IG – awesome for branding and maintaining your image
  • Facebook – connect with customers and other stores
  • Tik Tok – connect with the younger crowd and make engaging content about your products/services

Lucky for you, online profiles can be personalized and customized to fit your brand. Everything from color to design can be changed so that all of your profiles can be consistent across platforms. Be sure to update the theme color to match your brand, add your mission statement in the description, and start friending and following potential customers from your target demographic.

Another component of building an online presence is engagement. Building engagement on your social media can help boost your credibility and help you get introduced to new customers. This means regularly liking, following, commenting, and posting across all of your platforms. Update your followers on new company updates, releases, and more. Show how excited you are to be interacting with them!

restaurant owner

Focus on Competitive Advantage

Staying competitive in the world of business is no easy task. You must be ready and willing to adjust to market changes, changes in consumer behavior, and even events as crazy as a global Pandemic. Staying competitive and being the go-to business for customers interested in utilizing stores in your industry is important. Solidifying your marketing plan can help make that happen.

What makes your store unique? What sets you apart? Why should a customer choose your shop versus one down the street? You can use your marketing plan to help customers answer all of these questions. Marketing can help you advertise deals and discounts, new additions to your store, and help you provide excellent customer service, too. All of these factors will help play into your shop’s competitive advantage.

You can stay competitive by being:

  1. Easily accessible – make your website simple to navigate, have your store address and phone number visible for customers
  2. Offer discounts – everyone loves a good deal! Check-in to see what your competitors are offering and see if you can one-up them
  3. Kind and helpful to all – excellent customer service never goes unnoticed. Train your employees to always provide superior help
  4. Up to date – keep up with recent trends and market changes to adjust your products/services.

Now, go forth and market yourself like the dynamic restaurant owner you are! Let us know how your marketing plan is going so far by commenting down below. We would love to hear from you!

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