Cover Story

Marketing your restaurant with limited budget

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A restaurant is an important source of revenue for any hotel. Surya Kanta Jana talks about the many out-of-the-box efforts which can ensure that a hotel restaurant can add to the bottomline in today’s competitive times

20150731eh74
Surya Kanta Jana

A restaurant can be a great advantage to a hotel – it introduces an extra resource of revenue, adjoins to the base line, and is an eye-catching feature for guests. Running a restaurant from within a hotel also guarantees a positive amount of business coming your way. Restaurants with a ‘celebrity’ or renowned chef, and ones associated with familiar, well-liked brands have a superior chance of breaking through the stigma linked with being a hotel restaurant. Customer entrance is an additional key part as exterior openings separate from hotel lobbies assist to present the restaurant as an impartial entity.

With the right promotion, within the hotel and outside of it, restaurateurs can determine the amount of business occurring  ahead of hotel guests. Depending on where you live, the chances to promote your hotel restaurant will differ; though, there are a number of different methods that you can try to amplify your exposure and raise your restaurant’s status.

Involve in public events

Nonprofit groups and businesses frequently hold profit and blowouts to lift money for a reason or an association and want  restaurants to contribute food and effort. While these proceedings do not straightforwardly get public in your restaurant, they can afford publicity to new spectators. Satisfying every request that comes your way is not possible, so it is significant to choose the right community proceedings. Consider the dimension of the occasion and select ones that will present the maximum amount of coverage without getting lost in the mix. Put your best foot forward and provide one of your best signature dishes so that people are forced to come back to your restaurant and try other dishes on your menu.

Cause marketing

Cause marketing is a type of marketing that engage the mutual efforts of a for profit business and a nonprofit organisation for common benefit. If done appropriately, cause marketing can make regular business for your restaurant. Say for example; a Dine for a Purpose benefit that associates a restaurant with a limited or nationwide cause. You can prefer to give a segment of the payoffs from specific dishes or drinks or from whole meals on a selected date or dates. This type of attempt will correlate optimistic thoughts with your restaurant and fetch people in more habitually.

Active media plan

Media relations are an essential element of any flourishing marketing campaign. With today’s growing media scenery, there are various types of channels that you should be engaging with on a regular basis including broadcast, print and digital/social. Apart from the news stations, start involving with some of the local food bloggers in and around your city. These people have a lot of influence on the local society and can be a great resource for your business.

It will be a mistake if we didn’t take in social media as a part of your promotion. Social media is an important platform to connect with clients and is rather easy to add in. You can often post new recipes of unique or seasonal dishes on Facebook and share photos and updates on Twitter. Connect fans and persuade them to share their input, for example, ask them to select the next special for the menu through a selection process.

Lastly, make a YouTube channel for your restaurant. Short cooking displays are comparatively easy to put together and upload to YouTube. You can also post them on your Facebook page and tweet the links through Twitter. Video posts regularly acquire the most concentration complied by pictures. Social media is somewhat through which you can incorporate as much or as little as you want. The more energetic and appealing you are, the more helpful it will be to your business.

How can you bring success to your restaurant without marketing? As we’ve seen with the alternative above, one sure expense in use of a restaurant is marketing. What if the hotel has determined that there is no advantage to marketing the restaurant owing to its position or less budget for any particular campaign? How can a Food and Beverage division show a profit on what becomes a pleasant amenity to the guest?

Unique events

An additional way to fill seats is to work additionally with your local wine and liquor dealers to set up special happenings in the restaurant space. Dinners served in numerous courses and balancing it with wine and beer and other comparable events have turn out to be accepted over the past few years. These days, we’re seeing a growing tendency with whiskey tasting banquets as well. By functioning with liquor representatives, you can frequently get exceptional pricing to help trim down the expense and boost your profit. Moreover, they can assist to promote the event through their database and tap other links to fill up the space with the preferred figure of people. These particular events offer you an opportunity to showcase your restaurant; your chef, staff to people that may not have otherwise stepped into the restaurant.

Closing for meal periods

It is significant to note once more that breakfast is a must for most AAA ratings. If administration discusses closing during lunch and/or dinner, they must also think of an alternate position outside the hotel – such as a lounge – for diners to go to.

Without a well known chef or brand name at the back of your hotel restaurant, times are challenging in a hard-hitting surroundings. Whether the executive management team wants to assign funds to the marketing of the restaurant or has determined to hold off, there are strategies that you can utilise in your hotel restaurant to boost income, fetch in more external customers or reorganise your procedures. At times it involves being original with your liberty, mounting joint venture and thinking outside the box.

(The writer is general manager, Hive Alwar)

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