This power point presentation gives you an overview and framework for marketing your cafe/restaurant online and using traditional marketing methods.

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

3. 
 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
Our Products positioning
statement

4.  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.)
Positioning

5. 
 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
Demographics

6. 
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.
 Track our effort using POS and Google Analytics' to evaluate our
performance and reiterate.
Marketing Strategy

7. 
Our programs and tactic used will be centered
around 4 core attributes
 Increase customer frequency- (coupons and
specials by capturing customer information)
 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 and POS reports
 Increase our customer Rating
Core Marketing Objectives

8.  Get customer Feedback using survey form and survey
monkey via email.
 Increase our rating (direct guests to yelp and trip advisor and
Goggle plus)
 Lead capturing using mail chimp and facebook fan page
 Position up-sell influencers in the café (table-tops)
 Cross market other products (ex. catering)
 Use suggestive selling tactics
 Send weekly invitations, coupons and special discount via
email, foursquares, Yelp and facebook fanpage
 Track our best sellers and measure feedback
 Take customer order, service them, bill collection and post
sale tactics
 Food Sampling
 On slow days, send text campaigns to local customers
encourage them to stop by for specials.
Marketing Activities and
opportunities in-store

9. 
 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
Marketing Activities and
opportunities outreach

10. 
 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
Café Weekly Programs

11.  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
Public Relations

12.  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
Bringing things all
together

13. 
 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
Success Metrics and
Tracking

14.  Employee Training
Get Found online.
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