Restaurant Marketing for Owners and Managers

"Resourceful companies have these strategies and tactics in place,and the entrepreneur would be well served to employ them from thestart."
Bill Allen, Chief Executive Officer, Fleming’s PrimeSteakhouse & Wine Bar and Roy’s Restaurants

"The authors have done a great job of encapsulating . . . theideas, issues, and ‘how–tos’ in order to develop andmaintain a marketing campaign that has a high return on investmentto the foodservice operator."
Rob Grimes, Chairman, Accuvia

"It flows beautifully and brilliantly and avoids . . . theobfuscations that litter so many books . . . in theindustry."
Stephen Michaelides, President, Words, Ink., former editor ofRestaurant Hospitality

Restaurant Marketing for Owners and Managers provides a concisetreatment of how to use marketing to create a successfulrestaurant. Helpful in the day–to–day operations of everyrestaurant, this practical guide:

Ties theory to practice, complete with tools forimplementation Discusses how to develop a menu based on a restaurant’slocation and design Illustrates how to create a marketing plan and budget Provides checklists and real–world examples

The Restaurant Basics Series provides restaurant owners andmanagers with expert advice and practical guidance on criticalissues in restaurant operation and management. Written by leadingauthorities in their respective areas of expertise, theseeasy–to–use guides offer instant access to authoritativeinformation on every aspect of the restaurant business and everytype of restaurant independent, chain, or franchise.

Preface.

1. Introduction: What Am I Getting Myself Into?

2. Location: Where Am I Going to Put This Place?

3. Environmental Analysis: What Am I Up Against?

4. Identifying Markets: Who Are My Customers and What Do TheyWant?

5. Menu Development: What Should My Sales Kit Look Like?

6. Pricing: What Should I Charge for This Stuff?

7. Service: How Do I Get My Staff to Give the Right Amount ofAttention?

8. Other Income Streams: How Much Extra Stuff Can I Sell?

9. Communications: How Do I Get on the Guest s RadarScreen?

10. Technology: How Do I Surf My Way to Success?

11. Marketing Plan and Budget: How Do I Figure Out What to Doand How Much It Will Cost?

Resources.

Index.

PATTI J. SHOCK, CPCE, is a professor and Chair of the Tourism andConvention Department of the William F. Harrah College of HotelAdministration at the University of Nevada, Las Vegas.

JOHN T. BOWEN is the Dean of the Conrad N. Hilton College ofHotel and Restaurant Management at the University of Houston wherehe also holds the Barron Hilton Distinguished Chair.

JOHN M. STEFANELLI, PhD, is a professor and Chair of the Foodand Beverage Department of the William F. Harrah College of HotelAdministration at the University of Nevada, Las Vegas.