Two Restaurant Marketing Books For The Price of One When Ordered Thru Amazon

(Redondo Beach, CA, March 22, 2008) – With the recession upon us, JB & ME Publishing (an imprint of InterLingua Publishing) is making two of its most popular restaurant marketing books available for the price of one. Those purchasing Local Store Marketing for Restaurants, which retails for $32.50, via Amazon will receive, at no cost, The Menu, a $22.50 value.

“The first casualty of a recession is always the restaurant” says Jack Bernstein, the author of both books.. “People know they can eat at home, make coffee at home, or bring sandwiches to works, for less than the cost of going out, so it’s the first place everyone looks to for savings during an economic downturn.”

While paring costs is important to surviving a recession, the most important thing a restaurateur can do is maximize revenue from existing customers and attract new ones to replace the customers that have cut back their spending. Local Store Marketing for Restaurants and The Menu address those aspects of the owning/managing a restaurant.

Local Store Marketing for Restaurants, which is a “must read” at a number of restaurant chains and a popular textbook in several hospitality programs at colleges nationwide, suggests strategies and activities that a owner/manager can implement in the five-mile trading radius around the location. While it would be great to have a heavy schedule of television advertising running around the clock, the reality is that a restaurant’s success or failure depends largely on its relationship with the office buildings, schools, and neighborhoods surrounding its location. In addition to suggesting activities that owners/managers can engage in, Local Store Marketing for Restaurants provides several dozen examples of what other restaurants have successfully done to increase sales. (See table of contents below.)

The conventional wisdom is that a properly designed menu can increase revenue 10% – 15% over an ordinary one, and that is basis for The Menu, also by Jack Bernstein. Positioning of items, descriptions, use of color, size of type, use of graphics, and so on, are all tools that restaurateurs can use to generate more revenue. “Since menus are being designed and printed anyway, there is virtually no additional cost to designing an effective menu, and any increased revenue goes straight to the bottom line,” says Bernstein. (See table of contents below.)

Jack Bernstein, the author of the two books, has spent over thirty years in marketing, with the great majority being in the travel and hospitality industries. The special offer on these books is available through July 4, 2008 – or until the limited supply of books in inventory is depleted.

JB & ME Publishing (an imprint of InterLingua Publishing) was launched in 1986 and is focused on sales and marketing skills in a number of industries. In recent years, InterLingua Publishing has expanded into the creation of bilingual books, posters, and websites in a number of vertical markets.

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Local Store Marketing for Restaurants

Table of Contents

Chapter: 1 – The Restaurant Business: Problems and Opportunities

    Your Restaurant Has a Problem.
    Nothing Stays the Same
        Increased Competition
        Changing Trends and Tastes
        Population Shifts
    Mis-perception is Reality
    Marketing to the Rescue

GOLD COAST DOGS
MICHAEL STUART’S RESTAURANT

Chapter: 2 – Local Store Marketing: What it is and Why you need it

    Looking at Your Business in Reverse
    What is Local Store Marketing?
    Your Customers Want to Know, “Who Are You?”
    The Principles of Marketing
    How Much Should You Budget for Marketing?

    JUNIOR’S
    SCHWARTZ BROTHERS RESTAURANTS
    STREETS OF NEW YORK RESTAURANTS

Chapter: 3 – Know Your Market

    What Is Marketing Research?
    Why Do It?
    How Do You Go About It?
    Learning About Your Customers on Foot
    How to Map Your Trading Area
    Your Relationship to Your Customers
    Pockets of Customers
    Learning About Your Customers From Them
    Researching Your Customers
    Learning About Your Customers From Your Employees

    FOUR SEASONS CLIFT HOTEL
    KENNEDY BROOKES
    ROCKY ROCOCO
    MAMMA LEONE’S
    DENNY’S INC.

Chapter: 4 – You Need A Plan, You Need a Written Plan

    Local Store Marketing Plan for Your Restaurant
        Part I: Your Goal
        Part II: Situation Analysis
            1. The Business Environoment
            2. Sales Trends
            3. Your Market
        Part III: Meeting The Challenge
            A. Analysis
            B. Strategies & Tactics
            C. Choosing the Right Strategy and Tactics

    RICHARD’S OF HYDE PARK
    PREMIER VENTURES
    SPAGHETTI WAREHOUSE

Chapter: 5 – Creating a Local Store Marketing Schedule

    Marketing Takes Discipline
    Consistency is Everything
    There are Four Categories for Local Store Marketing
    Putting the Program Together

    LEVY RESTAURANTS INC.
    Rax
    Tick Tock

Chapter: 6 – Getting the Word Out

    Reaching the Mass Market
    What You Need to Say to Your Target Market
    Types of Advertising
    Small but Effective
    Word-of Mouth advertising
    Getting “Free” Advertising: Public Relations
    How Well Did Your Advertising Do?

    MELANGE RESTAURANT
    BLACK-EYED PEA RESTAURANTS
    PIZZA PIT
    INTERNATIONAL HOUSE OF PANCAKES
    HARRY’S BAR AND AMERICAN GRILL
    LINCOLN HIGH SCHOOL

Chapter: 7 – In-Store Promotions

In-store Promotions Have Two Main Functions
Building Loyalty

    TGI FRIDAY’S INC.
    WENDY’S
    ZINGERMAN’S DELICATESSEN

Chapter: 8 – Reaching Out

    Going into the Community
    Develop Strategic Relationships
    Developing Business Relationships
    Selling
    Go Where Your Customers Are

    CRICKET’S RESTAURANT
    CHI-CHI’S
    SCHLOTZSKY’s

Chapter: 9 – Creating Events

    Creating Special Events
    How To Do It
    Calendar-Related Ideas for Promotion

    DOUBLETREE INN
    RIVERRUN CAFE & GALLERY
    CANTEEN CORP
    G.D. RITZY’S INC.

Chapter: 10 – Your Staff as Salespeople

    Everyone is a Salesperson
    Types of Salespeople
    The Selling Process
    Sales Training
    Staff as Outside Salespeople

    CARL KARCHER ENTERPRISES INC.
    ARBY’S INC.
    BACINO’S PIZZA
    THE SEILER CORP.

Chapter: 11 – Coupons and Deals

    Discounting Your Profits
    Types of Deals
    Evaluating Your Discounts
    Distribution

    DOC DAMMER’S SALOON
    HAMOT MEDICAL CENTER
    BOB EVANS FARMS INC.

Chapter: 12 – Some Good Ideas

    Theme Promotions
    Encouraging Repeat Business From Customers
    Marketing to Students
    Becoming Part of Your Community
    Marketing to Children (and Their Parents)

    SAN FRANCISCO SCHOOLS
    MARRIOTT CORP.
    MAX’S RESTAURANTS
    BLUE CROSS/BLUE SHIELD
    AMERICAN FESTIVAL CAFE
    OMNI PARKER HOUSE HOTEL
    CRACKER BARREL
    TEXAS TORTILLA BAKERY
    ARMAND’S CHICAGO PIZZERIA
    MICHIGAN STATE UNIVERSITY
    BURGER KING
    MCDONALD’S
    ROBIN’S
    AMOURETTE FRENCH CAFE
    HYATT HOTELS
    HEADQUARTERS PLAZA HOTEL
    TRADER JACK’S
    KNOX COUNTY SCHOOLS