(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.
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
Changing Trends and Tastes
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?
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
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
B. Strategies & Tactics
C. Choosing the Right Strategy and Tactics
RICHARD’S OF HYDE PARK
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.
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?
BLACK-EYED PEA RESTAURANTS
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
TGI FRIDAY’S INC.
Chapter: 8 – Reaching Out
Going into the Community
Develop Strategic Relationships
Developing Business Relationships
Go Where Your Customers Are
Chapter: 9 – Creating Events
Creating Special Events
How To Do It
Calendar-Related Ideas for Promotion
RIVERRUN CAFE & GALLERY
G.D. RITZY’S INC.
Chapter: 10 – Your Staff as Salespeople
Everyone is a Salesperson
Types of Salespeople
The Selling Process
Staff as Outside Salespeople
CARL KARCHER ENTERPRISES INC.
THE SEILER CORP.
Chapter: 11 – Coupons and Deals
Discounting Your Profits
Types of Deals
Evaluating Your Discounts
DOC DAMMER’S SALOON
HAMOT MEDICAL CENTER
BOB EVANS FARMS INC.
Chapter: 12 – Some Good Ideas
Encouraging Repeat Business From Customers
Marketing to Students
Becoming Part of Your Community
Marketing to Children (and Their Parents)
SAN FRANCISCO SCHOOLS
BLUE CROSS/BLUE SHIELD
AMERICAN FESTIVAL CAFE
OMNI PARKER HOUSE HOTEL
TEXAS TORTILLA BAKERY
ARMAND’S CHICAGO PIZZERIA
MICHIGAN STATE UNIVERSITY
AMOURETTE FRENCH CAFE
HEADQUARTERS PLAZA HOTEL
KNOX COUNTY SCHOOLS
Table of Contents
Your Menu As a Sales Tool
Rationalizing Your Menu
Exercises & Worksheets
Location, Location, Location
Good Design Can Mean More Money
Questions To Ask Customers