(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
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The Menu
Table of Contents
Chapter 1:
Your Menu As a Sales Tool
Chapter 2:
Rationalizing Your Menu
Chapter 3:
Exercises & Worksheets
Chapter 4:
Location, Location, Location
Chapter 5:
Good Design Can Mean More Money
Chapter 6:
Questions To Ask Customers
Index
Catalog