Introduction
The fast-food and restaurant industry that now extends throughout the world has its roots in the United States. Restaurants are often regarded as emblematic of a new global culture, but the industry has indisputably been shaped by its origins.
The informality of the restaurants, their uniformity of service to everyone, their focus on speed, their promised smiles are all distinctively related to their origin. They grow out of a cultural ethos that values friendliness more than propriety, practicality more than traditions of gracious living, and democratic egalitarianism over status-based distinctions.
However, as the high street has become increasingly saturated, the restaurant chain has stepped up its store expansion programs into new kinds of locations and markets. These include hospitals, military bases, prisons, and schools and a wide variety of locations other than on the high street, such as kiosks, carts, ‘drive-thru,’ sites in motorway service stations, retail and leisure parks, shopping centers, petrol forecourts and trains and other travel terminals.
Vigorously growing restaurants apply extraordinary marketing proficiencies and many people react favorably to them by visiting their place. The advantage is that there are several marketing procedures that can be carried out at a very low cost (many at no cost at all).
Restaurants’ marketing strategy
Vincze & Anderson (2000) stated that restaurants should look for ways to attract the attention of their customers. One easy way that is included, but not limited to, all the benefits that enhance the consumption or product use experiences of customers. When the customers have a long history of product use, brand identities can be complex.
Restaurants should be a place for parents and children. Over time, this will lead to a marketing strategy with two targets (Kids and parents) and two objectives which are: “Get kids to go to a restaurant, and get parents to say yes. To accomplish the first objective fun foods(hamburgers, shakes and fries) that kids would like must be offered, spokespersons that are liked by the kids must be hired, special meals should be created for the kids, playgrounds (bouncing castles, swings, swimming pool, and toys) should be added for the kids for usage after meals.
Subsequently, to make it easy for parents to say yes, the inclusion of a restaurant experience lowered parents’ stress. Such Parents are sure that their kids will get the following services:
- Getting their food quickly (which minimizes the stress of waiting in line.
- The kids will eat the food regardless of the location, because the taste and services are consistent.
- From a health standpoint they can safely use the restrooms; because of the cleanliness (many parents also infer the cleanliness of the kitchen from the cleanliness of the restrooms).
- Availability of playground when they finish, which means that the parents can enjoy their meals and quiet time.
- The inclusion of game arcades and computer games for fun and enjoyment for the kids.
- In addition, prices must be reasonable and the value-pricing option must be available.
Mathews (2009) noted that another marketing strategy of a restaurant is to develop a public communication such as website, newspaper, television and radio; and other related professionals collectively strategy of establishing communication with customers hence developing a society of normal customers. The center of this scheme is to unlock the appearance of communication from the restaurant to the clients and vice versa. This makes available the favorable possibility of introducing to the customers relative to the products and making it possible for the customers to give their opinion about the satisfaction of the service and any recommendation on improvement. With this in place, the customers will act as a cheap marketing medium. With the availability of communication between the customers and management, then there will be a satisfactory customer management relationship.
Conclusion
Besides this, the creation of a website for the restaurant can also help in attracting customers, because many people visit restaurants after making an examination or investigation on their websites and reviews in restaurant directories.
Reference list
Mathews, B., (2009). Marketing today’s academic library: A bold new approach to communicating with students. Chicago, IL: ALA Editions.
Vincze, J. W. and Anderson, C. H., (2000) Strategic marketing management: Meeting the global marketing challenge. Boston, Massachusetts: Houghton Mifflin.