Fast Food Operator has Found an Innovative Restaurant Marketing System
Below is a MRR and PLR article in category Business -> subcategory Marketing.
Fast Food Operator Discovers Innovative Restaurant Marketing System
Summary:
Stop wasting time and money on gimmicks?"start generating profit from every marketing dollar in your restaurant.---
Article:
This morning, Tom Martin was a plumber. By mid-morning, he became an accountant. Throughout the afternoon, he handled research and development and concluded his day focusing on purchasing. Like many small business owners, Tom wears many hats daily. He first bought a Taco Box restaurant in 1969, expanded to a second, then a third location. Now, he operates Taco Box locations in Clovis and Portales, N.M. Business is thriving, but Tom believes it can improve.
Amid many responsibilities, Tom has recently redefined his approach to restaurant marketing. "For 20 years, I worked with a local advertising agency, purchasing bulk radio and print ads. We had a birthday club and some customer addresses, but our account representative didn't know how to utilize it," Tom explains.
He adds, "I once heard that 'half of the money spent on advertising is wasted; we just don’t know which half.' We never tracked the results from our advertising dollars. I knew there had to be a better way, but I was too busy running the stores to explore other marketing systems."
Tom has explored various restaurant marketing books and followed different marketing experts. He admits, "I've always been skeptical of get-rich-quick claims. I prefer to build our business sensibly and methodically."
Recently, Tom partnered with a marketing group specializing in creating effective, trackable marketing systems through marketing software. "I like their systematic approach to marketing; it aligns with my philosophy," Tom says. His new marketing coaches are helping him build and structure his customer database.
The marketing group provides software that effortlessly captures and manages the database, assisted by a part-time marketing employee. She handles office work, including entering data into the system and is impressed with the software's user-friendliness.
Typically, 30% of a restaurant's customers generate 70% of the business. Tom aims to encourage frequent customers to visit more often, increase group sizes, and boost spending per visit. Utilizing marketing software, he’s building a customer database, rewarding loyalty, and achieving these goals.
Additionally, Tom is keen to attract new customers. "With RMG’s help, I launched a new move-in program. Clovis is a military town with high turnover. We offer new residents a free meal to entice them. Whether they bring family or friends, or just enjoy a free meal, it’s a win. We want them to experience the difference we offer. Research shows long-term residents prefer Taco Box over national chains, but newcomers need to experience us first," Tom explains.
RMG offers weekly marketing coaching sessions where Tom and his coaches plan upcoming campaigns. In addition to the New Move-In Campaign, Tom developed the "Boxpitality Club," a VIP concept where customers register their birthdays and anniversaries for free products on their special days and other offers throughout the year.
"My coach is a marketing pro. What I love about the RMG system is its trackability. By offering time-sensitive, redeemable offers, I can quickly gauge the profitability and return on my marketing investment," Tom adds.
He concludes, "After 35 years in the business, I needed a boost. I believe I've found it with the RMG system. I'm excited about the creative campaign ideas. Once the New Move-In and Boxpitality Club are established, we'll introduce more campaigns."
Tom is beginning to consider his exit strategy, planning to retire in six years. Before he does, he’s determined to see how far his business can grow with a solid marketing plan and the support of RMG.
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