Matakuliah
Tahun
: V0246 - Operasional Tata Hidang 1
: 2009-2010
Restaurant Business & Marketing Plans
Pertemuan: 3
OVERVIEW SUBJECT
The Business Plan
The Difference Between Marketing & Sales
Marketing Planning & Strategy
Market Assessment, Demand, Potential &
Competition Analysis
Marketing Mix-The 4 P’s
Promotion
Bina Nusantara University
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BUSINESS PLAN USEFUL
 Increases the probability of success.
 Assists in obtaining financing.
 Communicates to potential investors.
 Defines operational purpose.
Bina Nusantara University
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BUSINESS PLAN CHARACTERISTIC
 Mission statements generally do not change.
 Goals are reviewed as often as necessary.
 Goals should be established for each key operational area
(e.g., sales, food, service, beverage, labor costs, etc.).
 Strategies or action plans are the “how to reach the goal”.
They are more specific than goals & are generally short-term.
 Strategies are specific as to the date by which they are to be
achieved and how much should be achieved.
 Based on strategies, a detailed action plan with individual
responsibilities should be implemented.
Bina Nusantara University
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BUSINESS PLAN ELEMENTS
Bina Nusantara University
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Cover Sheet
Description of Business
Description of The Concept
Market Analysis and Strategy
Financial Data
Appendices
MARKETING
 Restaurant marketing is based on a
marketing philosophy.
 Marketing philosophy patterns the
way management & ownership have
decided to relate to guests,
employees, purveyors & the general
public in terms of fairness, honesty &
moral conduct.
 Marketing is finding out what guests
want and providing it at a fair price.
 Marketing asks would-be operators to
ask themselves, “Who will be my
guests? Why will they choose my
restaurant? Where will they come
from and why will they come back?”
Bina Nusantara University
 Includes sales and
merchandising.
 Determines who will patronize
the restaurant & what they want
in it.
 Is an ongoing effort.
 Gets into psyche of present &
potential patrons.
 Marketing is about solving guest
problems.
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SALES
 A part of marketing that focuses on the needs of the
seller.
 Activities that stimulate the patron to want what the
restaurant offers.
 The actions of restaurant employees that influence
patrons after they have arrived at the restaurant.
 Sales mentality exists when seller thinks only of his or
her needs & pushes an item on a customer.
 Closely related to advertising, promotion & public
relations.
Bina Nusantara University
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THE DIFFERENCE BETWEEN
MARKETING & SALES
SALES focuses on the needs of the seller.
MARKETING focuses on the needs of the
buyer.
Bina Nusantara University
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MARKETING PLANNING & STRATEGY
Every marketing plan must have realistic goals for
guest satisfaction, market share, sales & costs
while leaving a reasonable profit margin.
SWOT analysis, stands for strengths,
weaknesses, opportunities & threats.
The strengths & weaknesses focus on internal factors
and can, over time, be controlled by management.
Opportunities & threats deal with external factors.
Bina Nusantara University
15
MARKET ASSESSMENT
 Analyzes the community, the potential guests, the
competition & helps to answer the all-important questions:
 Is there a need for a restaurant?
 Who will be the potential guests?
 How old are they?
 What are their incomes?
 What is their sex?
 What is their ethnic origin or religion?
 What are the guests’ wants and needs?
 Why would people become guests?
 What will they like or dislike about the proposed restaurant?
 What do they like or dislike about existing restaurants?
Bina Nusantara University
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MARKET DEMAND
 The demand for a restaurant is calculated using two
factors:
The population in the catchment area (the area around
the restaurant from which people would normally be
drawn to the restaurant).
The demographic split of this population by nationality,
race, age, sex, religion, employment, education, and
income.
Bina Nusantara University
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MARKET SEGMENTATION
The market—that is, the total of all actual
and potential guests—is generally
segmented into groups of buyers with
similar characteristics.
Within these groups are target markets,
which are groups identified as the best ones
for the restaurant to serve.
Bina Nusantara University
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TYPICAL SEGMENTATIONS
Geographic
Country, state/province, county, city, neighborhood.
Demographic
Age, sex, family life cycle, income, occupation,
education, religion, race.
Behavior
Occasions, benefits sought, user status, usage rates,
loyalty status, & buyer readiness.
Bina Nusantara University
19
MARKET SEGMENTATION
Once the target market is identified, it is
important to position the restaurant to stand
out from the competition & to focus on
advertising & promotional messages to
guests.
The key to positioning is how guests
perceive the restaurant.
Bina Nusantara University
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Competition Analysis
 Analyzing the competition’s strengths and weaknesses
helps in formulating marketing goals and strategies to use
in the marketing action plan.
 When analyzing the competition it makes sense to do a
comparison benefit matrix showing how your restaurant
compares to the competition.
 You choose the items for comparison, which include name
recognition, ease of access, parking, curbside appeal,
greeting, holding area, seating, ambiance, food, service,
cleanliness, value, and so on…
Bina Nusantara University
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MARKETING MIX
• The cornerstone of marketing.
• The Four P’s
•
•
•
•
Bina Nusantara University
Place
Product
Price
Promotion
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PLACE/LOCATION
• One of the most crucial factors in a restaurant’s success.
• Ingredients for success:
• Easy access
• Curbside appeal
• Parking
• Convenience
• Visibility
Bina Nusantara University
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PRODUCT
 The main ingredient is excellent food.
 People will always seek out a restaurant offering excellent
food, especially when good service, value, & ambiance
accompany it.
 3 levels of restaurant product:
 Core Product: function part of the product for the customer.
 Relaxing, memorable evening.
 Formal Product: the tangible part of product.
 Physical aspects, décor & a certain level of service.
 Augmented Product: other services.
 Valet parking, table reservations.
Bina Nusantara University
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PRODUCT
 Product analysis: Covers the quality, pricing & service of the product
offered.
 Restaurateurs are placing greater emphasis on atmospherics, the
design used to create a special atmosphere.
 Product development: Innovative menu items are added to maintain
or boost sales.
 Product positioning: Conveys to the customer the best face or
image of the restaurant, what people like most about it, or how it
stands out from the competition.
 Restaurant Differentiation: Restaurant owners usually want their
restaurant to be different in one or more ways, to call attention to the
food or ambiance.
 Product Life Cycle: Restaurants, like all businesses, go through a
product life cycle from introduction to decline.
Bina Nusantara University
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PRICE
 The only revenue-generating variable in the marketing mix.
 Several factors affect price:







The relationship of demand and supply
Shrinking guest loyalty
Sales mix
The competition’s prices
Overhead costs
The psychological aspects of price setting
The need for profit
 Cost-Based Pricing
 Competitive Pricing
 Price & Quality
Bina Nusantara University
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PROMOTION
 Goals of a promotional campaign:
 To increase consumer awareness of the restaurant.
 To improve consumer perceptions of the restaurant.
 To entice first-time buyers to try the restaurant.
 To gain a higher percentage of repeat customers.
 To create brand loyalty (regular customers).
 To increase the average check.
 To increase sales at a particular meal or time of day.
 To introduce new menu items.
Bina Nusantara University
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TYPES OF ADVERTISING
 In-house
 Tie-Ins and Two-for-Ones
 Loss-Leader Meals
 Advertising Appeals
 Travel guides
 Yellow pages
 Mailing lists
Bina Nusantara University
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Have a nice day….
Bina Nusantara University
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