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Sales
Development through micro-market analysis
Your restaurant customers perceive your restaurant differently
depending on their own unique experiences, needs, and
expectations. Finding out which customers are attracted to the
various elements of your business, and why, will help you develop
specific marketing programs to attract more of the same types of
customers.
Promoting each element of your business distinctly to appeal to
specific target customer groups, that are likely to be attracted
to the specific services you provide, will create higher sales
than will nondescript advertising and promotional campaigns aimed
at the general public.
To build sales through micro-market analysis of your business
follow these steps:
1. First identify the different business segments within your
operation, such as:
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Monday through Friday Lunch,
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Monday through Friday Happy Hour,
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Monday through Thursday Dinner,
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Friday late night bar business,
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Sunday Afternoon Brunch, etc.
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2. Set up a grid on a sheet of paper to display each business
segment separately.
3. Record customer counts, check averages and total sales for each
segment over a two week period for comparison.
4. Identify the segments contributing to the success of your
business, and the segments that need help.
5. Ask the following questions concerning each segment of the
business:
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What is the demographic make-up of customers in each segment
(age, income, jobs, household size, home area, etc.?)
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Where do the customers in these segments travel from before
coming into the restaurant?
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Why are they coming into the restaurant at this particular
time/segment?
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What is their primary motivation? What needs are they satisfying:
Specific type of food offered, specific servers,
entertainment, low prices, convenience, meet friends, quiet
atmosphere, fun atmosphere?
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What do they buy? How much do they spend, and why?
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What types of advertisement/promotion attracts each group?
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What impresses these distinct customers?
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What needs to happen to get these customers to frequent the
restaurant more often. What would have to happen to attract
these customers to another segment of your business?
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Who is not coming to these business segments, that should be
coming, and why?
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6. After identifying specific groups that are attracted to
different segments of your business, plan specific marketing and
promotional activities that will appeal to these distinct
customers.
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