How to position your Restaurant’s Brand against your competitors for results.
How to build your own Restaurant Website in 24 hours at little to no cost.
How to immediately and automatically publish your Restaurant to 100+ search engines, maps, apps, and local directories.
How to use Social Media for your Restaurant the right way for 2017.
How to turn Email Marketing into a money button.
The mission is to help family-owned restaurants thrive.
We know that restaurants are one of the riskiest small businesses to open, with 9 out of 10 closing within the first year. We are here to change this by providing family-owned restaurants with the tools and information they need to repeatedly attract customers in the door.
I wanted to share a book I just finished writing. It is a step-by-step guide to successful restaurant marketing for 2017. It will walk you through the 5 Essential Marketing Steps that take the least amount of time and money, and return the highest results.
I’m offering the book at no cost in order to collect feedback. The book will then be revised and launched on Amazon.
I would really love for you to be part of the book launch team. All I ask is that you read the book, provide feedback and write an Amazon review once launched.
In return you will receive a free copy of the book.
Just fill out the form with your name and email. You will then be sent a copy of the book.
The Restaurant Marketing Guides
By eBURGEON, Inc.
This Restaurant Marketing Guide is written for restaurant owners, managers, and marketing professionals. It is a guide that will walk you through understanding the various parts of online restaurant marketing and then provide a step-by-step guide to doing it yourself.
This guide is written specifically for restaurant marketing and should not be used for other types of businesses. The specifics of the marketing approach in this guide are designed for restaurants to obtain successful results.
Restaurant Marketing is a general term used to describe any type of marketing activity that is executed for a restaurant. Marketing is defined by the American Marketing Association as “the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
It can also be thought of as business advertising. Common marketing activities include:
The Restaurant Marketing Guides (RMG) at eBURGEON spent 12 months researching restaurant marketing and creating this Guide. It is the core of what all restaurants in the United States of America should be doing as their marketing bare minimum in order to be successful for 2017.
The RMG team analyzed all types of marketing channels and evaluated cost, audience reach, conversion rate, return on investment (ROI), and various other factors. They studied restaurant consumer behavior, finding where and how people discover restaurants and make a decision on where to dine. They then combined this data with the highest proven long-term branding and sales strategy known.
It is known as Effective Frequency, which is the number of times it takes a person exposed to advertisements, marketing campaigns, or branding before they take action. This is not a new concept and has been debated and discussed for hundreds of years.
Wikipedia has a great quote from Successful Advertising written by Thomas Smith in 1885. That is correct, this is from 1885, which was 131 years ago and is still used today.
The first time people look at any given ad, they don’t even see it.
The second time, they don’t notice it.
The third time, they are aware that it is there.
The fourth time, they have a fleeting sense that they’ve seen it somewhere before.
The fifth time, they actually read the ad.
The sixth time they thumb their nose at it.
The seventh time, they start to get a little irritated with it.
The eighth time, they start to think, “Here’s that confounded ad again.”
The ninth time, they start to wonder if they’re missing out on something.
The tenth time, they ask their friends and neighbors if they’ve tried it.
The eleventh time, they wonder how the company is paying for all these ads.
The twelfth time, they start to think that it must be a good product.
The thirteenth time, they start to feel the product has value.
The fourteenth time, they start to remember wanting a product exactly like this for a long time.
The fifteenth time, they start to yearn for it because they can’t afford to buy it.
The sixteenth time, they accept the fact that they will buy it sometime in the future.
The seventeenth time, they make a note to buy the product.
The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.
The nineteenth time, they count their money very carefully.
The twentieth time prospects see the ad, they buy what is offering.
At eBURGEON, we like to say it takes the majority of customers 5-7 times of seeing something before they take action. And the fact of the matter is, the more times an individual engages with your Restaurant’s Brand, the higher the odds of converting that person into a customer and ultimately a repeat customer.
During the 12 months of research, eBURGEON also launched pilot programs with a few different businesses. Each business saw at least a 10x increase in social media reach, their presence on page #1 in Google, and experienced increased website traffic, customers, customer frequency, and sales over last year.
Let’s take a look at a few of the numbers from a mom and pop Mexican restaurant that was part of our pilot program. When we began working with them, they had an average Facebook reach of ~200-400 a week. After we implemented our program, they saw a consistent weekly reach of ~2,000 to 6,000. Their website traffic saw a 77% increase upon launching their new website. They are also now on the first page of Google four times for the keyword “[their city] Mexican food”. They also maintain a strong 4 star rating. The Owner also reported a 40% increase in sales over last year during their busy season.
The Restaurant Marketing Guides (RMG) at eBURGEON wrote this Guide with the goal of providing the core marketing activities every restaurant in America should execute in 2017.
There are hundreds of different types of marketing and advertising options for restaurants. The RMG team has narrowed it down to five core marketing segments: (1) Branding, (2) Website, (3) Reputation Management, (4) Social Media Marketing, and (5) Newsletter Marketing.
These five core marketing segments combined will allow a restaurant to reach the largest number of target customers directly, effectively, repeatedly and cost-effectively. This will result in the highest ROI (Return on Investment) at a marketing budget that any restaurant can afford.
The Guide will walk restaurant owners, managers, and marketing professionals through a long-term marketing strategy. This strategy uses five marketing segments to promote the correct marketing messages to a restaurant’s target audience consistently and frequently. By doing so, customers will be constantly engaging with the Restaurant’s Brand. This will keep your Restaurant top-of-mind every time a customer is hungry and deciding where to eat.
Note: Of course, a restaurant can do more marketing than just the RMG core, but every restaurant’s marketing should start with the core.
In 2017, online marketing will be essential to your restaurant’s success. These days everyone can easily conduct a Google search to decide which restaurant they want to eat at. Ensure that your restaurant’s information is on all the right channels so your customers and potential customers can see it. Take a look at the following statistics in regards to how individuals search for restaurants online.