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Comeback Business Plan - Session 4 -Marketing Plan
Copyright 2020 RestaurantOwner.com 1
Coronavirus Town Hall Webinar
** Session 4 **Restaurant Marketing In
the New Normal
Surviving COVID-19
Welcome!Today’s webinar will be starting shortly.
Please print handout notes – RestaurantOwner.com/snip/432.htm
Jim Laube
Your Hosts
Joe Erickson
Come Back Stronger
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• Interactive format
• This webinar is being recorded
• Links to resources will be included on the recorded webinar page
• Access to participant comments & questions
Webinar FormatWebinar Format
Come Back Stronger
PLEASE PARTICIPATE!Collaboration is VERY powerful!
Resources and links for all sessions:RestaurantOwner.com/ComebackResources
Questions & Comments
Show/Hide Control Panel
Questions Tab
Type your Questions / Comments
Handouts
Come Back Stronger
HANDOUTS –RestaurantOwner.com/snip/432.htm
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Small Group Staff Training
Taking Phone Reservations How to Project Confidence,
Competence and Genuine Hospitality
Are you interested?How many staff members?
Come Back Stronger
Your “Comeback Plan” is a checklist for how your restaurant needs to adapt to the new reality.
Sanitation and social distancing concerns will be the top concerns for employees and guests.
Use it to create a comprehensive roadmap to a safe, successful reopening.
DOWNLOAD TEMPLATE RestaurantOwner.com/ComebackTemplate
Comeback Business Plan
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Comeback Business Plan - Session 4 -Marketing Plan
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Come Back Stronger
Your “Comeback Plan” is a checklist for how your restaurant needs to adapt to the new reality.
Sanitation and social distancing concerns will be the top concerns for employees and guests.
Use it to create a comprehensive roadmap to a safe, successful reopening.
DOWNLOAD TEMPLATE RestaurantOwner.com/ComebackTemplate
Comeback Business Plan
Comeback Business PlanComeback Business Plan
How to use this template
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Comeback Business PlanComeback Business Plan
Session 1: Preparing a Comeback Business Plan for Your Restaurant
Session 2: Health, Safety and Dining Room Management
Session 3: Adapting Your Concept to the New Guest Experience
Session 4: Marketing to the New Normal
Session 5: Crunching the Numbers with Sales Forecasting and Budgets
Come Back Stronger
5-part Webinar Series
Marketing PlanMarketing Plan
Come Back Stronger
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Marketing PlanMarketing Plan• 4-walls marketing• Social media
⁻ Videos⁻ Posts
• Website⁻ Online orders⁻ Menu⁻ Takeout, Delivery and Curbside offerings
• Customer database⁻ Email⁻ Postal
• Personal interactions⁻ Verbal invitations to return⁻ Inclusions with takeout and delivery orders
• Online Ordering⁻ Order acknowledgment⁻ Order follow up
Come Back Stronger
Building a Bond of TrustBuilding a Bond of Trust
Come Back Stronger
Culture of Safety & Sanitation
Transparency
Communication
Showing you care!
Top 33% -Early Adapters
Middle 33% -Wait & See
Bottom 33% -No Chances
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Our Commitment to You Templates
Our Commitment to You Templates
RestaurantOwner.com/ComebackResources
“We have taken extra steps to ensure a wonderful and SAFE dining experience . . . “
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“Our utmost priority is to protect our guests, staff and community.”
How are you currently communicating your commitment to
health and safety?
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Building a Bond of TrustBuilding a Bond of Trust
Come Back Stronger
Communicating Health & Safety Top 30% -Early Adapters
Middle 30% -Wait & See
Bottom 30% -No Chances
Must be ongoing!
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Over 20,000 views!
“YOU ARE EATING WAY TOO MANY FRIJOLE BURRITOS!”
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“Please support your favorite eating places during this
unprecedented time!”
• Website• Facebook• Instagram• Email• Loyalty program
Primary Marketing Channels –
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• 3 local TV spots during prime time news
• 6 articles from local news sources
• 2 radio spots
• A local magazine write up
** LOCAL PR FROM INSTAGRAM POSTS **
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• 3 local TV spots during prime time news
• 6 articles from local news sources
• 2 radio spots
• A local magazine write up
** LOCAL PR FROM INSTAGRAM POSTS **
Attracting Local PR Using Instagram 1. Tag news outlets, media personalities, etc. to
newsworthy posts
2. Follow up with a direct message
3. Use branded hashtags of local media outlets on newsworthy posts “Hey _____, I tagged you in this
as I thought you’d be interested in how we’re . . . “
#centralcoaststillopen
Community SupportCommunity Support
Come Back Stronger
Brian Granowww.mickeyfinnsbrewery.comhttps://www.facebook.com/mickeyfinnsbrewery/
“We've had a lot of success reaching out and supplying meals to local hospitals, fire and police station. The majority paid for by local donors.”
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Community SupportCommunity Support
Come Back Stronger
“We've also been donating all tips to furloughed employees, proceeds from tee shirt sales, plus a live streaming concert we did two weeks ago. “
“Total tips and donations over $40,000.”
Insights from more than 8,500 restaurant customers
84% are likely to use curbside delivery
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Facebook PromotionFacebook Promotion
Come Back Stronger
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Insights from more than 8,500 restaurant customers
Loyalty programs and text message marketing are the most effective way to promote your offers
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QuestionsQuestions
Come Back Stronger
Are you using a text message marketing platform, and if so, which one?
TexasRibs.com.mx
• Launched WhatsApp based Sirena to promote its family packs for takeout and delivery
• Sold as much in the first week of promotion as they did their website order platform
• 30% more than the 3rd party delivery platforms
Text Message MarketingText Message Marketing
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TexasRibs.com.mx
Text Message MarketingText Message Marketing
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Loyalty-Text Message MarketingLoyalty-Text Message Marketing
King’s BierHaus - Houston
• Used their own text/SMS message based loyalty program -VIPinsiders
• Restaurants sales increased by 350%-500% on “Pre-Order” promotion days.
⁻ Sold 2,000 lbs. crawfish thru pre-order promo⁻ Sold $40,000 of King’s Whiskey batch at $28 ea.
• Zero waste from pre-orders
• Built custom order forms using free app – JotForm.com
Pre-Order Promo Using JotFormPre-Order Promo Using JotForm
VIPinsiders App
JotForm Promo JotForm Order/Payment
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DOWNLOAD Pre-order promo, survey and 90-day offer RestaurantOwner.com/VIPinsiders
QuestionsQuestions
Come Back Stronger
How effective has your loyalty program been with communicating to your customers during Covid-19?
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Crunching the Numbers with Sales Forecasting and Budgets
Crunching the Numbers with Sales Forecasting and Budgets
Come Back Stronger
Thursday, May 7th, 3:00 p.m. Central
Next webinar…
Special COVID19 Resources PageSpecial COVID19 Resources Page
Survey results
Webinar recordings & notices
Industry resources
Financial assistance info
Updated daily
https://www.restaurantowner.com/covid19https://www.restaurantowner.com/virus
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Q&AQ&A
Questions
Additional questions to [email protected]
Coronavirus Town Hall Webinar
Thank you for attending!
Preparing a Comeback Business Plan for Your
Restaurant
Surviving COVID-19
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