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Restaurant Methodology

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Submitted By AnitaVijay
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MARKETING RESEARCH FOR FOOD CHAINS

Introduction
Restaurants are a notoriously difficult business to own or operate. Not only is it a relatively capital and employee-intensive business, restaurants are also highly regulated, low margin and in most cases have a plethora of competition to deal with. A successful restaurant can make a lot of money for the owner and a lot of prestige comes with being associated with a popular restaurant. While the food and atmosphere of a restaurant are obviously critical factors--for all segments with the possible exception of fine dining--the presentation of the menu, pricing points and other marketing considerations are equally important.
One of the main objectives of a restaurant is to ensure customer satisfaction and build a repeat-customer base. According to research by the National Restaurant Association, more than half of American adults (52 percent) said they would be more likely to patronize the same restaurant if it offered a customer loyalty and reward program. Other goals of this objective include enticing regular customers to come back more often as well as introducing the restaurant to new customers. Restaurants that give frequent diner cards (such as buy 10 meals and receive the 11th meal free) typically incorporate this objective in their overall marketing plans.
Objective of the study
This research was done mainly to enhance the restaurant promotion and branding. Restaurant marketing is both an art and a science that is shrouded in mystery for far too many restaurant owners. Unfortunately, many advertising sales people don’t want you to know what’s really working. They want you to think that the television spots your comeptitior is running with them will be the answer to all of your sales-building challenges which is not so true. This brief report seeks to outline some of the restaurant marketing techniques and

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