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    The Food Service Professionals Guide To: Restaurant Promotion & Publicity For Just A few Dollars A Day
    The Food Service Professionals Guide To: Restaurant Promotion & Publicity For Just A few Dollars A Day
    The Food Service Professionals Guide To: Restaurant Promotion & Publicity For Just A few Dollars A Day
    Ebook228 pages1 hour

    The Food Service Professionals Guide To: Restaurant Promotion & Publicity For Just A few Dollars A Day

    By Tiffany Lambert

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    About this ebook

    This series of fifteen books - The Food Service Professional Guide TO Series from the editors of the Food Service Professional magazine are the best and most comprehensive books for serious food service operators available today.

    These step-by-step guides on a specific management subject range from finding a great site for your new restaurant to how to train your wait staff and literally everything in between. They are easy and fast-to-read, easy to understand and will take the mystery out of the subject. The information is boiled down to the essence. They are filled to the brim with up to date and pertinent information.

    The books cover all the bases, providing clear explanations and helpful, specific information. All titles in the series include the phone numbers and web sites of all companies discussed. What you will not find are wordy explanations, tales of how someone did it better, or a scholarly lecture on the theory.

    Every paragraph in each of the books are comprehensive, well researched, engrossing, and just plain fun-to-read, yet are packed with interesting ideas. You will be using your highlighter a lot! The best part aside from the content is they are very moderately priced. The whole series may also be purchased the ISBN number for the series is 0910627266. You are bound to get a great new idea to try on every page if not out of every paragraph. Do not be put off by the low price, these books really do deliver the critical information and eye opening ideas you need to succeed without the fluff so commonly found in more expensive books on the subject. Highly recommended!

    LanguageEnglish
    PublisherAtlantic Publishing Group, Inc.
    Release dateJan 12, 2003
    ISBN9781601381002
    The Food Service Professionals Guide To: Restaurant Promotion & Publicity For Just A few Dollars A Day

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      Book preview

      The Food Service Professionals Guide To - Tiffany Lambert

      R

      BUS081000 BUSINESS & ECONOMICS / Industries / Hospitality, Travel & Tourism $19.95

      L227

      est

      This new series from the editors of the au Food Service Professional Magazine are

      the best and most comprehensive books

      Rant

      G u i d e t o S e R i e S

      for serious food service operators avail-

      able today. The information is boiled down

      G u i d e t o

      The following books are also

      to the essence and covers all the bases,

      available in this series:

      providing clear explanations and helpful,

      PROMO

      specific information. Plus, all titles in the RestauRant site

      BuiLding RestauRant

      Location: Finding,

      PRoFits: How to ensure

      series include the phone numbers and web

      negotiating & securing the

      Maximum Results

      sites of all companies discussed.

      Best Food service site for

      isBn: 978-0-910627-19-1

      t

      Maximum Profit

      RestauRant

      IO

      isBn: 978-0-910627-11-5

      WaiteR & WaitRess

      "In each book you will find practi-

      tRaining: How to

      n and

      cal, easy-to-understand, and crystal

      Buying & seLLing a

      develop your staff for

      clear explanations that will take

      RestauRant Business:

      Maximum service & Profit

      PROMOtIOn

      For Maximum Profit

      isBn: 978-0-910627-20-7

      the mystery out of the given sub-

      isBn: 978-0-910627-12-2

      aLso in sPanisH

      ject. They are filled to the brim

      isBn: 978-0-910627-46-7

      with up to date and pertinent infor-

      P

      mation, ready for application,

      u

      and

      RestauRant MaRketing

      & adveRtising: For Just

      BaR & BeveRage

      ensuring your financial success"

      BLICI

      a Few dollars a day

      oPeRation: ensuring

      isBn: 978-0-910627-13-9

      success & Maximum Profit

      — Ed Manley, CFE,

      President and Chief Operating Officer

      PuBLICItY

      isBn: 978-0-910627-21-4

      IFSEA - International Food Service Executives Association t

      RestauRant PRoMotion

      Y

      For Just A Few Dollars A Day

      & PuBLicity: For Just a

      successFuL cateRing:

      Few dollars a day

      Managing the catering

      For

      isBn: 978-0-910627-14-6

      operation for Maximum

      Profit

      Just

      contRoLLing

      isBn: 978-0-910627-22-1

      RestauRant & Food

      A

      seRvice oPeRating

      Food seRvice Menus:

      Few

      costs

      Pricing and Managing the

      • Learn How To Get

      isBn: 978-0-910627-15-3

      Food service Menu for

      D

      Maximum Profit

      ollars

      Free Publicity For

      contRoLLing

      isBn: 978-0-910627-23-8

      Your Restaurant

      RestauRant & Food

      A

      seRvice Food costs

      RestauRant design:

      • Maximize your

      D

      isBn: 978-0-910627-16-0

      designing, constructing &

      ay

      Restaurant’s Exposure —

      Renovating a Food service

      Atlantic Publishing Group, Inc.

      Win New Customers

      contRoLLing

      establishment

      RestauRant & Food

      isBn: 978-0-910627-24-5

      1405 SW 6th Ave. • Ocala, FL 34474-7014

      • Real Life Examples

      seRvice LaBoR costs

      Phone 800-814-1132 • Fax 352-622-1875

      isBn: 978-0-910627-17-7

      incReasing RestauRant

      www.atlantic-pub.com

      and Advice From the

      saLes: Boost your sales

      Experts

      ISBN 978-0910627146

      contRoLLing LiquoR,

      & Profits by selling More

      5 1 9 9 5

      Wine & BeveRage costs

      appetizers, desserts &

      isBn: 978-0-910627-18-4

      side items

      isBn: 978-0-910627-25-2

      For all your answers to questions on hospitality 4

      management go to www.atlantic-pub.com

      9 7 8 0 9 1 0 6 2 7 1 4 6

      365 InsIder secrets revealed!

      RestauRant

      PROMOtIOn

      and

      PuBLICItY

      For Just A Few Dollars A Day

      By Tiffany Lambert

      The Food Service Professionals Guide To: Restaurant Promotion And Publicity

      For Just A Few Dollars A Day: 365 Secrets Revealed Atlantic Publishing Group, Inc. Copyright © 2003

      1405 SW 6th Avenue • Ocala, Florida 34471

      800-814-1132 • 352-622-1875–Fax

      Web: www.atlantic-pub.com • E-mail: sales@atlantic-pub.com SAN Number: 268-1250 • Member American Library Association ISBN-10: 0-910627-14-2

      ISBN 13: 978-0-910627-14-6

      Library of Congress Cataloging-in-Publication Data Lambert, Tiffany.

      Promoting & generating publicity for your restaurant for just a few dollars a day : 365 secrets revealed / by Tiffany Lambert.

      p. cm. -- (The food service professionals guide to ; 4) Includes bibliographical references and index.

      ISBN 0-910627-14-2 (pbk. : alk. paper)

      1. Restaurants--Public relations. I. Title. II. Title: Promoting and generating publicity for your restaurant for just a few dollars a day. III.

      Series.

      TX911.3.P77L36 2003

      659.2'964795--dc21

      2002010832

      10 9 8 7 6 5 4 3 2

      ALL RIghTS RESERvEd. LIMIT OF LIABILITY/dISCLAIMER OF WARRANTY: The publisher and the author make no representations or warranties with respect to the accuracy or completeness of the contents of this work and specifically disclaim all warranties, including without limitation warranties of fitness for a particular purpose. No warranty may be created or extended by sales or promotional materials. The advice and strategies contained herein may not be suitable for every situation. This work is sold with the understanding that the publisher is not engaged in rendering legal, accounting, or other professional services. If professional assistance is required, the services of a competent professional should be sought. Neither the publisher nor the author shall be liable for damages arising herefrom. The fact that an organization or Web site is referred to in this work as a citation and/or a potential source of further information does not mean that the author or the publisher endorses the information the organization or Web site may provide or recommendations it may make. Further, readers should be aware that Internet Web sites listed in this work may have changed or disappeared between when this work was written and when it is read.

      Printed in the United States

      Book layout and design by Meg Buchner of Megadesign www.mega-designs.com • e-mail: megadesn@mchsi.com

      CONTENTS

      IntROduCtIOn

      1. tHe POWeR OF tHe PRess

      holiday headlines to heighten Your Success ............ 9

      Seven Secrets to Marketing to the

      Mind-Set of the Media ....................................... 12

      Cashing In on Community Contributions ............... 14

      Prize Packages Worthy of the Press ........................ 16

      Finding, Courting and Playing the Press ................. 18

      Two Ways to Make Sure the

      Media Bias Is on Your Side ............................... 19

      Season Finale Showcase ......................................... 20

      Inviting the Press to Be a Part

      of Your Publicity ....................................................22

      In-House Promos .................................................... 23

      Professionalizing Your Publicity

      with Striking Logos ........................................... 24

      2. PROMOtIOnaL BasICs YOuR BusIness

      Can't LIVe WItHOut

      Promotional Staples ................................................ 27

      Cultivating Camaraderie with a

      Cocktail hour Campaign ..................................28

      Meeting Their Question with an Answer ................. 29

      Building Your Business with Balloons .................... 31

      driving ‘Em Back Again and Again ......................... 32

      have hotels Promote Your Restaurant .................... 33

      Going After Groups................................................. 34

      Music Makes the World go Round ......................... 36

      daily Specials that Sparkle with delight ................. 37

      Catering to Kids ..................................................... 38

      Fascination with Freebies ....................................... 40

      Business Card Brouhaha ....................................... 41

      Paperwork Packages to Promote Your Restaurant ... 43

      Cross-Promotional Possibilities ............................... 44

      Turn Your Restaurant into Tourist Central ............. 46

      Promoting Your Place of Business Online ............... 48

      Marketing Mechanics That Work! ........................... 50

      3. daRInG PuBLICItY stunts

      tO JuMP-staRt YOuR BusIness

      How Daring? ............................................................. 53

      declare War on Your Competitors .......................... 54

      Wacky, Off-the-Wall Promos ................................... 56

      hold a Kissing Contest ........................................... 57

      Eat Like a Cow - don’t Look Like One Promo ......... 58

      Radical Reader Awards ........................................... 60

      Let Your Customers In on

      Your Secret Recipes ............................................61

      Position Yourself As a Promotion .............................62

      Turn hollywood........................................................63

      Play games with Your Customers ........................... 64

      Have a Pajama Party ................................................65

      hold Your Own World Series .................................. 66

      Dance the Night Away ..............................................67

      4. PaMPeRInG PROMOtIOns tO PaCK ‘eM In

      Show Your Customers That You

      Really Care about Their Comfort ....................... 69

      give the Kids Their Own dining Area ..................... 70

      Monthly Spa Extravaganza ..................................... 71

      Pay Back Those Who Always

      Give to the Community ..................................... 73

      Notice New Residents ............................................. 73

      Create a Couple-Friendly Promotion ....................... 74

      Beautiful Baby Bash .............................................. 76

      harnessing high School Bands ................................77

      Men Need Extra Attention Too ................................ 78

      The Birthday Club ...................................................79

      Let the Losers Win for a Change ............................. 80

      Spoil the Seniors ......................................................81

      Company Promotions to Cheer About ..................... 81

      Extra-Special-Touch Promos ....................................82

      Closed-to-the-Public Special-Event Nights ............... 84

      5. WORd-OF-MOutH PROMOtIOns

      tO MaKe YOuR saLes sPaRKLe

      Customer Satisfaction - Unexpected gestures guests Will Talk About ..................................... 87

      Cash In on Church Organizations .......................... 89

      Something for Nothing ............................................ 90

      Rake In Report-Card Revenues ............................... 92

      Boomerang Incentives ............................................ 93

      Activity Stub Sensations ......................................... 94

      give Them a vacation of a Lifetime ......................... 95

      Many People Love March Madness ......................... 96

      Eye and Ear Catchers ............................................. 96

      6. POInt-OF-saLe PROMOtIOns

      Catching Customers’ Attention ............................... 99

      Random Promos to Keep Them on Their Toes .......... 100

      Pleasantries That Will Shock and delight Them .........102

      Celebrate the Restaurant’s Anniversary ................ 103

      get ‘Em Running .................................................. 104

      Silliness Can Be Satisfying ................................... 105

      Transportation Touting Methods........................... 106

      7. MOntHLY MaRKetInG FOR PROMOtIOns &

      PuBLICItY

      Make a Success of Monthly Marketing .................. 109

      January Jamborees .............................................. 110

      February Favorites ............................................... 112

      March Meal deals ................................................. 114

      April Acclaim ........................................................ 116

      May Merriment ..................................................... 118

      June Jubilation .................................................... 120

      July Joy ............................................................... 121

      August Activities .................................................. 122

      September Shenanigans ....................................... 123

      October Occasions ................................................ 125

      November Notoriety .............................................. 126

      December Diversions ............................................ 127

      8. 365 daYs OF PROMOtIOns

      Want More? .......................................................... 129

      January Calendar ................................................. 130

      February Calendar ............................................... 131

      March Calendar .................................................... 132

      April Calendar ...................................................... 133

      May Calendar ....................................................... 134

      June Calendar ...................................................... 135

      July Calendar ....................................................... 136

      August Calendar .................................................. 137

      September Calendar ............................................. 138

      October Calendar ................................................. 139

      November Calendar .............................................. 140

      december Calendar .............................................. 141

      Promotion and

      publicity are necessary

      for your restaurant’s

      survival.

      INTRODUCTION

      Fact: You could open a restaurant with the perfect ambiance, the best-tasting food and the crème-de-la-crème of servers, but if you don't promote it properly, it will fail. Publicity and promotions are that important to the survival of any business, particularly in the food industry.

      It’s a world where presentation, appeal and service are of the utmost importance, yet many restaurateurs falsely believe those three elements are enough to generate the pull their establishments need in order to flourish.

      Advertising is an expense in which many can’t, or don’t want to, invest. In a major city newspaper, a small, black-and-white ad the size of a standard business card

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