Developing a New Direction for a Restaurant Business in a Tourist Hub
Setting a new direction for a restaurant business in a tourist area like Manchester in
the United Kingdom has the built-in advantage of excellent location. Since such an
area has constant traffic of people from all over the world, it has an international
customer base, which call for either a relatively wide range of cuisine such as
Mediterranean, Asian or New American, fusion cuisine, or a more specialized menu
different from competitors that will cater to such patrons. The type of cuisine offering
should be determined and the appropriate ambience for the restaurant has to be
designed and implemented. The ability of the establishment to accept credit card
payments is also important in increasing sales.[1]
The concept for a restaurant should stand out from the crowd and be distinguishable
by the average consumer, but not radically different that customers will not appreciate
it. The effective ones are variations on a theme rather than a totally new theme, and
those that run with the popularity of a growing trend rather than a fad. The concept
should be flexible enough to allow for adjustments and should make money with up
to 50% less business and 50% more costs. Food prices within the concept should be
reasonable for consumers.[2]
Once the overall concept of the restaurant is determined, a catchy name that is
unique but easy to pronounce should be carefully decided on. Developing a budget
and avoiding deviations from it is important for protection against unexpected
financial strain. The appropriate restaurant setting should reflect the restaurant’s
vision. A capable staff should be painstakingly assembled and incentive programs
should be established to foster teamwork and creativity. Early promotion of the soon–to-
open restaurant is needed to get the attention of potential patrons.[3]
Restaurants are in constant competition with each other and solutions, both short-term
and long-term, are always sought to increase sales in order to be viable in the business.
A unique selling proposition is needed by a restaurant in order to be competitive. This
could be a menu with unique versions of dishes, an innovative offer no one else has or
a novel side event at the restaurant. A continually updated and diverse menu with
interesting options will draw patrons back again to try new dishes. Offering promotions
and discounts to attract a potential large group of customers or coupon rewards for
referrals to possible customers will bring in more people and increase sales. Holding
events featuring the restaurant’s name will increase community visibility and entice
people to try the establishment. Offering bounce back coupons that can be redeemed
on slower nights in a restaurant will provide an incentive for patrons to come back
when there are only a few customers.[4]
Restaurants commonly have tight profit margins, but the challenge is in finding ways to
improve sales of the most profitable items in the menu and increase customer
patronage. The following are suggestions to be considered:[5]
Profitable items should be identified and marketed to most of the customers, keeping in
mind that highest profitability is not the same as most expensive.
A combination meal with an appetizer or dessert for one low price is a great way to
make patrons feel that they are getting better value for money spent.
Excellent customer service will likely make customers return and spread the good
feedback to others.
Staff can be trained to sell additional products by asking customers want drink would
they like for their order or whether they would care for an appetizer.
The restaurant can be marketed by letters to conference or event organizers for
businesses, schools and churches or by online communications with various groups.
Advertising results should be measured by way of survey cards or offering free food for
filling out a direct mail post card, because successful campaigns will be easier to repeat
and refine.
[1] Daisy Cooper, “Developing a Restaurant”, KGO newstalk, 2011,
<http://local.kgoradio.com/Developing_a_Restaurant_San_Francisco_CA-r1177620-San_Francisco_CA.html> [accessed 23 May 2011]
[2] Lorri Mealey, “Top 10 Tips for Developing Your Concept”, About.com, 2011,
<http://restaurants.about.com/od/decidingontheconcept/tp/Concepttips.htm> [accessed 23 May 2011]
[3] “Restaurant Management Tips: Five Tips for Success”, AllCulinarySchools, 2011,
<http://www.allculinaryschools.com/culinary-careers/article/restaurant-management-business-tips>
[accessed 23 May 2011]
[4] Simon Fuller, “Ways to Improve Sales in a Restaurant”, Ehow money, 10 December 2010,
<http://www.ehow.com/list_7621962_ways-improve-sales-restaurant.html> [accessed 23 May 2011]
[5] Bradley James Bryant, “How to Improve Restaurant Sales”, Ehow money, 2011,
<http://www.ehow.com/how_5638124_improve-restaurant-sales.html> [accessed 23 May 2011]
Credit:ivythesis.typepad.com
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