Strategi Pemasaran Restoran

Identifikasi pangsa pasar dan kebutuhannya merupakan langkah awal dalam menyusun strategi pemasaran. Berikutnya menyusun rencana kegiatan untuk memenuhi kebutuhan tersebut serta kemudian merealisasikan rencana tersebut dengan mengerahkan segenap faktor yang berada dalam jangkauan pengelola. Faktor- faktor yang dikenal dengan formula 4P's, yaitu Products, Promotion, Place, dan Price.

Salah satu cara yang cukup strategis untuk mengidentifikasi pangsa pasar sasaran diantaranya dengan melakukan riset terhadap kebutuhan, keinginan, dan harapan calon pelanggan potensial. Analisis trading area yang meliputi variabel geografis, demografis, psikografis, dan behavioral, akan dapat memberikan gambaran peluang dan hambatan bagi rujukan strategi yang akan dilakukan.

Products. Tidak hanya makanan, melainkan termasuk di dalamnya suasana lingkungan restoran yang meliputi kenyamanan, keindahan, kebersihan, dan kesehatan serta pelayanan yang diberikan.

Promotion. Di samping advertensi dan teknik penjualan, juga termasuk kreasi dalam menciptakan image dan identitas perusahaan, juga elemen-elemen pengembangan produk.

22 Hukum Tetap Pemasaran (Al Ries & Jack Trout)

Berikut adalah hukum-hukum tetap pemasaran yang dikemukakan Al Ries dan Jack Trout dalam bukunya “The 22 Immutable Laws of Marketing” (1993):

1.    Hukum Kepemimpinan

Lebih baik menjadi yang pertma dari pada menjadi yang lebih baik. Kesuksesan pemasaran – berlaku untuk setiap produk, merk, dan kategori - terletak pada siapa yang pertama kali masuk dalam ingatan calon pelanggan.

2.    Hukum Kategori

Jika anda tidak dapat menjadi yang pertama dalam sebuah kategori, buatlah kategori baru yang menjadikan anda yang pertama. Saat kita meluncurkan suatu produk baru, pertanyaan awal yang harus diajukan bukanlah bagaimana produk tersebut lebih baik dari produk lain dalam persaingan, tetapi dalam kategori mana ia akan menjadi yang pertama.

3.    Hukum Ingatan

Lebih baik jadi yang pertama dalam ingatan atau fikiran dari pada menjadi yang pertama di tempat penjualan. Adalah penting menjadi yang pertama di tempat penjualan manakala hal tersebut memberi kemungkinkan kita menjadi yang pertama dalam ingatan.

4.    Hukum Persepsi

Pemasaran bukanlah pertarungan produk, melainkan pertarungan persepsi. Pemasaran adalah manipulasi dan modifikasi dari persepsi. Hal yang tidak mudah untuk dapat merubah ingatan

Sales Forecasting Method

Properly forecasting sales helps you plan and prepare for the months and years ahead, allowing you to control costs and focus on successful growth strategies. A good sales forecasting methodology also helps your business run more efficiently. The most practical method for forecasting sales is to base your projections on historical sales results and your past experience. The right sales forecast method for your business is the one that is closest to your actual sales results within a reasonable margin of error.

Step 1

Gather your company's past income statements. Go back several years. Sales data from your income statements over the last five to 10 years has more predictive power than just using last year's sales to forecast this year's sales.

Step 2

Calculate the sales growth rate from year to year. Divide the current sales by the prior year's sales. For example, if your sales this year were $487,000 and last year's sales were $412,000, the sales growth rate is 18 percent ($487,000 divided by $412,000). Repeat the process for all other years in the series of sales data. You should have five year's worth of sales growth rates if you go back five years.

Step 3

Compare the sales growth rates year to year. Plot the sales growth rates using a spreadsheet for visual representation. Ideally, your sales growth rate should increase over time.

Step 4

Analyze various factors that impact sales to gain a better understanding of why sales grew or slowed from year to year. Determine the cause and effect relationship of variables, such as customer demand, worker productivity, advertising and promotion. For example, hiring an additional salesperson has an impact on sales. Demographic trends, such as an influx of consumers with high household income, can also have an affect on sales. Greater advertising and promotion affects sales, as well.

Step 5

Identify external factors that affect sales. External factors include the general economic environment or macroeconomic trends, such as unemployment, interest rates, consumer sentiment and inflation. Other macroeconomic trends include the level of competition. A greater number of competitors can potentially depress your company's sales, which you must forecast into your sales projections.

4 Cara Meningkatkan Sales Restoran

Setiap upaya meningkatkan sales - promosi, iklan, penawaran -  akan mendorong dan berpengaruh pada empat kategori berikut:

Pelanggan Baru / New Trial

Kunjungan pertama kali pelanggan baru merupakan saat yang paling menentukan. Mereka akan menangkap kesan, membangun image dan pendapat mengenai restoran anda selama kunjungan berlangsung. Sejak saat itu pula mereka akan memberikan penilaian seberapa besar mereka terkesan dengan restoran anda serta mempertimbangkan untuk berhubungan atau berkunjung di masa yang akan datang. Kategori ini menjadi cara termahal dibanding kategori lainnya karena ia perlu dipersiapkan dan diorganisasikan dengan matang. Kualitas produk, sistem pelayanan, kebersihan, visibilitas , dan aksesibilitas, haruslah senantiasa dijaga agar impresif dimata pelanggan. Setelah pelanggan dibentuk, selanjutnya upaya difokuskan pada kategori-kategori berikutnya.

Frekuensi Kunjungan

Upaya  agar pelanggan yang telah ada mau kembali ke restoran anda untuk kunjungan selanjutnya dilakukan

8 Aturan Dalam Melayani Pelanggan

Layanan pelanggan yang baik merupakan nadi kehidupan bisnis apa pun. Kita bisa saja menawarkan harga promosi dan memberikan potongan harga untuk mendatangkan pelanggan baru sebanyak yang kita inginkan, namun kecuali hanya mendapatkan beberapa pelanggan datang kembali, bisnis kita tidak akan memberikan keuntungan untuk waktu yang lama.

Layanan pelanggan yang baik meliputi segala hal mengenai bagaimana membawa pelanggan kembali, puas dengan layanan kita, dan menyampaikan kepuasan tersebut kepada orang lain sehingga diharapkan mereka datang kembali dan menjadi pelanggan setia.

Jika kita benar-benar menginginkan hal tersebut terjadi, maka pastikan bisnis kita secara konsisten melakukan aturan-aturan berikut:

1. Jawablah telepon.

Pastikan bahwa seseorang mengangkat telepon ketika ada panggilan bisnis untuk kita. Gunakan call forwarding atau pekerjakan seorang operator jika perlu.

2. Jangan membuat janji kecuali kita dapat menjaga dan menepati.

Berpikirlah sebelum kita memberikan janji, pertimbangkan tengat waktu.

How to Do a Breakeven Analysis

Breakeven analysis helps determine when your business revenues equal your costs

By Daniel Richards

If you can accurately forecast your costs and sales, conducting a breakeven analysis is a matter of simple math. A company has broken even when its total sales or revenues equal its total expenses. At the breakeven point, no profit has been made, nor have any losses been incurred. This calculation is critical for any business owner, because the breakeven point is the lower limit of profit when determining margins.

There are several types of costs to consider when conducting a breakeven analysis, so here's a refresher on the most relevant.

• Fixed costs: These are costs that are the same regardless of how many items you sell. All start-up costs, such as rent, insurance and computers, are considered fixed costs since you have to make these outlays before you sell your first item.

• Variable costs: These are recurring costs that you absorb with each unit you sell. For example, if you were operating a greeting card store where you had to buy greeting cards from a stationary company for $1 each, then that dollar represents a variable cost. As your business and sales grow, you can begin appropriating labor and other items as variable costs if it makes sense for your industry.

Setting a Price

This is critical to your breakeven analysis; you can't calculate likely revenues if you don't know what the unit price will be. Unit price refers to the amount you plan to charge customers to buy a single unit of your product.

• Psychology of Pricing: Pricing can involve a complicated decision-making process on the part of the consumer, and there is plenty of research on the marketing and psychology of how consumers perceive price. Take the time to review articles on pricing strategy and the psychology of pricing before choosing how to price your product or service.

• Pricing Methods: There are several different schools of thought on how to treat price when conducting a breakeven analysis. It is a mix of quantitative and qualitative factors. If you've created a brand new, unique product, you should be able to charge a premium price, but if you're entering a competitive industry, you'll have to keep the price in line with the going rate or perhaps even offer a discount to get customers to switch to your company.

Marketing Strategy

Approach and Concept

Marketing is far more than just selling, although higher sales are obviously the ultimate aim. Rather, marketing is a whole collection of activities including advertising, selling and sales promotion, marketing research, introduction of new products, pricing, packaging, distribution and after sales service.

Approaches to Marketing

One approach to marketing is to regard it as the process of finding customers for goods which the firm has already decided to supply. In this case there is much emphasis on face to face customer contact, price cutting, heavy advertising and sales promotions. It might be assumed that customers will always want to purchase well-constructed items that are made available to them at low cost: that all a firm needs to do is offer for sale high quality, sound value product with many attractive features, provide effective after-sales service, and then the goods will ‘sell themselves’.

The Marketing Concept

Alternatively, the firm might seek to evaluate market opportunities before production, assess potential demand for the good, determine the product characteristics desired by consumers, predict the prices consumers are willing to play, and then supply goods corresponding to the needs and wants of target markets more effectively than competitors, business adopting the latter approach are said to apply the marketing concept.

Adherence to the marketing concept means the firm conceives and develops product that satisfy consumer wants. Note however that:

• consumers demand can be and frequently is created and manipulated through advertising campaigns

• unquestioning adoption of the concept could lead to the productions of items that are highly attractive to consumers but which nevertheless are expensive to supply and thus generate negligible profit.

Practical application of the marketing concept implies the full integration of marketing with other business activities (design, production, costing, transport, and distribution, corporate strategy and planning) so that the marketing department assumes extraordinary importance within the firm. Numerous conflicts with other functions arise from situation.

The Marketing Mix

In 1965 Professor N. H. Borden coined the phrase ‘marketing mix’ to describe the combination of marketing element used in given set of circumstances. Appropriate mixes vary depending on the firm and industry, and over time. Professor E. J. McCarty subsequently summarized the

Financial Strategy

Effective strategies are crucial to the well-being of the firm, and need to address the following issues:

• How, where and when the business will obtain funds, plus (for public companies) the timing of share issues and the determination of share issue prices
• The best use of financial resources
• Gearing
• How to maximize the market valuation of the firm
• What to do with accumulated cash
• Long term financial planning for business expansion
• The capital structure of the business
• The extent to which internally generated profits are reinvested within the company
• Choice of financial criteria for selecting major capital investments.

Also companies operating in several countries need to formulate

10 Ways to Stay Ahead of Your Restaurant Competition

quoted from Ian Macdonald - founder and owner of Macdonald's Gourmet Burgers

Every restaurant owner should constantly be taking an objective look at how well your restaurant is doing. Staying ahead of the competition will keep you on your toes. Here are some ways you can get a good report card.

1. Know who your competition is!

I have encountered situations where a restaurant owner has identified the competition. Or at least what they think is their competition, but they're not. If I am selling Gourmet Burgers with the finest of ingredients, including trimmed premium Scotch Fillet Steak for the beef patties, (like I do), in a licensed restaurant with full service and extras, I am not really in Competition with the greasy burger joint down the road, or a group like Burger King am I?

So make sure your competition is truly your competition in the first place.

2. Get Employees to Sample the Competition.

You should always know what your competition is doing, it is essential to your success. It may be difficult to go yourself though as you would no doubt be known. So send one of your employees instead. Brief them what to look for. It will also give you the opportunity to treat a staff member to something different. How about showing up for work to be told you have to go out to dinner or lunch...all expenses paid!!!

3. Employ the services of a mystery shopper.

This is the reverse of what we have just spoken about. Here you get someone to come to your restaurant and report back to you. So none of you staff know what's going on. I organise this by going to our local business or community college and speaking to someone from the food and beverage school. They always suggest a student that would excel at the project. They earn some money, have some fun, and get a free meal. I often donate something to the college or I might even go and speak to there for them.
Everybody wins.

Konsumen dan Restoran: Menjaga Keseimbangan Kepentingan

Pengelola bisnis restoran tidak cukup hanya meningkatkan penjualan, ia harus pula berkemampuan untuk mengendalikan cost dan operating expenses.

Adanya cost control adalah dimaksudkan untuk itu, yaitu menyeimbangkan kepentingan konsumen dengan perusahaan. Pengendalian cost tidak boleh merugikan salah satu fihak.

Seberapa besar nilai kepuasan yang diperoleh konsumen akan menyangkut fungsi antara harga dan kualitas.

Value = f (P.Q)

P: price,   Q; quality

Nilai (value) merupakan fungsi harga (price) dan kualitas (quality)

Persepsi konsumen terhadap kualitas layanan yang diperoleh akan diukur oleh besarnya uang yang dibelanjakan. Manakala layanan yang diperoleh tidak seimbang dengan uang yang dibelanjakan, dapat diartikan bahwa uang mereka bernilai rendah dan adalah bertentangan dengan harapan konsumen yang menginginkan uang yang dibelanjakan bernilai tinggi.

Sebaliknya fihak restoran menghargai nilai uang konsumen dengan layanan yang diberikan. Perbedaan kepentingan antara konsumen akan terjadi. Fungsi control bertujuan menyeimbangkan kepentingan konsumen dan produsen dengan melakukan corrective action terhadap setiap penyimpangan yang terjadi.

Mengenal Kultur Kulineri Konsumen

Produk makanan dan minuman yang ditawarkan kepada konsumen menentukan cepat atau lambatnya pengembalian investasi. Pengelola bisnis restoran harus memiliki kepekaan terhadap keinginan konsumen. Perencanaan menu yang kurang tepat akan berakibat berkurangnya konsumen yang datang, yang berarti akan berpengaruh terhadap hasil penjualan yang diperlukan untuk menutup biaya ataupun mengembalikan investasi. Untuk itu seorang pengelola perlu memiliki wawasan yang memadai mengenai produk makanan dan atau minuman yang dijual, termasuk kultur masyarakat konsumen.

Sales Projections

Paling tidak, terdapat 9 faktor yang memberi pengaruh terhadap proyeksi sales yang kita buat, yaitu:

• Trade-Off Days. Adalah hari tersibuk di restoran, biasanya jatuh pada Jum'at dan Sabtu. Pada dua hari tersebut dapat menghasilkan lebih dari 30% dari sales. Karenanya jika terdapat perbedaan jumlah trade-off days pada bulan yang kita proyeksikan dibanding bulan sama di tahun lalu, kita perlu mempertimbangkannya.
• Promotions. Tentukan seberapa besar pengaruh promosi yang direncanakan terhadap sales, lihat pengaruh promosi yang sama sebelumnya.
• Store Trends. Perhatikan sales yang didapat akhir-akhir ini, cenderung naik atau turun. Bandingkan denganfluktuasi market, dan adakah rencana kerja yang dibuat akan efektif mengubah kecenderungan yang negatif.
• Major Investments. Adakah rencana remodel atau rekonstruksi, dan apakah akan berpengaruh pada proyeksi sales.
• New Competition. Adakah produk baru yang berhubungan dengan kompetitor baru. Adakah reinvestasi atau launching produk baru dari kompetitor.
• New Products. Adakah produk baru yang kita rencanakan, seberapa besar berpengaruh pada proyeksi sales.
• Local Construction Activities. Adakah sedang berlangsung perbaikan atau pembangunan konstruksi jalan, jembatan, bangunan baru, shopping centre dan rumah tinggal di tading area kita. Apakah kita mentargetkan adanya traffic generator baru selepas kontruksi selesai.
• Weather. Bagaimana trend cuaca, dan seberapa kira-kira pengaruhnya.
• Operations. Adakah kualitas produk, mutu pelayanan, dan tingkat kebersihan restoran kita meningkat. Seberapa besar pengaruhnya pada perkiraan sales.