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

How to Write a Business Plan

Many potential start-up businesses are daunted by the prospect of writing a business plan. But it is not a difficult process - and a good business plan focuses the mind as well as helping to secure finance and support.

The business plan will clarify your business idea and define your long-term objectives. It provides a blueprint for running the business and a series of benchmarks to check your progress against. It is also vital for convincing your bank - and possibly key customers and suppliers - to support you.

1.       Executive summary

• The executive summary outlines your business proposal. Although it is the last section to be written, it goes on the first page of the business plan. It will be read by people unfamiliar with your business, so avoid jargon.
• The executive summary highlights the most important points and should sum up your product or service and its advantages, opportunity in the market, management team, track record to date, financial projections, funding requirements and expected returns.

2.       The business

• Explain the background to your business idea, including the length of time you have been developing the business idea in its present form, work carried out to date, any related experience you have, the proposed ownership structure of the business.
• Explain what your product or service is. Make it clear how it will stand out as different from other products or services, your customers will gain through buying your product or service, the business can be developed to meet customers' changing needs in the future

3.       Markets and competitors

• Focus on the segments of the market you plan to target - for example, local customers or a particular age group.

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

Ingin Memiliki dan Membuka Restoran Baru?

Anda bermimpi memiliki dan membuka restoran sendiri? Bukan hal teramat sulit untuk dapat merealisasikannya. Beberapa langkah berikut dapat anda jadikan panduan untuk memulainya:

Menentukan Konsep

• Jenis restoran apa yang akan dibuka merupakan langkah pertama yang harus anda putuskan. Konsep fine dining, casual dining, fast casual atau quick service restaurant, adalah beberapa pilihan yang dapat diambil. Untuk bahan referensi, silahkan lihat artikel An Overview of Different Restaurant Types,
• Perkembangan dan trend industri makanan ke depan juga patut menjadi perhatian. Silahkan lihat artikel 2015 Food Trends

Memilih Lokasi

• Pemilihan lokasi akan menentukan berkembang dan tidaknya restoran anda. Apakah lokasi yang dipilih berada di daerah yang sibuk, padat dengan lalu lintas kendaraan dan pejalan kaki, area parkir yang luas? Ataukah sebaliknya? Lokasi yang tepat harus menjadi pertimbangan sebelum anda menjalankan dan menandatangani kontrak sewa tempat.

Memilih Nama

• Pilihlah nama yang tepat, mengandung makna dan gambaran tema dan lokasi. Atau nama yang khas, unik, dan mudah diingat orang. Bisa juga menjadi cerminan makanan yang disajikan atau kita sebagai pemiliknya.

Membuat Business Plan

• Penulisan perencanaan bisnis yang baik akan memperjelas ide bisnis dan tujuan jangka panjang anda. Menampilkan cetak biru untuk menjalankan sekaligus parameter kemajuan bisnis anda. Pada gilirannya akan meyakinkan bank, investor, supplier dan pelanggan untuk mendukung bisnis anda. Silahkan lihat artikel How to Write a Business Plan.

Mencari Pembiayaan

• Hal ini yang seringnya menghentikan langkah sebagian besar orang melanjutkan rencana membuka restoran sendiri. Sebetulnya tidak sulit dan sangatlah mungkin. Penulisan business plan yang baik dan kesiapan presentasi yang professional yang anda tunjukkan kepada calon investor, bank dan lembaga pembiayaan lainnya, akan direspons dengan

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.

Marketing Plan : Competitive Analysis and Strategy

Competition

• What products and companies will compete with you?

 List your major competitors with names and addresses:

• Do they compete across the board with your entire business, or just for select products, customers, or only in certain locations?
• Are there any important indirect competitors? (For instance, personal chefs compete with restaurants, even though they are different businesses entirely.)
• How do your products or services compare with your competitions?

Below is a Competitive Analysis table

• Use the table to compare your company with the two most important competitors to your business.
• In the first column of the table, there are some standard competitive factors; of course you may need to customize the list of factors for your unique business.

In the column labeled My Business

• Evaluate how your business compares to your competitor’s to your prospective customer.
• Then consider whether each of these factors are strengths or weaknesses to your business. It may be difficult to evaluate your own business weaknesses but it’s better to be honest than misguided.
• Another option is to consider asking someone outside of your business to help you with the evaluation. The Small Business Administration can help you connect with a business professional to act as your mentor. That person can add invaluable insight into the business planning process. A neutral observer can help you evaluate your business without the emotional attachment you bring to the picture.
• Next, use the table to analyze each of your competitors. Briefly sum up how they compare to your business. 
• Finally, think of how your customer will view these factors – how important is each of the criteria to the customer with 1 being critical and 5 being unimportant.

How to Gain Competitive Advantage in the Restaurant Business

by Stan Mack

Te you will have trouble standing out from the crowd. Gaining a competitive edge requires a detailed analysis of the demographics of the surrounding area and the nature of existing competitors. And even if you are successful at first, new competitors could enter your market at any time to steal your clients. Don’t hesitate to adopt successful strategies from your competitors, but understand that directly competing with an entrenched rival is a bad idea for a beginning restaurateur.

Step 1

Find an area with few competitors that serve food similar to yours. Pizza places, for example, face enough competition from other types of restaurants without having to fight each other.

Step 2

Che restaurant industry is highly competitive. Unless you have a star chef or a novel cuisine, chances arhoose a highly visible location that has a suitable consumer base nearby. For example, don’t open a family restaurant in an area full of office complexes. A residential area with a high percentage of families with young children would offer more potential clients, especially if there are relatively few local restaurants currently serving that demographic.

Step 3

Analyze the local competition after you’ve chosen a location. Chances are any region you choose will have at least a few competitors who target the same consumers. Other restaurants are obvious rivals, but supermarkets, convenience stores and any other businesses that sell prepared food are also competitors.

Step 4

Identify the strengths of each competitor. For example, a supermarket’s ready-to-eat meals are

The World's Best Airline Awards 2013

Ranking 1 to 20

The World Airline Awards are a primary benchmarking tool for Passenger Satisfaction levels of airlines throughout the world, delivering a unique survey format based on analysis of business and leisure travellers, across all cabin travel types (First Class, Business Class, Premium Economy Class and Economy class passengers).

Air travellers completed an online survey questionnaire about their experience with airlines on the ground and onboard, during a 10-month period. The survey measures passenger satisfaction across more than 40 key performance indicators of airline front-line product and service - including check-in, boarding, onboard seat comfort, cabin cleanliness, food, beverages, inflight entertainment and staff service. The Survey covered over 200 airlines, from the largest international airlines to smaller domestic carriers.

1	Emirates
2	Qatar Airways
3	Singapore Airlines
4	ANA All Nippon Airways
5	Asiana Airlines
6	Cathay Pacific Airways
7	Etihad Airways
8	Garuda Indonesia
9	Turkish Airlines
10	Qantas Airways
11	Lufthansa
12	EVA Air
13	Virgin Australia
14	Malaysia Airlines
15	Thai Airways
16	Swiss Int'l Air Lines
17	Korean Air
18	Air New Zealand
19	Hainan Airlines
20	Air Canada

The World's 50 Best Restaurant Award 2011

quoted from William Reed Business Media Ltd

The much-anticipated S. Pellegrino World's 50 Best Restaurants Awards 2011 was held on Monday 18th April at the historic Guildhall in the City of London, in the company of the world's finest chefs, international media and the world's most influential restaurateurs.

The S. Pellegrino World's 50 Best Restaurants Awards and List is organised and compiled by Restaurant magazine, and sponsored by S.Pellegrino. The Awards are now in their tenth year.

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

Market Segmentation

The term ‘market segmentation’ describes the breaking down of a market into self-contained and relatively homogeneous sub-groups of customers, each with its own special requirements and characteristics. Products and advertising message can then be altered to make them appeal to particular segments.

Markets may be segmented with respect to customers’ location, ages, incomes, social class, or other demographic variables, or according to consumer lifestyle, attitudes, interests and opinions as they affect purchasing behavior.

It does seem that many consumers buy goods that fit in with a chosen lifestyle (healthy, sophisticated, rugged, etc.) and with their perceptions of what they ought to purchase in order to pursue that lifestyle. Once the lifestyle to which potential consumers aspire is identified, advertising message can be modified in appropriate ways.

Differentiated versus undifferentiated marketing strategies

A differentiated marketing strategy requires the firm to modify its products for various market segments and to operate in all sectors. Production and promotion costs are normally higher when this approach is followed.

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 notion under four headings (known as the ‘four Ps’ of marketing), as follows:

• Promotion – including advertising, merchandising, public relations, and the utilization of sales people.
• Product – design and quality of output, assessment of consumer needs choice of which products to offer for sale, after sale service.
• Price – choice of pricing strategy, prediction of competitors’ responses to changes in the supplying firm’s prices.
• Place – selection of distribution channels, transport arrangements.

Marketing is the primary interface between the firm and its customers, guiding resources towards appropriate product offers and facilitating the satisfaction of customer requirements. Selection of the particular mix to be used forms the basis of the firm’s marketing strategy.

Examples of marketing strategy are:

• developing new product for existing markets
• deeper penetration of existing markets
• entering new markets for existing product
• attacking competitors head-on (rather than following competitors’ norms and behavior)
• serving particular market niches

Marketing Myopia

In 1960 Theodore Levitt published in the Harvard Business Review an article entitled ‘Marketing Myopia’ in which he argued that firms should adopt broad industry orientations rather than focusing their attentions on

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.

'10' Restaurant Financial Red Flag

quoted from John Nessel - Restaurant Resource Group

• Absence of a well organized and implemented accounting system
• Key operating expenses too high relative to gross sales
• Menu items not accurately documented, costed and updated
• Food & beverage inventory levels not counted and costed at the end of each accounting period or recorded in your accounting software
• Food and beverage inventory levels too high relative to corresponding sales
• Daily & weekly financial operating data not collected, reviewed or acted upon
• Inaccurate posting of financial information to your accounting system
• Current liabilities sufficiently greater than current assets as to impair future ability to pay bills
• Owner relying on online bank balance to determine available cash to pay bills
• Overall lack of understanding as to how to read and interpret period ending Financial Statements

Why Fast Food Is Not Cheaper Than Healthy Food

quoted from Tim Harland, MD - Board certified internist and founder of Dr Gourmet.com

I get a lot of questions during lectures from people wanting to know how they can eat better when eating healthy is so expensive. They base their questions on claims that unhealthy choices are cheaper. For instance, I saw a recent news story where the reporter walked around Wal-Mart and looked at the value of foods based on the measure of calories per dollar. This is really nothing more than a cute parlor game to say that one dollar will purchase close to 1,000 calories of candy bars but only a single large apple, because it doesn't tell us anything about what we get for our money. Calories are certainly an important part of our diet and weight control, but it is the quality of those calories that matters to our health.

The conclusion often from studies and news reports is that the subsidies on more calorie-dense foods are the culprit Because our government provides funding to farmers growing calorie-dense products like corn (which is processed into sugars) and beef, the typical fast food menu can be advertised as being "cheap, cheap, cheap," and candy bars can be sold for 33 cents each.

This is, however, one of the great myths about healthy eating -- ranking right up there with the fallacy that eating healthy doesn't taste good. I believe it's more economical to cook a fresh, healthy meal than to eat junk food.

The argument I hear most often is that it's cheaper to eat at McDonald's. After going to McDonald's recently and putting together a typical meal for four (mom, dad and two kids), I came up with a total of about $14.00 (I didn't actually buy anything, though). For that money, you get almost nothing of nutritive value, but bland white bread, greasy burgers and fries with a sugary soda.

Memasarkan Franchise

Pemasaran akan sangat berperan terhadap perkembangan franchise terutama pada masa awal dimulainya usaha. Keuntungan anda akan sangat bergantung pada banyaknya orang atau fihak yang menjadi franchisee. Berikut beberapa faktor yang harus diperhatikan:

• Benefit bagi franchisee.  Dibuat suatu skema benefit yang menarik dan menguntungkan bagi calon franchisee. Poin-poin tersebut antara lain: hasil investasi menarik, jangka waktu pengembalian modal yang pendek, dan tingkat resiko yang rendah.
• Perjanjian Kontrak yang menarik.  Tidak jarang suatu konsep bagus tidak diterima hanya karena cara atau metode penyampaiannya kurang menarik atau tampak tidak bonafide. Perlu penekanan masalah benefit finansial yang akan diterima franchisee, serta transparansi dan detail hak dan kewajiban franchisor dan franchisee.
• Strategi pemasaran yang tepat.  Strategi yang tepat antara lain dapat dilakukan dengan menyediakan sebuah outlet sebagai sampel, pendekatan personal, dan pemilihan media promosi yang tepat.

Pola Perilaku Pelayanan

Salah satu ciri bisnis restoran ialah dalam operasionalnya terjadi kontak langsung antara karyawan dengan tamu. Kontak langsung ini merupakan moment of truth dan sangat berpengaruh terhadap kepuasan tamu. Ini berarti perilaku karyawan memegang peranan penting terhadap upaya memberikan kepuasan kepada tamu. Menurut Fagel, periode 5 menit pertama saat tamu mengunjungi restoran merupakan saat krusial dilihat dari aspek perilaku karyawan ini. Justifikasi tamu selanjutnya akan diberikan kepada aspek fisik, suasana dan proses pelayanan itu sendiri.

Demikian pentingnya faktor ini dalam bisnis restoran, sehingga orang tidak dapat lagi hanya mengandalkan produk fisiknya semata, melainkan harus pula menggunakan aspek pelayanan sebagai alat bersaing yang dapat diandalkan.

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.

Awali dari Menu

Dalam perkembangan bisnis restaurant, produk makanan dan minuman yang diwujudkan dalam menu memegang peran strategis dalam kegiatan operational. Tidak berlebihan kalau ada yang berpendapat everythings in food service operation start from the menu, segala sesuatu dalam kegiatan operational restaurant berawal dari menu.

Pengadaan peralatan masak serta pangaturan tata letak dapur ditentukan berdasarkan menu yang dijual. Demikian pula keperluan karyawan sebagai juru masak, pengadaan bahan, sitem pelayanan termasuk return on investment ( ROI ), diperhitungan berdasarkan menu yang di jual.