服务营销外文翻译--餐厅营销.docx

PAGE PAGE 1 毕业设计/论文 外 文 文 献 翻 译 外文资料翻译——原文 Restaurant Marketing 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 is your competitor who you are running with as well as the answer to all of your sales-building challenges. Not so. This brief report seeks to outline some of the restaurant marketing techniques and principles that are working in successful restaurants around the country. Let’s get started with some of the most frequently asked questions restaurant owners ask when seeking a better way to market their restaurants: What are the keys to great restaurant marketing There are several components of successful restaurant marketing. This isn’t an all inclusive list, but some top strategic marketing issues include: BRANDING: There has been lots of hype over the last few years about branding. We’re all being told we need to do more branding and a better job branding, but no one has really stopped to explain what a brand is and how you build it. A brand is a promise. It’s what customers, employees (Internal Customers), vendors, the media and all other key constituents come to expect in dealing with your restaurant. Brand-building is closing the gap between what you promise and what you deliver. A strong brand is one that has alignment between the promise and execution. It’s not something that happens when you advertise, and it’s not the fact that people recognize your logo or recall your advertising. POSITIONING: Positioning is an under leveraged restaurant marketing component. Positioning is the place you hold in the customers or prospects mind related to the competition (the cheaper choice, the higher quality choice, et cetera). Effective positioning involves incorporation of your Unique Selling Proposition (U.S.P.). The USP is one thing that only you can clai