SYSCO iCare
www.syscoicare.com March 2009 
IN THIS ISSUE
How to Out Market the Big Guys
A Step-By-Step Guide to Keeping Your Restaurant Top of Mind with Customers
New Age Economics Require New Age In-House Marketing
Preventative Marketing Protects the Business You Have
 
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How to Out-Market the Big Guys
 
If you're like many small to mid-sized restaurateurs Restaurant Manageroffering great food, a friendly environment, and terrific service to loyal guests, you feel pretty good about your business. Until, perhaps, you see a slick TV ad promoting one of your big-name competitors. Then it's easy to feel a bit outgunned. 
 
Actually, nothing could be further from the truth. Even in the age of multimillion-dollar ad budgets and powerful national TV campaigns, it's possible for independents and small chains with limited resources to out-market the big guys. That's because today's marketing arsenal contains powerful new weapons that allow smaller restaurants to communicate one-on-one with customers. Leverage these exciting tools strategically, and you can not only compete-you can win. 
 
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A Step-By-Step Guide to Keeping Your  Restaurant Top of Mind with Customers 
 
Hostess Seating GuestsIn the age of information overload, there is a battle raging to attain the number one spot in the minds of your customers-- the so-called "top of mind" among diners in your area. People have to eat, and they love to eat out, but there is plenty of competition, and you can't afford to have potential customers make up their minds without thinking of you. Marketing can help you claim your audience's attention when considering their options. Think about these steps as you put together your marketing plan, and let the immediacy of email newsletters put you in the top spot when diners consider their options.
 
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Woman Ordering From MenuNew Age Economics Require New Age In-House Marketing
 
People used to say, "If you do the same thing, you'll get the same results." Today's world is changing. We have what I call "New Age Economics," a downturn nationally and worldwide - scary at best, terrifying at its worst.  Every facet of a restaurant business needs to be analyzed and imperative changes need to be identified. One of the most critical changes needs to be what I call "New Age In-House Marketing."  Menu Engineering is a buzz word that has been used for several years to describe how to encourage a customer to "Choose to Buy What You Want to Sell." 
 
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Diners
 
Preventative Marketing Protects the Business You Have
 
Nearly everyone is familiar with the term "Preventive Maintenance"; this is the process of routinely inspecting and improving equipment and replacing worn or torn parts before the whole machine breaks down. The rationale is simple; routine inspection, repair and maintenance mean that the equipment lasts longer, processes are not impeded, return on investment is greater, and operations become more efficient because nobody's food or beverage is being held up due to a faulty ice machine, slicer or mixer. Knowing that routine R&M (repair and maintenance) improves service, sales and efficiency, why is it that very few operators apply this same mindset to another key area of operations: marketing?

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