Hotel Operation: Attracting customers and creating a loyal customer base for a restaurant inside the hotel
Eating is very basic to humans especially human like me and restaurants seem to be an interesting business proposition. The interest for food& beverages along with customer relation and dining room management added to my interest in this business establishment. In order to build a successful restaurant business it is very important that it attracts customers every day and creates a loyal cliental base. The marketing efforts and reputation that is built for the restaurant can help in developing that loyal customer base (Demand Media 2012). Some of the effective strategies that can help in attracting and retaining customers are discussed below:
Customer targeting: Targeting right customers is very vital, once that targeting is understood; customers can be attracted using different marketing tools. Since thetarget customers are the guests who are staying in the hotel and the families who visit the restaurant to spend some quality time,a discounts or a complementary offering on a weekend to families and regular guest on off-peak hours can help in building a loyal base (Wall Street Journal 2008). Attaching some leisure options or gaming zone can help in expanding the number of people who hear about the restaurant (Demand Media 2012).
Knowing Customers Better: Building a customer relationship can be a prudent decision to create a loyal customer base. This can be done by doing a follow- up with guests in the dining area. A feedback on food services can be taken. A database on their likes and dislikes can help in serving them better in their next visit and also it helps in making a strong bond with the guest. A personal follow up by the general manager can add more value to it.
Right Pricing:Price of the product is related to the quality it offers.It also influences the perceived value of what is offered to the customer. Considering the target customers which are middle class family, guest of three start hotel,employees and businessman of nearby area an overall medium pricing strategy and premium pricing on some specialty dishes can be a right strategy. Discounting and happy hours scheme can be offered on slower days and slower hours to increase the footfall (Delco Foods n.d.)
Creating Awareness for the Restaurant: In order to ensure continuous flow of new customers and sustain the existing base it is important that awareness about the restaurant is spread on regular basis. The awareness can be shared through flyers having a discount coupon which can be distributed through newspaper and can be given to guests of hotel , nearby residences and to businessman who are employed in nearby businesses. Distributing menus in public place and organizing a contest wherein people are given chances to win gift vouchers for free meal can attract pool of customers (Made Man 2010).
Value addition giving guests a reason to come back to restaurant:With respect to increasing competition in vicinity, it is important that returning customers are given valuable incentives so that they become loyal customers. The same can be offered in the form of a free desert or an appetizer or take-home gift like a coffee mug, a pen ,a t-shirt, a cap with the name of restaurant printed on it(Made Man 2010). Loyalty points can be given to regular guests whom they can redeem in their consecutive visits.
Offering Extraordinary Dining experiences: The food that is served is an important element in attracting and maintaining customers. Quality food served in a warm and inviting atmosphere can help in providing competitive edge.Vibrant and hardworking employees are the front lines of any restaurant and they represent the vision and culture of the restaurant. Customers will visit a restaurant again and again if they have extraordinary dining experiences which are an effective way to for word of mouth publicity and spread the news about the restaurant and as long as the news is positive, customers will keep on coming to the restaurant (Demand Media n.d.).
Offering take away and delivery options: Take away offering can help in capturing time-crunched diners.Busy and hectic schedule sometimes does not allow people to eat their meal in restaurant in such cases take away can help in improving future prospects by introducing food to new customers. Offering a food delivery to nearby business employee during lunch time can increase customer base (Food Service Warehouse n.d.).
Upgrading and expanding product line and quality of services: Adding variety to what is offered such as adding new dishes to the existing fare and improving the entire menu can help in holding the interest of customers
Marketing Restaurant in the Hotel Rooms of vicinity:Tourists and travelers who stay in the nearby area may not be familiar enough with the surroundings. To make them aware of the restaurant, leaflets and menu card can be placed in the reception area and inside the hotel rooms (Business World 2011).
Marketing Mix using 4 P’s (Product, Price, Promotion and Place) can be looked to make a simplified strategy for developing customer base.Service marketing like food and beverages services considers three more p’s of marketing i.e. People, Process and Physical evidence, however, here we will consider “service “ as part of overall product to keep it simple(food Service warehouse n.d.).
Just putting an open sign outside the door of the restaurant will not be enough to attract the customers, there are set of strategies that need to be implemented in order to make the business success. The strategy ranges from offering the right product at right price to right place and by using correct promotional tools. It is important that customers are treated with utmost care and it is shown that their patronage is appreciated. The volume of the customers that enter the restaurant through the doors will not decide the success of the restaurant rather it’s the volume of happy customers who leave the restaurant.
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