The Restaurant Industry
The restaurant industry in the UK can largely be split into three areas, fast food restaurants, high street eateries and higher end restaurants/fine dining. Each other these three has a different market to target, different issues to overcome and different ways to market their services
The Economy For Fast Food
The UK has been described as obese, and the main reason for this is the growth of the fast food industry.
Fast food has been marketed in a very clever way as being tasty, quick and affordable; ranging from a value meal to a kebab late at night.
The Economy For High Street Dining
The high street restaurants (the Indian, Zizzi’s, Nando’s etc.) are the ones have have felt the economic downturn the most. Competition is high and customers only tend to want to visit on certain nights (Wednesday’s – Saturday’s normally the best evenings for foot flow and also Sunday for lunch).
High street restaurants are targeting the middle classes that are looking for an economic evening out (normally spending less than £100 per table of 3-4 people). However as the credit crunch has affected spending, fewer people are going out and the regulars are fewer than in previous years.
The Economy For Fine Dining
Fine dining and high end eating establishments are finding things a little quiet, but people that have the money to spend on quality are always looking for good dining experiences. People that are part of a corporate function at a top London restaurant or for a romantic meal are happy to pay a top price for quality food cooked to a high level. TV shows such as Masterchef have also helped the fine dining world in opening peoples eyes to something other than high street restaurants.
Marketing Ideas
Each of the three target their marketing in different ways depending on the kind of visitor they are trying to attract.
The larger chain fast food restaurants rely on some of the more traditional forms of marketing (such as TV advertising) to create a brand that everyone can associate with. The classic example being McDonalds and how they created a new brand to replace the Ronald McDonald brand. Couple this in with changing the feel of the restaurants to bright, modern, fresh gave the marketing impression of a completely new brand (even though the food stayed very much the same as before).
The high street eateries use discount marketing in order to attract customers in (2 dine for 1 on Mondays before 7pm as an example) which does seem to work well. Websites such as Groupon also are popular to encourage more customers in and spending.
Fine dining use a completely different kind of marketing strategy; by leaning towards quality over quantity they can create a brand that can be build on. Generally word of mouth acts as one of the most powerful marketing tools in people telling friends about a great new bistro or dining experience.
Closing Thoughts
The issues of the economy can be used in the strategy of marketing for restaurants and used to the advantage by both special offers and by targeted marketing to specific sectors of society.
Depending on the audience, different marketing techniques can be used from TV advertising, public relations, social media and direct marketing in order to encourage people to eat out.
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