Restaurant Marketing Plan

Normally this will include a market analysis, a SWOT analysis (strengths, weaknesses, opportunities, and threats), and a competitive analysis. The market analysis will include market forecast, segmentation, customer information, and market needs analysis.

This should include at least a mission statement, objectives, and focused strategy including market segment focus and product positioning.

This would include enough detail to track sales month by month and follow up on plan-vs.-actual analysis. Normally a plan will also include specific sales by product, by region or market segment, by channels, by manager responsibilities, and other elements. The forecast alone is a bare minimum.

This ought to include enough detail to track expenses month by month and follow up on plan-vs.-actual analysis. Normally a plan will also include specific sales tactics, programs, management responsibilities, promotion, and other elements. The expense budget is a bare minimum.

These minimum requirements above are not the ideal, just the minimum. In most cases you'll begin a marketing plan with an Executive Summary, and you'll also follow those essentials just described with a review of organizational impact, risks and contingencies, and pending issues.

You should also remember that planning is about the results, not the plan itself. A marketing plan must be measured by the results it produces. The implementation of your plan is much more important than its brilliant ideas or massive market research. You can influence implementation by building a plan full of specific, measurable and concrete plans that can be tracked and followed up. Plan-vs.-actual analysis is critical to the eventual results, and you should build it into your plan.

Marketing Plan Pro includes everything you need to create a professional, complete, and accurate marketing plan.

Some of the sample restaurant marketing plans available are:

Catering marketing plan

Coffee bar marketing plan

Food services marketing plan

Internet coffee shop marketing plan

Pasta restaurant marketing plan

Sandwich restaurant marketing plan

A cafe or restaurant marketing plan will vary from organization to organization and from situation to situation. However, the common elements of all restaurant marketing plans are:

A product mix plan:
This indicates product deletions, product modifications and product additions, when they are to occur, and the volume, turnover and profit objectives, broken down by product groups and even product items.

A sales plan:
This spells out desired servicing levels for existing accounts together with targets relating to the obtaining of new accounts. Targets are further broken down by area and by individual representative.

An advertising plan:
This would specify the timing, nature, media mix and advertising budget of the restaurant marketing plan.

The sales promotion plan:
Similar to the advertising plan, except that this would have events/promo focus outlining all of the restaurant marketing information