How to Market your Restaurant to Different Groups to Increase Sales.
When opening a dining establishment, a close look at the make-up of the community will give you insights on key markets to target and services that will drive them to your front door. We have assembled information to help you jumpstart your soon-to-be fabulous restaurant. Consider the following demographics:
Demographic: Teens and Young Adults (Generation Y)
Who: 18-34 years old
Typically new to the workforce and have less income
Enjoys eating out more often than other groups
Prefers quick, casual service
Views dining as a social experience
Demands new flavors and tastes
How to Serve Them
Social networking is a must; target them with Facebook, Twitter, Instagram and Pinterest
Offer rewards and coupons, especially to Millennials
Hold social events at your restaurant: local bands, karaoke nights, trivia or more
Keep an eye out on new trends and make sure to incorporate them into your marketing strategy
Have a contemporary website that features your menu and great images of your establishment and entrees
Pay attention to feedback. Work hard for positive reviews, especially on sites like yelp; respond diplomatically to and learn from negative reviews
Demographic: Families
Who: Parents and children
Eats dinner earlier than other groups
Kids’ preferences are typically the most important factor when choosing a restaurant
Prefers an environment where children will be able to eat properly and be entertained
Always on the lookout for promotions
How to Serve Them
Have all of the critical accommodations for children such as high chairs, sippy cups, bibs and changing stations.
Keep the kids entertained by providing them with crayons, papers, games or toys.
Consider creating a separate arcade-style play room that is visible and easily monitored.
Provide families with larger tables in an open space.
Have a kid’s menu available featuring favorite comfort foods as well as healthy options
Explore promotional options, such as “kids eat free” deals
Demographic: Seniors
Who: Typically over the age of 65
Prefers to dine earlier, similar to families
May be on a fixed income
Enjoys having customized foods of their choice
Cleanliness, convenience and ease are important factors
Appreciates a pleasant, more peaceful ambiance
How to Serve Them
Offer early-bird specials (discounts offered to 55+ typically before 6:00 PM)
Offer senior discounts: as special menus and prices; free food or beverage; buy-one-get-one deals
Consider mix-and-match menus to increase personalization for the customer
Leave open spacing between tables to avoid narrow aisles and to comfortably accommodate handicapped seniors
As best as possible, keep the noise levels down
Demographic: Health-Conscious Folks
Who: Health food enthusiasts
Stays informed of the foods they are eating
Looks for menus offering a variety of vegetarian and vegan entrees
Demands options such as low-carb, low-calorie or protein-filled dishes
Expects foods to be versatile and delicious, not bland
How to Serve Them
Have a separate healthy menu to better serve this segment
Provide nutritional details of the foods they are eating
Consider locally grown produce and organic foods
Be transparent by listing calories contained in each food or drink
Offer diverse foods with many flavors to make healthy meals more attractive
Establish a blog associated with your restaurant and provide insights for why the chef chooses nutritious options as well as tips for healthy eating
Demographic: Tourists
Who: Broad market of potential diners visiting the area
Prefers to have insight on a restaurant beforehand
Seeks out establishments that represent the native culture
Excited to try local cuisines
Enjoys unique and diverse restaurants
Favors restaurants that are within walking distance of hotels and tourist attractions
How to Serve Them
Make your restaurant visible with wide-spread marketing including a website, phonebook and travel guide listings, and advertisements in popular publications
Pass out flyers and coupons in places where tourists frequent
Have your décor, music and menu reflect the local culture
Provide cultural education by listing fun facts about the area and its history
Offer souvenirs for customers to remember their visit to your city and your establishment