Food and Beverage Advertising and Marketing

Small restaurant owners must use their food and beverage advertising dollars wisely

Food and beverage advertising is a virtual requirement for small restaurants. No matter how delicious your food, how amiable your staff, or how potent your potables, it's all for naught if no one knows you exist. The biggest mistake a restaurant can make is skimping on food and beverage marketing.

Food and beverage promotions may seem unnecessary to some small restaurant owners. After all, if your bar stools are full and you've turned the dining room 4 times on a Friday night, it can be tempting to think that it'll always be like that, right? If you're doing well, maybe there's no need to pour hard-earned profit into newspaper ads. Wrong. Unless you keep your restaurant's name fresh in the public consciousness, you will quickly fade into culinary oblivion.

Food and beverage marketing doesn't have to be expensive, but it does have to be effective. Keep in mind the following tips:

1. Decide what aspect of your restaurant will be the subject of your food advertising strategies.

2. Hit a target audience with your food and beverage ads.

Decide what food and beverage promotions will best showcase your restaurant

Whether it's spicy wings or patio dining, oversized martinis or top culinary talent in the kitchen, your restaurant has or does something that makes it special. The key to successful food and beverage advertising is deciding on that iconic subject: Focus on what sets you apart from your competition and spread the word.

Focus your food and beverage advertising on a target audience

Cutting costs on the marketing budget can be a fatal mistake for restaurants. Spending your limited budget unwisely is only slightly less dangerous. Avoid running print ads in newspapers unless you're being placed in a dining or entertainment section. Keep your print dollars in restaurant supplements and monthly dining specials.

Take advantage of your existing food advertising resources

Advertising in the food industry can be done with a minimum cost by utilizing your existing resources. Convince members of your staff to spend an afternoon handing out flyers. Work out barter arrangements with local newspapers and radio advertisers. Use your beer and liquor vendors to supply signs, banners, and prizes for beverage promotion nights.

• Food and beverage salespeople always have a trunk full of free stuff, whether it be hats, key chains, T-shirts, or bottle openers. Never, ever let a vendor leave your restaurant without getting something for free.

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