Restaurant Marketing Key Terms

Learn about some of the key terms associated with restaurant marketing

Restaurant marketing is vital to the health of a restaurant business. Whether the restaurant is getting ready to launch or it is a neighborhood mainstay, it is imperative to stay relevant in the customer's mind through marketing.

Take the time to learn some of the terms associated with restaurant marketing. That way when you have to implement a marketing strategy, you'll be up to speed on the lingo. Here are a few of those terms along with some other resources to help get you started.

 

Focus group moderating

Focus group moderating refers to a process where a restaurant marketing consulting firm will assemble a panel of patrons and ask them both quantitative and qualitative questions about their experience dining at the restaurant. The results from that analysis are then implemented into a marketing strategy and other restaurant improvements.
Try: Visit the website for Restaurant Marketing Group for additional information on how focus group moderating operates.

Restaurant POS systems

A Restaurant POS (point of sale) System refers to the software application that many restaurants use that track everything from reservations to inventory. In terms of marketing, these software applications help track the use of customer reward programs, coupons and other marketing campaign efforts.
Try: Quantified Marketing has additional information on Restaurant POS systems, how they operate and how they may be incorporated into marketing campaigns.

Restaurant bounceback coupons

Restaurant bounceback coupons refer to coupons that are given to customers after a visit to the restaurant that encourages them to "bounceback" to the restaurant a second time because of the savings offered on a coupon. A two for one entree bounceback coupon is a common example.
Try: Visit the website Food Service Warehouse for additional information on a multitude of restaurant marketing strategies, including the use of bounceback coupons.

Mobile coupons

Mobile coupons refer to coupons which are sent to a cell phone or PDA. These coupons can be interactive in nature requiring a "text-back" or the customer may just need to show them to the restaurant in order to receive the discount.
Try: Visit the website for QSR Magazine. They cover the business of fast food and cafe dining experiences for more information on mobile coupons and various marketing strategies that may accompany mobile coupons to increase your bottom line.

Branding

Branding refers to the concept of taking a name, symbol, sign, logo or slogan and consistently associating it with your restaurant so that when the consumer sees or hears any of the associated elements, they immediately think of your restaurant. An example is the McDonald's golden arches. A consumer can see the yellow arches over the horizon and instinctively know a McDonald's is down the road.
Try: The Restaurant Report has more information on branding your restaurant and how it relates to various marketing strategies.

Competitive analysis

Competitive analysis refers to the process of gathering competitor information such as sales figures, menu options, coupons and other facets of restaurant operation. This information is then compared to your own restaurant operation. Given the results, marketing campaigns are derived to highlight your restaurant's strengths based on all of the information gathered.
Try: Visit the website for All Food Business for additional information on competitive analysis and other restaurant marketing key terms.

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