Recipes For Restaurateurs - Four Star Restaurant Marketing Cookbook

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1 Four Star Restaurant Marketing Cookbook Recipes for Restaurateurs What is it? Recipes for Restaurateurs is a restaurant marketing cookbook for restaurant owners and operators. It isn t a cookbook for preparing food in a kitchen; Recipes for Restaurateurs is a 300 page resource written in a reader-friendly format with over 100 field tested tips, tools and tactics of successful marketing recipes (marketing programs), ingredients needed, and directions (a tactical guide), to generate sales, create awareness and build any restaurant brand. Recipes for Restaurateurs chapters include: special occasion promotions to drive lunch or dinner sales, grand openings, publicity stunts, community relations and fundraisers, how to create and execute contests, holiday events, target kids and schools, and motivating and keeping employees. Why is it necessary? In 2008 the United States recorded 957,000 restaurants with a total of more than $552 billion in sales, 4 % of the U.S. gross domestic product and one of the nation s largest employers supplying jobs to 9 percent of the U.S. workforce, according to the National Restaurant Association 2008 Restaurant Industry Forecast. The restaurant business has become highly competitive and with consumers eating out more often, their ever changing demands and time constraints, it is imperative that restaurant operators have sales driving programs in place to get their share, says author, Linda Duke. The biggest challenge restaurant operator s face is creating, executing and tracking sales driving promotions, she continued. Recipes for Restaurateurs delivers applicable ideas, proven methods, and easy-to-follow instructions to get results. Although there are great debates about the percentage of restaurant start-up failures (those that go out of business), it is approximately 59 percent for a three-year period or six out of ten restaurants close within the first three years. Most restaurant operators are in need of an all encompassing guide a real tactical marketing toolkit, says Duke. We ve implemented hundred of these recipes for many restaurant operators. The more you do the better you get. We decided to put them in a book and they just became recipes for success. Any restaurant operator can execute the recipes within Recipes for Restaurateurs. They won t help you survive failure, they will make you succeed and prosper! Recipes for Restaurateurs provides dozens of sales driving promotions in a recipe format. Each recipe gives easy to follow directions to plan, coordinate, implement and track successful sales driving promotions. Recipes for Restaurateurs is a comprehensive restaurant business resource that operators will find very relevant. Patricia Cobe, Senior Editor, Restaurant Business Magazine. Recipes for Restaurateurs is comprehensive, easy to follow book of effective marketing strategies for restaurants of all sizes and types. It is a great tool for any restaurateur. G. Bric Haley, Chairman, California Restaurant Association. "The concepts and ideas presented in "Recipes for Restaurateurs" are probably the most important ingredients for a successful restaurant operation. I wholeheartedly recommend it as required reading for Restaurateurs, Culinary Professionals and Culinary Students." Mr. Ferdinand Metz, President Emeritus of The Culinary Institute of America, Certified Master Chef, Past President World Association of Chef Societies, James Beard Lifetime Achievement Award Recipient. - - cont d- -

2 There are very few books or case studies published which provide restaurateurs with the tools or how-to guide to develop restaurant-specific marketing programs, says Duke. This trademarked Restaurant Marketing Cookbook provides the author s real restaurant case studies and over 250 photos used throughout the cookbook to illustrate concepts and results. With actual restaurant results this cookbook assists readers in understanding how their own sales building programs can be easily executed. Linda Duke has been cookin up restaurant marketing programs for many years and has thoughtfully refined her list of ingredients for attracting and satisfying consumers and giving the media something to chew on. How well does she understand the restaurant industry? Well enough to realize that busy single and multi-unit operators or their harried staff will benefit more from a recipe type format for her marketing tips, tricks and techniques, than from the grand essays she could pen if she wanted to based on two decades in the brand, sales and loyalty building business. Alan J. Liddle, managing editor of conferences and special projects, Nation s Restaurant News. If there were a Master Chef for Restaurant Marketing, Linda Duke would be it! Like most Master Chef s, we can t wait for their recipe book of trade secrets to be published. It s here! What are you waiting for? Start cooking! Ty Sullivan, Director of Marketing, Café Metro NYC. MARKETING COOKBOOK CONTENTS CHAPTERS & RECIPES: The 300 page cookbook, Recipes for Restaurateurs, provides recipes in a reader-friendly format along with 100 tips, tools and tactics and over 250 photos that can be easily understood and executed by restaurant operators. A CD-Rom is included with templates and resources. Below is a partial list of the recipes in each chapter. 1) Marketing Ingredients: This chapter provides tools for various marketing components, such as developing a marketing plan and communications prior to implementing the recipes in the following chapters: Strategic Planning Local Store Marketing. Brand Building Marketing Research: defining your target market. Advertising: options, tracking, new media. Community & Cause Marketing. Public Relations and Communications: Press release writing, Cooking Demonstrations, Interviews, and Crisis, Employees: Involving, rewarding and retaining employees. 2) Attracting New Guests This chapter provides various recipes for generating trial of new guests. Grand openings Sampling Direct Mail Linda s book offers great recipes for the novice cook but is also a great tool for those who have been working in the marketing kitchen for years. Not only does it provide some great practical examples, it prompts ideas for new tactics to consider. Ed Frechette, SVP Marketing/Owner, Au Bon Pain. "Recipes for Restaurateurs is a musthave resource for restaurant owners and operators seeking new and innovative ways to either begin or refresh their marketing success strategies. In this "cookbook style" format, restaurateurs, chefs, and independent operators alike can use Linda Duke's proven "recipes" for success as a guideline to increase their business!" John Abels, Manager, Education & Culinary Programs, National Restaurant Association Restaurant, Hotel-Motel Show.

3 3) Frequency & Loyalty: Recipes in this chapter provide strategies to generate sales from existing guests through various activities such as building loyalty and frequency. Building Frequency and Up-selling Increasing Check Average Loyalty Programs, Bounce Backs and Gift Cards 4) Community Events: Recipes in this chapter provide step by step tactics to execute events such as giving back to the community and generating excitement during special occasions. Fundraisers Contests and Competitions Hero s Day, VIP Parties 5) Businesses & Groups: This chapter provides various recipes for generating awareness and sales by targeting specific businesses or groups. Car Dealers, Dry Cleaners, Chambers of Commerce Hotels, Apartments, Targeting Teens and Seniors Sports Teams Banks, Colleges, Realtors and more! 6) Kids: Recipes in this chapter provide creative tactics to engage children and drive sales. Kids Parties Back to School, Kids Tours, Student Achievement Library and Reading program Youth Centers 7) Food & Menu: Recipes in this chapter provide step by step tactics to generate sales during various day parts and menu offerings. Signature Menu Items Chef-rateur Marketing Catering, Off-Site Food Sales Kid s, Early Bird Food photography Holiday promotions 8) Resources: This chapter provides valuable materials for numerous recipes such as calendar, tracking sheets, research forms on a CD-Rom, along with important ingredients to keep on hand. Linda Duke is full of personality and energy like no other. She s the hot sauce on your fish taco. No book can fully capture her dynamic qualities as she personally can, but if you can t hire her, then her book is the next best thing. Ralph Rubio, co-founder and Chairman, Rubio s Restaurants, Inc. Opening a restaurant is the easy part keeping the doors open and the seats filled is where it gets tricky. By starting with Linda Duke's innovative marketing recipes, restaurateurs can add their own ingredients and customize everything from grand openings to loyalty programs. Not everyone can afford to hire a PR and marketing expert, but now everyone can afford restaurantspecific, real-world advice. Nancy Weingartner, Executive Editor, Franchise Times.

4 EXAMPLE RECIPE Contests & Competitions

5 EXAMPLE RECIPE Brand Ambassadors

6 EXAMPLE RECIPE Sampling Directions:

7 Who benefits from reading it? Restaurant Executives: Recipes for Restaurateurs is a musthave resource for any restaurant owner, operator, general manager, or franchisee, looking for easy to follow and execute recipes (marketing programs), with directions (a tactical guide), and ingredients needed to build sales. New Restaurant Owners: Recipes for Restaurateurs provides sure-fire ways to generate sales before, during and after the grand opening of any restaurant with easy to execute step-by-step tactics. Restaurant Marketers: Recipes for Restaurateurs is a ready to use marketing manual for any restaurant marketing executive. These step-by-step recipes (marketing programs) can be easily executed by marketers at each restaurant location, and provides a template to create their own variations of each recipe. Chef-rateurs & Culinary Professionals: Recipes for Restaurateurs gives chefs, or chef-rateurs (chef s who plan to open or run their own restaurant), and culinary professionals an understanding of marketing and sales driving programs and how they can assist in creating promotions from the back of the house to sales in the front of the house. Recipes include how to get prepare for live cooking demonstrations, do s and don t for interviews, food photography and more. Franchisees: Recipes for Restaurateurs provides step by step local store marketing programs for franchisees of restaurant brands which can easily be executed at their own restaurant. Educators: Teaching professionals with curriculum in business and marketing, culinary and hospitality, can utilize the recipes and case studies within Recipes for Restaurateurs to educate students with the understanding and know-how to execute sales driving marketing programs in the real world. Students: Recipes for Restaurateurs provides students studying business, marketing, culinary programs and hospitality an understanding and know-how to execute sales driving market programs in the real world and giving them an edge to get into the restaurant business. Retail Operators and Entrepreneurs: Recipes for Restaurateurs provides step by step local store marketing programs any small business owner or retail operator can easily create variations in the recipes to fit their own business and execute these sales driving tactics. I like the way you ve set the book up it really does look like a cookbook. It s easy to read and comprehend, and yet it has real, solid information for marketers. It seems to me that the recipes would be of particular interest to restaurant operators who have only dabbled in marketing because they didn t really know how to go about doing it. Independent restaurant operators just starting out would benefit as well. And this also educates those operators who think marketing consists only of TV advertising. Good job! Gregg Cebrzynski, Marketing Editor, Nation s Restaurant News. It can be overwhelming to think of all the many ways in which we can reach our guests and communicate with them: from paid advertising, pr, community events, blasts. Recipes for Restaurateurs gives you the ingredients to ensure that you re always reinforcing your brand positioning whether you re increasing sales, attracting new guests or creating a special event. Aaron Noveshen, President of Pacific Catch Restaurants and The Culinary Edge. Recipes for Restaurateurs should be mandatory reading for all restaurant owners and managers. Ken Otto, Executive Vice President, Boston Pizza International Inc. I wanted to let you know how much I loved your book, Recipes for Restaurateurs! I am a soon-to-be graduating restaurant student and thought this was a great tool to have. I had concerns about my current restaurant marketing job and wow, did it help me! It gave me a new insight to the industry and presented tools in marketing that I would have never thought of. This should be one of our textbooks at school! It is definitely a must read for restaurant students and a great resource to have after graduation! -- Stephanie Rivoli, Event Coordinator, National Society of Minorities in Hospitality, San Diego State University.

8 Price $99: A marketing manual like this usually costs thousands of dollars. At $99, we ve made Recipes for Restaurateurs affordable so it is accessible to the 957,000 restaurant operators and the hundreds of thousands of chefs, culinary professionals, students and entrepreneurs in the United States today. Other operations manuals for the restaurant industry are typically more than $99 each. The greatest investment a restaurateur will need to make is time & effort to execute these recipes. Tax, shipping and handling is additional. What makes the author an expert? Recipes for Restaurateurs provides the author s real restaurant case studies and photos which are used to illustrate concepts and results, and assist readers in understanding how their own sales building programs can be easily executed. Over the past twenty years, Linda Duke, the author s firm, Duke Marketing, has developed local store marketing programs for some of the top restaurant brands in the United States. Her specialty is consulting and teaching restaurant owners, chefs and operators how to apply marketing tactics to help accelerate restaurant sales, frequency and awareness. She has provided on-site coordination for over 200 restaurant openings and even more on-location events across the United States using these recipes. We ve learned how to create and implement turn-key programs that drive sales for just about any restaurant concept, and have put these programs into an easy to follow recipe format, Duke says. For more information on Ms. Duke, please see Author biography. What type of results can I expect? The recipes within the cookbook will contribute to increasing awareness, generating trial or new guests, increased frequency of existing guests, increasing check averages and increasing sales overall for any restaurant. Results will vary depending on how the recipes are implemented and more importantly the best marketing can ruin a bad operation. Meaning, if a restaurant s food, service and cleanliness are lacking, a great promotion or event that creates awareness and generates trial won t be successful. The unhappy guests will spread the word and damage the business. The best results will occur when the recipes are done at restaurants which have excellent food, service and clean operations. For the best results, begin with scheduling certain days and times for you and your restaurant team to focus on marketing. Restaurant operators have certain days the food is delivered and a schedule for labor, inventory and payroll. So why don t they schedule their time for marketing efforts each week? Recipes for Restaurateurs is an incredible resource for not only those looking to enter the restaurant business, but for those that have been running restaurants for years. Sarah Grover, Senior Vice President Marketing and Public Relations, California Pizza Kitchen. "As an industry trainer I have seen a real need for this type of marketing tool. Not only does it provide operators with ideas for exciting marketing opportunities, but also with a guide for training managers and staff on these techniques. I have had the unique advantage of participating in some of Linda Duke's "recipes" and can tell you from experience that they are fun, exciting and effective!" Kathie Griley, Director, Industry Education, California Restaurant Association Educational Foundation. This cookbook is a great format: Informative, Succinct and to the point, perfect for today s time crunched decision makers! George Katakalidis, founder, CEO, Daphne s Greek Café Restaurants. Recipes for Restaurateurs is a must-read for anyone opening a restaurant, whether it s your first or 1,000th. In a world where offering great food is not enough, Linda has cooked-up a wealth of valuable strategies, tactics and tools that are essential to stand out from your competition. Just add a little energy and enthusiasm to these easy-to-execute recipes and you will always have your plate full. Robert Andersen, President, Mooyah Burgers & Fries. Once you determine a recipe to execute, use an integrated marketing approach. For instance, add public relations, an blast, print and broadcast advertising and point of purchase materials along with an incentive program or contest for staff or franchisees. By combining all these ingredients together your restaurant sales will start to cook!

9 Overtime, the more recipes you and your team execute the easier they become. Staff will become effective repeating the components, and if recipes are done consistently over time, at least a period of a year they will garner the most rewards sales increases. These recipes are intended to be done over time. Not for a quick fix. However, there are recipes included in this cookbook which provide ideas for boosting guest counts or check averages, which can be implemented in a timely manner to solve particular challenges. About the Author Recipes for Restaurateurs written by Master Marketing Chef, Linda Duke a nationally recognized restaurant marketing expert, motivational speaker, trainer, and consultant. Ms. Duke started Duke Marketing in 1987 specializing in marketing for multilocation and franchise organizations. Ms. Duke has consulted with top restaurant brands in the United States, negotiated media in foreign markets, nationally and on a regional and local level. She has developed new brands, completed corporate positioning plans, created award-winning advertising and public relations strategies, produced customized local store marketing programs. Linda has executed more than 500 of these recipes herself including over 200 restaurant openings. Many of Duke s restaurant clients have been featured in local and national television news as well as The Food Network, the Travel Channel, the Wall Street Journal and the New York Times. Duke is a frequent speaker at restaurant industry and client conferences, and is a member of the board of directors of the California Restaurant Association s Educational Foundation and the Fast Casual Alliance. Ms. Duke holds bachelor degrees in both Advertising and Marketing and an Executive MBA from Kellogg Graduate School of Management, Northwestern University, Evanston, IL. Ms. Duke is a contributing writer for several restaurant, hospitality and franchise industry trade and business publications and an adjunct professor at Golden Gate University in San Francisco where she has taught Advertising Strategy to the MBA students. She guest lectures at various colleges and universities including Sonoma State University and San Diego State University. "Recipe for Restaurateurs" is a timely, step-bystep guide that provides specific recipes that will increase your restaurant's bottom line. The book is a great testament to Linda's creativity and longevity in the restaurant industry and is a must-read in today's tough operating environment. All our franchisees will receive a copy of Linda's "recipes" at the end of our new franchisee training program! Melanie Farkas, Founder and CEO, Churro Station, LLC. My Advice? Practice what ever she preaches! Linda has an amazing ability to deliver powerful and applicable ideas to boost any restaurateurs business! Recipes for Restaurateurs is your real time resource for real time success Ron Mathews, Vice President, Reed Exhibition, Restaurant and Foodservice Events. Recipes for Restaurateurs is an essential operational guidebook for restaurant operators looking for the perfect mix of brand recognition and marketing tips and tools. No longer is it good enough to just have good food. Operators today must also have brand power in order to keep customers walking through their doors. Valerie Killifer, Senior Editor, Fast Casual Magazine. Recipes for Restaurateurs is a must read for any restaurateur who desires greater profits and an increased return on investment. Our franchisees will truly benefit from implementing and following many of Linda's ideas and instructions. Craig Dunway, CEO, Penn Station East Coast Subs. "Recipes for Restaurateurs" is an important tool for all restaurants looking to stay competitive in the tough food service world. Important "to do's" for starting strong, and staying healthy are clearly enumerated. Linda s years of experience shine through! Noah Alper, founder, original Noah s Bagels. - - cont d - -

10 About Duke Marketing, LLC. Duke Marketing, LLC is a California-based Integrated Marketing Communications company with expertise in integrated marketing communications for multi-location and franchise organizations. Duke Marketing combines a full range of services, including: thought-leadership, local store marketing, public relations, consumer promotions and cause marketing, franchise communications, market-by-market planning, creative development and media buying with on-target strategies, fresh ideas and creative concepts to offer complete solutions. For more information contact Duke Marketing at or via at info@dukemarketing.com, or please visit the Company s web site at About Four Star Restaurant Marketing Cookbook Recipes for Restaurateurs Four Star Restaurant Marketing Cookbook Recipes for Restaurateurs, is written by Linda Duke, one of the restaurant and franchise industry s foremost marketing experts, and published by Duke Marketing Publishing. Recipes for Restaurateurs provides restaurant owners and operators with proven marketing tactics in a reader-friendly format with over 250 photos and real restaurant case studies. This recipe format cookbook includes 100 field tested tips, tools and tactics of successful marketing recipes, ingredients needed, and directions with a tactical guide to generate trial of new guests, build frequency and loyalty of existing guests, increase awareness, check averages and sales for any restaurant. For more information please visit: or the blog at Copyright 2008 Duke Marketing Publishing, a subsidiary of Duke Marketing, LLC. All client logos, quotes, case studies and photos used with permission. All logos are property of their respective owners.