Table of Contents
Issues in the Market
-
-
- Figure 1: The key elements of an eating out marketing strategy, 2009
- Main issues
- Terminology
- Abbreviations
-
Future Opportunities
-
- Main media bars entry to the big boys’ table
- Cultivating a connection
- Build customer loyalty and...
- …exploiting the internet to the full
Market in Brief
-
- Drivers of restaurant choice vary by sector, leading to…
-
- Figure 2: The importance of the decision drivers, by type of outlet, 2008
- …the ingredients of the marketing mix varying by sector
-
- Figure 3: The Importance/use of the market mix, by outlet type, 2008
- The three watchwords: credible, personal and sales
-
- Figure 4: The feature of the marketing mix used, 2008
Strengths and Weaknesses in the Market
-
- Strengths
- Main media barrier
- Word of mouth
- Coupons
- The internet
- Weaknesses
- Main media
- Word of mouth/Viral marketing
- Coupons
- Traditional advertising methods
Is Main Media Advertising Past its Prime?
-
- Key points
- Description
- Background: How powerful is advertising?
- Advertising does not consciously drive restaurant choice
-
- Figure 5: Influence of advertising on choice of restaurant/outlet+, November 2008
- Advertising is often too much of blunt instrument for most restaurants
- Advertising doesn’t work, eateries don’t advertise right! Well, not exactly…
-
- Figure 6: Advertising expenditure of eating out establishments (£m), 2004-07
-
- Figure 7: Segmentation of the eating out market+ by the impact of marketing, 2008
- Do the big boys advertise because they are big or are they big because they advertise?
-
- Figure 8: Advertising expenditure (£m) of eating out establishments by size, 2004-07
- TV dominates spending overall but only among the big boys
-
- Figure 9: Advertising expenditure of restaurants/pubs/catering, by media, 2007
- Figure 10: Advertising expenditure (£m) of restaurants/pubs/catering, by media and size, 2007
- The big five dominate
-
- Figure 11: Advertising expenditure of restaurants/pubs/catering, by media and size, 2007
- Key analysis: Advertising, barrier to choice
- A barrier to prevent entry to the young market
-
- Figure 12: The percentage of consumers who are influenced, by advertising, by age and lifestage, 2008
- Advertising theme: ALOB
- McDonald’s: We understand your lifestyle and attitudes
- Remember being empathetic does not mean being sympathetic…
- Fat Pride
- Horses for courses
- But you still have to heed the ‘masstige'
- But will the recession change the emphasis?
- Oddvertising: A step too far?
- Bandwagoning: Well used….
-
- Figure 13: Influence of celebrities over consumer purchasing decisions, 2006-08
- Burger King leads the way
- Pizza Hut show some pizzaz
- Key analysis: Beware the pitfalls
- The war between Clarissa and Jamie: A Warning
- It works both ways
- Could character licensing be on its way out?
- Domino Pizza and the The Simpsons: A model of TV sponsorship
- The slogan summarises attitude
- I'm Lovin' It
- Slogans never really die
- Key analysis: Measuring the wrong thing
Is PR the New Advertising?
-
- Key points
- Why use PR?
- PR is cheap
- PR is personal
- PR has impact and shelf life
- But PR lacks control
- Its advertising Jim but not as we know it
- Advertorials: PR/advertising hybrids
- The ‘as seen in’ phenomenon and the award for best goes to…
- Corinthian Greek Restaurant: We are the best!
- Pizza Hut: The mother of all PR campaigns?
- Key analysis: PR is word of mouth gone big time
- But is PR for everyone? The Supersize Me effect
- But every cloud has a silver lining
- As a PR medium, the web is growing in power
-
- Figure 14: Influence of comments/reviews posted online by other internet users over consumer purchasing decisions, 2006 and 2008
- Key analysis: The credit crunch is good news for PR…
Promotions: Sales Tactic or Brand Builder?
-
- Key points
- Promotions come of age
- Coupons reach the parts that advertising can’t reach
-
- Figure 15: Lifestyle penetration of those influenced by advertising and coupon crazy, 2008
- The importance of point of sale
- Customer service: Covert promoting?
- Custom-smoothing price deals
- Loyal reward program
- The crunch bites
- Coupons/discounting: The answer to the credit crunch?
- High level of coupon activity
-
- Figure 16: Vouchers offered by eating out venues, November 2008
- Vouchers need supporting marketing activity
-
- Figure 17: Attitude towards mailing lists, 2004-08
- Nando’s combined promotion with door drops
- Key analysis
- But he who lives by the voucher can sometimes die by the voucher
-
- Figure 18: Use of money off coupons and vouchers, 2004-08
- Key analysis
- The rise of the set menu
-
- Figure 19: Examples of fixed price deals in November 2008
- Key analysis
- Price-size deal
- Co-operative promotions
- Chain activity
-
- Figure 20: Examples of Co-operative promotions in November 2008
- Individual outlets
- Key analysis
- Subway shows how promotions can build brands
CRM: Talking about my Demographic
-
- Key points
- CRM
- Capturing consumers
- OpenTable: A global player
- restaurantdiary™: A newcomer
- Quadranet Res
- Livebookings Loghos
- Key analysis
The Impact of the Internet: Can the Net Hold the Customers?
-
- Key points
- Background
- Restaurant online activity on the up
- How effective is the web in reaching the eating out market?
- Key analysis
-
- Figure 21: The usage of the internet in the past 12 months, by types of eater outer, 2008
- Locality, promotions and recommendation
-
- Figure 22: Factors influencing restaurant choice, by internet usage, October-November 2008
- The web as marketing front end
- Key analysis
- The website as CRM front end
- Key analysis
- Affiliate marketing
- Types of affiliates
- toptable
-
- Figure 23: Toptable’s statistics, November 2008
- Wagamama: Affiliate marketing backed by a fast-changing website
- Key analysis
- Discount vouchers
- The My Voucher Codes UK: Standalone voucher site
- Just Eat
- Key analysis
- Online display and search advertising: not widely used but search engines are important
- Social media marketing: Interesting possibilities
- Fast Food MySpace pages
- The Restaurant Guide
- Online PR
- Viral marketing
- The Lincoln Fry: A virus that went pandemic
- Warning: When viral marketing goes bad
Factors Influencing Restaurant Choice
-
- Key points
- Location, location, location
-
- Figure 24: Factors influencing restaurant choice, October-November 2008
- Key analysis
- Impact of age
- Mature affluent adults strongly influenced by word of mouth
Attitudes Towards Restaurant Marketing and Promotions
-
- Key points
- To promote or not promote, that is the question
-
- Figure 25: Attitudes towards restaurant marketing and promotions, October-November 2008
- Menu dumpers are more likely to be affluent and upmarket.
- The young like coupons and so do the affluent
- Recession hits families’ eating out habits the most
-
- Figure 26: Consumers impacted by the current economic situation in terms of eating out, by age and lifestage, October-November 2008
Marketing, Promotion and Advertising Target Groups
-
- Key points
- Target group profiles
- Direct Mailers
- Coupon Crazy
- Internet Reliant
- Influenced By Advertising
- Anti-advertising
Appendix – Factors Influencing Restaurant Choice
-
- Most popular factors influencing restaurant choice, by detailed demographics
-
- Figure 27: Most popular factors influencing restaurant choice, by detailed demographics, October-November 2008
- Next most popular factors influencing restaurant choice, by detailed demographics
-
- Figure 28: Next most popular factors influencing restaurant choice, by detailed demographics, October-November 2008
- The number of factors influencing restaurant choice, by detailed demographics
-
- Figure 29: The number of factors influencing restaurant, by detailed demographics, October-November 2008
Appendix – Attitudes Towards Restaurant Marketing and Promotions
-
- Most popular attitudes towards restaurant marketing, by detailed demographics
-
- Figure 30: Most popular attitudes towards restaurant marketing, by detailed demographics, October-November 2008
- Next most popular attitudes towards restaurant marketing, by detailed demographics
-
- Figure 31: Next most popular attitudes towards restaurant marketing, by detailed demographics, October-November 2008
Appendix – Marketing, Promotion and Advertising Target Groups
-
-
- Figure 32: Target groups, by detailed demographics, 2008
- Target groups, by internet usage
-
- Figure 33: TGI marketing target groups, by usage of the internet in the last 12 months, 2008
- Target groups, by coffee shop usage
-
- Figure 34: TGI marketing target groups, by usage of coffee shops and sandwich bars in the last 12 months, 2008
- Target groups, by sandwich bar usage
-
- Figure 35: TGI marketing target groups, by usage of sandwich bars in the last 12 months, 2008
- Target groups, by consumption of takeaways
-
- Figure 36: TGI marketing target groups, by consumption of takeaways in the last 12 months, 2008
- Target groups, by frequency of eating in fast food restaurants
-
- Figure 37: TGI marketing target groups, by frequency of eating at fast food restaurants in the last 12 months, 2008
- Target groups, by frequency of visiting pubs/bars
-
- Figure 38: TGI marketing target groups, by frequency of visiting pubs/bars for a drink or a meal in the last 12 months, 2008
- Target groups, by usage of restaurants
-
- Figure 39: TGI marketing target groups, by usage of restaurants (during the day and evening) in the last 12 months, 2008
- Target groups, by financial lifestyle characteristics
-
- Figure 40: TGI marketing target groups, by agreement with selected lifestyle statements on finance, 2008
- Target groups, by shopping lifestyle characteristics
-
- Figure 41: TGI marketing target groups, by agreement with selected lifestyle statements on shopping habits, 2008
- Target groups, by attitudes towards advertising
-
- Figure 42: TGI marketing target groups, by agreement with selected lifestyle statements on advertising, 2008
- Target groups, by attitudes towards forms of advertising
-
- Figure 43: TGI marketing target groups, by agreement with selected lifestyle statements on forms of advertising, 2008
-
Back to top