Marketing plan for a restaurant, how Gu' in Bergamo was born
Project Tags
May 2018
This project is particularly close to our hearts because it has allowed us to meet two special people who have decided to make their dream come true, that is, to open their own restaurant. They are Chef Gustavo Vandbergs and Camila Ramondini (we met them at a marketing seminar we held in 2017 ), and we had the pleasure of supporting them in the creation of the restaurant marketing plan .
choosing the target customer
Obviously, for confidentiality reasons, we cannot reveal strategic details of the project, but the starting point is the most common in this sector: choosing the right target clientele , based on your idea of cuisine, your identity and the area where you are located (in relation to the competition).
The real difficulty in restaurant marketing is in fact finding the right positioning, that is, the relationship between the types of menu , the price , the communication and the clientele you want to reach.
dinner focus group
For this reason we chose to use the focus group tool to have direct feedback from potential customers regarding the tastes they would find in the restaurant, the setting, the ideal price and the general marketing idea.
During three separate evenings we met three different types of potential customers, also having feedback on the most appropriate name to give to the restaurant.
restaurant names: how to choose them?
Yes, because in this project we also contributed to the search for an original name that was capable of best expressing the concept of creative fusion cuisine that was being created.
And it was precisely Gu' (from Gustavo, the restaurant's chef, but also from Gusto) that "won" the competition with the other name proposals.
drafting of the marketing plan
The project then concluded with the actual drafting of the marketing plan, including the following aspects:
Analysis of the potential of the target market (fusion and Japanese restaurants)
Competitor Analysis
Competitive context analysis
Marketing Profit and Loss Statement
Definition of operational marketing , or how to advertise a restaurant
results
Thanks to the work done, the restaurant owners had direct feedback on which path to take in choosing the name of the restaurant, the menu, the type of customers to target, and the key success factors, answering the question " how to attract customers to a restaurant ".
In this way, we avoided wrong strategic choices that could have undermined the project from the beginning.
Now comes the operational marketing phase!
Recommended readings
- Focus groups for restaurants
- How to sell food products online