服务营销外文文献翻译(共13页)

1、毕业设计/论文外 文 文 献 翻 译院 系 经济管理学院 专 业 班 级 市场营销1102班 姓 名 周启雯 原 文 出 处 阿伦·艾伦.餐厅营销 评 分 指 导 教 师 刘春宇 华中科技大学武昌分校 20 年 月 日外文资料翻译原文Restaurant MarketingRestaurant marketing is both an art and a science that is shrouded in mystery for far too many restaurant owners. Unfortunately, many advertising sales people

2、 dont want you to know whats really working. They want you to think that the television spots is your competitor who you are running with as well as the answer to all of your sales-building challenges. Not so.This brief report seeks to outline some of the restaurant marketing techniques and principl

3、es that are working in successful restaurants around the country.Lets get started with some of the most frequently asked questions restaurant owners ask when seeking a better way to market their restaurants:What are the keys to great restaurant marketing There are several components of successful re

4、staurant marketing. This isnt an all inclusive list, but some top strategic marketing issues include:BRANDING: There has been lots of hype over the last few years about branding. Were all being told we need to do more branding and a better job branding, but no one has really stopped to explain what

5、a brand is and how you build it. A brand is a promise. Its what customers, employees (Internal Customers), vendors, the media and all other key constituents come to expect in dealing with your restaurant. Brand-building is closing the gap between what you promise and what you deliver. A strong brand

6、 is one that has alignment between the promise and execution. Its not something that happens when you advertise, and its not the fact that people recognize your logo or recall your advertising.POSITIONING: Positioning is an under leveraged restaurant marketing component. Positioning is the place you

7、 hold in the customers or prospects mind related to the competition (the cheaper choice, the higher quality choice, et cetera). Effective positioning involves incorporation of your Unique Selling Proposition (U.S.P.). The USP is one thing that only you can claim. Its a crucial point of differentiati

8、on that the competition either cannot or does not claim. An example is Burger King versus McDonalds. If Burger King can convince you that a flame-broiled burger tastes better than a fried burger, theyve won the war because McDonalds will never go into all 14,000 stores and rip out fryers to install

9、char-grilling pits.DUE DILIGENCE: Restaurant marketing doesnt happen in a vacuum. Effective restaurant marketing must be built on a foundation of a fact and knowledge about the market, your competition, your customers, your Internal Customers, financial history, marketing history, the industry, and

10、outside forces that will impact your business. There is a lot to worry about, but restaurant marketing has to factor these considerations into the overall strategy. Not even Coca-Cola can afford to market to everyone all the time, so effective market research and due diligence can help you be more e

11、ffective in your restaurant marketing efforts.MENU MIX: Every six to twelve months, you are supposed to conduct an analysis of your menu. This will include profitability analysis and competitive menu analysis. To keep your menu fresh, relevant, and profitable, you are required to know specifically h

12、ow each item on your menu is performing and also how it stacks up next to your top competition. Think of each item on your menu as a tenant leasing space and it has to earn its right to the space youve granted it.How much should we spend on marketing our restaurantThere are several rules of thumb an

13、d ratios in the restaurant industry and there are some for restaurant marketing as well. A typical restaurant should allocate 3% - 6% of sales to marketing. Its also a good idea to allocate this money proportionally to your sales volume. It means, if July is your busiest month, you should spend a pr

14、oportionate amount on your restaurants marketing budget in that month. Fish where the fish are biting. Some restaurant owners merely focus on stagnant periods and think thats the time when they need to spend money to drive sales, so they spend a big chunk of cash trying to build a happy hour busines

15、s and forgo building on top of their busy periods. The fact is, there is a reason people arent coming in from 4:00 PM 6:00 PM and youll be sending valuable marketing dollars down a black hole if you try to advertise in this period. There are nearly one million restaurants in the United States and pr

16、obably only 2% of them are busy from 4:00 PM 6:00 PM. Marketing cant change behavior; it can only influence existing behaviors. Spend your marketing dollar on aspects where it will have the best return for your restaurant.How do most restaurants market themselvesIts a real misery that 80% - 90% of r

17、estaurant marketing budgets are spent on new trial getting a new customer to visit for the first time. This is the least effective place to spend your money on. The majority of new trial efforts are spent on mass media advertising which is costly and has dismal return on investment. The fact is that

18、 a new customer acquisition is 7-10 times more expensive than building restaurant sales through increased frequency, check average and party size. But restaurant marketing isnt always about whats most effective, more often, its about what everyone else is doing. Restaurant operators notice that thei

19、r competitors are on television or in the yellow pages or on a billboard and that they should be too. They do this without regarding for whats working. Restaurant owners have to wear so many hats that sometimes they just do whats easiest they write a check for mass media advertising and hope for the

20、 best. Mass media pays often more attention about feeding ego than driving sales. Its also impossible for most companies to compete in a toe-to-toe battle with the big guys. Subway spends $290 million per year on television. They can do that because they are a multi-billion dollar enterprise a title

21、 less than 100 restaurant corporations in the world can claim. The question youll have to ask yourself is “do we want to jump off the bridge just because so many other people are?Who is doing a great job marketing their restaurant and what works about their restaurant marketing effortsThere are seve

22、ral examples of companies large and small that are doing a great job. Ill give you some examples of each. On the larger side, Starbucks is doing an awesome job. They spend more money on training than they do on advertising. They do a great job with their internal merchandizing and their menu is much

23、 focused. They dont spend money on mass media and instead focus on a core product line and flawless execution. They are now the fastest growing take-out operation in history.A great example of a regional chain thats doing an impressive job with marketing their restaurants is Firehouse Subs. They hav

24、e strong internal merchandizing, training and culture programs. They also have a very impressive direct mail program. They send out quarterly saturation mailers offering a free sandwich with no strings attached. The mailers draw double-digit responses and drive equally impressive comparable store sa

25、les improvements. Research showed that 70% of the people that redeemed the cards became loyal visiting customers with a much higher frequency than the industry average.Examples of successful independent restaurant marketing abound. Charlie Trotters is world-renowned, but youve probably never seen a

26、billboard or television spot for them. Charlie Trotters does an incredible job with promotion and positioning the namesake chef as a culinary expert. When you visit Chicago, you want to go to his restaurant just for that reason not because of any advertising he has done.What are some examples of goo

27、d restaurant marketing tacticsThere are literally t hundreds of thousands of marketing tactics that you could employ to lift sales at your restaurant. This causes many restaurant operators to think that there is a silver bullet out there that they need to find. There are no silver bullets. One hit w

28、onders may be out there to give you a big spike in sales, but those are rarely sustainable over time. Great marketing is about solid operational execution, effective positioning and the cumulative results of marketing inside the four walls of your restaurant and in the immediate trading area no-taki

29、ng-over airwaves.That being said, some good examples of successful restaurant marketing tactics are email marketing, bounce-backs, affinity marketing programs, publicity through event marketing, partnerships with other local retailers and, of course, internal merchandizing such as bathroom signage a

30、nd menu merchandizing.How do I measure the effectiveness of our restaurant marketingIf you cannot prove the dollars you spend persuade people to do business with you rather than advertise. If you cant see a direct relationship between marketing and increased sales, your marketing isnt working.One pi

31、ece of analysis we have conducted for Clients is to compare the variances, period over period, for sales and marketing expenses. We look to determine a correlation. Its amazing how frequently we find that there is absolutely no correlation between sales and marketing. The graph here is an actual Cli

32、ent chart that shows this relationship. This was an independent restaurant operation that had a steady period over period sales increase of around 8%. The other line represents their advertising expenditures. As you can see, there is absolutely no correlation between the two lines. For this independ

33、ent operator, that represented about $150,000 in advertising dollars that could have gone straight to the owners back pocket instead. This restaurant owner had solid operations and he wouldnt have felt any change in his sales volume for at least a couple of years by canceling his advertising. The ad

34、vertising wasnt working. After some modifications, we ran the analysis again and found that each dollar spent had a direct impact on sales and showed a positive return on investment that could be measured. There was no measurement before, so it was hard to say with absolute certainty if the advertis

35、ing was working. The poor marketing was masked by the increases in sales, but one had nothing to do with the other.What is Local Store Marketing and Neighborhood Marketing and does it work for restaurantsLocal Store Marketing and Neighborhood Marketing are basically the same thing. Its a marketing p

36、hilosophy that seeks to build competitor proof relationships with customers and employees without a reliance on mass media advertising. Its about all of the elements weve discussed so far in this special report plus a whole lot more. Simple fact is, unless youre one of those 100 restaurant companies

37、 that are doing hundreds of millions of dollars in sales per year, you can afford not to focus on Local Store Marketing over advertising. Dont fall into the trap of jumping off a bridge (and advertising) just because everyone else is. The competitive advantage is found in the fact that many of your

38、competitors are not running effective Local Store Marketing for their restaurant. Local Store Marketing and Neighborhood Marketing are potent tools in a variety of retail business arenas, and the restaurant business is definitely an environment for which its well suited. The most difficult fact of m

39、arketing is to possess of its competitive advantage:Effective restaurant marketing isnt easy. It takes a lot of careful research, analysis and testing. Its also ever evolving, which makes it even more difficult to master. The most difficult part is that restaurant owners are in the restaurant busine

40、ss, not professional marketers. But dont be discouraged. Its not all gloom. The fact that effective restaurant marketing is difficult to master is what can give you the competitive advantage. Resist the temptation to change everything at once or to go it all alone. You can start with small aspects a

41、nd build your marketing competencies over time. In the beginning, do simple programs so you can execute them well and measure the results. And if youre not sure if your current marketing is working, save your money until you can prove the dollars invested persuade customers to buy more and more ofte

42、n.From：Aaron Allen. Restaurant Marketing. EB/OL. 15th August 2008.外文资料翻译中文译文餐厅营销Restaurant marketing is both an art and a science that is shrouded in mystery for far too many restaurant owners.餐厅营销不仅是一门艺术，也是一门科学，对于许多餐馆业主它充满了神秘。Unfortunately, many advertising sales people dont want you to know whats

43、really working.不幸的是，很多广告销售人员不想让你知道他们是如何运作的。他们想让你They want you to think that the television spots your competitor is running with them will be the answer to all of yours sales-building challenges.认为你的电视插播中和他们一起解决问题的人就是你的竞争者，而那些被解决的问题是你也同样遇到的问题。然而Not so.事实并非如此。This brief report seeks to outline some o

44、f the restaurant marketing techniques and principles that are working in successful restaurants around the country.这份简短的报告旨在概括介绍一些全国各地成功的餐厅的营销技巧和规则。Lets get started with some of the most frequently asked questions restaurant owners ask when seeking a better way to market their restaurants:让我们用一些餐饮业主

45、经常问的问题开始来介绍这些餐饮业主如何为他们的餐厅寻求一个更好的餐饮业市场。What are the keys to great restaurant marketing?什么是优秀餐饮业营销的关键成功的餐馆销售有几个组成部分。这里并不是包含了所有的成功的营销策略，仅仅是概括了一些顶级餐厅成功营销的经验总结：BRANDING: There has been lots of hype over the last few years about branding.品牌：前些年有一些大肆宣传的品牌。Were all being told we need to do more branding and

46、 a better job branding, but no one has really stopped to explain what a brand is and how you build it.我们都被告知需要做更多的和更好的品牌，但是似乎谁也没有停下来解释什么是品牌，以及应该如何去塑造它。A brand is a promise.一个品牌就是一个承诺。Its what customers, employees (Internal Customers), vendors, the media and all other key constituents come to expect

47、in dealing with your restaurant.它包括什么是客户，员工(内部客户)，供应商媒体和其他一切品牌组成的关键，然而就是没有告诉我们如何去管理自己的餐厅。Brand-building is closing the gap between what you promise and what you deliver.品牌建设是缩小你的承诺和执行差距的过程。A strong brand is one that has alignment between the promise and execution.强势品牌是他们的承诺与执行一致。Its not something th

48、at happens when you advertise, and its not that people recognize your logo or recall your advertising.这不是在你做的广告中才会发生的事情，也不是人们认识你的企业标识或者是记得你企业的广告。POSITIONING: Positioning is an underleveraged restaurant marketing component.定位：定位是一个餐厅营销的重要组成部分。定位是你了解你的目标顾客的购买意向，以及相关区域的竞争(选择便宜的，选择高品质的，等等)。Effective pos

49、itioning involves incorporation of your Unique Selling Proposition (U.S.P.).有效的定位，涉及到把你的独特销售主张(U.S.P.)。The USP is the one thing that only you can claim.USP是只有你自己才有的主张。它是差别化竞争它它是差别化的一个关键，而不是不提出自己的主张，或者是根本不能实施的。An example is Burger King versus McDonalds.其中一个例子是汉堡王与麦当劳。If Burger King can convince you t

50、hat a flame-broiled burger tastes better than a fried burger, theyve won the war because McDonalds will never go into all 14,000 stores and rip out fryers to install char-grilling pits.如果汉堡王能说服你，火焰烤汉堡比煎汉堡好吃，他们已经赢得这场战争，因为麦当劳不能进入所有14，000商店和在海滩安装焦烤窖。DUE DILIGENCE: Restaurant marketing doesnt happen in

51、a vacuum.尽职：餐馆销售并不在真空中发生。Effective restaurant marketing must be built on a foundation of fact and knowledge about the market, your competition, your customers, your Internal Customers, financial history, marketing history, the industry, and outside forces that will impact your business.有效的餐厅营销必须建立在一

52、个基础事实，并了解市场，你的竞争对手，你的客户，你的内部客户，金融史，营销史，餐饮行业，以及有可能会影响你的生意外部势力。Its a lot to worry about, but restaurant marketing has to factor these considerations into the overall strategy.有很多需要考虑的问题，并且餐厅的促销因素都需要纳入总体战略。甚至连Not even Coca-Cola can afford to market to everyone all the time, so effective market research

53、 and due diligence can help you be more effective in your restaurant marketing efforts.可口可乐都不能保证任何时候都能提供商品给每一个有需要的人，因此，有效的市场调研，可以帮你更有效地推销你的餐厅。MENU MIX: Every six to twelve months, youll want to conduct an analysis of your menu.菜单搭配：每六至十二个月，你一定要分析你的菜单。This will include profitability analysis and comp

54、etitive menu analysis.这将包括获利能力分析和菜单竞争力的分析。To keep your menu fresh, relevant, and profitable, youll need to know specifically how each item on your menu is performing and also how it stacks up next to your top competition.保持你菜单是新鲜，有特色的，而且是有利润的，您需要了解如何具体每一个项目在你的菜单中所扮演的角色以及如何积累你的竞争优势。Think of each item

55、 on your menu as a tenant leasing space and it has to earn its right to the space youve granted it.相信每个项目在您的菜单占用的空间，可以赚取你所预期的利润。How much should we spend on marketing our restaurant?要花多少钱推销自己的餐厅餐饮业中有一些餐厅营销做得很好的餐厅There are several rules of thumb and ratios in the restaurant industry and there are some

56、 for restaurant marketing as well.有几个很棒的规则关于推销费用的比率。典型的餐厅应拨出3%至6%的销售费用在市场推广方面。Its also a good idea to allocate this money proportionally to your sales volume.按销售量的比例给市场推广费用也是一个不错的主意。Meaning, if July is your busiest month, you should spend a proportionate amount on your restaurants marketing budget i

57、n that month.、言下之宜言下之意就是：如果七月是你最繁忙的月份，那在这个月里，你应该花和你销售量成正比的费用在您餐厅营销预算。 Fish where the fish are biting.哪里有在哪里钓鱼会有鱼上钩。Some restaurant owners look at slow periods and think thats when they need to spend money to drive sales, so they spend a big chunk of cash trying to build a happy hour business and for

58、go building on top of their busy periods.一些餐厅仅仅看到其发展缓慢不景气的时候，并认为这种时候他们需要花钱来推动销售，于是花了大量的现金试图建立一个短暂的较好的销售，同时不注重在最繁忙的时期资金的投入。Fact is, there is a reason people arent coming in from 4:00 PM 6:00 PM and youll be sending valuable marketing dollars down a black hole if you try to build this period.事实是，这是有一定道理，从下午4:00至6:00时，如果你尝试建立这个时期的餐厅推广，那你就一定是把美元将会是丢入一个黑洞。There are nearly one million restaurants in the United States and probably only 2% of them are busy from 4:00 PM 6:00 PM.在美国大概只有2%的人都很忙，从4:00-6:00。Marketing cant