Every commercialization process implies in itself the four general principles of administration: plan, organize, direct and control.
Each, from my point of view, dependent on the other; for as the programs that have been designed are put into practice, they will be able to adapt to new needs and changes will be introduced that will affect initial concepts to a lesser or greater degree. Of course, always focused on enforcing the company's objectives. It is an ajiaco of disciplines, that well blended will lead to success.
For many, commercial activity lies only in the action of attracting customers through advertising. And they are not wrong, but they are not correct either. She is one of the variables that allows reaching many more people crossing the borders of the business itself; But, to be able to develop any type of campaign or action of this type, you must go a long way.
In the particular case of restaurantsThis process lays its foundations fundamentally in the design of an offer that responds to certain manifest needs and to those that are set different Prices, to then define the means and forms of communication that will be used in order to inform the client, motivate and attract them. In this way I risk saying that it addresses three psychological dimensions: the affective, cognitive and conative.
- La affective dimension because it generates certain effects on the client regarding feelings and emotions.
- La cognitive dimension Because it provides knowledge about the product, allowing it to understand its content, identifying the advantages and disadvantages that its consumption can produce and consequently it allows you to establish different criteria about it, in such a way as to facilitate your consumption decision.
- And the conative dimension it is more associated with purchase intentions, the behavior in it and the purchase itself.
But these effects are not achieved on their own, they demand certain primary actions, which will later allow us to decide where, for whom, when, what, how and by what means to get that information to the client.
The first is to be clear the concept of restaurant. For this, the pertinent feasibility studies, life cycle of the products offered, sales projections and behavior of the costs; in addition to defining, in correspondence with the target audience or target market, the image that will be displayed and experienced by the client.
Just as importantly, they should identify each of the processes that take place in the restaurant, making the corresponding improvements as they are developed, so that write procedures and instructions by which the staff (direct and support) will be governed and that together with a Quality Management and Control System will allow standardize services, as well as knowing in that contact that will take place permanently through the different channels (satisfaction surveys, differences studies, attention and follow-up on complaints) customer expectations and market behavior in terms of trends and aspects that increase competition and fix the eyes of customers on them.
You must take care of those details that, in a way, also become added value to the product main, but that at first they will be identified as physical evidence such as the decoration, the climate, the environment (noise, suppression of odors and vapors), bathrooms, parking, lobby and many others.
In this aspect, the definition of the concept, from the studies carried out, will be reflected in the silent commercial agent, but at the same time more important due to the meaning it has: The menu, which includes the conceptualization, operations, decline and transition stages. It will also provide all the information necessary to the client on the composition of each of the offers and will constitute one of the most powerful sales tools. For this, aspects such as aesthetics, opportunity, combination possibilities, technical and of course marketing must be considered.
As a second of the actions to be carried out is that of detect potential customers (niche markets) and how to position themselves based on the conduct of studies to identify the needs of customers and the differences between each of them (ages, purchasing power, geographic location, etc.). It should also study the competition (types of offers, prices, values that they add to their products, among others).
Third, the how should be considered. efficiently communicate what we offer, based on a strategy that will be determined by the objectives to be achieved and the response that will be given to achieve them.
But for it to be effective, use the route that is used, it must, in terms of administration answer a basic question, and that for me is essential: Do we have the human, material and financial resources to respond to an increase in demand? And although we have already addressed it, the clear definition of the market you want to target plays an important role, understanding your tastes and needs from the studies that have been previously carried out.
Certainly, many entrepreneurs are launched into the market and are successful using various forms of advertising (flyers, lampoons, radio spots or television spots), some of them with great reach, but then that success is limited by not being able to respond to demand. that it generated.
Special attention should be paid to the form and times that the message will be issued, since the receiver decodes in different ways, many times different from what we initially thought or believed would happen, so the client becomes selective or does not take into account our message if it seems boring or repetitive.
El attraction process It is another factor to consider and its main focus will be marked by the customer's perception of us and the degree of satisfaction of their expectations. This process must be fundamentally supported by the quality of services, and to get the client to interpret that they are of quality, important aspects such as hygiene, music, technical and intellectual skills, human resources, among others, must be taken care of.
It is natural for the client to tend to compare the different establishments using the concept of quality as a pattern. To do this, compare what is offered and how it is offered. Without leaving aside the fact of seeing their recommendations or criticisms made, the location and ways of access, the level of service offered, the atmosphere, the presentation of the dishes, the temperatures of the different offers and also the quantities thereof .
In fourth place are all those actions aimed at customer loyalty that together with the quality will contribute to this happening.
Every company must work to turn occasional clients into repeaters and for this the communication channels must be direct. Somehow the brand of the restaurant, pre and post consumer services, prices, personalization, finishing and presentation of offers. It is highly attractive to a client that he is recognized within the venue and the way to show it is to call him by name, know what they like and how.
Last but not least is all the feedback process what should happen client - company - client, taking into consideration all those questions from the different programs that have been conceived and that allow identifying what has influenced the selection of the client and that has motivated their dissatisfaction, both the plan of the service in a general way, as in other aspects that perhaps have not been paid attention to because they have been considered secondary. Bear in mind that it is the client himself who, on many occasions, informs us about what is happening inside and outside the facility and identifies the positive aspects of the competition.
How do we measure the effect of all actions aimed at marketing the restaurant?
Certainly, although we develop strategic plans aimed at the commercialization of our restaurant and we apply with exactitude each one of the actions that we consider necessary for the satisfaction of our clients; Establishing those control methods that allow us to verify that they are met and we are able to respond immediately to customer requirements, some principles must be applied to measure the impact of our marketing actions and that will be directly associated with the psychological effects that previously mentioned.
Some of these methods are:
1. The Learning Hierarchy: It combines the three psychological effects mentioned and considers that the buyer generates a certain awareness and knowledge of the product or service and that an opinion, feelings and desires can be formed, providing all the elements for the development of the purchase.
2. The Dissonance - Attribution Hierarchy: totally inverted to the previous one. This method considers the customer first, and then certain feelings are generated.
3. The Low - Involvement Hierarchy (Low Participation): It states that the client initially acquires an awareness of the existence of the product itself, buys it, and then develops a certain attitude in his mind. She is the one who best predicts consumer behavior when she is not interested in the product - service and seeks more to make the brand known than to sell (the ads that are made can be repetitive, the customer ignores them but remembers the brand).
So that a marketing plan fulfills its mission, but, at the same time, so that the restaurant can correctly interpret its influence within the sector in which it operates and society itself, taking into account the effect it generates on customers, suppliers and the own staff that participates in the service, not all the studies that may be applied should be left aside, as well as the actions that are recommended, not only in terms of occupation and satisfaction, but also in the policies that as a company must develop; policies that will be associated to the effect that in the different dimensions take place.
I have always been in favor of incorporating five dimensions for the analysis of this aspect. In fact I consider that they are essential, but many times I have seen how only administrators concentrate on one. These dimensions are:
1. Environmental Dimension (Conservation).
What impact do our actions have on the environment?
2. Economic Dimension (Efficiency).How do our costs, expenses and income behave?
- Sales behavior.
- Behavior of costs.
- Behavior of expenses.
3. Social Dimension (Equity) .
How are our services viewed in society?
To what degree are our brand or offer represented in the pyramid of wishes of our clients?
4. Cultural Dimension (Identity). How do our products and / or services impact or reflect the cultural and historical values and patterns of the country, region or community?
- Community identity.
- Regional identity.
- National identity.
5. Political - Institutional Dimension (Governance). Do our actions allow us to make our strategic?
Are we capable of setting development policies for our restaurant, regardless of the influence of others?
- Decision-making capacity.
- Adaptability to changes and trends.
- Freedom of investments and divestments.
- Human resources policies.
Closing the topic
In this field, marketing, there are different aspects to consider. You must be careful but at the same time daring, you must be measured but at the same time comprehensive. In short, it is an activity that requires acuity because you can reach everyone and have none.
Oh !, and finally, sometimes what we think is not important and in fact we ignore it, it turns out that it has a certain meaning, that is why in this activity it is not only enough the mastery of the various techniques, but also the ability to see beyond and much more than others can see.