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The first is demand. Have you built an audience? Do you have loyal repeat customers? Is there word of mouth buzzing about your operation? Before you start, you need to first take the time to build demand for your business and product. Prove its success in a pop-up or food truck format; so that if you do open a brick-and-mortar, you’ll have a built-in audience.
Alongside demand comes brand awareness. Does your business have a distinct brand, personality, or product? What makes you different and how do you stand out from the fleet of pop-ups and food trucks opening every day?
In the present time, digital marketing is everything. In many cases, having a present and easily accessible online brand for your restaurant is the difference between having a profitable night or another day in the red. When your restaurant has a memorable brand you can keep customers coming back time and again on the strength of your marketing alone.
Adrian Dorobarntu www.pexels.com
As an entrepreneur you have found a great position for your pop up restaurant, you have secured the space and now ready to start your business. You would have done extensive research on your menu and based on that set up your kitchen.
Now the missing piece is to put your marketing strategy and final menu and design aspects. Your task is to put together a simple two page marketing strategy. You will focus on the menu, your social media presence and participating at food events in your locality to raise your brand awareness.
Pop-up restaurants are being developed in a variety of shapes and sizes, as well as locations. They can be found in a traditional brick-and-mortar store — as a store-within-a-store — as a standalone kiosk or even via a motorised vehicle, taking the lead from the food truck craze.
You will need to do some reading in order to complete the task. The first step would be to go to the Resources section and read through the document titled “Start Here 2021 Restaurant Marketing Plan”.
In the Resources section you can use the Restaurant Business Plan template to help you put the strategy together
Chefs can test the waters in a new city by popping up for a few weeks in a shopping centre’s storefront. If people turn out in good numbers, then maybe expanding to that city is a good idea. If they don’t, the brand will still get exposure via great marketing plans in local and national press just for trying it out.
Pop-up restaurants allow you to be more creative in the location you chose. From an indoor market in a disused factory through to shopping centres, there is a wealth of options to consider when looking for the prime location of your restaurant venture. But most importantly the Pop up restaurant options allows you to test your menu and finesse it without breaking the bank!
- 1.10) I can develop (alone or with others) an inspiring vision for the future that involves others.
- 1.12) My vision for creating value drives me to make the effort to turn ideas into action.
- 1.14) I can tell the difference between types of licences that can be used to share ideas and protect rights.
- 2.6) I can set challenges to motivate myself.
- 2.7) I can reflect on the social incentives associated with having a sense of initiative and creating value for myself and others.
- 2.20) I can communicate imaginative design solutions.
- 2.21) I can use various methods, including social media, to communicate value-creating ideas effectively.
- 3.3) I actively face challenges, solve problems and seize opportunities to create value.
- 3.16) I can work with a range of individuals and teams.