Mirus Reporter

Measuring Marketing Strategy Efficiency

How do you assure that your marketing initiatives are headed in the right direction? What are some strategies that help improve your restaurant business? Perhaps you offer coupons or special promotions to a select group or target audience. Maybe you create a social media campaign or an email blast with offers. And once you implement initiatives, how do you measure their success to assure increased profitability? Perhaps you generate reports afterward to look at the success rate. Are you getting positive results that show growth and a solid ROI?

Successful restaurateurs need to have extensive KPIs and they must be able to quantify everything.  Data scrutiny and analysis is an ongoing process. Restaurant CEO's need to have their restaurant information distributed and analyzed by different personnel that will empower their businesses to increase revenue and improve customer service.  However, operators can be misled by information received solely from their POS systems (sales, reservations) or BOH systems (inventory, food costing, labor scheduling).  They need to be able to get a look at the bigger picture.

You'd think employees of restaurants know why it is important to collect customer feedback, right? Not to say that your employees don't care about customers in general, but I wonder if they understand that the data customers give management can be leveraged into profits and improve job satisfaction! Let's take a look at how this could be.

As a restaurant marketer your job is to tell a compelling story about your brand that makes people want to come in and spend time and money at your restaurant. You've got two choices when it comes to writing that story: Fiction or Non-Fiction.

You can make-up all the facts and paint a picture of who you think your customers are, why they come to your restaurant and what they purchase OR you can look at the actual facts, really get to know your customers, learn why they come in, see trends in what they purchase and build a highly profitable marketing campaign around your loyal fans who will get excited and hopefully sing your praises on social media. This is where customer data comes in.

Our clients love us and we love them right back! We're constantly amazed by their ingenuity and accomplishments. Their ideas and requests are what keep us on the leading edge of restaurant business solutions. Each month we shine the light on our clients, their accomplishments and what they're doing to increase their restaurant profit margin.

Our clients love us and we love them right back! We're constantly amazed by their ingenuity and accomplishments. Their ideas and requests are what keep us on the leading edge of restaurant business solutions. Each month we shine the light on our clients, their accomplishments and what they're doing to increase their restaurant profit margin.

In my last blog I explained the daily activities of an Above Store Reporting System, and the operational characteristics that define this style of restaurant performance management. In this entry, I will define an alternative approach to measuring the performance of your restaurants - Enterprise Data Warehousing (EDW).

Impact of Negative Customer Reviews
If you're a restaurant owner, you know too well that bad customer reviews can have a negative ripple effect on your bottom line. From epic owner meltdowns to 50% decrease in restaurant profits, a negative review in this day and age is something that should be dealt with appropriately.

I've read several stories of restaurant owners who allow these bad reviews to overcome their civilized manners. From the owner who hunted a reviewer down to the owner who fires back online causing more damage to their reputation and business.