Assessment of Advertising Campaign for a Restaurant

This assessment focuses on studying various advertising campaigns and suggesting the best advertising strategy for a restaurant. It discusses how to promote the restaurant to the right target audience with minimum cost and maximum effects.

Running Head: Assessment of advertising campaign 1
Assignment
Assessment of an Advertising Campaign
Student name
Student number
Professor’s name
Submission date

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Executive Summary
The purpose of this assessment is to study the various advertising campaigns and to
suggest the best advertising strategy to the operator. In this assignment, we will be working
on the advertising strategies for a restaurant and discuss how we can promote the restaurant
to the right target audience with minimum cost and maximum effects. The strategy which we
will be using within our campaign will focus on social, active and energetic customers, the
target audience we will be attracting will age between 18-45. Our target audience will also
include families with children. Our focus will be to communicate our market offerings to the
customers. Conveying our message to the audience about our products and services that we
would be offering. We would also give out some promotional offers and scheme which will
attract the target audience. Since we have used the service of this restaurant, we have liked
the food and the ambience, they have very less customers. After a deep study we have
understood that the problem lies in their advertising techniques and they are not able to
communicate properly about their product and services to their audience. We would be
working on the same and suggesting them a better advertising strategy to increase their
customers.
Introduction
Advertising campaign for a restaurant has become a challenge today when there are
so many restaurants in one street. Hence when we talk about advertising techniques it
becomes important for us to attract the customers who would walking at out restaurant at
least once so that they experience our products and services. We will provide them with good
quality food with authentic taste. We should not rely on advertising but also work on other

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parameters such as the communication techniques, information floating to the customers,
distribution channels. Chiefs that we would be hiring in our restaurant etc.
The advertisement will be on the front page of the newspaper so that even the
newspaper seller reads the advertisement and generates interest in visiting our restaurant. The
front page includes all the headlines of the daily use accompanying with our restaurant
advertisement. The advertisement will also have a food coupon which they can avail with us,
thus will help generate more walk-ins at the restaurant. Market research will also be carried
out in that area to understand the feedback of the residents and other people visiting that
street very often. This research will help us understand what changes do we need to make at
our restaurants to ensure that the restaurants have customers in large numbers.
Main Body
 Product Offering
The product which we are offering to our customer’s is good food with multiple
cuisines. We also offer them ambience which has light music in the background and
best service in the city. Being in hospitality sector service is only the main product.
Providing the best service is the motive of out restaurant. Product offerings for the
restaurant should include light meals for the brunch time, tea time snacks, meals for
employees during lunch time, attractive snacks for the students etc. these meals can be
divided during the hours of the day to ensure that there is walk-in of the customers
throughout the day (England and George, 2007). The product offerings have wide
range of choices so that the customer can choose their own meal. Happy hours should
be given to increase the audience during certain hours.
 Market Segments offered

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Market segmentation plays an important role in restaurant industry. These
segmentations include full service, quick service, eating and drinking place and retail
host (Granzin, Kent and Kenneth, 1982). Full service restaurant includes full course
meals and served to the customers on the table. These customers expect full service
and expect high quality service because they do not have rush. When we talk about
quick service, it usually includes buffet and take out service. Here the customers are
on self-service and they serve themselves with their own choice. Eating and drinking
place gives catering facilities to their customers. Example the restaurant will prove
food service to a company for their meal. Retail hosts include franchise in other cities.
The owner of the restaurants has handful of restaurants in the nearby city which
includes few of eating and drinking places and quick service outlets. The newspaper
advertisement will float to all the cities which will create an awareness about the
restaurant upgradations to a huge target audience of many cities (Granzin, Kent and
Painter, 1999). This advertisement will include their extended services and retail host
addresses.
 Product Life Cycle
Product life cycle includes 4 main stages. Product life cycle helps the
company to understand in which phase they are currently in and what is required to
improve it. The restaurant is in the maturity stage currently and it is important for
them to maintain it. They should take appropriate measures which will help them
maintain their standards and do not enter the decline stage.
The four stages of product life cycle is
1. Introduction

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Introduction stage is the stage when the restaurant has just started initially.
2. Growth
In this stage the restaurant experiences
increase in sale with increase in time. Many
companies achieve their breakeven point at this
stage and the restaurant has also achieved the
same.
3. Maturity
In the maturity stage the growth in the sale is somewhat stagnant. This is a
very crucial stage for the restaurant. It is important for the restaurant to maintain
its standards so that they maintain themselves in the maturity stage and do not
decrease their sale and enter the decline stage (Williams, 1998). All the changes
and upgradations are to be made in this stage to ensure that they maintain their
standards.
4. Decline
Decline stage is the stage where the restaurant experiences drop in its sale
with due course in time. When a company enters this stage, it experiences losses
and many of them must shut down.
Advertising Campaign (Newspaper, magazine)

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 Form of Advertisement: The restaurant has placed its advertisement on regional
newspaper. Providing the advertisement in newspaper or magazine is the traditional
way of advertising which is not much beneficial for the restaurant in this fancy and
modern edge (Haley, Russell, 1998). People mostly got attracted towards the business
through attractive posters and billboard advertisement. The advertisement is not
printed on the first or last page of the paper; instead it is on the middle page and also
takes half page for advertisement which is insufficient to notice.
 Content and style of the advertisement: Though the advertisement seems attractive
due to the font style and images used in the newspaper printing but the black and
white print of the ad does not leave much impact on readers’ eyes. Today, it is a world
of doing attractive things in more sophisticated way and here, the black and white
advertisement doesn’t leave much impact
 What message has been conveyed? One of the most significant elements of
advertisement is the message conveyed by advertisement for its target audience. The
restaurant advertisement printed on newspaper has meaningful and to the point
contents (Kenneth, 1991). It stated just what customer wants to know or what in a
restaurant. Food provided with the delightful environment and inside pictures of
restaurant looks sufficient to attract people toward restaurant.
 Target Audience: It is a quick service restaurant and targeted families, middle
income people, employers and students by providing variety of foods with reasonable
price. Older people also prefer to visit the restaurant due to delightful environment
and healthy and nutritious food available at restaurant and there is special seating
arrangements for people need privacy or candle light dinners and all.
Advertising Media, Public Relations and PR Audiences

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Advertising plays a key role in preparing restaurant’s marketing plan and to attract the
targeted customer base, restaurant must engage in the advertisement medium that promotes
its product and services in most effective way. Advertisement help to gain publicity and
customer attention but at the same time it can open door for criticism. The organization can
drag into criticism if they caught providing any false claims in product promotion. Customer
satisfaction research is important to conduct for restaurant and there are various reasons
behind it. The restaurant has selected newspaper and magazine advertisement as a media to
promote its products and services. Advertising through newspaper is a traditional way of
promoting company and also has its own advantages like can reach towards the more
audience (Henry, Walter, 1976). But, today, increasing use of technology and online media
the readership of newspaper is declining. This is especially true in current conditions where
more and more people are switching towards online publication from print publication.
Another problem with the newspaper advertisement is poor printed image quality which I
already stated as a drawback for our restaurant’s advertisement. Next is no control over ad
placement.
Advantages of billboard advertisement over newspaper advertisement:
Billboard advertisement is a cost-effective way of communicating to targeted
customer base. It also help to reach towards large audience, big holding at rush places like
bus stands, on roads and railway station can took gaze of people and more people get to know
about restaurant (Miller, Kenneth and Granzin, 1999).
Low cost is big advantage of billboard advertisement. Active response is strength of
this advertising medium. People who are viewing billboards are already active in their

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surrounding places. Whether they are standing at metro stations, or lining up at the local night
club, people are likely to notice billboards out of sheet boredom.
Enhancing client’s (restaurant’s) campaign through public relations
Public relation strategies help restaurant to save money on elaborate advertisements.
Following suggested methods can be used by restaurant:
Online Presence: Restaurant must have to create a new easy to navigate website which can
contain all the information about restaurant including its products, services, location map,
information about suppliers, location, past achievement, customer response and feedback and
many more information to attract people.
Promotions: Develop special promotions and word of mouth publicity. For example,
providing loyalty cards or coupens to regular customers.
Community Presence: Increase presence is social activity and within nearby community.
Take sponsorship for small public events.
Utilizing the Media: Restaurant can invite food critics from television for a visit. Conduct a
special event at restaurant, including special holiday events.
Distribution Channels, Sales Support, Information and Communication Technology
(ICT)
Distribution channels and sales support areas use different mechanism to reach towards
customers or to take product towards customers. Distribution model of a restaurant should
strive to increase visitors towards the restaurant. It is generated through increasing brand
loyalty and reputation within targeted customer segment. It is possible through experimenting
with different distribution channels (Swayer, Alan G., and Stanley, 2003).

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Food supplier is first channel in your distribution activity. Quality of your food decides the
multiple visits of customer to your restaurant. In restaurant industry, distribution channel
starts with the food suppliers. Hence, selecting and contracting a quality food provider is key
and first step towards building good reputation. Next, distribution channels are advertising,
internet marketing which we have already discussed in different sections in this report.
Information and communication technology:
Direct and simple relationship exists between ICT functions and business performance. ICT
methodology initiates the use of different software and dataset to store information of
computer. The methodologies used in the ICT impact to overcome the shortcomings of
restaurant and lead the restaurant to create strong brand position with the help of computing
technologies (Schiebe, Karl, 1990). The methodology can be tested in a dataset from hotel
restaurant by using a non-parametric technique called Data Envelopment Analysis. ICT help
to redesign and streamline the operations conducted at restaurant, it increase the billing and
other operations conducted at restaurant, can provide fastest booking services. Customers can
book their table or hall for functions from restaurant website, can make online payment
which save time of customers as well as employees and restaurant can arrange faster services
for them.
Market Research
Customer satisfaction research is important to conduct for restaurant and there are various
reasons behind it. It helps restaurant to stay connected with their customer. Obtaining useful
feedback from customers and clients lead restaurant towards building actionable plan or
strategies to improve their performance. One targeted segment is suggested to our client here
to ask feedback and implement changes.
The target customer base with whom restaurant can conduct survey is middle income
families. In the survey restaurant can ask questions to the customers regarding products and

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services offered by restaurant, behaviour of the staff, did they satisfied with the restaurant
environment? Ask the targeted customer base about providing suggestions from their side to
improve quality of food and services.
Where, when, and how such a survey could be carried out:
The methods used for measuring customer satisfaction should be based on the characteristics
of customer base and the data restaurant need to gather. The survey should be conducted as
per the time availability of the customers. There is no particular place or situation required
for conducting survey or asking response from the customers and it can be gathered through
variety of ways (Sharpe, Louis and Kent, 2004). First, customers can be asked to provide
feedback once they finish their meal. Feedback can also be obtained from customer focus
groups, customer usage and attitude surveys. Other forms of asking feedback or suggestions
from customers are through telephonic surveys, e-mails, personal interviews. The feedback
can be stored in restaurant database. Common methods of gathering information about
customer satisfaction are group interviews or direct contact between customer and staff, mail-
based surveys.
Surveys and questionnaire are most common methods used to assess the level of customer
satisfaction with restaurant’s products and services. It also helps to determine the factors
responsible for customers dissatisfaction. Also help to compare and rank the provider with its
competitors. Help to estimate the distribution of characteristics in a potential customer
population. Restaurant can determine its service standard through market research.
Conclusion
This assessment was to improve the advertising strategies of the restaurant and suggest
them a new strategy which will help them to generate awareness in the minds of the people
and increase their sale for their restaurants. Hence we suggested them to go for newspaper

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advertising with some free food coupons which will generate interest in the minds of target
audience and increase walk-ins at their restaurants. There will also be some combo offers on
the meals that the restaurants would be offering. Discounts on the eating and drinking places
will be given out to encourage more tie ups with organisations.
Recommendation
We would recommend the restaurant to open few stalls in busy areas such as bus
stations, train stations, gardens etc. where the audience can experience the taste of their food.
At this stalls they can have their newspaper articles or flyers which will have their restaurant
address so that the people can walk-in at their restaurants if they are impressed with the food
quality and the service. The restaurants can provide food combos at a cheaper price, this
initiative is taken for those audience who are students with pocket money. The restaurants
can keep some “Grab and Go” pouches for employees who can buy these pouches on the way
to their office and have them during their lunch hours.

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References
England, George W. (2007). “Personal Value Systems of AmericanManagers,”Academy
of Management Journal, 10 (March), 53–68.
Granzin, Kent L. and Kenneth D. Bahn (1982), “Personal Values as an Explanation of
Food Usage Habits,”Home Economics Research Journal, 10 (June), 401–10.
Granzin, Kent L. and John J. Painter (1999), “Using Benefits as a Basis for Multi-
Criterion Market Segmentation,” a paper presented at the annual conference of the
Southwestern Marketing Association, Houston, TX.
Haley, Russell I. (1998), “Benefit Segmentation,”Journal of Marketing, 32 (July), 30–35.
Kenneth W. C. (1991), “Beyond Benefit Segmentation,”Journal of Advertising
Research, 11, (August), 3–8.
Henry, Walter A. (1976). “Cultural Values Do Correlate with Consumer
Behavior,”Journal of Marketing Research, 13 (May), 121–27.
Kabish, Richard A. (1981), Exploring Human Values, Monterey, CA: Brooks/Cole
Publishing Co
Miller, Kenneth E., and Kent L. Granzin (1999), “Simultaneous Loyalty and Benefit
Segmentation of Retail Store Customers,”Journal of Retailing, 55 (Spring), 47–60.
Swayer, Alan G., and Stanley Arbeit (2003), “Benefit Segmentation in a Retail Banking
Market,”Combined Proceedings of the American Marketing Association, 1973, Spring
and Fall Conferences, 124–27.
Schiebe, Karl E. (1990), Beliefs and Values, New York: Holt, Rinehart and Winston.
Sharpe, Louis K. and Kent L. Granzin (2004), “Brand Attributes That Determine
Purchase,”Journal of Advertising Research, 14 (April), 39–42.
Shaw, Russell E. and David Pinto (2008), “Where's Your Next Meal Coming
From?”Nielsen Researcher (No. 1), 2–19.
Williams, R. (1998), “Patterns of Behavioral Characteristics as Indicants of Recreation
Preference: A Canonical Analysis,”Research Quarterly, 49 (May), 135–45.

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Appendix:
Newpaper advertisement of a restaurant: