Question

Topic: Strategy

Market A New Restaurant To Neighboring Businesses

Posted by mackdawg2001 on 7/26/2015 at 4:36 PM ET 250 Points
I am a new restaurant that has several office buildings within a 10 minute drive, but very few within walking distance. I want to market our lunch menu to those buildings as both a quick sit-down and take-out option. I plan to go to the offices and hand out menus and fliers to the receptionists, but I am looking for suggestions on how to do more. I want every person in those buildings to know we're here. What are some strategies to help me reach the larger group?
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RESPONSES

  • Posted on 7/26/2015 at 4:49 PM Accepted
    While you are distributing the fliers and menus, collect email addresses so you can email daily specials to the people who want them.

    Suggest that the receptionists send an email message you prepare for them to everyone in the office who might be interested ... perhaps qualifying for a free lunch for the receptionists who refer at least 5 others. (You can suggest they cc you on the email distribution. That way you'll know who referred whom, and you can thank them appropriately.)

    Complimentary coffee and bagel/donut/muffin as a way to get noticed and create a positive first impression (and maybe an inclination to reciprocate with referrals).

    Make sure you have a website that has the menu and specials too. Maybe a convenient order-online process for those who are so inclined.

    Free delivery (within 10 miles) on orders over a certain amount.
  • Posted by Jay Hamilton-Roth on 7/27/2015 at 8:13 AM Accepted
    For a week, give out tasty free samples when people are first arriving and at lunchtime outside of their buildings (ensure you have proper permits for this). Get them to know your name and enjoy the taste. If you a truck or tent with appropriate signage to reinforce your name, so much the better. Hand out coupons, menus, etc. Have a drawing for free meal(s) when people give you their business card, etc.
  • Posted by dalcid on 7/27/2015 at 11:39 AM Accepted
    depending on the office buildings' set up, you want to make nice with the building management and concierge (her in DC a concierge is the norm). workers old and new will use the concierge for suggestions, and the concierge might even do you a solid and share your menus/business cards etc.

    now, building management is a good contact because they are a centralized depot for information about the property - not only for the actual building itself, but local amenities... like your restaurant perhaps =). building management are the folks with whom you would arrange tastings etc (and are 7/10 the employer of the concierge).
  • Posted by Gary Bloomer on 7/27/2015 at 8:22 PM Accepted
    Although you want everyone in those buildings to know you're there, not everyone in those buildings is your customer. In order to convert customers you must show them what eating in your restaurant is all about, and to do this you must feed them, then, give them a reason to find out more.
  • Posted by jstiles on 7/28/2015 at 1:50 PM Accepted
    Once you have them attracted by samples or special offers you need to keep the customers engaged. Social media may be a good tool for that purpose. Use similar special offers (discounts, bogo, feature customer pic, etc) top get them to connect with you on FB, Twitter or whatever you are comfortable with then make it worth their while to keep checking your feed for advantages of being a "friend" (secret specials might work well here).

    Make sure you stay on top of, and respond (professionally of course), to reviews of your restaurant on sites like Yelp or Google+. How you handle those can be critical in how others view your restaurant.

    Also, if offices are not walking distance but 10 mins drive away, what is in between? Are there residences with another potential customer group?

  • Posted by saul.dobney on 7/31/2015 at 7:10 AM Member
    I'm in Europe and for me, 10 minutes seems a longish drive (3-4 miles and I guess with competitors in-between?). There and back is twenty minutes out of a lunch hour which, for me, would make it a place to go for something special but too far as an everyday visit. What then makes you special - ambience, menu, space, location? Can you target special days - eg Fridays, pay day, off-site activities etc?
  • Posted by mackdawg2001 on 8/9/2015 at 7:53 PM Author
    I appreciate all the well-thought out responses. A little more info: I've timed it and it as actually about 7 minutes from the office area to me by car. There are a few chain and fast food restaurants in their direct vicinity, but nothing in between them and me. It is a short drive through the countryside.

    We offer a very unique product compared to what the chains are offering. We certainly have a major point of differentiation.
  • Posted by saul.dobney on 8/10/2015 at 6:59 AM Accepted
    If you're special then, for me, try targeting some special events to get yourself known. For instance birthday girl eats free. Target a sports/social club in the companies. Or just something to remind them like a poster on the road/ by the car park.
  • Posted by Shelley Ryan on 8/28/2015 at 6:30 PM Moderator
    Hi Everyone,

    I am closing this question since there hasn't been much recent activity.

    Thanks for participating!

    Shelley
    MarketingProfs
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