1、畢業(yè)設(shè)計(jì)/論文外 文 文 獻(xiàn) 翻 譯（院 系 經(jīng)濟(jì)管理學(xué)院 專(zhuān) 業(yè) 班 級(jí) 市場(chǎng)營(yíng)銷(xiāo)1102班 姓 名 周啟雯 原 文 出 處 阿倫·艾倫.餐廳營(yíng)銷(xiāo) 評(píng) 分 指 導(dǎo) 教 師 劉春宇 華中科技大學(xué)武昌分校 20 年 月 日'外文資料翻譯原文Restaurant MarketingRestaurant marketing is both an art and a science that is shrouded in mystery for far too many restaurant owners. Unfortunately, many advertising sales

2、people dont want you to know whats really working. They want you to think that the television spots is your competitor who you are running with as well as the answer to all of your sales-building challenges. Not so.This brief report seeks to outline some of the restaurant marketing techniques and pr

3、inciples that are working in successful restaurants around the country.Lets get started with some of the most frequently asked questions restaurant owners ask when seeking a better way to market their restaurants:What are the keys to great restaurant marketing There are several components of success

4、ful restaurant marketing. This isnt an all inclusive list, but some top strategic marketing issues include:BRANDING: There has been lots of hype over the last few years about branding. Were all being told we need to do more branding and a better job branding, but no one has really stopped to explain

5、 what a brand is and how you build it. A brand is a promise. Its what customers, employees (Internal Customers), vendors, the media and all other key constituents come to expect in dealing with your restaurant. Brand-building is closing the gap between what you promise and what you deliver. A strong

6、 brand is one that has alignment between the promise and execution. Its not something that happens when you advertise, and its not the fact that people recognize your logo or recall your advertising.POSITIONING: Positioning is an under leveraged restaurant marketing component. Positioning is the pla

7、ce you hold in the customers or prospects mind related to the competition (the cheaper choice, the higher quality choice, et cetera). Effective positioning involves incorporation of your Unique Selling Proposition The USP is one thing that only you can claim. Its a crucial point of differentiation t

8、hat the competition either cannot or does not claim. An example is Burger King versus McDonalds. If Burger King can convince you that a flame-broiled burger tastes better than a fried burger, theyve won the war because McDonalds will never go into all 14,000 stores and rip out fryers to install char

9、-grilling pits.DUE DILIGENCE: Restaurant marketing doesnt happen in a vacuum. Effective restaurant marketing must be built on a foundation of a fact and knowledge about the market, your competition, your customers, your Internal Customers, financial history, marketing history, the industry, and outs

10、ide forces that will impact your business. There is a lot to worry about, but restaurant marketing has to factor these considerations into the overall strategy. Not even Coca-Cola can afford to market to everyone all the time, so effective market research and due diligence can help you be more effec

11、tive in your restaurant marketing efforts.MENU MIX: Every six to twelve months, you are supposed to conduct an analysis of your menu. This will include profitability analysis and competitive menu analysis. To keep your menu fresh, relevant, and profitable, you are required to know specifically how e

12、ach item on your menu is performing and also how it stacks up next to your top competition. Think of each item on your menu as a tenant leasing space and it has to earn its right to the space youve granted it./How much should we spend on marketing our restaurantThere are several rules of thumb and r

13、atios in the restaurant industry and there are some for restaurant marketing as well. A typical restaurant should allocate 3% - 6% of sales to marketing. Its also a good idea to allocate this money proportionally to your sales volume. It means, if July is your busiest month, you should spend a propo

14、rtionate amount on your restaurants marketing budget in that month. Fish where the fish are biting. Some restaurant owners merely focus on stagnant periods and think thats the time when they need to spend money to drive sales, so they spend a big chunk of cash trying to build a happy hour business a

15、nd forgo building on top of their busy periods. The fact is, there is a reason people arent coming in from 4:00 PM 6:00 PM and youll be sending valuable marketing dollars down a black hole if you try to advertise in this period. There are nearly one million restaurants in the United States and proba

16、bly only 2% of them are busy from 4:00 PM 6:00 PM. Marketing cant change behavior; it can only influence existing behaviors. Spend your marketing dollar on aspects where it will have the best return for your restaurant.How do most restaurants market themselvesIts a real misery that 80% - 90% of rest

17、aurant marketing budgets are spent on new trial getting a new customer to visit for the first time. This is the least effective place to spend your money on. The majority of new trial efforts are spent on mass media advertising which is costly and has dismal return on investment. The fact is that a

18、new customer acquisition is 7-10 times more expensive than building restaurant sales through increased frequency, check average and party size. But restaurant marketing isnt always about whats most effective, more often, its about what everyone else is doing. Restaurant operators notice that their c

19、ompetitors are on television or in the yellow pages or on a billboard and that they should be too. They do this without regarding for whats working. Restaurant owners have to wear so many hats that sometimes they just do whats easiest they write a check for mass media advertising and hope for the be

20、st. Mass media pays often more attention about feeding ego than driving sales. Its also impossible for most companies to compete in a toe-to-toe battle with the big guys. Subway spends $290 million per year on television. They can do that because they are a multi-billion dollar enterprise a title le

21、ss than 100 restaurant corporations in the world can claim. The question youll have to ask yourself is “do we want to jump off the bridge just because so many other people areWho is doing a great job marketing their restaurant and what works about their restaurant marketing effortsThere are several

22、examples of companies large and small that are doing a great job. Ill give you some examples of each. On the larger side, Starbucks is doing an awesome job. They spend more money on training than they do on advertising. They do a great job with their internal merchandizing and their menu is much foc

23、used. They dont spend money on mass media and instead focus on a core product line and flawless execution. They are now the fastest growing take-out operation in history.A great example of a regional chain thats doing an impressive job with marketing their restaurants is Firehouse Subs. They have st

24、rong internal merchandizing, training and culture programs. They also have a very impressive direct mail program. They send out quarterly saturation mailers offering a free sandwich with no strings attached. The mailers draw double-digit responses and drive equally impressive comparable store sales

25、improvements. Research showed that 70% of the people that redeemed the cards became loyal visiting customers with a much higher frequency than the industry average.Examples of successful independent restaurant marketing abound. Charlie Trotters is world-renowned, but youve probably never seen a bill

26、board or television spot for them. Charlie Trotters does an incredible job with promotion and positioning the namesake chef as a culinary expert. When you visit Chicago, you want to go to his restaurant just for that reason not because of any advertising he has done.What are some examples of good re

27、staurant marketing tacticsThere are literally t hundreds of thousands of marketing tactics that you could employ to lift sales at your restaurant. This causes many restaurant operators to think that there is a silver bullet out there that they need to find. There are no silver bullets. One hit wonde

28、rs may be out there to give you a big spike in sales, but those are rarely sustainable over time. Great marketing is about solid operational execution, effective positioning and the cumulative results of marketing inside the four walls of your restaurant and in the immediate trading area no-taking-o

29、ver airwaves.That being said, some good examples of successful restaurant marketing tactics are email marketing, bounce-backs, affinity marketing programs, publicity through event marketing, partnerships with other local retailers and, of course, internal merchandizing such as bathroom signage and m

30、enu merchandizing.:How do I measure the effectiveness of our restaurant marketingIf you cannot prove the dollars you spend persuade people to do business with you rather than advertise. If you cant see a direct relationship between marketing and increased sales, your marketing isnt working.One piece

31、 of analysis we have conducted for Clients is to compare the variances, period over period, for sales and marketing expenses. We look to determine a correlation. Its amazing how frequently we find that there is absolutely no correlation between sales and marketing. The graph here is an actual Client

32、 chart that shows this relationship. This was an independent restaurant operation that had a steady period over period sales increase of around 8%. The other line represents their advertising expenditures. As you can see, there is absolutely no correlation between the two lines. For this independent

33、 operator, that represented about $150,000 in advertising dollars that could have gone straight to the owners back pocket instead. This restaurant owner had solid operations and he wouldnt have felt any change in his sales volume for at least a couple of years by canceling his advertising. The adver

34、tising wasnt working. After some modifications, we ran the analysis again and found that each dollar spent had a direct impact on sales and showed a positive return on investment that could be measured. There was no measurement before, so it was hard to say with absolute certainty if the advertising

35、 was working. The poor marketing was masked by the increases in sales, but one had nothing to do with the other.What is Local Store Marketing and Neighborhood Marketing and does it work for restaurantsLocal Store Marketing and Neighborhood Marketing are basically the same thing. Its a marketing phil

36、osophy that seeks to build competitor proof relationships with customers and employees without a reliance on mass media advertising. Its about all of the elements weve discussed so far in this special report plus a whole lot more. Simple fact is, unless youre one of those 100 restaurant companies th

37、at are doing hundreds of millions of dollars in sales per year, you can afford not to focus on Local Store Marketing over advertising. Dont fall into the trap of jumping off a bridge (and advertising) just because everyone else is. The competitive advantage is found in the fact that many of your com

38、petitors are not running effective Local Store Marketing for their restaurant. Local Store Marketing and Neighborhood Marketing are potent tools in a variety of retail business arenas, and the restaurant business is definitely an environment for which its well suited. The most difficult fact of mark

39、eting is to possess of its competitive advantage:Effective restaurant marketing isnt easy. It takes a lot of careful research, analysis and testing. Its also ever evolving, which makes it even more difficult to master. The most difficult part is that restaurant owners are in the restaurant business,

40、 not professional marketers. But dont be discouraged. Its not all gloom. The fact that effective restaurant marketing is difficult to master is what can give you the competitive advantage. Resist the temptation to change everything at once or to go it all alone. You can start with small aspects and

41、build your marketing competencies over time. In the beginning, do simple programs so you can execute them well and measure the results. And if youre not sure if your current marketing is working, save your money until you can prove the dollars invested persuade customers to buy more and more often.F

42、rom：Aaron Allen. Restaurant Marketing. EB/OL. 15th August 2008.外文資料翻譯中文譯文餐廳營(yíng)銷(xiāo)餐廳營(yíng)銷(xiāo)不僅是一門(mén)藝術(shù)，也是一門(mén)科學(xué)，對(duì)于許多餐館業(yè)主它充滿了神秘。Unfortunately, many advertising sales people dont want you to know whats really working.不幸的是，很多廣告銷(xiāo)售人員不想讓你知道他們是如何運(yùn)作的。他們想讓你They want you to think that the television spots your competitor is

43、running with them will be the answer to all of yours sales-building challenges.認(rèn)為你的電視插播中和他們一起解決問(wèn)題的人就是你的競(jìng)爭(zhēng)者，而那些被解決的問(wèn)題是你也同樣遇到的問(wèn)題。然而Not so.事實(shí)并非如此。This brief report seeks to outline some of the restaurant marketing techniques and principles that are working in successful restaurants around the country.這

44、份簡(jiǎn)短的報(bào)告旨在概括介紹一些全國(guó)各地成功的餐廳的營(yíng)銷(xiāo)技巧和規(guī)則。Lets get started with some of the most frequently asked questions restaurant owners ask when seeking a better way to market their restaurants:讓我們用一些餐飲業(yè)主經(jīng)常問(wèn)的問(wèn)題開(kāi)始來(lái)介紹這些餐飲業(yè)主如何為他們的餐廳尋求一個(gè)更好的餐飲業(yè)市場(chǎng)。What are the keys to great restaurant marketing什么是優(yōu)秀餐飲業(yè)營(yíng)銷(xiāo)的關(guān)鍵成功的餐館銷(xiāo)售有幾個(gè)組成部分。這里并

45、不是包含了所有的成功的營(yíng)銷(xiāo)策略，僅僅是概括了一些頂級(jí)餐廳成功營(yíng)銷(xiāo)的經(jīng)驗(yàn)總結(jié)：BRANDING: There has been lots of hype over the last few years about branding.品牌：前些年有一些大肆宣傳的品牌。Were all being told we need to do more branding and a better job branding, but no one has really stopped to explain what a brand is and how you build it.我們都被告知需要做更多的和更好

46、的品牌，但是似乎誰(shuí)也沒(méi)有停下來(lái)解釋什么是品牌，以及應(yīng)該如何去塑造它。A brand is a promise.一個(gè)品牌就是一個(gè)承諾。Its what customers, employees (Internal Customers), vendors, the media and all other key constituents come to expect in dealing with your restaurant.它包括什么是客戶，員工(內(nèi)部客戶)，供應(yīng)商媒體和其他一切品牌組成的關(guān)鍵，然而就是沒(méi)有告訴我們?nèi)绾稳ス芾碜约旱牟蛷d。Brand-building is closing th

47、e gap between what you promise and what you deliver.品牌建設(shè)是縮小你的承諾和執(zhí)行差距的過(guò)程。A strong brand is one that has alignment between the promise and execution.強(qiáng)勢(shì)品牌是他們的承諾與執(zhí)行一致。Its not something that happens when you advertise, and its not that people recognize your logo or recall your advertising.這不是在你做的廣告中才會(huì)發(fā)生的

48、事情，也不是人們認(rèn)識(shí)你的企業(yè)標(biāo)識(shí)或者是記得你企業(yè)的廣告。POSITIONING: Positioning is an underleveraged restaurant marketing component.定位：定位是一個(gè)餐廳營(yíng)銷(xiāo)的重要組成部分。定位是你了解你的目標(biāo)顧客的購(gòu)買(mǎi)意向，以及相關(guān)區(qū)域的競(jìng)爭(zhēng)(選擇便宜的，選擇高品質(zhì)的，等等)。Effective positioning involves incorporation of your Unique Selling Proposition 有效的定位，涉及到把你的獨(dú)特銷(xiāo)售主張。The USP is the one thing that o

49、nly you can 是只有你自己才有的主張。它是差別化競(jìng)爭(zhēng)它它是差別化的一個(gè)關(guān)鍵，而不是不提出自己的主張，或者是根本不能實(shí)施的。An example is Burger King versus McDonalds.其中一個(gè)例子是漢堡王與麥當(dāng)勞。If Burger King can convince you that a flame-broiled burger tastes better than a fried burger, theyve won the war because McDonalds will never go into all 14,000 stores and rip

50、 out fryers to install char-grilling pits.如果漢堡王能說(shuō)服你，火焰烤漢堡比煎漢堡好吃，他們已經(jīng)贏得這場(chǎng)戰(zhàn)爭(zhēng)，因?yàn)辂湲?dāng)勞不能進(jìn)入所有14，000商店和在海灘安裝焦烤窖。DUE DILIGENCE: Restaurant marketing doesnt happen in a vacuum.盡職：餐館銷(xiāo)售并不在真空中發(fā)生。Effective restaurant marketing must be built on a foundation of fact and knowledge about the market, your competition,

51、 your customers, your Internal Customers, financial history, marketing history, the industry, and outside forces that will impact your business.有效的餐廳營(yíng)銷(xiāo)必須建立在一個(gè)基礎(chǔ)事實(shí)，并了解市場(chǎng)，你的競(jìng)爭(zhēng)對(duì)手，你的客戶，你的內(nèi)部客戶，金融史，營(yíng)銷(xiāo)史，餐飲行業(yè)，以及有可能會(huì)影響你的生意外部勢(shì)力。Its a lot to worry about, but restaurant marketing has to factor these considerati

52、ons into the overall strategy.有很多需要考慮的問(wèn)題，并且餐廳的促銷(xiāo)因素都需要納入總體戰(zhàn)略。甚至連Not even Coca-Cola can afford to market to everyone all the time, so effective market research and due diligence can help you be more effective in your restaurant marketing efforts.可口可樂(lè)都不能保證任何時(shí)候都能提供商品給每一個(gè)有需要的人，因此，有效的市場(chǎng)調(diào)研，可以幫你更有效地推銷(xiāo)你的餐廳。M

53、ENU MIX: Every six to twelve months, youll want to conduct an analysis of your menu.菜單搭配：每六至十二個(gè)月，你一定要分析你的菜單。This will include profitability analysis and competitive menu analysis.這將包括獲利能力分析和菜單競(jìng)爭(zhēng)力的分析。To keep your menu fresh, relevant, and profitable, youll need to know specifically how each item on y

54、our menu is performing and also how it stacks up next to your top competition.保持你菜單是新鮮，有特色的，而且是有利潤(rùn)的，您需要了解如何具體每一個(gè)項(xiàng)目在你的菜單中所扮演的角色以及如何積累你的競(jìng)爭(zhēng)優(yōu)勢(shì)。Think of each item on your menu as a tenant leasing space and it has to earn its right to the space youve granted it.相信每個(gè)項(xiàng)目在您的菜單占用的空間，可以賺取你所預(yù)期的利潤(rùn)。How much should

55、 we spend on marketing our restaurant要花多少錢(qián)推銷(xiāo)自己的餐廳餐飲業(yè)中有一些餐廳營(yíng)銷(xiāo)做得很好的餐廳There are several rules of thumb and ratios in the restaurant industry and there are some for restaurant marketing as well.有幾個(gè)很棒的規(guī)則關(guān)于推銷(xiāo)費(fèi)用的比率。典型的餐廳應(yīng)撥出3%至6%的銷(xiāo)售費(fèi)用在市場(chǎng)推廣方面。Its also a good idea to allocate this money proportionally to your

56、 sales volume.按銷(xiāo)售量的比例給市場(chǎng)推廣費(fèi)用也是一個(gè)不錯(cuò)的主意。Meaning, if July is your busiest month, you should spend a proportionate amount on your restaurants marketing budget in that month.、言下之宜言下之意就是：如果七月是你最繁忙的月份，那在這個(gè)月里，你應(yīng)該花和你銷(xiāo)售量成正比的費(fèi)用在您餐廳營(yíng)銷(xiāo)預(yù)算。 Fish where the fish are biting.哪里有在哪里釣魚(yú)會(huì)有魚(yú)上鉤。Some restaurant owners look a

57、t slow periods and think thats when they need to spend money to drive sales, so they spend a big chunk of cash trying to build a happy hour business and forgo building on top of their busy periods.一些餐廳僅僅看到其發(fā)展緩慢不景氣的時(shí)候，并認(rèn)為這種時(shí)候他們需要花錢(qián)來(lái)推動(dòng)銷(xiāo)售，于是花了大量的現(xiàn)金試圖建立一個(gè)短暫的較好的銷(xiāo)售，同時(shí)不注重在最繁忙的時(shí)期資金的投入。Fact is, there is a re

58、ason people arent coming in from 4:00 PM 6:00 PM and youll be sending valuable marketing dollars down a black hole if you try to build this period.事實(shí)是，這是有一定道理，從下午4:00至6:00時(shí)，如果你嘗試建立這個(gè)時(shí)期的餐廳推廣，那你就一定是把美元將會(huì)是丟入一個(gè)黑洞。There are nearly one million restaurants in the United States and probably only 2% of them are busy from 4:00 PM 6:00 PM.在美國(guó)大概只有2%的人都很忙，從4:00-6:00。Marketing cant change behavior; it can only influence existing behaviors.營(yíng)銷(xiāo)的時(shí)間不能改變?nèi)藗內(nèi)粘５牧?xí)慣，它只能影響到現(xiàn)有的行為。好好利用好好利用手中的資金來(lái)推廣你的餐廳，將會(huì)獲得最大的回報(bào)。How do most restaurants market themselves餐