Guest-based Marketing: Building Restaurant Volume without Breaking Your Budget

Bill Marvin

Hardcover

ISBN 10: 047115394X ISBN 13: 9780471153948

Publisher: John Wiley & Sons, 1997

This book addresses one of the most–asked–for restaurant management topics—marketing—in practical terms. It shows how to increase restaurant sales, starting with an existing customer base, building customer loyalty and increasing the frequency of their visits.

From the Back Cover:

Increase sales substantially without breaking the bank proven, low–cost techniques for successfully marketing your business

In this groundbreaking guide to restaurant marketing, expert Bill Marvin demonstrates that success doesn′t come from beating the competition, it comes from pleasing your guests. He shows you how to work from the inside out to build on your strengths and to take advantage of intrinsic advantages you didn′t even know you had. He also suggests dozens of successful, low–cost techniques for mining the most precious resource at your disposal your existing customer base. Among other valuable lessons, you′ll learn how to:

• Educate your guests about why they come to your restaurant
• Implement sure–fire incentive and customer–loyalty programs
• Manage a successful word–of–mouth marketing campaign that gets your customers to do your advertising for free
• Get your staff involved in an ongoing commitment to customer satisfaction
• Enhance the personal connection between your restaurant and your guests

Perhaps the most important lesson you′ll learn in Guest–Based Marketing is, as Bill Marvin puts it: "Monetary success and personal joy will come when your sole concern your driving passion is how you can excel."

About the Author:

BILL MARVIN, "The Restaurant DoctorTM," is an advisor to service–oriented organizations across North America. Bill is the founder of Effortless, Inc., a management research/education company, and Prototype Restaurants, a hospitality consulting group. He earned a degree in Hotel Administration from Cornell University.

A veteran of the foodservice industry, Bill has managed hotels, institutions, and clubs and owned full service restaurants. His professional curiosity and practical experience enable him to understand the human factors common to the growth and success of every type of business.

He is a member of the Council of Hotel and Restaurant Trainers and the National Speakers Association. Bill has been a featured guest on Hospitality Television and writes a regular column in the trade magazines of several industries. In addition to his private consulting practice, he logs 150,000 miles a year delivering corporate keynotes and conducting staff and management seminars in the United States and Canada.