Breakfast, lunch, dinner of a modern person is always accompanied by advertising. She is everywhere ... On the menu, on the table, on the bar and even on the mirror is placed advertising in restaurants. Information for the client has a special taste and aroma. Nothing should distract from the meal, except for advertising!

Visiting cafes, bars and restaurants has long been an integral part of our lives, a tradition passed down from generation to generation. This is a great occasion to meet friends and family, have effective negotiations over a business breakfast and just have a cup of coffee when it snows outside the window. Cozy, tasty and comfortable. As a rule, visitors spend a lot of time in a restaurant or cafe, they have the opportunity to study the surroundings in detail. A resting person is positively disposed and ready to receive information.

This place can be your ad!

Table layout, video, branded restaurant supplies… Cost advertising in cafes depends on the level of the institution. Cafes at business centers are distinguished by a high level of attendance: up to 1,600 people a day. It is much cheaper to advertise here, but the institution cannot guarantee you a diverse composition of visitors. We recommend that you pay attention to network cafes located in different parts of the city. A wide coverage of the target audience will ensure effective results of the advertising campaign. Statistics show that from 100 to 2000 people visit the catering system on the day of establishment, the average number of tables is from 20 to 60.

All you have to do is prepare a creative promotional dish. This is art! But we promise you it will be delicious!

The chef is waiting for your compliment, Look at the table tent!

Cost: from 20,000 rubles / month.

Table tent is a desktop design of A6 or A4 format for advertising and menus. It looks like a house in which your information should settle. When waiting for an order, the client of the cafe will definitely pay attention to the original medium and study its content. The real estate agency placed table tents with an interesting slogan in the premium segment restaurants: “You are on the sea! You are in the Alps! Your property makes money!” The visitors appreciated the advantageous offer, and the next toast was: "For success in business." Table awnings are made using various types of paper and cardboard (coated glossy and matte, different densities from 240 to 315g/m2, laminated with matte or glossy film, covered with UV varnish).

And in the folder - the bill is your advertisement, Tastefully, brightly and without spam!

Cost: from 25,000 rubles / month.

Any customer leaving the restaurant must pay the bill. A check for the services of the institution may accompany your advertisement. It is desirable that it be a discount coupon or a gift certificate. The main task of the advertiser is to motivate the guest of a restaurant or cafe to save information, to become interested in the offer. It can be a flyer with a discount on the services of a beauty salon or the nearest car service station. You can provide a flyer to each guest sitting at the table, or make one general tab on the bill. Among the main advantages of this placement method, one can note the low cost, the ability to analyze the advertising campaign by the number of returned flyers.

I'm sitting in a wonderful restaurant - And I see a video on the screen!

Monitors are installed in many establishments of the Horeca segment today. Visitors like to watch interesting and easy-to-read videos. Even in moments when a person is busy chatting with friends and does not want to make serious decisions, you can draw his attention to your advertising product. We advise the agency organizing events to show a short film about the events that have been prepared. The construction company will show on the screen a modern house that everyone can live in, and the dance studio will develop a creative concept for a video about learning incendiary Latin dances. Recommended timing: 10, 20 or 30 seconds with rotation from 2 to 10 times per hour. Even the most fastidious client will have to watch your ad to the end, there are no “turn off” or “switch” buttons for this format. The advertiser must be prepared for the fact that he will have to buy the broadcast in the entire network of cafes or restaurants. For example: institutions of the Ginza project, etc.

I'll keep the advertisement for sure, Because I found it on the menu!

We invite you to consider branded menu inserts.

Cost: from 20 000 rub./month. - for a logo up to 200,000 rubles / month. - for A4 format.

Very often, this method of presenting an advertising message applies only to products that can be purchased in a cafe. For example: mineral water. It must be remembered that a person holds the menu in his hands for only a few minutes, then the waiter takes him away. This type of advertising will provide 100% viewing and an instant decision to purchase products.

Paper menus

Cost from 35 000 rub./month.

Thus, it is possible to imagine a new alcoholic drink, upon ordering which the guest receives a pleasant gift. Among the disadvantages of such a dialogue with the client, it should be noted that advertising occupies only a block and is often placed on the back of the menu.

Branding of napkins, chopsticks and other restaurant supplies

Cost: from 25 000 rub./month.

This is suitable for advertising a cinema located near a restaurant. All of these products are usually provided by the customer. One of the main disadvantages is the limited space for creating a full-fledged advertising message. Most likely, you will be able to place only the logo, phone number or website address.

Advertising will not spill by, We have a stand for beer!

Cost: 15 rubles / piece. Accommodation individually, in agreement with the establishment.

Today, in many bars, cafes and restaurants, along with a mug, a glass of beer, bartenders offer a branded stand with the logo of the establishment, brewing company, beer brand or any other image. This stand is called a coaster (bonfire, birmat). Your information can be placed on such a stand. For example: an advertisement for a taxi or a sober driver service.

Many bars use disposable beer coasters or coasters made from absorbent cardboard. Unfortunately, these coasters quickly wear out, become soft, become unsightly and end up in the wastebasket.

We recommend that you use plastic coasters - durable, wear-resistant, they are resistant to abrasion, water, chemicals, fats, and high temperatures. Such a coaster will be on the table for a long time.

And every right tray, Clients will provide you with an increase!

This option advertising in cafes and bars, you can consider in self-service establishments or in those cafes where the client must take the tray in hand to place an order. Such catering establishments are located in large, in shopping malls, in the city center and in. You must analyze the target audience depending on the objectives of the advertising campaign. Most likely, your potential customers are business lunchers. It is worth considering the fact that the average cost of lunch in such places is no more than 300 rubles. By presenting an advertisement for a stain remover or a new therapeutic toothpaste on a tray, you can be sure of the loyalty of this category of customers. This method of advertising will be effective for a mobile operator and for a family dentistry clinic. Advertising on such a medium cannot be underestimated. London cafes have recently begun using flying trays. The success exceeded all expectations.

We can't run away from advertising! And you will have to become a client!

Price:stickers next to sinks (from 15,000 rubles/month) A3 posters on booths (from 20,000 rubles/month) Video clips on mirrors with the possibility of targeting (from 25,000 rubles/month) or full branding of this space.

Washroom advertising is considered one of the most effective media. In 1939, electric typewriters were advertised in this way in London. Sales of this product increased by 30% after advertising. The advantages are obvious: the client carefully studies your message (from 30 seconds to 3 minutes), nothing interferes with him. For example: advertising can be placed above the urinal. Advertising in washrooms is novelty, originality and great targeting opportunities.

And the guests will have a reaction! After all, there is a promotion in the restaurant!

Price:from 6,000 rubles/day – sampling in an establishment by promoters of a new whiskey brand or issuing prizes for a one-time order of 2 glasses of a certain beer.

Promotions in a cafe or restaurant can attract a large number of visitors, increase the average check and increase the attendance of the establishment. This is a great opportunity to introduce a potential customer to the product. The nature of the promo can be different: from tasting alcoholic beverages and tobacco products to cultural programs. You can give a guest a New Year's Eve dinner or a discount upon presentation of a coupon from a magazine, for a check-in at, "like" on the page, organize a photo shoot for customers with an advertising product. The strategy for developing and conducting promotions depends on the level of the institution, on your concept of promotion. You are provided with instant contacts with the target audience and a loyal attitude. The main thing is to make your potential customers smile. A good mood is a great helper in all matters!

Follow the development of advertising! In cozy cafes, restaurants!

Interactive menus

Cost: from 15,000 rubles / month. up to 50,000 rubles/month

Advertisers are constantly offered new opportunities for advertising in public catering establishments. Pay attention to the interactive menus on the tables in a cafe or restaurant. Outwardly, they resemble a tablet in which the menu of the institution is loaded. A car dealership can place a video or a banner with a direct link to its website, where the client will be asked to sign up for a test drive. It will be interesting for a travel company to organize an instant drawing of a certificate for a tour according to the following plan: guests leave their data on the advertiser's website, the draw itself takes place, the server receives information about which phone number won, at what time, and if the guest is still in the institution, then he is given a certificate.

Making advertising tasty is an art!

Advertising in cafes, bars and restaurants is a great opportunity for your business. Efficiency is achieved due to many factors, but one of the main ones is the loyal attitude of visitors to and its positive perception. "Sir, your client is ready!"

According to statistics, in Moscow alone, 10 catering establishments open and close per day.

The competition among restaurants is very strong, and restaurateurs have to go out of their way to succeed.

In this article, we will look at ideas and marketing strategies for you that can help you improve your business and!

Photos of your dishes

Visual content is in high demand these days and having amazing photos on your website and various social media platforms is essential.

With the help of Instagram or Foursquare, you can help new potential guests find your wonderful place by regularly posting new photos of dishes.

Create a chip in your institution

For example, the Goodman steakhouse restaurant chain has a chamber for dry and combined aging of marbled meat.

This complex technology is unique for Russia and is presented only in the chain's steakhouses.

Work on your local market, your product, your geographic history

Develop your interesting original cuisine. People love to consume the food of the region they are in.

All over the world, people eat their local cuisine. And only in Russia, we eat pizza, rolls, burgers, pasta and everything that is not connected with us.

For example, it is much easier to find a sushi bar on the shores of Lake Baikal than a restaurant with fish from the largest natural reservoir of fresh water on planet Earth. Now people are beginning to understand that they need to eat their own, regional food.

Create dishes based on traditional recipes, modify them, for example, using modern technologies or additional ingredients.

Lunch specials

Steakhouse chain Goodman boosted its revenue by introducing special offers for lunches during the daytime.

combo sets

Offer your gourmets combo deals at a special price, for example: Steak + garnish + drink for 990 rubles.

Positive emotions

For restaurant guests, positive emotions that remain after visiting the establishment are very important.

You can arrange the interior of the establishment in an unforgettable way, for example, invite guests to sculpt plasticine figurines, and then display the best ones on the shelves of the establishment. You can create a photo gallery with photos of visitors.

Work with social networks

At first, try to independently conduct work in social networks, adhering to certain standards and rules. By entrusting this work to an SMM agency, you run the risk of spending your budget by attracting interested audience.

The main advice is to dialogue with your audience as transparently and sincerely as possible. You can turn your restaurant, cafe, bar into a popular place if you approach the issue with a soul, and be sincere and open with the audience.

If you can build your communication on social networks correctly, 2% of subscribers can become real visitors to your establishment.

Working with Applications

Promoting a restaurant on online restaurant apps like Four Square and TripAdvisor should definitely be considered as part of your marketing plan. Online app partnerships encourage diners to check your restaurant for promotions and special offers for the evening or holiday.

Upload good photos of your restaurant, sure to be full of happy guests. Indicate opening hours, location on the map, menus and dishes available for order, price range, Wi-Fi, places outside, parking availability, etc.

If you receive negative feedback, always respond in a polite, professional manner. Handling negative feedback is very important.

If you publicly respond to a negative review, thank the feedback, apologize for the incident, and promise to improve in the future.

You can also contact the individual for more information about any negative incidents. Some business owners offer to send gift certificates and vouchers for a second chance. This works for the most part, and a customer who has had a negative experience at your establishment is often flattered, changing his anger to mercy, knowing that the owner of the restaurant appreciates his opinion and makes every effort to improve.

People come to people

Try to create a pleasant friendly atmosphere in your establishment. Select positive and friendly staff, and create a friendly working internal atmosphere.

Gastronomic events

If the level of your institution allows, feel free to organize trendy gastronomic festivals and sessions. Invite famous show business personalities to the party,

Geo-targeted PPC ads in Google Ads

Help local users learn about your establishment, your "hot" offers, promotions for Saturday night. Targeted Google Ads will help you get the most out of your online marketing efforts by investing primarily in geo-targeted advertising.

Geo-targeted ads help you save money by ensuring that only your target audience for an establishment in a certain city or radius sees your ads (avoiding unwanted clicks that can cost you a large advertising budget).

Cafes are usually associated with affordable prices and simple, understandable menu items. In the cafe you can eat lunch, drink a cup of tea at a business meeting or have a good time with friends. If you are thinking about cafe advertising, then the main leitmotif of cafe promotion should be the availability of the establishment for the majority of potential visitors. In this case, it is pointless to use expensive promotion channels, since they simply will not pay off the money spent.

Point decoration (including during the opening)

Facade

showcase

When decorating a window, there is a huge scope for creativity. You can leave it in its original form, where the cafe hall and the people in it will be visible from the street. You can also use showcases as a kind of counter, putting, for example, baskets of pastries and dishes with confectionery. In addition, you can design showcases in accordance with the season or upcoming holidays.

Outdoor advertising

Billboards

Billboards are quite a popular tool that can help to tell the story of your establishment. It is better to place billboards within walking distance (within 10 minutes) from your establishment. They should be stylish, bright and clearly express what you would like to say to potential visitors. Advertising can be fashionable and be a beautiful photograph of a cafe with a slogan and address. Also on the billboard you can display information about promotions or special offers.

Stretch marks

It is better to hang streamers over the road in front of a traffic light. Thus, the driver and passengers will have time to read what is written on the advertising medium. Also, the stretching can be placed on the opposite side of the street, thereby covering a larger number of potential visitors.

pillars

Pavement signs are usually installed in front of the entrance to the cafe or a little further on the sidewalk. The pillar should contain the name of the establishment, opening hours and information that can motivate a person to go to your cafe. For example, a lunch menu at a special price or a promotional offer.

Internal advertising

Price tags and pointers

Price tags and pointers are used to direct the guest's attention to the most relevant and attractive offers from your establishment. Pointers can be placed as in a showcase with products, for example, with confectionery. Also, signs can be in the form of hanging signs. It is important that they are made in accordance with the style of the cafe. Moreover, price tags and signs can become not only an effective advertising tool, but also an element of decor.

Table tents

Table awnings are a rectangular plexiglass structure. It is compact enough to fit in a small area - on a table or counter. Table tents usually contain a menu and various advertisements.

Internet advertising

Website

The simpler the cafe website, the better. No need to overload your potential guests with unnecessary information. It is better to fill several sections with relevant and understandable information. The site must have a menu, phone number and address of the institution with a map, the possibility of online booking a table, a slider with promotional offers. Also, please note that the usability of the site is no less important factor than the design.

If you decide to create a website on your own, be sure to read our articles:

Here we have laid out our experience and opinions on the use of various tools that you will simply need in your work. This will allow you to reduce the time to select the necessary resources to create it and get profit from the site as quickly as possible.

Groups in social networks

Pages on social networks should duplicate information from the cafe website. Also, it is here that you can easily communicate with your guests and answer all their questions. The key characteristics of such communication should be courtesy and quick response to requests from group members or subscribers.

Sending emails

Email marketing can be another effective advertising tool. Today there are many services that allow you to send mailings for free. The newsletter is appropriate when you have already formed a database of contacts from your guests, figured out their preferences and formed an offer that could interest them. You need to do the newsletter regularly, but not too often.

Printable advertisement

business cards

Business cards are one of the most budgetary advertising channels for your establishment. If you manage to negotiate with the owners of other nearby establishments (for example, barbershops, beauty salons), then it is better to place business cards near the cash register. In this case, the visitor will have time to get acquainted with your offer and hear a positive recommendation to visit the cafe.

Loyalty cards are another effective mechanism to attract visitors to your establishment. A progressive discount system can be not only a smart way to thank loyal visitors, but also ensure that your cafe is regularly filled. Discount cards are better to make numbered. Please note that in order to receive a card, you need to not only make a purchase for a certain amount, but also fill out a short questionnaire. This will be useful to you for further work with the guest database.

Ineffective Cafe Advertising

Advertising on TV and radio

Even if you own a cafe chain, advertising on TV and radio is a dubious undertaking. When using other promotion channels at the same time, it will be difficult to calculate how many visitors you actually acquired by placing on television or radio.

contextual advertising

This promotion channel is also ineffective for owners of small establishments. There are quite a lot of similar offers from your direct competitors, so it is better to bet on tools that allow you to establish the closest personal contact with your audience.

How do 6 words and 1 photo increase cafe attendance by 3 times?

Have you ever taken the subway to work in the morning?

The authors of this advertisement were faced with the task of attracting a flow of people leaving the metro in the morning and hurrying to work to the cafe-coffee shop. To understand the complexity of the task, ride the escalator down in the morning, towards the stream. Look at the faces of the people going up. They are gloomy, sleepy, angry. It is quite difficult to attract the attention of a person in such an emotional state. Look what came out of it:

How to make text for cafe ads stronger?

We need to look at the world through the eyes of the consumer and see "the very chip." To do this, we walked past the cafe many times at the speed of the flow of people, and calculated that a person would have no more than 3 seconds to study the advertisement. And this means he will have time to read no more than 6 words. From this we proceeded further.

We also noticed that in this particular place you need to hang a poster so that the slogan is just above the heads of people in the stream. So it will be visible from afar and it will attract attention. Brevity and visibility are the secrets of strong poster copy.

5 secret tricks in the design of advertising.

Behind the apparent simplicity of the poster lies a deep and thoughtful strategy that ultimately brings results. Here's how it's done:

Powerful slogan

Short, easily recognizable and not repulsive.

strong verb

The verb in the imperative mood has great power. This is a direct guide to action.

creative photo

The easily recognizable smiley symbol creates a positive attitude. The photo shows a “native” glass from a cafe, not a photo from the Internet. This increases confidence.

Discounts don't work

Discounts are offered all around. As a result, they stop responding. The formula is now FREE.

unconscious desire

The arrow makes you want to turn around and points to the entrance.

The result exceeded expectations

The result of the 2-week action was an increase in cafe attendance in the morning by 3 times. During the campaign, a new cafe record was set for the number of punched checks per hour. And the VKontakte group has replenished with more than a hundred new active subscribers (this is an excellent result for a local offline business).

Want another example of effective advertising?

For example, how to sell lentil soup so that every 2 out of 3 people buy it. Or about how GOD himself advertised our croissants. Another example of how we used swear words and what was the effect of it. You can receive these and other examples of advertising with a description of all the tricks that were used directly to the mail.

So, you have a great restaurant - with fine dining, loyal and satisfied customers, and great employees - but you're hungry for more. You see the potential of your establishment far beyond your originally projected goals. Marketing your establishment is the first step towards achieving this goal. Thanks to technology and the eternally important social sphere, marketing activities are not necessarily expensive and do not require a huge amount of time.

We have developed 15 simple ways to promote a bar or restaurant in 30 minutes or less.

Make reposts (retweets), respond to people's posts about your restaurant on Twitter/vk.com/instargam

Using social media management tools such as www.babkee.ru makes it easy to track conversations about your bar or restaurant across networks. Engaging in the conversation about your bar or restaurant on social media is a quick and effective marketing tactic. For reference: the abbreviation RT means repost (retweet, retweet).

Responding to negative reviews online

You should never ignore positive reviews, but you shouldn't ignore negative reviews on social media platforms either. Interact with customers who complain about something by responding to their complaints with suggestions for ways to solve problems.

Monitor your reputation

It's no secret that the modern consumer in 80% of cases bases his choice on the feedback of people who have visited a cafe or restaurant. And where to look for "other people's impressions"? In the Internet! Think about the reputation of your cafe in advance, work professionally, and https://100review.ru/otzyvy.html will take care of positive reviews. This service is an ideal reputational solution if you work in Russia and the CIS countries.

Post a photo of a special dish or drink online

Engage your visual fans by posting photos of the menu or specialty drinks on Facebook, Twitter or Instagram. A photo can not only contribute to a heated discussion, but also cause an appetite!

Hand out business cards or free samples at popular locations

According to the Young Business Council, people still enjoy face-to-face communication. By allocating half an hour to participate in a social event, you can quickly, economically and effectively promote your bar or restaurant.

Launching offers on the Foursquare network

Foursquare offers are very easy to use. Use step-by-step instructions to launch your own offer online, quickly and with minimal effort. Let your customers know about the promotion by sharing links on Facebook and Twitter.

Offer the first 25 customers who click "Like" under your Facebook post a snack on the house

Create a Facebook status that offers free snacks or a gift certificate to the first 25 customers who click "Like" or comment on your status. This way you will attract your customers and their friends will see your offer in their social media feeds. This strategy will create a ripple effect in customer acquisition.

Offer a “secret” menu item that is only available to people who mention you on Twitter and Facebook

Awaken the internal spies in your customers like Safe House does and offer a special menu item that is only available to those who know the secret code. When customers mention these special words (code) on Facebook or Twitter, offer them special foods and drinks that are not available to the general public. It will also help encourage your customers to follow you more actively on social media.

Take a poll on Facebook

It only takes a few seconds to create a Facebook survey. Ask your customers a question and act on their opinion. Questions like “What seasonal dishes would you like to see on the menu?” provide feedback and help keep your fans engaged on Facebook. What could be better than making changes based on the feedback received and the wishes of customers?

Share positive media feedback on social media

This seems like a natural process, however, many bars and restaurants do not enjoy positive press about them. If you are mentioned in the news, share the news with your fans.

Emphasize the prestige of employees

Take a few minutes to tag the Employee of the Month and share a short story about that employee's accomplishments with everyone in your establishment. Spreading positive news about your employees will not only increase the "morale" of the rest of the team, but also the level of your institution.

Create a blog post

Get in touch with local bloggers and invite them to a special evening at your restaurant. Offer them a free appetizer or dessert and ask them if they mind mentioning your establishment in their next blog post. Building good relationships with local bloggers will surely help you in the long run. Maybe in a year you will hold an event that matches the theme of the blogger and then he / she will write about you in his blog. It's free advertising!

Install Google Alerts

Google Alerts is an easy and free way to get regular updates and alerts about what interests you. To be an effective leader, you must be aware of all the news and events that interest you and your business.

Make sure your online restaurant information is correct

About 97% of customers search for local businesses online. Make sure your business is registered with Yahoo and Google, the two most popular search engines. Google offers a service called Local Business Center, while Yahoo offers a similar service called Yahoo! local.

Go beyond selling - cover current events, share videos and photos

You have to be something more than just another money-hungry business. Find a way to engage more actively with your customers. People love photos and videos of events that evoke emotions. Humanize your establishment and close the gap between you and your customers.

Hold a Conquer the Time!

"Conquer the time!" is a popular and widely used theme among many bars and restaurants. Holding such a competition is a great way to increase sales as well as create a positive atmosphere in your establishment. Rate one of the drinks at 50 cents starting at 8 pm and increase the price by 25 cents every hour until midnight. Competitive customers will enjoy such an offer.

The current generation is drowning in traditional approaches to promotion and advertising. Every day we are bombarded with countless messages on various information platforms. How can you approach this situation and use non-traditional, creative and cost-effective measures to promote your business? We hope this article has helped you think of new ideas.

What marketing strategies do you use in your business?