Objectively, restaurant owners and managers are largely failing to broaden their marketing to embrace and encompass online promotional technologies. Although 13% of all restaurant venues claim they will be engaging in a campaign of email marketing
in the future, only a relatively small proportion of 18% are currently promoting their restaurants with email marketing. A disproportionate grouping of approximately eight out of ten are not involved in email marketing in any way at the present time,and a remarkable 69% state that they do not have plans to do so in the near future.
The restaurant owners and managers who have had the wherewithal to successfully launch a comprehensive email marketing campaign realize that it in many cases outperforms the return on investment
(ROI) of any other form of advertising and thus becomes their preferred promotional method. These restauranteurs have fully realized that one of their prime priorities is the task of collecting as many email addresses as possible from their venues’ patrons and community prospects. They are well aware that formal permission must be granted by each individual prior to their email address being placed on a subscription list. This email collection procedure is generally achieved through the following methods:
At the restaurant
At food events
At community & municipal events
At racing events
At sports events
By sponsoring little league and other local teams
Via their website signup page
From collaborative local businesses such as food stores and kitchen supply stores
A number of restaurant venues are in the process of fully realizing that powerful email and social network marketing is not a broadcast that takes on a one-to-the-world model as in the conventional advertising format of traditional media like newspaper, radio, and television. To maximize efficiency, proper email marketing must be structured casually as a one-on-one chat to engage the patron and capture their interest and attention.
It is clear that the minority (18%) of restaurant venues that are engaged in email marketing have obtained a powerful advantage over their local competitors via their ability to take their message to a different group of prospects than the restauranteurs who still rely on traditional media alone. The following statistics will expand the enterprising owner’s or manager’s knowledge of competitive email and social media marketing