News

NRA show breakfast to focus on neighborhood marketing

April 26, 2007

The sixth annual Restaurant Executive Breakfast will be held May 19 during the 88th annual National Restaurant Association Restaurant, Hotel-Motel Show in Chicago.

The breakfast, themed, "Marketing in Your Own Backyard," will be held from 8:15 a.m. to 10 a.m. and will be hosted by Ellen Koteff, editor-in-chief of Nation's Restaurant News. The breakfast is one of many events taking place during the 2007 National Restaurant Association Restaurant, Hotel-Motel Show, May 19-22 at McCormick Place in Chicago.

"The Restaurant Executive Breakfast presents an excellent chance for senior-level restaurant professionals to exchange ideas and discuss experiences," said William C. Anton, FMP, convention chairman for the 2007 Show, and chairman and founder of Anton Airfood Inc. "This year's theme will undoubtedly produce great ideas and inspiration attendees can take home and implement in their operations."

The panel of restaurant executives includes:

Bruce Bozzi, Jr., Executive Vice President, The Palm Restaurant Group
Ted Fowler, President and CEO, Golden Corral Corporation
Richard Snead, President and CEO, Carlson Restaurants Worldwide
Randy Schoch, CEO, Desert Island Restaurants
Niki Leondakis, Chief Operating Officer, Kimpton Hotel & Restaurant Group

Fish where the fish are biting

Restaurant operators often overlook the fundamentals of marketing their business, confusing the them with advertising on the radio or in the newspaper. While those activities fall into the marketing category, the term encompasses a much broader set of practices, said Paul Barron, publisher of Fast Casual magazine and executive vice president, chief operating officer of NetWorld Alliance Inc.'s food service division.

Marketing a restaurant consists of anything an operator does to impact the image of the business in the mind of the consumer, Barron said.

Activities such as sponsoring local book fairs or school sporting events can help build the image of a restaurant in the eyes of local customers. Gift card or frequent diner programs also are often a good way to attract repeat business, says Barron.

Fish where the fish are biting, said Jennifer Wiebe, marketing manager for Vancouver, British Columbia-based point-of-sale supplier Speedline Solutions Inc. It's 10 times easier to increase revenue from existing customers than to win a new one, she said.

Modern POS systems often have the ability to maintain a customer database, which can be adapted to generate coupon mailing labels or even send out an email blast advertising today's lunch special.

"Opt-in mass email promotions are an inexpensive and timely way to shoot out daily specials and pre-order forms," Wiebe said. "Sending these messages mid-morning can spell the difference between a lackluster lunch and a busy midday rush."

Now in its 88th year, the annual National Restaurant Association Restaurant, Hotel-Motel Show is the largest single gathering of restaurant, foodservice and lodging professionals the Western Hemisphere. The show attracts 2,000 exhibiting companies and 73,000 attendees and visitors from all 50 states and 110 countries

"Our show provides unparalleled opportunities for industry professionals to network and learn from peers and experts alike," convention chairman William Anton said. "The Restaurant Executive Breakfast, the more than 60 educational seminars and numerous other events and features offer a year's worth of ideas and knowledge to advance a business in only four days."

The Restaurant Executive Breakfast is exclusive to executive-level restaurant professionals attending the 2007 Show. Those interested in attending should call 312-853-2545 or click here to send an e-mail. Additionally, all individuals must be registered attendees of the 2007 Show.