Marketing for multiple restaurant locations, in various geographic areas, can definitely throw some curveballs! But with the proper research and a sound marketing strategy, a well coordinated, effective plan with outstanding results is sure to follow.
Below are some fundamental strategies for multi-location restaurant marketing that have been successful for our clients:
- Developing and communicating clear brand guidelines for every aspect of your marketing plan
- Creating customers profiles for the regional locations of your business
- Tracking environmental constraints or opportunities for location marketing and advertising (including easements, structures, foliage, local laws)
- Coordinating a tactical marketing strategy for each of your restaurants
Let’s take a closer look at effective multi-location marketing for restaurants by focusing on (in order) outdoor banners, window graphics, menus and menu boards.
Outdoor Banners to Market Your Restaurant
The placement of banners outside restaurant locations gets the attention of consumers passing by the location. Because banners are an important aspect of a restaurant marketing strategy, keep these tips in mind when creating banners for multiple locations.
- Environment
What is the available space to place the banner? Can it be hung or is it easier to place it in the ground like a flag? Determining the advantages and locations of each location will help you choose the right banner for the right location.
- Ordinances
Some cities have laws that prohibit hanging banners in specific areas. There could also be laws banning specific banner sizes or where they can be placed on a street. Check local guidelines for each restaurant location to get a better idea of where and how your banners can be placed.
- Weather
Take note of the common weather conditions for each location to make sure the banners are made to withstand rain, high winds or other extreme conditions while still commanding attention.
Coordinating Multi-Location Restaurant Window Graphics
When it comes to franchises or multi-location restaurants, window graphics need to be installed with promotional timeframes in mind. Whether the promotions are nationwide or specific to a certain city or region, taking the proper steps to coordinate shipping and installation is key to the effectiveness of any campaign. The installation process for windows and wall signs is critical and can/will vary by location. Taking the time to map all of this out with your print partner is key to your success.
Distributing Menus Across a Network of Restaurant Locations
Marketing for restaurants with multiple locations includes updating menus to address items that vary on a regular basis such as:
- Pricing
- Menu items
- Promotions
- Seasonal updates
- Branding
Locations may also display menu items in different areas of the restaurant. Some materials will not do well when in close proximity to heat lamps, coolers w/condensation, etc. Restaurants need to take into account where things like seasonal menu clings, signage, etc. will be displayed in-store and work with our team to select a material that will work in different conditions.
The organization and distribution of updated menus can be as simple as sending out the same menus to each location or as complex as having a different look and feel or items for each location. The choice depends on the specific needs of your restaurants.
Aligning & Updating Restaurant Menu Boards
Updating menu boards can sometimes require a little more effort and coordination than standard menus. A large backlit menu board that requires swapping out printed inserts is coordinated much like the window graphics and installation process. Digital menu boards might require a centralized software platform to update each board including mass updates or independent updates for each board at each location. Either way, as with menus, ship and installation times will need to be taken into account.
With so much to keep in mind when it comes to marketing for multi-location restaurants, we hope this restaurant marketing overview helps with development and execution of strategy.
Contact Us Now for More Information by Submitting the Form Below
Or Call Us at: 972.390.6500
[gravityform id=”9″ title=”false” description=”false”]
