Summary:
Intangible elements of the Marketing Mix yield sustained advantage for every enterprise with frequent and intense Interactive Marketing. Restaurant owners can use Internal Marketing procedures to build enduring brands that stand apart in an environment of dense and fierce competition.

Details or Sample:
Some restaurants enjoy a monopoly based on location and geography. A cafe at 15 thousand feet facing Mount Everest is an exaggerated but demonstrative example. Cafeterias run in places of work enjoy such advantage, while the few stalls of a food court in a mall are a kind of oligopoly. Such establishments need no Marketing as long as they remain in the cocoons of small niches.

Growth is a way of life and many Chefs dream of fame in High Streets of World Cuisine. They set up shop in sublime environs and must compete with a range of accomplished, established and excellent eating places for each and every customer. Curiosity and networks of friends and well-wishers provide a brief honeymoon, as people drop in to try you out and sometimes pay as well! However fine principles soon go out of the window, and row upon row of empty tables stare bored servers in the face.

Some restaurants stand head and shoulders over deserted brethren and the prospects must be daunting for those who consider substantial investments in dining entertainment.
Clones of ethnic dining have spread to other genres as well and you can expect some great copies, soon after your launch in today´s global village. Could there be a template for success in the brutal land of the market of providing meals? Can a food lover safeguard monetary commitments through principles of scientific Business Management?

Peter Drucker leads a galaxy of Gurus who have extolled the merits of Services Marketing. Their teachings provide concrete methods that we can all employ to ensure success of a new restaurant venture. They may also be used to inject dynamism in an establishment that languishes in lukewarm customer loyalty and interest. The doors of these Principles are open even for the most successful, for as Caesar was always reminded on winning a battle, the glory could be in passing.

People and Process hold stereo keys to Internal Marketing success. Their tandem application is a sure ticket to the highway of success. Physical Evidence and Preferential Customer Services have useful roles as well. The elements acquire greater power when targeting is as focused as possible and consistency on this front is a major ingredient of high and repeat foot fall.

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Written by: Dr S Banerji
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