AboutJeffrey Summers Expertise I am the Founder & Owner of Restaurant Coaching Solutions, Inc. We have experience on any topic related to the restaurant & hospitality industry - from Menu R&D, Menu Engineering, Marketing Strategies, New Store Openings, P&L Analysis, Lease Negotiations, Staffing, Policies & Procedures, Building & Design, Site Location, Branding, PR & Promotions, Multi-Unit Development, and any other area effecting the operation of your business. Check us out on the web for more information at www.RestaurantCoachingSolutions.com or call us toll free at 877-535-2324.
Experience I am the Founder & Owner of Restaurant Coaching Solutions, Inc. We have experience on any topic related to the restaurant & hospitality industry - from Menu R&D, Menu Engineering, Marketing Strategies, New Store Openings, P&L Analysis, Lease Negotiations, Staffing, Policies & Procedures, Building & Design, Site Location, Branding, PR & Promotions, Multi-Unit Development, and any other area effecting the operation of your business. Check us out on the web for more information at www.RestaurantCoachingSolutions.com or call us toll free at 877-535-2324.
Organizations The National Restaurant Association Founded in 1919, the National Restaurant Association is the leading business association for the restaurant industry. Together with the National Restaurant Association Educational Foundation, the Association's mission is to represent, educate and promote a rapidly growing industry that is comprised of 925,000 restaurant and foodservice outlets employing 12.5 million people. The Society of Hospitality Management The Society for Hospitality Management is an education and professional development association and organization serving the hospitality industry. The SHM is a network of hospitality professionals committed to the education, training, and professional development of employees at all levels in the industry. Through training and educational programs, products, and services, industry professionals grow personally and professionally and in the process improve the performance of the properties and companies they serve. The Gerson Lehrman Leisure & Lodging Council The Gerson Lehrman Group Councils are global networks of executives, physicians, scientists, engineers, attorneys, and other professionals who deliver expertise and decision-making assistance to businesses, governments and investment leaders from around the world. The Professional Business Coaches Alliance The Professional Business Coaches Alliance is a knowledge sharing and peer coaching organization that concentrates on the delivery of effective business coaching - with an emphasis on usable strategies and tools - for the small business owner. The International Council on Hotel, Restaurant and Institutional Education Founded in 1946, the International Council on Hotel, Restaurant, and Institutional Education is the global advocate of hospitality and tourism education for schools, colleges, and universities offering programs in hotel and restaurant management, foodservice management and culinary arts.
Publications My articles and opinion pieces have been featured on several industry websites, magazines, blogs and forums including: Building Better Restaurants.com RestaurantOwner.com RestaurantEdge.com FoodService.com Ezinearticles.com RestaurantReport.com Restaurant Startup & Growth Magazine American Express' Briefing Newsletter Nation's Restaurant News and tons more!
Education/Credentials I hold degrees in Economics, English, Culinary Arts and industry certifications in Hospitality Management and Restaurant & Catering Management.
Past/Present Clients Here's a list of some of the teams Jeffrey has coached! Hardee's Super X Drug Stores Connie's Pizza Burger King Chili's Long John Silver's The Purple Sage Bistro Applebee's Shoney's T.G.I. Friday's Century 21 House of Realty La Dolce Vita Pastries & Catering Wal Mart 5 Seasons Sports Clubs Wendy's Bennigan's Riverside Publishing Godfather's Pizza Ovations Dining & Entertainment Romaine's Stew's Microbrewery & Eatery Xerox Food Service Double D's Sourdough Pizza and literally hundreds of other Independent Operations.
Question Our store is a franchise of a pizza corporation.
LOCATION: It is located in a city surrounded by people who do not eat pizza (who would rather eat rice) or who treat pizza as snack food. People in our area are fond of entertainment and not dating in restaurants.
MARKETING: The main office is sending us very high cost marketing materials which contribute little or no result in sales but increases expenses. They provide centralized marketing techniques which are not applicable in our area. I have tried an activity where I introduced music as entertainment for the customers, but due to unavoidable expenses, our store only incurred small profit.
CUSTOMERS: Almost all our customers are the same.
PROBLEM: As the marketing manager, I've tried several local marketing activities but only got "tiny" positive result. Can you recommend a specific marketing idea where my store can generate big sales and less expenses?
Answer Yes. Build a marketing plan that makes sense for your guests, involve them and learn what it is they want from your brand - then deliver it!
Is there a magic bullet? No. You're wasting your time if you think a single marketing act can turn the tide in your favor. Marketing tactics do not evolve in a vacuum. You first have to have a marketing strategy. The tactics are then developed from the plan. Not the other way around.
