Essential Objectives for Achieving Restaurant Success
The path to success in the restaurant trade is underpinned by meticulously defined
objectives. Achieving a thriving business involves a clear understanding of the pivotal
roles played by business, behavioural, and attitudinal objectives. By concentrating on
these targets and accurately prioritising them in marketing campaigns, restaurants
can enhance their overall business performance, cultivate customer loyalty, and
heighten their brand reputation.
- Business Objectives as Primary: The chief aim of any marketing campaign
should be to drive measurable business outcomes such as boosted footfall,
increased table turnover, or escalated revenue. This key metric sets the tenor
for the entire campaign and its eventual impact.
- Behavioural Objectives as Secondary: These are instrumental in realising the
primary business objectives. Within a restaurant’s context, behavioural objectives
could range from reducing walk-ins to increasing bookings.
- Attitudinal Objectives as Supplementary: Where it’s applicable, attitudinal
objectives aid in refining brand perceptions and fortifying awareness. Activities
such as sponsoring local events or collaborations with social media influencers
are ways to augment brand recognition. These objectives should be seen as
complementary to the primary and secondary objectives, with the potential to
indirectly contribute to their attainment.
- Reorientation of Objectives in Specific Cases: It’s crucial to understand that
sometimes, the primary objective for a restaurant might need to shift towards
behavioural changes. Behavioural objectives are also typically the initial step in
scenarios where there’s a need to align behaviour with changes in policies,
culture, or operations. For instance, if a restaurant decides to transition to a fully
digital ordering system, the initial step in their objectives would be to encourage
behavioural changes in both staff (learning and adapting to the new system)
and customers (using digital menus, placing orders through an app). In such
instances, behavioural objectives become the primary targets.
Striking a balance between business, behavioural, and attitudinal objectives
lays the groundwork for successful restaurant marketing campaigns. The key
lies in recognising that while driving business results forms the primary objective,
behavioural and attitudinal objectives play pivotal supporting roles. Adapting this
approach in marketing strategies leads to a dynamic blend of increased business
performance, elevated customer satisfaction, and enhanced brand perception –
the triumvirate of restaurant success.
Mark Khoder says:
behavioural, and attitudinal objectives. Prioritise driving business results,
foster desired behaviours, and craft an admired brand reputation for a
recipe of enduring prosperity.