Saving your reputation

Bill Oldfield

I’ve written before about the necessity of good promotion and marketing to make a restaurant successful. When most people think of marketing they think of advertising but that’s only an element of a wider marketing plan and, for many independent small businesses such as a single restaurant, advertising can be beyond their budget; at least to make a significant effect on their business.

It’s different for large corporates, particularly those with multiple outlets. When an organisation such as McDonald’s commissions an advertising campaign, the cost is shared amongst their many restaurants making things very cost effective. Whereas even a small single advert in a magazine is a major commitment in effort, time and money for a single site owner manager. That’s why you don’t see that many TV adverts for single-site businesses.

Large corporates, of course, also have large marketing departments with loads of clever young things coming up with…

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