Restaurant Marketing with Blue Ocean Strategy

Restaurant marketing with Blue Ocean Strategy. Why introduce a strategic concept to a marketing discussion? There has been much written and shared about the terrible toll the pandemic has taken on the restaurant and bar industries.

The premise of blue ocean strategy is straightforward. A practitioner is called on to simultaneously lower cost and increase customer value. When a company succeeds in doing so, the result is what is known as value innovation. Value innovation leads to a higher chance of wide consumer adoption. Obviously, with lower cost, higher profits follow.

The primary way restaurants have found margins is by the militant management of costs of labor and food items along with strong control over wasted and theft.

Good operators find ways to run their operations with lower employee turnover, great service, and consistency.

So what kind of marketing program would exhibit the characteristics and results of blue ocean strategy while still being a fit for the hospitality operator?

My company, Shared Spirits Marketing has one such offering.

With the introduction of Shared Spirit’s Beverage Marketing Technology Program, establishments with adult beverage programs now have the opportunity to build alcohol industry compliant marketing campaigns that serve to drive traffice back into their establishments. Take a look at the following few slides when convenient.

blue ocean strategy for restaurants

In blue ocean strategy terms, the typical restaurant marketing campaign is going to get lost in the media mix and won’t feature anything approaching a blue ocean strategy. There will be nothing distinctive about the photos, stories, or marketing.

When one searches online for a restaurant, the primary results are ads or Google results.

So what does a great operator do to stand out from the crowd? It depends in some ways on the patron you wish to attract. Take a look at this list from eatapp.co.

1. Add reservation links to Google Business
2. Send email marketing that actually works
3. Send birthday reminder emails
4. Connect your front-of-house to your website with live chat
5. Try the online reservation platforms
6. Work on presentation of dishes so they are Instagrammable
7. Run coupon and discount campaigns
8. Focus on customer loyalty
9. Local online ads
10. Improve local discovery online aka Restaurant SEO
11. Have an awesome online menu
12. Restaurant Retargeting ads
13. Build an Unstoppable Brand
14. Collect and use guest data
15. SMS marketing
16. Show off your ingredients
17. Start offering online delivery
18. Get people engaged with live social media stories
19. Get serious about high quality social media images
20. Amplify PR
21. Encourage and/or incentivize online reviews
22. Respond to online reviews
23. Get started with blogging
24. Get Influencers to post on social media
25. Use the restaurant marketing framework
26. Google ads, Facebook ads, Instagram ads
27. Build and promote your tribe on social media
28. Upgrade your website
29. Don’t forget about Yelp!
30. Use restaurant surveys

Blue Ocean Strategy is useful when it comes to building a divergent value curve. Why is that important? If your offering diverges from the competition’s, your potential for transcending the competition is enhanced.

So looking at the marketing tactics above, which three to six would do the most to distinguish you from the competition your targeted patrons tend to dine and drink in?

Shared Spirits Beverage Marketing Technology Program features key components of the elements above. So, in fact, by utilizing it, an operator is checking certain marketing tactics off the list.

Utilizing the Shared Spirits app and the Beverage Marketing Program, an operator, is simultaneously doing the following:

14. Collect and use guest data
15. SMS marketing
16. Show off your ingredients
17. Start offering online delivery
18. Get people engaged with live social media stories
19. Get serious about high quality social media images
20. Amplify PR
21. Encourage and/or incentivize online reviews

24. Get Influencers to post on social media
25. Use the restaurant marketing framework

27. Build and promote your community on social media

Shared Spirits is a Blue Ocean Strategy company down to its core. If value to your customers, higher margins, and uncontested blue oceans of new customers is of interest to you or a hospitality operator you know, reach out the Sherman Mohr, CEO of Shared Spirits Marketing and your Blue Ocean Strategist.

Shared Spirits Marketing is currently onboarding qualified restaurants and bars across the US. To learn more, email Sherman Mohr at sherman at sharedspirits dot com.