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Boost Business With A Restaurant Newsletter
With any restaurant, customers are the cornerstone to success. In order to fill tables frequently enough to make a profit, you have to attract new customers and retain loyal ones. While restaurant atmosphere, quality of food, value for the price, and a friendly and knowledgeable staff are important components for a good running business, long-term success requires a solid combination of sales, marketing, promotions and public relations.
A restaurant newsletter is an ideal way to boost your business and develop a relationship with customers. It can be done in electronic form and sent to email lists and posted on your restaurant website, in print form to be mailed and given to customers at the restaurant, or a combination of both.
Style your restaurant newsletter appropriately to the image of your restaurant. A fine dining restaurant should be reflected in an upscale, sophisticated newsletter. A casual, family restaurant should be reflected with a friendly looking newsletter, written in an upbeat manner.
Don't forget that in any of your online materials or printed matter, you should include relevant information about your restaurant. You can place this as part of the title, in an information line at the bottom, or in a box off to the side. Important information will include the name and address of the restaurant, phone and fax numbers, its hours of operation, and of course the website and e-mail address.
The restaurant newsletter should not be self-promoting, it should be customer focused. The customer wants to know about your monthly specials, your charitable commitments, any new seasonal menus, a story behind this month's recipe, your new celebrity chef, industry trends or new features of your restaurant.
Much has been written about the correct frequency for a restaurant newsletter. Do not overdo the communication as customers will view it as advertising rather than important information. Monthly is probably best, but if you only change your menu seasonally and don't really hold any fundraisers and special events, then quarterly might work for you.
Writing style is important when it comes to composing a restaurant newsletter. Put something together that customers can quickly read, with brief sentences and short articles. Place catchy headlines and dividers to separate your articles. Break up the text with whitespace, include a couple of small images -- these can be of food, staff or something else appropriate -- but do not clog up anybody's e-mail box
Provide links when you compose your restaurant newsletter. If this is a printed publication, the links should prompt customers to visit when they have computer access. You should encourage people to subscribe to your newsletter list, to put instructions within as well as a forward to friend link. Offer incentives to new subscribers and for referrals. Feedback or polls are great features to include in your newsletter as well.
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