It is difficult to find a more competitive industry than food and drink. Due to this it seems that few initiatives survive past the third anniversary. Entrepreneurs often lack a sufficient amount of preparation and seem to shy away from combining the two words — restaurant and marketing — in the same breath.

It is important to consider what type of restaurant and marketing plan is best for your particular project, as what works for one establishment may well not work for the other. Be prepared to consider several different types of advertising and promotion and switch if one is getting you nowhere. Make sure that you come up with a unique selling proposition to set your business apart. Remember, creativity is everything.

Many people observe the playing field and think that it is heavily saturated and dominated by the major chains. Whilst there is certainly stiff competition those who are serious about their restaurant and marketing plans can still make a significant impression. For example, the chains are very set in their ways and independent franchise owners are not allowed to stray from the corporate message very often. This leaves the independent restaurateur a lot of room to manipulate the market in his or her local area.

Consider issuing a press release about your restaurant and sending it to the local media. A correctly composed, creative press release should tell a specific story about your business. Don’t treat a press release as an advertisement, as it must be worthy of use as a news item. If your release is a poorly disguised ad it will be discarded.

Restaurant and marketing initiatives begin with first-time visitors. You should allocate a lot of your resources and effort in this way. Whatever you do, try and make sure that the customer wants to return and that they have a fantastic experience during their visit. Your goal is to ensure that they come back again and again.

People need to be aware that you exist in order for you to attract them as first-time visitors to your restaurant. Consider sponsoring a local event, especially if there is a charitable angle to it, for exposure. Why not approach your chamber of commerce or local bank to see if they will tell newcomers to the area about your existence. Tie in some kind of incentive or giveaway.

Involve your employees in everything that you do. Remember that restaurant and marketing growth campaigns should work hand in hand. Your motivated employees will really help you with long term development and you should ask them to brainstorm for new ideas at every opportunity. Reward your employees if you see that they are introducing a regular group of clients.

Creativity will really help you in growing your restaurant and marketing your potential. Consistent innovation and regular attention to detail should help your new business to stick around for many years to come.