服務(wù)營銷外文翻譯--餐廳營銷

1、<p><b>　　畢業(yè)設(shè)計/論文</b></p><p>　　外 文 文 獻 翻 譯</p><p>　　院 系 經(jīng)濟管理學(xué)院 </p><p>　　專 業(yè) 班 級 市場營銷1102班 </p><p>　　姓　 名

2、 </p><p>　　原 文 出 處 阿倫·艾倫.餐廳營銷 </p><p>　　評 分 </p><p>　　指 導(dǎo) 教 師 </p><p>　　20 年

3、 月 日</p><p>　　外文資料翻譯——原文</p><p>　　Restaurant Marketing</p><p>　　Restaurant marketing is both an art and a science that is shrouded in mystery for far too many restaurant owners.

4、Unfortunately, many advertising sales people don’t want you to know what’s really working. They want you to think that the television spots is your competitor who you are running with as well as the answer to all of your

5、 sales-building challenges. Not so.</p><p>　　This brief report seeks to outline some of the restaurant marketing techniques and principles that are working in successful restaurants around the country.</p

6、><p>　　Let’s get started with some of the most frequently asked questions restaurant owners ask when seeking a better way to market their restaurants:</p><p>　　What are the keys to great restaurant

7、 marketing </p><p>　　There are several components of successful restaurant marketing. This isn’t an all inclusive list, but some top strategic marketing issues include:</p><p>　　BRANDING: There

8、has been lots of hype over the last few years about branding. We’re all being told we need to do more branding and a better job branding, but no one has really stopped to explain what a brand is and how you build it. A b

9、rand is a promise. It’s what customers, employees (Internal Customers), vendors, the media and all other key constituents come to expect in dealing with your restaurant. Brand-building is closing the gap between what you

10、 promise and what you deliver. A strong bran</p><p>　　POSITIONING: Positioning is an under leveraged restaurant marketing component. Positioning is the place you hold in the customers or prospects mind relat

11、ed to the competition (the cheaper choice, the higher quality choice, et cetera). Effective positioning involves incorporation of your Unique Selling Proposition (U.S.P.). The USP is one thing that only you can claim. It

12、’s a crucial point of differentiation that the competition either cannot or does not claim. An example is Burger King versus Mc</p><p>　　DUE DILIGENCE: Restaurant marketing doesn’t happen in a vacuum. Effect

13、ive restaurant marketing must be built on a foundation of a fact and knowledge about the market, your competition, your customers, your Internal Customers, financial history, marketing history, the industry, and outside

14、forces that will impact your business. There is a lot to worry about, but restaurant marketing has to factor these considerations into the overall strategy. Not even Coca-Cola can afford to market to everyone a</p>

15、<p>　　MENU MIX: Every six to twelve months, you are supposed to conduct an analysis of your menu. This will include profitability analysis and competitive menu analysis. To keep your menu fresh, relevant, and prof

16、itable, you are required to know specifically how each item on your menu is performing and also how it stacks up next to your top competition. Think of each item on your menu as a tenant leasing space and it has to earn

17、its right to the space you’ve granted it.</p><p>　　How much should we spend on marketing our restaurant</p><p>　　There are several rules of thumb and ratios in the restaurant industry and there

18、are some for restaurant marketing as well. A typical restaurant should allocate 3% - 6% of sales to marketing. It’s also a good idea to allocate this money proportionally to your sales volume. It means, if July is your b

19、usiest month, you should spend a proportionate amount on your restaurants marketing budget in that month. Fish where the fish are biting. Some restaurant owners merely focus on stagnant periods and t</p><p>

20、　　How do most restaurants market themselves</p><p>　　It’s a real misery that 80% - 90% of restaurant marketing budgets are spent on new trial – getting a new customer to visit for the first time. This is the

21、 least effective place to spend your money on. The majority of new trial efforts are spent on mass media advertising which is costly and has dismal return on investment. The fact is that a new customer acquisition is 7-1

22、0 times more expensive than building restaurant sales through increased frequency, check average and party size. But restauran</p><p>　　Who is doing a great job marketing their restaurant and what works abou

23、t their restaurant marketing efforts</p><p>　　There are several examples of companies large and small that are doing a great job. I’ll give you some examples of each. On the larger side, Starbucks is doing a

24、n awesome job. They spend more money on training than they do on advertising. They do a great job with their internal merchandizing and their menu is much focused. They don’t spend money on mass media and instead focus o

25、n a core product line and flawless execution. They are now the fastest growing take-out operation in history.</p><p>　　A great example of a regional chain that’s doing an impressive job with marketing their

26、restaurants is Firehouse Subs. They have strong internal merchandizing, training and culture programs. They also have a very impressive direct mail program. They send out quarterly saturation mailers offering a free sand

27、wich with no strings attached. The mailers draw double-digit responses and drive equally impressive comparable store sales improvements. Research showed that 70% of the people that redeemed th</p><p>　　Examp

28、les of successful independent restaurant marketing abound. Charlie Trotters is world-renowned, but you’ve probably never seen a billboard or television spot for them. Charlie Trotters does an incredible job with promotio

29、n and positioning the namesake chef as a culinary expert. When you visit Chicago, you want to go to his restaurant just for that reason – not because of any advertising he has done.</p><p>　　What are some ex

30、amples of good restaurant marketing tactics</p><p>　　There are literally t hundreds of thousands of marketing tactics that you could employ to lift sales at your restaurant. This causes many restaurant opera

31、tors to think that there is a silver bullet out there that they need to find. There are no silver bullets. One hit wonders may be out there to give you a big spike in sales, but those are rarely sustainable over time. Gr

32、eat marketing is about solid operational execution, effective positioning and the cumulative results of marketing inside the f</p><p>　　That being said, some good examples of successful restaurant marketing

33、tactics are email marketing, bounce-backs, affinity marketing programs, publicity through event marketing, partnerships with other local retailers and, of course, internal merchandizing such as bathroom signage and menu

34、merchandizing.</p><p>　　How do I measure the effectiveness of our restaurant marketing</p><p>　　If you cannot prove the dollars you spend persuade people to do business with you rather than adve

35、rtise. If you can’t see a direct relationship between marketing and increased sales, your marketing isn’t working.</p><p>　　One piece of analysis we have conducted for Clients is to compare the variances, pe

36、riod over period, for sales and marketing expenses. We look to determine a correlation. It’s amazing how frequently we find that there is absolutely no correlation between sales and marketing. The graph here is an actual

37、 Client chart that shows this relationship. This was an independent restaurant operation that had a steady period over period sales increase of around 8%. The other line represents their advertisin</p><p>　　

38、What is Local Store Marketing and Neighborhood Marketing and does it work for restaurants</p><p>　　Local Store Marketing and Neighborhood Marketing are basically the same thing. It’s a marketing philosophy t

39、hat seeks to build competitor proof relationships with customers and employees without a reliance on mass media advertising. It’s about all of the elements we’ve discussed so far in this special report plus a whole lot m

40、ore. Simple fact is, unless you’re one of those 100 restaurant companies that are doing hundreds of millions of dollars in sales per year, you can afford not to focus on Lo</p><p>　　The most difficult fact o

41、f marketing is to possess of its competitive advantage:</p><p>　　Effective restaurant marketing isn’t easy. It takes a lot of careful research, analysis and testing. It’s also ever evolving, which makes it e

42、ven more difficult to master. The most difficult part is that restaurant owners are in the restaurant business, not professional marketers. But don’t be discouraged. It’s not all gloom. The fact that effective restaurant

43、 marketing is difficult to master is what can give you the competitive advantage. Resist the temptation to change everything at once or to</p><p>　　From：Aaron Allen. Restaurant Marketing. www.quantifiedmarke

44、ting.com [EB/OL]. 15th August 2008.</p><p>　　外文資料翻譯——中文譯文</p><p><b>　　餐廳營銷</b></p><p>　　Restaurant marketing is both an art and a science that is shrouded in mystery for

45、 far too many restaurant owners.餐廳營銷不僅是一門藝術(shù)，也是一門科學(xué)，對于許多餐館業(yè)主它充滿了神秘。Unfortunately, many advertising sales people don’t want you to know what’s really working.不幸的是，很多廣告銷售人員不想讓你知道他們是如何運作的。他們想讓你They want you to think that the

46、 television spots your competitor is running with them will be the answer to all of yours sales-building challenges.認為你的電視插播中和他們一起解決問題的人就是你的競爭者，而那些被解決的問題是你也同樣遇到的問題。然而Not so.事實并非如此。</p><p>　　This brief report

47、 seeks to outline some of the restaurant marketing techniques and principles that are working in successful restaurants around the country.這份簡短的報告旨在概括介紹一些全國各地成功的餐廳的營銷技巧和規(guī)則。Let’s get started with some of the most frequent

48、ly asked questions restaurant owners ask when seeking a better way to market their restaurants:讓我們用一些餐飲業(yè)主經(jīng)常問的問題開始來介紹這些餐飲業(yè)主如何為他們的餐廳尋求一個更好的餐飲業(yè)市場。</p><p>　　What are the keys to great restaurant marketing?什么是優(yōu)秀餐

49、飲業(yè)營銷的關(guān)鍵</p><p>　　成功的餐館銷售有幾個組成部分。這里并不是包含了所有的成功的營銷策略，僅僅是概括了一些頂級餐廳成功營銷的經(jīng)驗總結(jié)：</p><p>　　BRANDING: There has been lots of hype over the last few years about branding.品牌：前些年有一些大肆宣傳的品牌。We’re all being t

50、old we need to do more branding and a better job branding, but no one has really stopped to explain what a brand is and how you build it.我們都被告知需要做更多的和更好的品牌，但是似乎誰也沒有停下來解釋什么是品牌，以及應(yīng)該如何去塑造它。A brand is a promise.一個品牌就是一個承諾。It

51、’s what customers, employees (Internal Customers), vendors, the media and all other key constituents come to expect in dealing with your restaurant.它包括什么是客戶，員工(內(nèi)部客戶)，供應(yīng)商</p><p>　　POSITIONING: Positioning is

52、an underleveraged restaurant marketing component.定位：定位是一個餐廳營銷的重要組成部分。定位是你了解你的目標(biāo)顧客的購買意向，以及相關(guān)區(qū)域的競爭(選擇便宜的，選擇高品質(zhì)的，等等)。Effective positioning involves incorporation of your Unique Selling Proposition (U.S.P.).有效的定位，涉及到把你的獨特銷售主

53、張(U.S.P.)。The USP is the one thing that only you can claim.USP是只有你自己才有的主張。它是差別化競爭它它是差別化的一個關(guān)鍵，而不是不提出自己的主張，或者是根本不能實施的。An example is Burger King versus McDonald’s.其中一個例子是漢堡王與麥當(dāng)勞。If Burger King can convince you that a flame-

54、broiled burger tastes better tha</p><p>　　DUE DILIGENCE: Restaurant marketing doesn’t happen in a vacuum.盡職：餐館銷售并不在真空中發(fā)生。Effective restaurant marketing must be built on a foundation of fact and knowledge abo

55、ut the market, your competition, your customers, your Internal Customers, financial history, marketing history, the industry, and outside forces that will impact your business.有效的餐廳營銷必須建立在一個基礎(chǔ)事實，并了解市場，你的競爭對手，你的客戶，你的內(nèi)部客戶，

56、金融史，營銷史，餐飲行業(yè)，以及有可能會影響你的生意外部勢力。It’s a lot to worry about, but restaurant marketing has to factor these consideration</p><p>　　MENU MIX: Every six to twelve months, you’ll want to conduct an analysis of your m

57、enu.菜單搭配：每六至十二個月，你一定要分析你的菜單。This will include profitability analysis and competitive menu analysis.這將包括獲利能力分析和菜單競爭力的分析。To keep your menu fresh, relevant, and profitable, you’ll need to know specifically how each item on

58、your menu is performing and also how it stacks up next to your top competition.保持你菜單是新鮮，有特色的，而且是有利潤的，您需要了解如何具體每一個項目在你的菜單中所扮演的角色以及如何積累你的競爭優(yōu)勢。Think of each item on your menu as a tenant leasing space </p><p>　

59、　How much should we spend on marketing our restaurant?要花多少錢推銷自己的餐廳</p><p>　　餐飲業(yè)中有一些餐廳營銷做得很好的餐廳There are several rules of thumb and ratios in the restaurant industry and there are some for restaurant marketin

60、g as well.有幾個很棒的規(guī)則關(guān)于推銷費用的比率。典型的餐廳應(yīng)撥出3%至6%的銷售費用在市場推廣方面。It’s also a good idea to allocate this money proportionally to your sales volume.按銷售量的比例給市場推廣費用也是一個不錯的主意。Meaning, if July is your busiest month, you should spend a pr

61、oportionate amount on your restaurants marketing budget in that month.、言下之宜言下之意就是：如果七月是你最繁忙的月份，那在這個月里，你應(yīng)該花和你銷售量成正比的費用在您餐廳營銷預(yù)算。 Fish where the fish ar</p><p>　　How do most restaurants market themselves?餐館如何推銷

62、自己</p><p>　　It’s sad really, but 80% - 90% of restaurant marketing budgets are spent against new trial – getting a new customer to visit for the first time.這真是一種悲哀，有80%至90%的餐飲營銷預(yù)算都是用于嘗試新的途徑使得新的客戶首次光臨餐廳。This

63、is the least effective place to spend your money.這并不The majority of new trial efforts are spent against mass media advertising, which is costly and has dismal return on investment.多數(shù)新的嘗試都是用于對大眾媒體廣告，這要花費很高的代價然而卻會得到讓大家辛酸的投

64、資回報率，這只會讓你花更多的錢，卻沒有什么效果。The fact is, new customer acquisition is 7-10 times more expe</p><p>　　Who is doing a great job marketing their restaurant and what works about their restaurant marketing efforts?誰在做一

65、件偉大的工作--關(guān)于對自己的餐廳的促銷</p><p>　　There are several examples of companies large and small that are doing a great job.有幾個例子是關(guān)于大公司和小公司做的一件偉大的工作。I’ll give you some examples of each.我也會給你一些例子，作為補充。On the larger side,

66、 Starbucks is doing an awesome job.大公司大公司就以星巴克為例，星巴克就是在做這樣一個令人敬畏的工作。They spend more money on training than they do on advertising.他們花費比他們做的廣告更多的錢在培訓(xùn)。They do a great job with their internal merchandizing and their menu is

67、 very focused.他們做了很了不起的事情就是統(tǒng)一其內(nèi)部制服以及對菜單的選定上。They don’t spend money on mass media and instead focus on </p><p>　　A great example of a regional chain that’s doing an impressive job with marketing their restaur

68、ants is Firehouse Subs.一個好一個好的成功的例子，說明其在這一個區(qū)域上的表現(xiàn)非常出色。They have strong internal merchandizing, training and culture programs.他們有很強的內(nèi)部營銷培訓(xùn)和文化氛圍。They also have a very impressive direct mail program.他們也有非常便捷的郵遞系統(tǒng)。They send

69、out quarterly saturation mailers offering a free sandwich with no strings attached.他們?yōu)榧募颂峁┟赓M三明治而沒有任何的附加條件。The mailers draw double-digit responses and drive equally impressive comparabl</p><p>　　成功的例子，獨立營銷的餐

70、廳比比皆是。Charlie TrottersCharlie Trotters is world-renowned, but you’ve probably never seen a billboard or television spot for them.是世界知名的品牌，但你可能從未見過它的一個廣告或電視插播等。Charlie Trotters does an incredible job with promotion and po

71、sitioning the namesake chef as a culinary expert.Charlie Trotters確實做了令人難以置信的工作以促進和定位其餐廳—任命一同名的廚師為烹飪專家。When you visit Chicago, you want to go to his restaurant just for that reason – not because of any advertising he has

72、done.當(dāng)您去芝加哥旅游時，您想要去他的餐廳可能只是為了這個原因，不是因為任何廣告。</p><p>　　成功的餐廳營銷策略What are some examples of good restaurant marketing tactics?例子有哪些</p><p>　　There are literally thousands and thousands of marketing

73、tactics that you could employ to lift sales at your restaurant.有數(shù)千家餐廳有成千上萬的營銷策略，你可以采用一些幫助你餐廳的銷售。This causes many restaurant operators to think that there is a silver bullet out there that they need to find.這導(dǎo)致許多餐飲經(jīng)營者認為那些

74、策略能夠為餐廳獲得利潤，于是他們努力去找尋?？纯词遣皇莿e人成功應(yīng)用的策略用到自己餐廳里一樣可以獲得成功There are no silver bullets.，，或許在開始的時候會有一定的起色，但大多數(shù)餐廳的良好的狀況僅僅是維持了一段時間就又開始回到開始的狀況了。Great marketing is about solid operational execution, effective positioning and the cumu

75、lat</p><p>　　That being said, some good examples of successful restaurant marketing tactics are email marketing, bounce-backs, affinity marketing programs, publicity through event marketing, partnerships wit

76、h other local retailers and, of course, internal merchandizing such as bathroom signage and menu merchandizing.這樣說，一些關(guān)于餐廳成功的營銷例子策略是通過電子郵件進行市場營銷的，走出逆境，制定有親和力行銷計劃，通過宣傳，事件營銷，尋找合作伙伴，與其他本地餐飲業(yè)主聯(lián)合，當(dāng)然內(nèi)部制服或者是洗手間指示牌和菜單等都是必不可少的。<

77、;/p><p>　　How do I measure the effectiveness of our restaurant marketing?該如何衡量餐飲營銷的效果</p><p>　　If you cannot prove the dollars you spend persuade people to do business with you, you should not adve

78、rtise.如果你不能證明美元，你就說服別人和你做生意，而不是做廣告。If you can’t see a direct relationship between marketing and increased sales, your marketing isn’t working.如果你不能看到直接銷售的增加和關(guān)系營銷之間的聯(lián)系，那么你的營銷是不可行。</p><p>　　One piece of analys

79、is we have conducted for Clients is to compare the variances, period over period, for sales and marketing expenses.試著分析從某個角度分析比較我們所面對的不同的客戶，不同時期的銷售費用和營銷費用。We look to determine a correlation.以確定兩者之間的關(guān)系。It’s amazing how fr

80、equently we find that there is absolutely no correlation between sales and marketing.我們常常驚奇的發(fā)現(xiàn)，根本沒有相關(guān)的銷售和營銷。The graph here is an actual Client chart that shows this relationship.例如例如This was an independent restaurant ope

81、ration that had a steady period over peri</p><p>　　當(dāng)?shù)厣痰甑匿N售和營銷是否對餐廳營銷有影響</p><p>　　Local Store Marketing and Neighborhood Marketing are basically the same thing.當(dāng)?shù)匾患疑痰甑匿N售和市場營銷，基本上是同一回事。It’s a mark

82、eting philosophy that seeks to build competitor proof relationships with customers and employees without a reliance on mass media advertising.它的營銷理念證明競爭者在尋找建立客戶和員工之間的聯(lián)系，但卻不依靠媒體以及廣告。It’s about all of the elements we’ve di

83、scussed so far in this special report plus a whole lot more.討論到目前為止，一個簡單的事實是，除非你們其中的100個餐廳，公司每年都有數(shù)</p><p>　　億美元的銷售額并且不把重點放在銷售廣告上。Don’t fall into the trap of jumping off a bridge (and advertising) just becaus

84、e everyone else is.不要因為別人而落入陷阱(廣告)。The competitive advantage is found in the fact that many of your competitors are not running effective Local Store Marketing for their restaurant.競爭的好處是可以發(fā)現(xiàn)，可以對比許多競爭對手，來衡量你有沒有有效的利用當(dāng)?shù)厣痰隊I

85、銷為推廣自己的餐廳。如果在當(dāng)?shù)赜幸患揖哂泻軓姷臓I銷手段的商店，或者各種零售商以及餐廳，則那必定是一個對餐廳很有利的營銷環(huán)境。</p><p>　　Now I know what you’re thinking; restrictions are to prevent having the company taken advantage of by problem customers.The fact that m

86、arketing in not easy is part its competitive advantage:營銷最不容易的就是擁有其競爭優(yōu)勢</p><p>　　有效餐廳營銷做起來不是一件容易的事情，It takes a lot of careful research, analysis and testing.這需要很多仔細的研究﹑分析和測試。It’s also ever evolving, which ma

87、kes it even more difficult to master.它也不斷地演變，使得它更難以掌握。The most difficult part is that restaurant owners are in the restaurant business, not professional marketers.最困難的部分是經(jīng)營餐館生意的餐廳業(yè)主在并非專業(yè)營銷人員。不要灰心，這并不是最郁悶的事情。The fact that

88、 effective restaurant marketing is difficult to master is what can give you the competitive advantage.事實上是很難掌握有效的營銷餐廳是如何塑造其競爭優(yōu)勢的。Resist the temptation to </p><p>　　資料來源：阿倫·艾倫.餐廳營銷.www.quantifiedmarketin