Survey Shows 93% of US Restaurants Anticipate Strong Sales in 2006
Friday, 05 May 2006
With the US restaurant industry continuing to grow (The National Restaurant Association predicts 5.1 percent growth in 2006), many small business restaurants express confidence in their sales prospects for this year.
In fact, according to the 2006 Restaurant Business Outlook survey from Constant Contact, a leading e-mail marketing service for small businesses, associations, and nonprofits, 93 percent of US restaurant owners anticipate strong sales in 2006.
Strong industry growth has increased competitive pressures among restaurants, making it more important than ever to step up marketing efforts that attract customers and keep them coming back.
When asked about the biggest business challenges they face, US restaurant owners cited filling seats during slower days or seasons (50 percent) and building their establishment's brand and reputation (27 percent) as the top two difficulties.
With restaurants continuing to take advantage of the Internet to reach current and prospective customers, survey respondents also indicated that access to online marketing tools with even more flexible features, functionality, and customization would help them achieve greater success with their brand building and marketing efforts. According to the survey, 90 percent of restaurateurs said they maintain a Web site, and 84 percent said they use e-mail as part of their marketing strategy. In fact, nearly half of those surveyed (45 percent) said e-mail marketing is their most effective marketing tool. Direct mail was a distant second at 18 percent, followed by print advertising at 16 percent.
Constant Contact Launches New Restaurant E-mail Marketing Program
In line with the growing online marketing trend, Constant Contact is introducing new e-mail marketing templates and features designed to help restaurant owners build their brand and reputation with their clientele. Accessible from the restaurant market page at: http://www.constantcontact.com/market/restaurants/index.jsp, the new templates will provide restaurants with the following features and functionality:
- Dozens of e-mail template designs for restaurants, including sections for promotions, coupons, menu updates and specials, and announcements for special events and holiday offers
- Customization features that will allow restaurateurs to tailor the templates to match the brand image of their establishment
- Styles and images to suit a wide range of restaurant types, including template designs for ethnically-focused establishments, such as Asian, Mexican and Italian, in addition to template designs for seafood, wine bar, steakhouse restaurants, and more
"With the competition continuing to grow in the US restaurant industry, it's important for restaurant owners to communicate effectively with their customers to generate increased business," said Gail Goodman, CEO of Constant Contact. "E-mail marketing is one of the most effective and affordable marketing methods for staying in touch with customers and enticing diners to keep coming back to your restaurant. By introducing a wider selection of customizable e-mail marketing templates designed to meet the specific needs of restaurants, Constant Contact aims to help restaurants communicate their unique offerings with customers and continue to fill seats."