Marketing Foodservice

Marketing Food Service

Overview□Since the products in food service industry

hold different characteristics from the ones in manufacturing industry marketing of food service needs a different approach.

Goal□The goal of this lesson is to discuss the

characteristics of service products and argue the marketing mix to promote the service products.

Objectives

At the end of this lesson, learners will be able to;

□Differentiate service products from manufacturing products

□Explain the characteristics of service products

□Comprehend the concept of marketing mix

□Explain the SWOT analysis

Marketing Products vs. Services

□A Product□A stated or implied value.

□Since it is tangible it is easy to evaluate its performance.

□A Service□Adds value; often, but not always to a tangible

product□When eating in a restaurant “service” enhances the

quality of the food, however a vending machine dispensing a hot coffee, probably does not enhance the enjoyment of the coffee, yet it add value by letting the customer enjoy coffee on their terms

Marketing Foodservice Products

□Service□customer is part of the product

□Intangible goods□difficult to evaluate

□Perishable□ immediacy of the sale

□Competition□difficult to distinguish due to duplication

Marketing Mix□Place

□ the location that the product is delivered

□Product□ Is it food? Or Service? Or Convenience?

□Price□ What is the price in relation to the competition?

□Promotion□ signage, mass media, corporate sponsorship,

décor, menu design □ frequent diner, partnering with complementary

products

Environmental Analysis□Strengths

□ What do they do well?□ How do they differentiate from competition?

□Weaknesses□ Where are the limitations? – location, hours, history,

limit exposure

□Opportunities□ What can they do to be successful?

□Threats□ Generally these are external; the economy/competition

Branding in Food Service

□Popular Brands□ on menus - marketing support

□National Brands□ franchising□ fees or agreement to buy product

□Manufacturers’ Brands□ product support□ technical assistance□ marketing materials