Marketing & Brand Management Flashcards

A restaurant wants to increase repeat visits from existing customers. Which strategy is most cost-effective?

Answer: Implement a loyalty rewards program

Loyalty rewards programs retain existing customers at a lower cost than acquiring new ones through mass advertising.

What does 'share of voice' measure in restaurant marketing?

Answer: Your brand's advertising presence relative to competitors

Share of voice measures how much of the total advertising or conversation in a market your brand owns compared to competitors.

A fine dining restaurant receives consistent feedback that guests don't understand its 'farm-to-table' concept. The best corrective action is to:

Answer: Train servers to explain sourcing during tableside conversations

Staff training ensures the brand story is communicated directly and authentically at the most critical touchpoint — the guest experience.

Which metric best measures the success of an email marketing campaign for a restaurant?

Answer: Click-through rate and redemption of offers

Click-through and offer redemption rates directly tie email engagement to actual restaurant visits and revenue.

A restaurant chain is expanding into a new city. Which approach best establishes local brand presence?

Answer: Partner with local food bloggers and community events

Local influencer partnerships and community involvement build trust and awareness faster in a new market.

What is the purpose of a brand style guide for a restaurant group?

Answer: To ensure consistent visual and verbal identity across all locations

A brand style guide standardizes logo usage, color palettes, fonts, and tone of voice to maintain brand consistency.

A restaurant's Instagram engagement rate has dropped despite posting daily. The most likely cause is:

Answer: Low content quality or poor relevance to the audience

Engagement drops when content stops resonating with the audience, often due to repetitive or low-quality posts.