CRP Marketing & Brand Management 2 — Questions and Answers
Question 1: A restaurant wants to increase repeat visits from existing customers. Which strategy is most cost-effective?
- Launch a national TV ad campaign
- Implement a loyalty rewards program (Correct answer)
- Redesign the restaurant's logo
- Open a second location
Correct answer: Implement a loyalty rewards program
Loyalty rewards programs retain existing customers at a lower cost than acquiring new ones through mass advertising.
Question 2: What does 'share of voice' measure in restaurant marketing?
- The percentage of tables filled during peak hours
- Your brand's advertising presence relative to competitors (Correct answer)
- The ratio of positive to negative online reviews
- The number of social media followers you have
Correct 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.
Question 3: A fine dining restaurant receives consistent feedback that guests don't understand its 'farm-to-table' concept. The best corrective action is to:
- Remove farm-to-table language from all marketing
- Train servers to explain sourcing during tableside conversations (Correct answer)
- Add a disclaimer to the menu
- Lower prices to attract a broader audience
Correct 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.
Question 4: Which metric best measures the success of an email marketing campaign for a restaurant?
- Total emails sent
- Click-through rate and redemption of offers (Correct answer)
- Number of unsubscribes
- Email list size
Correct answer: Click-through rate and redemption of offers
Click-through and offer redemption rates directly tie email engagement to actual restaurant visits and revenue.
Question 5: A restaurant chain is expanding into a new city. Which approach best establishes local brand presence?
- Run the same national campaign without changes
- Partner with local food bloggers and community events (Correct answer)
- Focus exclusively on paid search ads
- Wait for word-of-mouth to build organically
Correct answer: Partner with local food bloggers and community events
Local influencer partnerships and community involvement build trust and awareness faster in a new market.
Question 6: What is the purpose of a brand style guide for a restaurant group?
- To set kitchen preparation standards
- To ensure consistent visual and verbal identity across all locations (Correct answer)
- To track sales performance by location
- To outline employee dress codes
Correct 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.
Question 7: A restaurant's Instagram engagement rate has dropped despite posting daily. The most likely cause is:
- Too many followers
- Low content quality or poor relevance to the audience (Correct answer)
- Posting at optimal times
- Using too many hashtags
Correct 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.
CRP Marketing & Brand Management 2
A restaurant wants to increase repeat visits from existing customers.
Which strategy is most cost-effective?