Frequency of Restaurant Advertising and Promotion Strategies

Abstract

This project investigated the benefit and use of ten advertising and promotion strategies used by urban restaurants. A phone survey was conducted of randomly selected restaurant members of an urban restaurant association. Respondents were asked to evaluate each of the strategies based on frequency of use and derived benefit. The survey achieved a 39.7 percent response rate. Overall, respondents reported limited use and benefit from advertising and promotion activities. However, radio advertising, coupons, electronic/Internet media, and food samples appeared to be more frequently used and produce greater benefit when differences did exist. Franchisees, larger restaurants, and higher guest check establishments indicated greater use of and more benefit from these selected advertising and promotion strategies.