Page 102 - Waiter-Learner Manual (ENGLISH).indd

FOOD AND BEVERAGE SERVICE - LEARNER'S MANUAL

8 Introduction

This module is about how to promote food and beverage products and services, and
also how to track trends in the industry. This will help a restaurant to make sure that it
offers products in line with what the guests are demanding at any particular time, as well
as maximising sales opportunities.

8.1 Marketing

Marketing is the method of promoting the product so that the customer shows an interest
to buy it. There are different marketing tools used in a restaurant to promote its food and
beverage items.

8.1.1 Promotional Methods

Promotion and marketing within the restaurant in concerned with influencing the
decisions that guest make in the restaurant (which food items they choose, the size
of the portion etc.) as well as outside of the restaurant, including whether they have
positive or negative comments to make about the food as well as the service.

Promotional methods and items are used to advertise the name of the restaurant in
order to attract more guests and make a profit.

Some promotional methods are used daily, for example the menu, whereas others are
only used from time to time as a special effort to encourage the guest, for example
discounts on a particular product.

The aims of all promotional methods are:

• To increase sales by encouraging guests to buy more of the restaurant’s products
• To increase guest satisfaction by making things attractive and making guests
aware of the items on offer
• To encourage guests to return to the restaurant

An attractive display may result in impulse buying, the purchasing of items on the spur-
of-moment where there was no previous intention to buy.

The following promotional methods may be used in restaurants:

Staff Selling

Staff, especially waiters, deal directly with guests and therefore are in an ideal position
to encourage sales. Staff can promote sales by:

1. Being attentive to guests’ needs
2. Have a good knowledge of the food and beverage items offered on the menu,
what ingredients are used in dishes, how they are cooked, and any changes to
the menu.

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