{"id":28427,"date":"2023-01-20T11:53:57","date_gmt":"2023-01-20T16:53:57","guid":{"rendered":"https:\/\/gfs.ca\/?p=28427"},"modified":"2026-02-12T12:02:20","modified_gmt":"2026-02-12T17:02:20","slug":"un-marketing-qui-sort-des-sentiers-battus","status":"publish","type":"post","link":"https:\/\/gfs.ca\/fr-ca\/ideas\/four-walls-marketing\/","title":{"rendered":"Un marketing qui sort des sentiers battus"},"content":{"rendered":"

Le marketing sur place permet de viser les clients d\u00e9j\u00e0 \u00e0 vos tables<\/h2>\n\n\n\n

Chaque fois qu\u2019un client entre dans votre restaurant, cela ouvre la porte \u00e0 un concept de marketing sur place, soit la promotion de votre entreprise aupr\u00e8s des clients qui y mangent d\u00e9j\u00e0.<\/p>\n\n\n\n

Un excellent marketing de ce type am\u00e9liore l\u2019exp\u00e9rience du client, transformant sa visite en quelque chose de plus pour lui et pour vos r\u00e9sultats. Il peut accro\u00eetre l\u2019engouement, augmenter le montant moyen de facture, encourager la r\u00e9p\u00e9tition des visites ou fid\u00e9liser le client.<\/p>\n\n\n\n

\u00ab\u00c0 une \u00e9poque o\u00f9 les clients sont difficiles \u00e0 obtenir, vous ne pouvez tout simplement pas prendre pour acquis un client qui est d\u00e9j\u00e0 l\u00e0, explique Geoffrey Bonham, gestionnaire du marketing client chez Service alimentaire Gordon.<\/p>\n\n\n\n

\"\"<\/a><\/figure>\n\n\n\n

Premi\u00e8res \u00e9tapes<\/h2>\n\n\n\n

Le menu est un excellent vecteur de marketing \u00e0 l\u2019int\u00e9rieur des restaurants, selon Vanessa Snyder. Elle est une sp\u00e9cialiste des menus chez Service alimentaire Gordon, qui plaide en faveur d\u2019un menu plus petit, mais bien fait.<\/p>\n\n\n\n

\u00abEn raison de la p\u00e9nurie de main-d\u2019\u0153uvre et de l\u2019augmentation des prix, vous avez besoin d\u2019un menu que vous pouvez ex\u00e9cuter de mani\u00e8re coh\u00e9rente, conseille Vanessa. Un menu plus petit signifie une exp\u00e9rience de consommation plus facile pour les clients et une rotation de la client\u00e8le plus rapide dans votre salle \u00e0 manger.\u00bb<\/p>\n\n\n\n

Une autre fa\u00e7on d\u2019am\u00e9liorer l\u2019exp\u00e9rience client et d\u2019aider les serveurs stress\u00e9s est d\u2019utiliser des codes QR qui renvoient au menu. Lorsque les clients sont assis, ils peuvent consulter le menu avant l\u2019arriv\u00e9e du serveur. Si possible, permettez-leur de commander des boissons ou des amuse-gueules par voie \u00e9lectronique.<\/p>\n\n\n\n

Les encarts de menu et les menus d\u2019une page pour les boissons et les desserts sont un outil de marketing peu co\u00fbteux et tr\u00e8s rentable. Un encart peut pr\u00e9senter des offres sp\u00e9ciales quotidiennes ou saisonni\u00e8res, ainsi que des promotions \u00e0 venir. Un menu de boissons et de desserts qui reste \u00e0 la table tente les clients tout au long du repas.<\/p>\n\n\n\n

Fid\u00e9lisation et au-del\u00e0<\/h2>\n\n\n\n

Les cartes-chevalets sont un autre outil de marketing sur place pour promouvoir les promotions et les offres \u00e0 long terme, en plus d\u2019\u00eatre un bon moyen de mettre en place un programme de fid\u00e9lisation. Ajoutez un code QR que les clients peuvent lire pour s\u2019inscrire et en savoir plus.<\/p>\n\n\n\n

M\u00eame si les programmes de fid\u00e9lisation typiques peuvent vous co\u00fbter un dessert ou une r\u00e9duction, ils n\u2019ont pas besoin de co\u00fbter quoi que ce soit.<\/p>\n\n\n\n

\u00abLes programmes de fid\u00e9lisation peuvent \u00eatre con\u00e7us autour de l\u2019exclusivit\u00e9 et des exp\u00e9riences, sugg\u00e8re Geoffrey. Vous pouvez inviter les membres \u00e0 une soir\u00e9e sp\u00e9ciale de d\u00e9gustation de vin ou de d\u00e9monstration du chef, et les gens paieront souvent pour \u00eatre les premiers \u00e0 essayer un nouveau vin ou un plat sp\u00e9cial.\u00bb<\/p>\n\n\n\n

Les membres peuvent \u00e9galement b\u00e9n\u00e9ficier d\u2019un traitement sp\u00e9cial pour les r\u00e9servations, explique-t-il. R\u00e9servez simplement quelques tables \u00e0 votre service de 19 h jusqu\u2019\u00e0 la derni\u00e8re minute pour les membres du programme. S\u2019ils appellent \u00e0 l\u2019avance, ils \u00e9vitent la queue. Sinon, la table se lib\u00e8re \u00e0 19 h 05. <\/p>\n\n\n\n

Le marketing \u00e0 l\u2019int\u00e9rieur de votre \u00e9tablissement peut \u00eatre ludique, en fonction de votre marque. Les soir\u00e9es de jeux de table, de jeu-questionnaire ou de musique sur vinyle (faites jouer des disques sur demande) sont une fa\u00e7on de montrer votre c\u00f4t\u00e9 cr\u00e9atif.<\/p>\n\n\n\n

Nouer des relations<\/h2>\n\n\n\n

Lorsque les clients s\u2019inscrivent \u00e0 des programmes de fid\u00e9lisation, r\u00e9servent des tables ou discutent avec les serveurs, assurez-vous de recueillir des donn\u00e9es sur ceux-ci. Il existe notamment<\/a>des plateformes L\u2019\u00e9quipe de Back of House<\/a>de la relation client (GRC) permettant de recueillir des renseignements susceptibles d\u2019am\u00e9liorer l\u2019exp\u00e9rience des clients.<\/p>\n\n\n\n

Les donn\u00e9es de GRC fonctionnent aussi bien pour les restaurants familiaux que pour les cha\u00eenes. Lorsque l\u2019\u00e9tablissement des horaires et la rotation \u00e9lev\u00e9e du personnel perturbent le rapport entre le serveur et le client, les donn\u00e9es de GRC prennent le relais. Elles peuvent rappeler \u00e0 votre \u00e9quipe qu\u2019un groupe c\u00e9l\u00e8bre un anniversaire, que le client aime vraiment l\u2019entr\u00e9e de beignet de crabe avec sauce cocktail piquante, etc.<\/p>\n\n\n\n

\u00abNormalement, lorsque les gens pensent aux budgets marketing, ils pensent \u00e0 l\u2019ext\u00e9rieur de l\u2019\u00e9tablissement : les annonces t\u00e9l\u00e9vis\u00e9es, les panneaux d\u2019affichage, les m\u00e9dias sociaux, etc., souligne Geoffrey. Vous \u00eates alors dans le jeu de l\u2019acquisition. Mais en faisant preuve de cr\u00e9ativit\u00e9 entre vos quatre murs, vous risquez de d\u00e9penser moins d\u2019argent et d\u2019influencer des clients qui sont d\u00e9j\u00e0 des r\u00e9guliers de votre restaurant et qui sont plus susceptibles de revenir ou d\u2019en parler \u00e0 leurs amis.\u00bb<\/p>","protected":false},"excerpt":{"rendered":"

Four walls restaurant marketing reaches customers already at your tables. Every time a customer enters your restaurant, it opens the door to a concept called  four-walls marketing \u2014  promoting your business to customers already dining there. Great four-walls marketing enhances the customer experience, turning the visit into something more for the guest and your bottom […]<\/p>\n","protected":false},"author":20,"featured_media":28430,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[122,112,69],"tags":[],"class_list":["post-28427","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-catering-small-business","category-restaurant-bars","category-running-your-business"],"acf":[],"yoast_head":"\nMarketing that thinks inside the box | Gordon Food Service<\/title>\n<meta name=\"description\" content=\"Maximize revenue with effective restaurant four walls marketing. Discover in-house strategies to improve guest experience and loyalty.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/gfs.ca\/fr-ca\/ideas\/un-marketing-qui-sort-des-sentiers-battus\/\" \/>\n<meta property=\"og:locale\" content=\"fr_CA\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing that thinks inside the box\" \/>\n<meta property=\"og:description\" content=\"Maximize revenue with effective restaurant four walls marketing. 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