The competition in the restaurant business is getting fiercer every year making success and even survival an art for professionals. "Battle for the Guest" by Irina Orlandini Avrutskaya is the ultimate insider’s guide. It condenses her professional experience into actionable tips and best practices in hospitality. Breaking down all facets of restaurant marketing, like strategy, menu engineering, loyalty programs, and feedback management, this book organizes them into a simple and easy to execute system. You won’t find product placements, "success secrets" or special offers on a software solution inside this book: it is a practical guide to building your brand, making your venue stand out and ensuring your customers come back. "Battle for the Guest" is your business plan in paperback.
What to do if theory says one thing and practice shows another?
"For the first time in Russia this is a full-scale manual of practical marketing for the restaurant industry. The author, Irina Avrutskaya, who has worked over 10 years at key positions in such well-known companies as Uley Catering, Papa John’s Pizza, Rosinter Restaurants, offers her readers comprehensive answers to all issues and questions related to the real restaurant marketing."
Publishing house and magazine
Excerpts from the Book
Rules-of-thumb. The first rule is simple: the paradox of being unique while being familiar is the backbone of any successful restaurant. The second — and one we regrettably sometimes forget — is that it's more important to be the best than to be the first.
So how many dishes and categories should a menu have? The answer of course depends on the format of your restaurant. For a fast food place, it's standard to have 20-25 dishes. For a casual café, 30 to 60 should do. A fine dining restaurant could easily have a one-page menu with 10 to 15 dishes.
Videos are some of the most popular online formats, since a well-produced video clip will keep your subscribers focused on the brand for much longer than a simple post. Of course, you should strive to include high-quality videos in your SMM plan. But if your budget doesn't allow for an expensive operator and production team, don't worry. You can achieve better results by publishing stories on your Facebook and Instagram feeds that your marketing manager, a waiter or you captured on your smartphones.
"The book by Irina Avrutskaya offers a fresh and focused view at marketing in our old-fashioned industry. I started reading and couldn’t stop until I reached the last page and had 4 espressos! There’s not much innovation thinking and unexpected ideas in the restaurant business. Battle for the Guest contains a wealth of knowledge based on the author’s authentic and applicable experience, with real-life examples and combining this with Irina’s passion in what she does. These guidelines will be equally useful for a dreamer who plans to open his first restaurant as well as for an experienced business chain owner. Looking forward to Irina’s next publications!"
"I used to be very skeptical about books on marketing; I thought it was a very application-based sphere that is constantly undergoing change. However, in the book by Irina Avrutskaya I discovered that the best and most modern approach does not depend so much on traditional or local marketing concepts, but on adjusting to a constantly developing market and guests' needs. I found answers with clear instructions, simple instruments and tools, and inspiring examples. Initially the book seemed very academic, however, it is filled with many useful up-to-date ideas and communicated in a way that is understandable and readable. I highly recommend it to all participants of the restaurant market!"
Founder, Local Food Project (Mestnaya Eda)
"The issue of this book today is as well-timed as never. The public catering industry has faced serious economic disturbances, and restaurateurs literally fight for each client today. Battle for the Guest offers a whole arsenal of marketing tools which can be of a real benefit for businesses operating in Russia or abroad."
The Moscow Times Observer
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Jay Rayner. Greedy man in a hungry world
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Steve Robinson. Covert Cows and Chick-fil-A
About the development of the legendary fast food brand based on Christian ideology and provocative rebellious advertising.
Paul Barron. The Chipotle Effect
About how fast casual has forever changed the food market outside the home.
Danny Meyer. Setting the Table
How the philosophy of hospitality, instead of service, helped build the brightest restaurant group in America.
How to make sure that guests receive maximum attention before, during and after visiting the restaurant, and return with pleasure.
Irina Orlandini Avrutskaya is a restaurant-marketing expert with over fifteen years of professional experience and a passion for seeing businesses succeed. As a senior marketing executive of international brands like Costa Coffee, Papa John’s and TGI Fridays, she broke into new markets and developed management tools used daily across the world. She now runs Like4Like Hospitality Strategies, a consultancy that designs strategic, marketing and business development solutions, advises on brand creation, designs new concepts and builds marketing systems for restaurant groups. Like4Like works with large multi-brand restaurant groups, national chains, gas stations and food retail chains. Irina travels the globe incessantly, presenting at conferences, contributing to Forbes and teaching at the Novikov School of Restaurant Business.