Popular, Family-Owned Cafeteria-Style Chain Welcomes More Guests, Lowers Costs
Restaurant Business Trending Up; Revenues Increase 17 Percent Compared to 2015
Little more than a year following its launch, an Indiana-based marketing group – The Restaurant Marketing Department (TRMD) – is experiencing success and delivering results for a popular, family-owned cafeteria-style restaurant concept.
In doing so, the chain is welcoming more guests and aggressively promoting their business while, at the same time, increasing their revenue and lowering their overall costs.
According to TRMD Managing Director Allan Zukerman, restaurant concepts are beginning to invest into the approach of relying on a professional marketing department for as long or as little as they need one, without the costs associated with hiring a full-time staff, including health benefits, vacation pay or overtime.
The company’s website is: www.therestaurantmarketingdept.com.
Among the restaurant concepts who’ve experienced a steady increase in business recently – through its work with TRMD – is MCL Restaurant and Bakery, a popular, family-owned chain of 16 cafeteria-style restaurants with locations in Indiana, Ohio and Illinois.
Well known for its made-fresh-from-scratch entrees, side items, salads and desserts – served in a friendly atmosphere – MCL Restaurant and Bakery sought to attract younger guests to bring their next-generation families to MCL while, at the same time, continuing to welcome their loyal followers – many of whom have enjoyed lunch and dinner at its restaurants for more than six decades.
To expand its growth, MCL reached out to The Restaurant Marketing Department to help with its sales, marketing and promotion. At the time, MCL had no marketing staff, following the departures of its marketing director and graphic designer.
Working with TRMD, Casey McGaughey, who, at the time, was serving as the company’s vice president, began outsourcing the restaurant chain’s marketing efforts to TRMD, whose collective experience in the restaurant and hospitality industry spans more than 150 years.
“We’re delighted with the relationship we have at MCL Restaurant and Bakery with The Restaurant Marketing Department,” said McGaughey, who was recently promoted to president of the restaurant chain founded by his family.
McGaughey says MCL’s business is trending up; revenues in the first quarter of 2017 have increased 17 percent compared to Q1 2015. In addition to a double-digit jump in its carryout business, the family-owned restaurant chain achieved its sales goals in 2016.
“We’ve seen an increase in the frequency of visits by our guests and we’ve attracted new guests who are discovering what we have to offer. We’ve been able to do that with promotions featuring our Kid’s Menu, one-day specials and new menu items. It’s also allowed us to focus even more on our operations and creating an even greater experience for our guests,” added McGaughey.
“MCL Restaurant and Bakery is the perfect client for us,” said Marisa Zukerman, vice president of brand strategy and account management. “Our work involves everything from delivering engagement and activating sponsorships to reaching new audiences with a compelling brand story. The value we place on this relationship cannot be understated.
She continued, “As a trusted partner, we have truly become their marketing department in that we collaborate not only on marketing and promotional strategies, but also on major initiatives that will drive their business forward with new revenue streams such as delivery and carryout, among others.
Marisa Zukerman also explained that one of factors that makes MCL appealing is that its cafeteria restaurant model is the “ultimate form of fast casual”. And, despite their busy schedules, millennial families are joining with the restaurant’s loyal guests to visit MCL for the ease and convenience of sharing a home cooked meal with their families.
The families enjoy the fact they can move quickly through the restaurant’s cafeteria-style line and enjoy a sit-down meal at a reasonable price with food that’s fresh and tastes as though it was made at home or they can place a carryout order for a quick meal in between family activities. The growth in their business is punctuated by the increases they’ve seen in the total number of people who are coming through the serving line at their restaurants.
The Restaurant Marketing Department’s staff consists of 11 experienced restaurant marketing and operations professionals, “…there is nothing TRMD has not done in the restaurant business including high level branding and marketing strategies, menu engineering and new product development, as well as local store marketing.
“And, whether the size of the restaurant concept is one unit or 1,000, The Restaurant Marketing Department is focused on doing whatever it takes to help our clients grow their business,” said Allan Zukerman.
For an affordable monthly fee with no long-term contracts, Allan Zukerman said The Restaurant Marketing Department can help lower a restaurant’s marketing costs because the TRMD staff doesn’t require any benefits. The broad range of services/capabilities offered by The Restaurant Marketing Department includes strategic planning and marketing, creative concepting, graphic design, social/traditional media, and public relations as well as restaurant operations consulting in all areas – including menu development and the services of an experienced and talented chef.
Allan Zukerman said TRMD will also work as an added resource for the restaurant’s advertising agency (whether it’s in-house or an outside firm), or recommend someone to help them.
As a successful restaurant owner with more than three decades of experience as both a franchisor and franchisee, Allan Zukerman said this type of service is ideal for emerging and mid-sized groups in casual dining, fast casual, quick service and hot new restaurant concepts. Zukerman said he understands well the challenges of managing the costs associated with operating a restaurant while investing in marketing.
For additional information, visit the website at: www.therestaurantmarketingdept.com or contact Allan Zukerman at (317) 371-1745.
