Marketing

A Collaborative
Marketing Approach

We create measurable benefits with our marketing efforts and spot possible hurdles to realizing industry innovations. We realize the importance of having a marketing plan in place with assigned ownership responsibilities to ensure implementation, follow-through and measured results. Alcon will have tools and resources in place to assist each location with the creation and maintenance of their marketing plans.

The Marketing Plan

1

Understanding
the Guest

Each marketing plan we develop begins with learning about our guests’ lifestyles, routines and priorities within and beyond the food and service categories. Blending this research with emerging consumer trends, culinary innovations and industry insights informs a customized approach for each client.

2

Creating Experiences

After identifying the core offerings, we look at concepts, promotions and campaigns that will complement these services. Seasonal and wellness promotions, product introductions and marketing campaigns are released frequently and added to menus throughout the year for constant variety.

3

Communications

The success of any marketing plan is built around communications – for our guests and our clients. We have numerous channels in place to ensure we’re maximizing our communication opportunities.

4

Retail Approach

Our marketplaces are entrepreneurial retail businesses and our directors, managers and chefs act as owner-operators. Eurest marketing plans include merchandising and product positioning tactics. We identify opportunities for upselling, suggestive selling and ways to reach nonusers and infrequent marketplace patrons.

5

Measuring Success

Continuously measuring and evaluating the results of our marketing efforts is vital for effective campaigns. This process ensures we are creating measurable impact with our strategy and enables us to proactively identify potential areas of concern and to stay ahead of any developing opportunities.

6

Review, Revisit,
Refresh and Opening

The final dimension of our marketing process reflects on the overall results and impact. Here we evaluate and analyze successes and opportunities to improve the next plan. We also review metrics, guest and client satisfaction, and any other variables that affected the marketplace and/or our industry.