In today's niched, specialized and single-focused world, the very first step toward establishing a prominent market position begins with the development of your restaurant's customer values. These are the five to 10 fundamental beliefs and standards that guide the way your business is conducted and practiced each day. These beliefs may be as simple as "we strive to maximize our guest's satisfaction" and/or "we endeavor to nurture the creativity and contributions of our employees through innovative team management." No matter what the values are, they are the foundational values that anchor each restaurant's vision statements in truth and reality while providing direction and vision.

Developing a Meaningful Vision Statement

A vision statement is an internal doctrine designed to guide company actions today, tomorrow and in the future. And, as such, the vision statement serves as the platform for all marketing goals.

Defining Your Goals

Armed with values and a vision, you're now ready to establish your restaurant's marketing goals. These are your aims, your marketing destination designed in congruency with your values and aligned with your vision. They are time-sensitive and detail-oriented. And, they are realistic and achievable.

Defining Your Market

Defining your market often involves many different variables, including diverse geographic, economic, demographic and even psychographic factors. Yet identifying your market area and then understanding your customers are a key step in achieving your marketing goals.

The Strategic Marketing Planning Process.

"I think, therefore I plan" Okay, tell me the truth. You think I'm absolutely nuts to suggest that a small restaurant your size actually needs to have a "Strategic Restaurant Marketing Planning Program!" You say, "But you don't know how much I do around here! I open the Restaurant, I do all the prep work, I buy the food supplies, and I even cut my own steaks! Who has time to slow down, think and plan?"

And my response? Well, Life doesn't slow down for anyone. When you're the owner/manager, your business IS your life. Given that, you'll still get more out of life/business with some simple strategic planning. Most of us would agree that planning is a good thing. And.... Most of us would also agree that we'll do it later.... But there is no later! So, here are a few strategic "thinking" tips you can start on right now.

• Set aside quiet time to reflect, clear your head, relax. Spend one hour a day - Your Focus Hour and ask yourself - "If there were no limits on what this business could be today, what would my marketing look like?"
• Plan a Focus Hour where there are specific areas that are off limits and times that must remain interruption-free. It will be difficult at first but people will learn to respect you for your commitment to improving yourself and your business through marketing. Allow the world to wait for one Focus Hour. (It will still be there when you finish).
• Make your environment pleasant and clutter-free in order to clear your mind.
• Put your thinking in writing. Keep a running journal of ideas. Write in bullet points or narrative, but put it on paper. Share these ideas with your restaurant marketing team. Brainstorm with them and refine your ideas.
• Take action. Once you've cleared your head, share your ideas, your dreams, your passions, and prepare to take off! Let the action begin!

These "thinking" skills should not be limited to the members of your marketing team. The more people who think about your marketing plans before they speak, act, or plan, the more effective your restaurant will be at achieving its marketing goals.