客饭式菜单、网络营销促进高端餐厅的惨淡的经营【外文翻译】.doc

1、外文翻译 原文 Prix-fixe menus, e-marketing boost dismal sales at high-end restaurants Material Source: Nations Restaurant News Author: Steve Coomes The recessions drain on sales in many high-end restaurants has set off a prix-fixe menu frenzy.Knowing that an empty seat pounds the P&L harder than one netti

2、ng $30 for three courses, fine-dining chefs have created clever but less expensive food options and found lower-cost marketing strategies to shore up those menus margins. Several operators said their email marketing campaigns are more effective than ever as an inexpensive option to get the word out.

3、 Others admitted the new found necessity of updating their existing Web menus with fresh prix-fixe offers.While the most effective marketing tool of all, word-of-mouth,plays as prominent a role as always,it also is being used in more personal and purposeful ways. Before the pricey Eleven Madison Par

4、k in Manhattan considered a lunchtime prix-fixe menu, a message announcing it was crafted as a thank-you reward toguests for their past support, said general manager Will Guidara. Guidara didnt want the new menu to be misconstrued as a signal that the restaurant was struggling.For maximum exposure,

5、he also made sure to roll out the two course menu deal during the busy Christmas season. “You dont want to be in the group of restaurants reacting to the problem once things have changed like they have,“ Guidara said. “We wanted to announce it in December, so they knew it existed and would come back

6、 when business slows down in January. Fortunately, thats happened.“ At Garibaldis Restaurant in Oakland, Calif., owner John Hurley put out a recession-friendly prix-fixe menu nearly a year ago, months before the economys full-on collapse, when declining ticket averages warned that customers needed a

7、 price break. His three-course, $29.95 offer now represents 50 percent of all food sold, and he has yet to spend a dime marketing it. “The prix-fixe menu prepared customers for the climate were in now, and it allowed us to get into our groove with it,“ Hurley said.“The word-of-mouth were getting is

8、great. . Our average check is lower, but transactions are up 10 percent to 15 percent.“ At Da Vinci Ristorante in Boston, the backbone of the operations prix-fixe menu 2 promotion is a small printed sheet that is presented with each check and details the Monday and Tuesday night bargain. When local

9、media caught wind of the three-course, $29 deal, the promotion took off. “Weve been very fortunate to get a lot of publicity on it,“ said Wioletta Zywina, who handles public relations for the restaurant.“Weve done some with our e-mail list and a little advertisement, but not much. Mostly its our cus

10、tomers bringing their friends because theyre getting such a good deal.“ Like Guidara, Zywina said positioning the lower offer as a favor to customers, not a “we need help from you“ desperation move, was crucial to elicit good feelings about the deal. Both noted that having a full restaurant creates

11、a positive buzz amid the economic gloom. “I think people initially think,Oh, it cant be that exciting for $29, but they come and see that it is, and they start talking,“ Zywina said. Steven Horowitz, co-owner of Margauxs Restaurant in Raleigh, N.C., admitted he was afraid to launch a prix-fixe progr

12、am last summer, thinking it would harm the image of the upscale eatery.Sagging sales eventually made him afraid not to do something,and he went ahead with a nightly $27.95 deal. “Yeah, I was hesitant to change,“ Horowitz said, “but were not the types to stand around and do nothing, so we got aggress

13、ive.“ Drawing on his 6,000-name email customer database, dubbed the Pampered Palate Club,Horowitz sent out weekly messages containing that weeks prixfixe special. “Thats about all the advertising we need to do with it, and word-of-mouth in a small town like this takes over.“ John McClure, executive

14、chef at Starkers Restaurant in Kansas City, Mo., used some print ads to supplement his e-mail and Web marketing strategies for his prixfixe menu. “Because some reducel advertising in tougher times. I think it becomes a more powerful tool, because people are looking for it and see only yours,“ McClur

15、e said. The result, he added, is a crowd of new customers coming to Starkers,diners who otherwise might not have visited the restaurant. “Because we are pretty pricey, this opens up our door to new clients . and makes it more accessible,“ he said. Even with the investment in print ads to promote the

16、 less-expensive menu, 3 McClure said the prix-fixe menu holds its own on the P&L. “The quality of food were doing for this is excellent, and that leaves some astounded that 1 do it for $33,“ he said. “But lets be serious: Im a businessman first, and a chef second. So if you think Im losing money on

17、this, the answer is no.“ 译文 客饭式菜单、网络营销促进高端餐厅的惨淡的经营 资料来源：国家餐馆新闻 作者：史蒂夫 由于销售上的逐渐不景气，很多高档餐厅开始疯狂地推出了客饭式的菜单。清楚一个座位的空置的亏损比在三道菜中净赚 30 美元来的大，善于烹调的厨师们做了一个聪明但又比较省钱的选择，同时他们还发现这样的低成本策略对这类菜单非常有用。 有不少管理者说到，他们的电子邮件营销作为一个不昂贵的营销手段比以往任何时候来的更为有效，它能够清楚地将他们想要传达的信息传出去。其他人也对现有的网络菜单结合新的客饭菜单及时 更新表示认同。而最有效的营销方式 口传式的营销，还是一如既往

18、地有着显著的作用，而且更多的被用于那些个人的、有明确目标的方面。 Will Guidara 总经理说到，在昂贵的曼哈顿十一麦迪逊公园餐厅为午餐客饭定价菜单做设想前，有一则消息被发布了，消息称这是为了感谢和奖励顾客对他们一直以来的支持而特地精心准备的。 Guidara 总经理不希望新菜单的推出被误认为是一种信号，一种餐厅面对惨淡的销售业绩而做的垂死挣扎。因此，为了能够达到最好的最大的宣传曝光效果，他也同时确保会在忙碌的圣诞季推出两套不同的客饭菜单方案。 “你一定不想要呆在这样一些餐馆，他们对问题的处理、反应一如从前，而外部的一些因素其实已经改变。” Guidara 总经理说道，“我们想要在今年的

19、十一月份公布这个消息，这样人们就能够知道它的存在，并回来，而业务也将逐渐稳定并慢下来在明年的一月份。很幸运地，事实就是按照如此发展的 ” 在加利福尼亚州的奥克兰加里波第餐馆，它的拥有者约翰赫尔利在一年以前面临经济彻底崩塌的前几个月就推出一套客饭定价菜单，当从下降的销售额中得到警示，显示消费者需要一个价格的突破。他的占总食品 50%的，以 29.95 美元销售的“三道菜”形式 ，他都不曾花过一丝一毫的金钱去对这种形式进行推销。 “ 客饭的定价菜单是根据我们所处的气候环境而为顾客设定的，这样，我们就突破了常规。”赫尔利老板说，“口述式的营销手法固然是好的我们的客流量更低了，但是交易量上涨了 10%

20、到 15%。” 在波士顿 的达芬奇意大利餐厅里 ，骨干的操作的客饭或客饭的定价菜单 推广4 凭借的是 一个小 的版面 ， 通过在 星期一和星期二夜晚对每个支票和细节 的研究而设定的 。 于是乎，当地的媒体抓住了这个 29 美元销售的“三道菜”形式，随之，这个形式也就逐渐被推广了。 “我们已经很幸运 获得这么多 的 关注在这方面 .” Zywina Wioletta 表示 ,他是一个以专门处理餐馆公共关系为职业的人。“ 我们已经完成一些 为数不多的 电子邮件名单和一些广告 。 它主要是我们的客户带来他们的朋友 ,因为他们 认为这是如此一笔好交易。” 就 像 Guidara， Zywina 认为以

21、一个较低的报价给 他的客户 是一件快乐的事 ,而不是一个“我们需要帮助你” 绝望感 觉 , 在一笔交易中引起的美好情怀是至关重要的 。 他们两人都 指出 ,一个 完美的餐厅在于创建一个积极、美好的氛围 。 “ 我认为人们起初想 ， 哦 , 29 美元也没什么可以激动的，但是 他们 却 来看了 ,然后 他们 开始 谈 论这件事了。” Zywina 说。 史蒂文霍洛维茨 ,在北卡罗来纳州罗利城玛歌堡的餐馆 的合伙人，去年夏天的时候 承认他害怕 使用客饭定价菜单 ,认为它会损害形象的高档餐厅 。可是最终，他担心 销售 量会继续降低如果不做些什么，于是， 他每天晚上都 开始推出 27.95美元交易。

22、“是的 ,我很不愿意改变的 ,”霍洛威茨说 ， “但是我们不是 那种站起来却 什么都不做 的人 ,所以我们也带劲。 ” 找 来他的 6000 份名单 电子邮件客户数据库，配 以娇惯的口感 俱乐部，霍洛维茨传达出去 包含每周特别客饭定价菜单的 信息 。 “ 这是我现在所有的广告我们 需要做的 ,而口述式营销职能在范围的小镇上使用 。” 堪萨斯城天壤之别的餐厅行政总厨 John McClure,使用一些印刷广告 ,用来弥补电子邮件和网络营销策略为他的 客饭定价 菜单。 “因为现在是一个 广告 采取更强硬的时代， 我认为它变成一个更强大的工具 ,因为人们寻找 它 ,而 只 能 看到你 们的。 ” John McClure 说。 最后 ，他补充 说，一群新客户来天壤之别餐厅 ，用餐者 或许很有可能是没有来过这间 餐厅 的 。 “因为我们相当昂贵 ,这将是我们的大门新客户群 ， 使它更容易理解 ，”他说。 即使平面广告投资促进菜单 , McClure 说 ,客饭定价 菜单 已经 捉住它的自己的现今的市场。 “ 高 质量的食物我们正在做 ，这是件非常棒的事 ,这让一些人惊异 ,我是为 33美元 ,”他说， “不过 严肃讲：首先我是个商人 ,其次是厨师。 所以 ,如果你认为我亏损了钱在这 ,答案是否定的。”