6.1. Marketing

Marketing has always been a crucial managerial function in commercial foodservice operations. Recently, managers in non-commercial settings (like hospitals, long-term care facilities, schools and universities) have also recognized the importance of marketing principles to thrive in a competitive industry with limited and costly resources. Offering good food alone is insufficient; today’s customers are more discerning and have higher expectations for both food and service. Excellent service and good value for money are essential accompaniments to good food. Other valuable factors include presentation, convenience and nutrition. Modern consumers also consider elements like sustainability, animal rights and worker treatment, which historically were not prioritized in business transactions. Addressing these factors can provide a competitive advantage, influencing customers to choose one foodservice over another.

A food manager does not need a business degree in marketing to create a successful marketing program. This chapter introduces the basic principles of marketing and provides guidance on developing and implementing a successful program. It starts with defining key marketing terms and concepts, followed by a discussion of the unique aspects of the marketing process in foodservice. The final section covers promotions planning tailored for foodservice operations, including guidelines for planning and implementing specific promotions. It also explores the branded concept as a strategy to boost sales.