2002 wasn’t a good year for many restaurants. The September 11th attack on the Twin Towers really hurt sales.
But rather than make excuses, Jeff Mohler of the Marblehead Grille and Chowder House in Easton, PA decided to take the offensive. He began focusing on Neighborhood Marketing part way through the first quarter of the year. 2nd quarter results showed a 24.4% increase over the previous year (after all discounts), and Third Quarter results showed continued growth with 36.2%. But Jeff was finding it very difficult to find time to manage his marketing as his volume increased. In the 3rd quarter, Jeff installed and began using an automated marketing software program.
In Q4 Jeff showed a 59.3% increase over October of the previous year. The final result: Business was up 32% for the year, thanks to Neighborhood marketing and software that allowed Jeff to manage his new marketing.
RESTAURANT MARKETING RESULTS JOURNAL – Since January 1, 2002
HISTORY 2001:
Prior to the tragedy on September 11, things were coasting along nicely in 2001 on target for a 5%+ increase. Because of the impact of 9/11,the year ended with only a 1.4%...
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