Marketing Maven Mark Mears Mimi's Presidency Sends Important Message
If we analyze the qualifications that are boosting restaurant executives into the president's seat of major restaurant chains we would be surprised to find that marketing and promotion skills are qualifications many owners are looking for. This trend signifies the importance of marketing in a world flooded with social media. And marketing professionals have Howard Schultz, CEO of Starbucks, to thank for the growing trend.
Just last week, Mark Mears, a restaurant marketing veteran who most recently held the position of chief marketing officer and senior vice president at The Cheesecake Factory, was named president and chief concept officer of Mimi's Cafe, the 145 unit casual dining chain owned by Bob Evans Farms, Inc.
Before successful marketing skills became important and trackable, marketing executives were seldom tapped for the top corporate spot. Schultz built his chain into one of the most powerful, professional companies in the world through strong marketing, messaging and promotion. And, through the ups and downs of Starbucks, and Schultz's communication skills with his customers and the public, many owners began to think that marketing was the driving force for filling seats. And, they were right.
It is proven daily: Restaurants with flavorful marketing programs and mediocre food do better than restaurants with tasty food and mediocre marketing campaigns.
On Sunday we were searching for a spot in downtown Sonoma for a quick bowl of soup, a good piece of freshly baked bread ,and a warm ambiance. The rain had yet to let up. Depression had set in to the entire town and our desires seemed difficult to appease. But then, down a retail corridor where we frequently walk, La Salette's menu board glistened in the afternoon mist.
We used to regularly frequent the top-shelf Portuguese restaurant since it's one of the best eateries in Sonoma. But we had not been inside the place for three years because out of sight, out of mind. And although it is partially our fault for not keeping the restaurant -- with great service, a wood burning roasting oven, and a very reasonably priced menu -- top of mind, it is also the fault of the restaurant for not marketing itself properly, especially since it is not within sight of the street or sidewalk in downtown Sonoma.
Marketing has always been important to a restaurant's profitable success. But suddenly it may be the most important ingredient in any restaurant success story. And, with the marketing tools currently available, virtually without charge, no restaurant owner can claim they can't afford to market and advertise. In reality, they can't afford not to.
So whether your preference is Twitter, Facebook, FourSquare, or just plain old-fashioned email, begin to establish a customer list. Use it. I have been in four restaurants in the past three days and not one has asked for my email address. And that is truly disappointing as I want to hear from restaurants that I enjoy.
It helps customers keep them top of mind.
