"For the first time in Russia this is a full-scale manual of practical marketing for the restaurant industry. The author, Irina Avrutskaya, who has worked over 10 years at key positions in such well-known companies as Uley Catering, Papa John’s Pizza, Rosinter Restaurants, offers her readers comprehensive answers to all issues and questions related to the real restaurant marketing."
Publishing house and magazine
“The book by Irina Avrutskaya offers a fresh and focused view at marketing in our old-fashioned industry. I started reading and couldn’t stop until I reached the last page and had 4 espressos! There's not much innovation thinking and unexpected ideas in the restaurant business. Battle for the Guest contains a wealth of knowledge based on the author’s authentic and applicable experience, with real-life examples and combining this with Irina’s passion in what she does. These guidelines will be equally useful for a dreamer who plans to open his first restaurant as well as for an experienced business chain owner. Looking forward to Irina’s next publications!"
President, Daily Bread, Group of Companies
A restaurant or a cafe should certainly be unique and different from its competitors, but it's also vital, which is frequently forgotten, to be understandable, which means to follow certain "genre" principles. To be special and at the same time to be similar – this is the first paradox which I believe is the basis for any successful restaurant concept. The second statement that we don’t have in mind often enough is that it's important not to be the first but to be the best.
So, how many items and sections should be included in the menu? This definitely depends on the restaurant format. For fast food it’s 20-25, for an affordable café it’s 30-60, and for a fine dining restaurant the menu could include only one page with 12-15 items. The overall marketing task is to plan the menu so that the weighted average food cost matches the overall planned figure as a result of sales of products from the different menu categories (i.e. appetizers, mains, dessert,…). Next in line, when developing separate items within each menu category the chef should monitor that the estimated target food cost in each particular category are met.
With the development of high speed internet technologies watching videos in social media has become increasingly popular. An interesting video will allow keeping your subscriber’s attention to the brand for several minutes, which is a rather long time period for social media! Therefore you should definitely include high quality videos into your social media plan.
“I used to be very skeptical about books on marketing; I thought it was a very application-based sphere that is constantly undergoing change. However, in the book by Irina Avrutskaya I discovered that the best and most modern approach does not depend so much on traditional or local marketing concepts, but on adjusting to a constantly developing market and guests’ needs. I found answers with clear instructions, simple instruments and tools, and inspiring examples. Initially the book seemed very academic, however, it is filled with many useful up-to-date ideas and communicated in a way that is understandable and readable. I highly recommend it to all participants of my markets!”
Founder, Local Food Project (Mestnaya Eda)
Irina Avrutskaya is the Founder and Managing Director of Like4Like Marketing Communications Agency.
In the restaurant business since 2006 having started as Marketing Director for Uley Catering Group of Companies.
In September 2009 Irina joined Papa John’s as Marketing Director and two years later she was appointed Director of Strategy and Business Development of Papa John’s Master Franchise in Russia and CIS.
In 2013 she was recruited by Rosinter Restaurants to oversee and lead the marketing efforts of TGI Fridays (Russia, CIS, Eastern Europe), Costa Coffee and American Bar & Grill (Russia).
Since 2014 Irina manages her own marketing communications agency leading numerous consulting projects on the entry into Russia and the CIS markets, marketing support as well as developing franchise business strategies for various brands.
She graduated from the International University in Moscow (IUM), completed a professional development program at the National Academy for Economics, has a Master’s degree from Manchester University (UK) as well as having studied at the University of Western Ontario (Canada).
Irina authors a column in Restorannye Vedomosti magazine, contributes regularly to FoodService magazine and lectures at RMA restaurant management school.
"The issue of this book today is as well-timed as never. The public catering industry has faced serious economic disturbances, and restaurateurs literally fight for each client today. Battle for the Guest offers a whole arsenal of marketing tools which can be of a real benefit for businesses operating in Russia or abroad.”
The Moscow Times Observer
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Московский Дом Книги
Через сети дистрибуции
Московский Дом Книги