How to use zero restaurant marketing budget to promote your outlet

Most restauranteurs will agree is that most of you have almost zero or very little restaurant marketing budget (other than the bigger food and beverage chains). And using data from SingStats (Singapore Statics Department), we can show you the reason.

The two images below showcase the allocation of budget for service-based businesses in Singapore.

Administrative & Management fees: 5.8%
Freight & transport charges: 17.1%
Purchase of goods and materials: 6.1%
Remuneration: 21.9%
Subcontract charges/work give out: 7%
Others: 42.2%

For most service-based businesses, after deducting their main expenses, they are left with 42%, some of which, would, of course, be used for marketing and advertising.

But, when it comes to food services (it includes, restaurants, cafes and all food and beverage outlets),

Renting of Offices and premises: 16.4%
Purchase of goods and materials: 25.5%
Remuneration: 30.3%

The above three expenses took up 72.2% of the average restaurant budget. They are only left with 27.8% for all their other expenses, and this means there is a likelihood of having very little or nothing left to do any marketing or advertising for their food and beverage outlet.

We placed InfoComm and Business services as a comparison and their top three expenses took up around 50% of their entire budget.

From this comparison, InfoComm and Business services has around 50% to be used for other expenses compared to food services (it includes, restaurants, cafes and all food and beverage outlets) that has only 27.8%.

With only 27.8% to be shared amongst all other expenses, it is easy to see why most restaurants have little or no restaurant marketing budget.

So, what can you do to reduce your restaurant marketing expenses?

Working in a team, collaborating with other partners is the best way to market your restaurant using a minimal marketing budget.

Below is a case study of a local restaurant chain that is using augmented reality to market their outlet. By collaborating with ePrism, an augmented reality company in Singapore, they are able to execute an AR game for their restaurants at zero cost.

In another example, a coffee chain team up with a local art studio to offer free coffee art painting classes to kids of parents that patronise their coffee shop.

The coffee chain manages to increase its sales and the art studio better their exposure, a win-win situation for both companies.

For more information on how to enjoy free marketing and sponsorship, do read:

3 free restaurant marketing solutions

F&B marketing: 5 Steps to getting sponsorship

Or, if you like to have some help (complimentary) in your restaurant marketing, drop us a line below.

About US | OCM Profile

OCM (OnCoffeeMakers.com) was started in 2007 with the first webpage about coffee machines. And for a number of years, we focused on helping people find their desired coffee machine (we still are helping folks with that! So, if you are looking for coffee machines for office or restaurants - check out the link).

In 2010, we started getting enquiries on restaurant marketing and we start to help food and beverage brands with their marketing. Below are campaigns and events that we have done over the years:

OCM's campaigns: F&B Marketing Ideas by OCM

OCM's Events: F&B Industry events by or with OCM

Check out this restaurant marketing guide to learn more about the many campaigns and companies we have worked with.

Since then, we have also created many marketing workshops and classes for the F&B industry. Many of these modules are still running in tertiary institutions such as Temasek Polytechnic Skillsfuture Academy and also ITE College East COC classes, below are some snippets of our lectures and workshops:

OCM’s F&B workshops: Food and Beverage Marketing Lectures | Workshops - click to watch classes on customer journey map, JTBD and more.

So, if you are looking for industry practitioners to help you scale your coffee or F&B businesses, do drop us a message or book an appointment. Do also check out our various social media platforms on regular F&B and coffee market updates:

For regular coffee (F&B) related videos: OCM Youtube

For Daily Coffee Inspiration (fun coffee content): OCM IG

For insights into the coffee (F&B) industry: OCM LinkedIN

PS: For the coffee lovers, we continue to share coffee articles (and videos) and have also started a free coffee class section (with free online coffee training supported by coffee partners).

Featured coffee brewing method: How to prepare V60 Coffee?

Previously: Making Coffee with a Coffee Sock.

How to use zero restaurant marketing budget to promote your outlet

So, what can you do to reduce your restaurant marketing expenses?

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About US | OCM Profile

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