CHAPTER 9:

MARKETING IN THE
FOOD SERVICE
INDUSTRY

REPORTER: CYNAH T. NURSALI

Learning Define the marketing
concepts
Discuss marketing as a
managerial function; and
Objectives:

Explain the marketing

mix in school
foodservice.
 According to the American Marketing Association,
Marketing is an organizational function and a set
A. DEFINITION AND
MARKETING MIX AND of processes to develop, communicate and deliver
PROMOTION IN FOOD value to customers and to manage customer
SERVICE
relationships in ways which profit the
organizations and its stakeholders.
The marketing principle is based on the idea
that businesses identify consumer needs and
wants, and then develop goods and services
that satisfy those needs and wants while still
fulfilling the company's objectives.
Marketing is the process that involves advertising,
personal selling, merely forms of promotion are just one
component of the marketing mix. Advertising or personal
selling performed alone focuses only on hospitality
operations. Product service mix and the goal is to
convince the consuming public to purchase and consume
a portion of the product service mix.
 The owners and
managers fail to consider Low volume  Poor sales revenue
the needs fully and wants
of potential consumers.
The results are very
predictable: 
Frequent bankruptcy
Difference between Marketing focuses on the needs of the consumer,

selling and marketing ultimately benefiting the seller as well. Suppose a

product or service is actually advertised. In that
case, the customer's needs are taken into account
at the beginning of the new product development
process. The product-service blend is structured to
fulfill the public/students' needs and requirements.

Selling focuses mainly on the enterprises'

desire to sell products for revenue. Sales
representatives are helpful for promotions
to create demand for a firm's current
development. Objectively, the wishes of the
seller are powerful.
B. MARKETING 1. Decision: Menu Planning and design

CONCEPT
PHILOSOPHIES 2. Decision: Pricing

3. Decision: Guest Service

4. Decision: Guest Requests

The marketing mix simply refers
C. MARKETING MIX AND
to the creative collection of PROMOTION IN FOOD
marketing procedures SERVICE
deliberately positioned and
coupled together to act as a
policy for improving the
organization's marketing
objectives. The five Ps of
marketing involved in a
marketing mix are product, price,
promotion, place, and packaging.
 The manager has the task of creating a
real whole which is greater than the sum
of its pieces, a profitable organization
which turns out to be more than the
amount of the resources put into it. It
• Managing a business requires a manager in an enterprise to
harmonize three main tasks that involve:
• Managing managers

• Managing workers
Main marketing Product/Service Price
elements for
every enterprise

People

Promotion

Process
 Food and Services industry marketing is different. It is
customer-oriented. Excellent customer service involves
ongoing support from the enterprise and creating brand
identity and ultimate success.

Due to its role in generating expectations and retaining customer relationships,

customer service has been known as the company's front door or face. The face
of customer service has changed the influx of technology. Now face to face
interaction can be bypassed with telephonic communication. This has a
significant impact on marketing in the food and beverage sector.
Marketing communication is a more complex
form today. Customers receive marketing
information about goods and services from a
limited number of sources, usually through
television and newspaper. Marketers may
easily communicate a consistent brand
picture from a small range of outlets, and
organize promises.
Today's consumers of both goods and
services receive communication from a
far wider variety of marketing vehicles-
websites, direct mail, movie theatre
advertising, email solicitation, targeted
magazines, and a host of sales
promotions. Communications innovations
in the past five years are now being added
to the communications mix in ways that
change everything: Buzz and blogs,
virtual communities like WhatsApp,
YouTube, Instagram.
Integrated marketing communications
builds a strong brand identity in the market
place by tying together and reinforcing all
your images and messages. IMC means that
all your corporate messages, positioning and
photos, and identity are coordinated across
all the venues. It means your PR materials
are saying the same things as your direct
mail campaign, and your advertisement
looks and sounds the same as you do on
your brand website.
Management of Marketing compels what is
Customer Expectations: offered in actual use;
operations delivers what is
Marketing Priority #1. promised. In advertising,
personal selling, external
communication, and
unrealistic expectations, real
encounters will disappoint
customers.

The greater the extent to

which a service firm feels
pressured to generate new
customers and perceives
that the industry norm is to
over-promise, the greater its
propensity to over-promise.
  Address Service Intangibility
 Use the Narrative to demonstrate the
service experience
 Present vivid
 Use interactive imagery
 Focus on tangibles
 Using the symbols of the brand to make the
service visible.
 Feature service employees in
communication.
 Use Buzz or viral marketing.
 Aim messages to influences.
 Create advertising that generates talk
because it is humorous, compelling, or unique.
 Feature satisfied customers in the
communication.
 Generate word of mouth through employee
relationships.
D. IMPORTANCE OF
MARKETING SCHOOL Schools are incorporating learning and health
initiatives within campuses to offer healthy options to
students outsourced or within. The schools are
FOODSERVICE conscious of having beneficial food improvements for
students and employee satisfaction. For many schools,

INITIATIVES new and repeat customers from the surrounding area's

implications for a food service unit traditionally keep a
profit.

They were leveraging lessons learned and

expanding product for healthy school initiatives
into other institutional critical issues like
making sure what folks eat as long-term eating
habits.
Food Promotions in Schools Some vital marketing strategies that can work in School cafeterias and campus initiative,
as recommended by the school's head and officials are:

• Increased quantity, quality, variety of fresh seasonal produce.

• Increased nutritional and packaging of grains.
• Revamped healthy vending options and labeling.
• More kitchens with no trans-fat, reduced saturated fat.
• Expanded offering of high fiber and lean protein sources.
• Reformulated lower caloric, sugar, sodium energy.
• More cafeterias are providing accurate nutritional information.
• Pricing strategies to healthy incentive selections of meals.
• Creating policies regarding the presence of healthy meal restaurants within the
school.
• Developing systems to run a health awareness campaign like low salt day,
water day, healthy food consumption day, or nutrition month
It helps accommodate increases in patronage without needing
additional space and offers guests added convenience and
flexibility. It also ensures that busy staffers can get a quick
meal even if they don't have time to sit for a break.

Catering options are popping at the school facilities. All kitchen

operations are onsite and busy with student meals. So, to
provide meals for meetings, conferences, lunch gatherings,
and more healthy catering services can be utilized