Ref. PA 2024-21201/RER app. with D.G.R. n.1133/2024 of 17/06/2024 - The project is funded by the European Funds of the Emilia Romagna Region.

Course Objective

To provide the essential knowledge and tools to transform a business idea in the restaurant sector into a structured project, through the development of an effective Marketing Plan.

The course is designed for aspiring restaurateurs, chef entrepreneurs, food entrepreneurs, venue managers, and startups in the food & beverage industry.

It is possible to enroll in the Basic Module (20 hours), the Intermediate Module (20 hours), or both.

The course is funded by the European Social Fund and is aimed at both employed and unemployed individuals.

BASIC MODULE – 20 hours

"Fundamentals of Marketing in Food Business"

Objective:

To acquire basic knowledge of strategic and operational marketing applied to the restaurant industry, with a focus on starting a business.

1. Introduction to marketing in the restaurant sector (2 hours)

• Differences between traditional marketing and food marketing
• The value of identity in the HO.RE.CA. sector
• Success and failure case studies

2. Analyzing the business idea (3 hours)

• From intuition to business concept
• Customer segments and needs in food
• Current trends in the restaurant world (healthy, delivery, experience, etc.)

3. Market and competition analysis (3 hours)

• SWOT analysis (with exercises)
• Analysis of local and digital competitors
• Positioning and differentiation in food

4. The ideal customer: building buyer personas (2 hours)

• Identify and understand the target
• Consumption behaviors in food service
• Practical exercises in defining personas

5. The marketing mix of the restaurant industry (the 7Ps) (4 hours)

• Product: offer type, food concept
• Price: pricing strategy, margins, perceived value
• Place: physical location and delivery, digital presence
• Promotion: traditional and digital communication
• People, Process, Physical evidence: importance of service, staff, and experience

6. First steps to build a Marketing Plan (3 hours)

• SMART objectives
• Key KPIs for food business
• Introduction to the business model canvas

7. Practical exercise (3 hours)

• Guided creation of a restaurant concept
• Drafting the first sections of the Marketing Plan

INTERMEDIATE MODULE – 20 hours

"Building and implementing the Marketing Plan"

Objective:

To deepen advanced marketing strategies and develop a comprehensive Operational Marketing Plan, focusing on branding, promotion, and digital management.

1. The Brand in the restaurant industry (3 hours)

• Naming, logo, visual identity
• The tone of voice of the venue
• Brand experience in the venue

2. Communication and promotion for food business (4 hours)

• Social media marketing (Instagram, TikTok, Facebook for venues)
• UGC, influencers, and reviews
• Offline and online promotional activities (events, coupons, partnerships)

3. Website and digital presence (2 hours)

• How to create an effective web presence
• Google My Business, TripAdvisor, and booking platforms
• Local SEO for restaurateurs

4. Food delivery and service digitization (2 hours)

• Delivery channels, commissions, models
• QR code menus, online reservations, CRM, and loyalty

5. Cost analysis and marketing budget (2 hours)

• Promotional budget: how much to invest and where
• Calculating ROI of marketing activities

6. The operational marketing plan (3 hours)

• Drafting an annual marketing plan
• Promotional calendar and seasonality
• Roles and responsibilities in managing the plan

7. Final Project Work (4 hours)

• Complete drafting of a Marketing Plan for a new restaurant business
• Presentation and classroom discussion/simulation pitch