The Caterer - May 2008 - Promoting locally sourced menus

What's the best way to promote my locally sourced menus to customers?

As with any message that you are trying to get across to your target market there are a number of key strategies to be used. Essentially you need to decide whether your brand is based on local suppliers or whether it’s an additional hook to get people in. If it’s the former then your logo, all printed material and your website need to reflect this. Whatever you decide, some basic strategies will contain Media Relations (include specialist publications whose readers are interested in environmental or local subject matter), newsletters (every month highlight a different supplier), leaflets and make sure your website also contains information about the local suppliers. Don’t forget to include some information on the menu and include examples of some of the suppliers, this will reinforce the associations of local fresh food to everyone that comes to your restaurant. Specific strategies to do with locally sourced produce would include:

• Building marketing partnerships with your suppliers. What you are looking for is for these suppliers to market you to their existing customers and their database is they have one. In return you market them to your customers.
• Local food festivals. By taking a stall in conjunction with one of your supplies at a local food festival you will be associated with fresh local produce. Furthermore it will provide a good platform for people to sample some of your delicious menu.
• Approach specific associations / clubs that would be interested in local produce – offer discounts / special offers to their members.

Guy Holmes, Captivate Restaurants