POSITIONING STRATEGY AUDIT

At this stage, methods of adapting a functioning establishment to market conditions are determined, the values, motives and needs of the target audience are determined, proposals are formulated that best meet the expectations of guests. An audit of the occupancy rate of the establishment is carried out, the "dead time" is revealed, the causes of its occurrence are determined and methods of its elimination are developed. The perimeter of the institution, places of concentration of the target audience and channels of effective interaction with guests are determined for the purpose of year-round operation of the facility. The analysis of the closest competitors and the development of recommendations for increasing the competitiveness of the institution is carried out. Recommendations for updating the positioning strategy are being developed, aimed at increasing the attractiveness for new and regular guests, taking into account the concept of the institution, its specialization and the characteristics of the local market.

AUDIT MENU

The purpose of this stage of the audit is to adapt the proposals of the existing institution to the expectations and values ​​of the priority groups of the target audience. An audit of the quality of the cuisine of the services provided is carried out, and their compliance with the preferences of the target audience is assessed. The analysis of the appearance of the establishment's menu and the use of means that increase its efficiency are carried out. Recommendations are being developed for the use of tools aimed at increasing the attractiveness of the menu and the services provided to potential guests.

Tools to protect the value of menus and services are offered. Evaluation of the serving of dishes, the use of techniques that stimulate sales are carried out. The analysis of the compliance of the company's pricing policy with the planned positioning and customer needs is carried out. Recommendations for adapting the assortment policy in accordance with market trends are offered.

ATMOSPHERE AUDIT

This section of the audit of the point of sale and service makes it possible to determine the reasons for the low attractiveness of the establishment: low customer activity, lack of repeat guests, low average check, lack of additional sales. An assessment of the architectural and spatial organization and the level of comfort of the facility is being carried out in order to develop recommendations for eliminating internal threats that entail the loss of guests. The analysis results form ways to create an atmosphere that meets the expectations of the target audience, stimulating an increase in the average check and multiple returns.

SERVICE AUDIT

This block of work makes it possible to eliminate hidden from the eyes of the management problems of communication between staff and guests, which reduce their client activity, provide them with the necessary services in accordance with the needs, create conditions for repeated visits to the institution. Analysis of the quality of personnel work, identification of internal threats, identification of weaknesses in the service. An audit of the implementation of internal standards by the personnel is carried out. Recommendations are being developed for the use of tools that build trust in the institution, stimulate an increase in the average check and repeat visits.

AUDIT OF COMMUNICATION PERFORMANCE

This section is aimed at analyzing the compliance of the applied promotion tools with the objectives of the institution. Effective ways of targeted interaction with guests are being developed, stimulating occupancy, taking into account the format, competitive environment, location, regional specifics. The analysis of the used promotion tools aimed at increasing the flow of new guests, increasing the average check, and audience loyalty is carried out. The Internet strategy and the content of the advertising materials used are audited for compliance with the set goals. Tools are being developed to achieve the tasks set for the institution to attract a new solvent audience and increase the average check.