客饭式菜单、网络营销促进高端餐厅的惨淡的经营外文翻译.docVIP

外文翻译 原文 Prix-fixe menus, e-marketing boost dismal sales at high-end restaurants Material Source: Nations Restaurant News Author: Steve Coomes The recessions drain on sales in many high-end restaurants has set off a prix-fixe menu frenzy.Knowing that an empty seat pounds the PL harder than one netting $30 for three courses, fine-dining chefs have created clever but less expensive food options and found lower-cost marketing strategies to shore up those menus margins. Several operators said their email marketing campaigns are more effective than ever as an inexpensive option to get the word out. Others admitted the new found necessity of updating their existing Web menus with fresh prix-fixe offers.While the most effective marketing tool of all, word-of-mouth,plays as prominent a role as always,it also is being used in more personal and purposeful ways. Before the pricey Eleven Madison Park in Manhattan considered a lunchtime prix-fixe menu, a message announcing it was crafted as a thank-you reward toguests for their past support, said general manager Will Guidara. Guidara didnt want the new menu to be misconstrued as a signal that the restaurant was struggling.For maximum exposure, he also made sure to roll out the two course menu deal during the busy Christmas season. You dont want to be in the group of [restaurants] reacting to the problem once things have changed like they have, Guidara said. We wanted to announce it in December, so they knew it existed and would come back when business slows down in January. Fortunately, thats happened. At Garibaldis Restaurant in Oakland, Calif., owner John Hurley put out a recession-friendly prix-fixe menu nearly a year ago, months before the economys full-on collapse, when declining ticket averages warned that customers needed a price break. His three-course, $29.95 offer now represents 50 percent of all food sold, and he has yet to spend a dime marketing it. The prix-fixe menu prepared customers for the climate wer