On average, operators shelled out 2 cents of every sales dollar for marketing expenses, which means operators spent more than $10 billion to promote their restaurants. With such a huge amount of dollars being spent on nonfood- or nonlabor-related costs, the question begs, "Where does it all go and is the expense justified?" To find the answer we must first define marketing expense. The NRA Restaurant Industry Chart of Accounts groups marketing expense within the operating expenses section of the profit-and-loss statement. Typical marketing expenses include: . . .Restaurant operators need to look at marketing in terms of return on investment versus an 'expense.' If you can take $1 in cash flow and turn it into $7 in sales, your marketing budget is unlimited. -- Rory Fatt - Restaurant Marketing Systems √ Selling and promotion √ Direct mail √ Postage √ Web site marketing √ Advertising √ Newspapers and magazines √ ...
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