The 4P’s of Marketing & How It Can Help Your F&B Business | C.O Enterprise

Marketing is a very important part of your F&B business. You need to have a marketing strategy in place to ensure that your business is successful.

The 4P’s of marketing are Product, Place, Price, and Promotion. The 4P’s are used to determine how successful your F&B business will be.


cappuccino in white ceramic teacup

What do you sell? What does it look like? How does it taste? How is it packaged? The first thing to consider is the product itself—what you’re going to sell. This could be anything from a food item to service. You need to think about what kind of restaurant you want to open and what kind of food or drinks you want to serve. You need to make sure that you have the right ingredients and recipe to create the perfect dish. The product you offer needs to be unique and attractive to consumers. It is vital that you have a good product so that you can sell it to your customers.


people in restaurant

Where do you plan on selling your product? Is it going to be online? In a brick-and-mortar store? Or both? The place where you sell your product should be convenient for consumers so that they can easily purchase it from you instead of going somewhere else to buy it. 


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How much does your product cost? Once you’ve decided on product and place, it’s time for price. How much do people expect to pay for what you’re serving? What do they expect when they walk into a $30 per dish restaurant or one where meals cost $10 per dish? If your restaurant is more expensive than others nearby, make sure you explain why so customers can understand why they’re paying more than usual: quality ingredients? Environmentally-sound practices? Organic? The price should reflect the quality of ingredients and labour that went into making it—but if you want people to buy from you over other places, then make sure it’s competitive with what they can get somewhere else. 


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How will customers know about your business? Will they see an ad in traditional media or on social media? Will they hear about it from friends who’ve tried it before? Think about all of these things as well when determining where exactly people might find out about your brand.  Success with promotion involves using different methods like advertising campaigns and social media posts in order to reach more people who might want what you are offering. 

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