Marketing 100% Smokefree Restaurants

GASP promoted smokefree dining in New Jersey by maintaining a smokefree dining directory from 2003-2006. This web accessed database allowed for a search by location or restaurant name. Our website directory links to many other websites, including state sites, local organizations, and organizations around the nation. GASP also listed restaurants in a printed directory 100% Smokefree Dining in New Jersey. We distribute more than 15,000 copies of this directory every year to consumers, restaurant reviewers, news media, legislators, and health organizations. GASP continues to supply signs “Welcome to 100% Smokefree Dining”. Call our office and we’ll send you one.

Here are some marketing ideas from GASP.

Remember that your smokefree policy is an advantage—your restaurant is more attractive, comfortable, and healthful. Promote this feature as you would any other attraction, such as a special menu, live music, patio dining, etc.

Be sure to include information about your smokefree policy in your advertising, on your website, on your signs outside and near your entrance, and when you take reservations.

Inaugurate your new smokefree policy with a special celebration. You could give each patron a sweetly scented flower, a small gift, or a free dessert. Or give every patron in the first smokefree week a chance to win a day at a spa, a free meal in your restaurant, etc. Invite the news media to do a report about your new smokefree policy. Tell why you made your restaurant smokefree. Be real and personal.

Think of ways you can reach out to people who appreciate smokefree dining. The overwhelming majority of people do not smoke. If smokefree restaurants are uncommon in your area, your policy is a marketing advantage—people are looking for smokefree restaurants. Some ways to reach potential customers:

• Newspapers, restaurant review publications
  
• Health clubs, Ys, spas, recreation departments
  
• Grocery and health food store bulletin boards
  
• Gourmet clubs, cooking schools, diet centers
  
• Chambers of commerce, realtors, town clerks
  
• Doctors, especially in family practice, pediatrics, sports medicine, and allergy, plus heart and lung specialists
  
• Dentists, chiropractors, other health practitioners
  
• Communities Against Tobacco coalitions, health departments, tobacco addiction treatment centers
  
• Family and children’s organizations including schools, youth sports leagues, clubs, childbirth courses
  
• Church bulletins, adult/retirement communities, senior citizen centers.