What is a primary goal when establishing a marketing plan for a quick-serve restaurant?

Enhancing customer engagement is a primary goal when establishing a marketing plan for a quick-serve restaurant because it directly influences customer loyalty, repeat business, and overall sales. Engaging customers effectively can take various forms, including promotions, social media interaction, and loyalty programs, all designed to create a stronger connection between the restaurant and its patrons. Building this relationship is crucial in a competitive market, as it encourages customers to choose your establishment over others, leading to long-term success.

While options like increasing operating hours might seem beneficial for sales, they do not directly address the need for customer relationships. Reducing product variety could limit appeal and reduce engagement, as customers enjoy having choices. Lowering staff numbers may cut costs, but it can negatively impact service quality and customer experience, which are vital for maintaining engagement. Therefore, the focus on enhancing customer engagement aligns strongly with the overarching objectives of marketing in a quick-serve restaurant environment.