An incentive is that little thing that can help encourage a decision to make a purchase.
We see factory incentives for car purchases all the time. It's a kickback from the manufacturer to help the dealership sell more cars.
Are you worried about the cost of an incentive to try your restaurant? Work with your suppliers to help offset the cost of an item. Mentioning a brand name within the incentive may be worth the supplier giving you free products.
Just one thing, don't use an item as an incentive because you get the product for free. Make sure it fits within your brand.
Having a successful restaurant is always about creating relationships with your guests and your suppliers.
This is a debate that many restaurant marketers have, and there may not be just one way, but here is a thought.
Do people try a restaurant because of the story of how the restaurant was concept was created?
Do people try a restaurant because of the story of your staff, where they are from, and their history?
Do people try a restaurant because of the story of your recipe or the origin of food?
The answer is.........maybe!
However, the story that gets people excited is the guest's story that your restaurant helps write. The experience provided while two friends reconnected, a family enjoyed a night away, a first date, or a 50th anniversary. Those are the stories that are the most important to share and attract new guests.
So are you concentrating on sharing your story, or are you focusing on helping guests with their story for them to share?
"Every business owner takes on three distinct personalities in how they think about—and work within—their business. The Technician lives in the present and is focused on doing the work of making it, selling it and delivering it. The Manager focuses on achieving results through people and systems, focusing on the present and strategizing for the future. And the Entrepreneur defines the business and focuses on closing the gap between where the business is today and where they want it to be."
As a restaurant owner its hard not to get caught up in the daily grind. Budgets are tight, you are short-staffed, and sometimes you do things better. As a business owner, you need to have all three of these personalities. But for your restaurant to become successful, you need to spend less time as a Technician and more time as an Entrepreneur.
The E-Myth by Michael E. Gerber, is a great read and inspiration on creating systems so that you can focus on the important things.
But don't just take our word for it; read the book.
Michael E. Gerber, The E-Myth Revisited: Why Most Small Businesses Don't Work and What to Do About It
Most people are not reading your entire newsletter.
Instead of designing a newsletter, create a landing page on your website with all the graphics and information.
Your email should have one focus and a link to more information.
Measure the success of your email based on how many people clicked the link for more information.
BONUS - you can now link to your landing page in all your media, creating a consistent message across all the platforms.
Got 60 seconds? Check out the video.