What you're marketing seems like an easy question, right?
You are marketing your restaurant.
This is the simple answer.
However, trying to market everything about your restaurant can be overwhelming; this creates noise, not excitement.

To receive a positive return on your marketing investment, you need to have focus. You need to market what makes you unique.

Identify the three top things that make your restaurant unique.

Being clear on your three uniques is what sets you apart from the competition.

Here is how you define your three uniques.

When you look at the competition in your trading area, many restaurants may share one of your uniqueness. There may be a couple of restaurants that share two of your uniques. However, there is no other restaurant in your trading area with all three of the same uniques.

What you are marketing is defined by a clear understanding of what makes you unique.

Why does your restaurant exist?

If your why is only to turn a profit, you are in the wrong business.

As you know, the margins are super tight.

If you are so focused on the bottom line, you start making decisions that may affect the reason you opened your restaurant, your WHY.

Restaurants fall down the dark hole of chasing the bottom line when things get tough.

They forget their why and start making decisions based solely on costs by using lower quality products, reducing portion sizes and scheduling less staff.

Making a profit is essential; sustaining a profitable restaurant will only come from the result of you fulfilling your why.

Your why needs to be your focus! Your why is the driving force for you and your staff to serve every guest to the fullest.

Knowing your purpose, cause, and belief is part of the foundation of your marketing strategy.

Whatever you post, email, or create on your website needs to align with your WHY.

Most people say, "I market to anyone who has money willing to spend it in my restaurant."

But the fact is you only have one website.

It would be best if you decided who that website is going to talk to.

As my friend Jon Morrison from Get Clear Consulting says, "If you try to be everything to everyone, you'll end up meaning very little to a lot of people."

If you want to make the most of your marketing budget and avoid just adding more noise to an already noisy world, ask the question,
"WHO is your target market?"

The Restaurant Funnel Marketing process starts with four essential questions that need to be answered.

Establish a focus on what matters and what is essential allows you to make better marketing decisions and be consistent in your communication through all of your channels.

Who are you marketing to?
Why does your restaurant exist?
What makes you unique?
How do you communicate?

Become clear on these before you do any marketing.