Some thoughts to inspire a conversation!

Building a sales growth plan involves these three plans.

What is my guest's journey from not knowing my restaurant exists to coming to the restaurant for the first time?

What is my guest's journey from when they arrive until they leave my restaurant?

How do I follow up and have that guest return for another visit?

Consistently develop these three plans.

Sunday, July 18, 2021

Are you following up?

Restaurant life is always busy.

Marketing is easily pushed to tomorrow.

And then sometimes tomorrow turns into next week.

You need to follow up consistently with your network.

You don't want to give your guests a chance to forget you.

Friday, July 2, 2021

#1 - Automation

Top 5 reasons you need to build an email list and use it!

Unlike your social media accounts, where you must create and post content all the time, you can build sequences of emails that go out based on contact interactions with your email strategy.

When someone signs up, you can send them a welcome series with emails sent over automatically explaining your unique offerings.

You can create happy birthday emails to go out based on a contact's birth date.

You can send out anniversary emails based on how long a contact has been part of your network.

The options are endless.

Once the automation is set up, you just need to maintain the emails. As things change in your business, you can update the individual emails' content without recreating a new structure.

Thursday, July 1, 2021

#2 - Ownership

Top 5 reasons you need to build an email list and use it!

You can't take your followers and likes with you from your social accounts.  

Social media not only controls who sees your posts and when they see them, but they also have a right to inactivate or delete your account at any time for any reason.

An email contact list, by contrast, is an asset you own. You are not committed to any platform or interface, and with the ease of writing an email to a friend, you can contact your entire list with the press of a button.

Would you rather have a business with 10K social media followers or 10K engaged email contacts?

Wednesday, June 30, 2021

#3 - Reporting

Top 5 reasons you need to build an email list and use it!

This goes beyond engagement levels and open rates. Most email programs give you the power to learn more about your online community.

What links are people clicking, what landing page did they use to sign up, what advertising campaign generated the contact information?

Being able to send a new message based on the customer's interaction with a previous message helps you refine your strategy and send targeted emails to the people who are interested.

Tuesday, June 29, 2021

#4 - Instant & direct line of communication with your community

Top 5 reasons you need to build an email list and use it!

Hitting send on your email campaign gets your message delivered within minutes directly to each contact's inbox.

Social media platforms limit how many and when people see your post and gets pushed down as more posts are made.

Email lives in your contact's inbox.

They need to make a conscious effort to open it, ignore it, or delete it.

Your message will be seen, even if it is only the from name and the subject line.

Monday, June 28, 2021

#5 - Personalization

Top 5 reasons you need to build an email list and use it!

Social media is like using a megaphone in a crowded field.

Email can be personalized using merge fields to make each email unique to that guest.

Not only can you address your email personally by using the contact's name, but you can also ask questions and learn about them to send the right message at the right time.

Sunday, June 27, 2021

Let's Move Forward

There are new challenges; there will be constant challenges,

Life is hard.

But you get out of it what you put into it.

Don't be the one who cries over the spilled milk.

Be the one who looks for the next cow.

Saturday, June 26, 2021

Progress means moving forward.

We all want to be perfect, but sometimes you need to sacrifice perfection to move forward.

When it comes to restaurant marketing, posting to social media or getting that email sent is way more effective than taking a few days to make it perfect.

No one is saying you should be sending out ugly communications, but sometimes overthinking how a picture looks or the words you choose makes marketing seem harder than it needs to be.

The most important of marketing is getting in front of people consistently.

Friday, June 25, 2021

Build a relationship.

Asking questions and learning about your guests gives you the power to engage with them on a personal level.

After all, the success of your restaurants is a result of the relationships you build.

Got 60 seconds? Check out the video

Friday, June 25, 2021

Cumulative Advantage

Mark Schaefer weaves decades of research and revealing expert views into an entertaining guide to building momentous success in the real world.

Following the old rules of digital engagement is not enough...not nearly enough. Even being "great" is insufficient in the face of overwhelming competition redefining the limits of excellence every day. From the best-selling author of Known and Marketing Rebellion comes a practical guidebook built for the modern world.  

Cumulative Advantage demonstrates how the world is stacked against us in big ways and small and provides new ideas to help us build the unstoppable momentum needed to rise above competitive barricades in business, in our careers, and in our lives. Filled with motivating ideas and fascinating case studies, Cumulative Advantage is an indispensable and practical source of inspiration for every person with a dream that’s ready to take flight.

But don't take our word for it; read the book. Cumulative Advantage by Mark Schaefer

Thursday, June 24, 2021

Do you take contact information for people who make a reservation?

Yes, so you have a record of them, if something comes up, you can contact them,  and after their meal, your reservation system probably sends them a follow-up.

It's even more important to have that information from people who aren't ready to make a reservation.

They come to your website and look around.
They are interested but not ready to commit.
Have them join your network, and now you can directly communicate with them.

Got 60 seconds? Check out the video

Tuesday, June 22, 2021

Don't forget about the marketing.

Sales are up, staffing is tight, and you are doing whatever it takes to keep the restaurant running.

But don't get caught in the trap of thinking your restaurant is busy enough, so you don't need to worry about marketing.

That's not looking at the big picture.

It is the best time to turn up the marketing and build your network during the season of record sales.

Capture contact information and build a relationship with all your guests outside your restaurant.

Not only will the network support you when things slow down, but if you decide to expand with another location, another concept, or even another type of product, you will have a base of people to connect with.

Monday, June 21, 2021

Value is the key factor if you want to be a busy restaurant.

Value is a perception-based quantification in the guest's mind. It's not something that can be easily measured.

Just because your food cost is the same on every item you serve; doesn't mean the perceived value is the same.

Fine dining restaurants can charge more for simple ingredients based on the atmosphere and the service.

So when you are thinking about the value, you deliver don't just whip out the calculator and add up your cost of goods. Understand the perception of your restaurant. Sometimes you will be able to charge more, and sometimes you are overcharging.

Got 60 seconds? Check out the video

Saturday, June 19, 2021