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.
A house has all the same components.
Foundation, walls, and a roof.
So why do you need a plan?
The foundation needs to be strong enough to support the walls. The walls need to be strong enough to support the roof. So once you decide what your house will look like, an architect needs to go back and create a plan to ensure that all of these elements work together and create a stable structure.
Then each trade uses that plan to make sure it fulfills its obligation of the construction process to create the final product.
What's your plan to get new guests into your restaurant and have existing guests come back more often?
If you have a list of contacts, you need to track their engagement! But don't do this based on email opens; do this based on link clicks. These are the people who are interested in finding out more information.
Run a report that tells you who hasn't clicked a link in the last 90 days.
Send them an email asking them if they are ok and that you just wanted to make sure they still enjoy being on your list and receiving your messages.
Create a button to click to tell you they are ok and connect it to a landing page that thanks them for their response.
Anyone who doesn't click the link within a week needs to go.
You want people on your list that are engaged and reliable to take action on your information you send.
There used to be full service and fast food. The line was pretty straightforward. But now, just like the fusion between culinary styles, the lines between service styles have also become very blurry.
So how are you unique?
Your guest gives you more than just money; they commit their time to your restaurant.
How is your restaurant going to give value to a guest for the time they spend with you?
An investment in knowledge doesn't always mean just investing in learning.
Investing in knowledge can be about working with people who may have more knowledge in an area of focus than you, and together, you become unstoppable.
You need to measure your marketing against the sales that it creates as a direct cost of bringing in new guests.
Do you know what happens when you throw a bunch of shit against the wall in hopes that something might stick?
The room smells like shit!
Take the time to calculate your marketing cost and make sure what you are doing is bringing you positive results.
Not sending emails to people who have given you their email address because you don't want to bother them, piss them off, or have them unsubscribe is ridiculous.
It's most likely not how many emails you send; it is what you are sending them.
Every advertising medium works best with frequency; your email is the same. Find people who want to be on your list, and make sure they hear from you at least once a week, even if you're just saying hi!
91% of new guests will visit you based on a friend or family member's recommendation.
These friends and family members are your superfans.
Your sales strategy should focus on building a network of these superfans so they can reach the people that most traditional advertising never will.
But don't just take our word for it; read the book.
Pat Flynn, Superfans: The Easy Way to Stand Out, Grow Your Tribe, and Build a Successful Business
Identify three unique things about your restaurant.
Your three uniques are what sets you apart from the competition.
When you look at the competition in your trading area, a few restaurants may share one of your uniques. There may be a couple that share two of your uniques. However, there is no other competition in your trading area that have all three of your uniques.
Your trading area could be 5 blocks, 5 miles or for a destination restaurant, it could be the entire city.
The important part is you need to concentrate on marketing these items to help your restaurant stand out in a crowd.