It's all about the mindset of how you are serving someone.
The word customer is transactional; however, when you refer to your customers as guests, it's like inviting someone special into your home.
You sell to customers, but you take care of guests. And if you want to build an exceptional restaurant, providing a fantastic experience for your guests is extremely important.
"Which came first: the chicken or the egg?" The dilemma stems from the observation that all chickens hatch from eggs and all chicken eggs are laid by chickens. "Chicken-and-egg" is a metaphoric adjective describing situations where it is not clear which of two events should be considered the cause and which should be considered the effect."
Same thing with sales and marketing; which is more important? Well, it's the relationship between the two that increase your revenue.
Having no opinion is having an opinion
Not planning is planning to fail
Not investing in growth means you are being left behind.
There are always ways to be better, stronger, and build a better restaurant.
Mediocrity is like trying to run your restaurant in neutral. It will only get you so far. Then you either need to put the foot on the gas, or you will start rolling backwards.
"Don’t let mediocrity be the best you can achieve."
Newsletters are usually long-form content. They have lots of information. They take a lot of time to put together and get blasted out once a month.
You may see success with it by getting a spike in your business everytime you send it out. Does that mean you should send more newsletters?
Try this next month.
Take your newsletter and divide it up into four separate e-mails.
Segment your list into four groups.
Send each group a different e-mail for four weeks.
Now you will see a more consistent increase in sales instead of a spike.
You will also see which section of the newsletter created more engagement and sales.
Don’t put all of your eggs in one basket.
AKA Don't just use one tool for marketing your restaurant.
Going all-in on one form of marketing limits you to only those people who follow that one channel. Can you do everything? No, but you need to build out a few different paths for your marketing strategy.
1 - Website, this needs to be clear on the type of experience people will have at your restaurant.
2 - Email capture system, have a process to turn websurfers who are not quite ready to commit to a visit into contacts and connect with them in the future.
3 - In-house email capture system, add people who visit your restaurant to your database, either through a contest, reservation list or anything else that may incentivize them to give you their information. (Remember to not add them directly to your list, send them an email asking for permission.)
4 - Post to social media daily, Instagram, Facebook, Twitter, Google My Business. Being consistent daily shows the internet that you are contributing and you are dependable. Although you may receive less engagement per post, on average, for the week, you will have more engagement than posting once in a while
5 - Paid advertising, pay to play. Spending at least $10 a day to boost your post or create an ad will get you in front of new people. Having the call to action to subscribe to your email list will permit you to market directly to them.
Marketers talk a lot about creating engagement. Your restaurant should have engagement as part of its marketing strategy. But the kind of engagement you are creating is what is important.
Definition of engagement
1: an arrangement to meet or be present at a specified time and place
2: something that engages
3: emotional involvement or commitment
4: the state of being in gear
5: a hostile encounter between military forces
The word has many different meanings, but the one that should matter most for your restaurant's marketing strategy should be;
Creating brand awareness with the result of direct interaction resulting in sales.
See, creating a like or a follow does not put money in the bank and does not transform directly into sales.
Make sure the engagement you are working so hard to create, creates sales for your restaurant.
Everything has a cost. It might not be a dollar value; it may cost time, energy or the big one opportunity cost.
Not investing in a marketing strategy is free.
But what is the missed opportunity?
To achieve a return on your marketing investment, the first step is you need to invest.
There are many free marketing tools available, but free may be costing you if you are not using them correctly.
You create a website using a free tool.
You put up some pictures and create some content but is it effective?
Is the information people after easy to find and understand?
Is it optimized for search engines?
Does it give a good understanding of the type of experience a guest will have at your restaurant?
With your website, you only have 5 seconds to make a great first impression. However, you may have a "FREE" website, but if it is not converting websurfers into paying guests, then that's a missed opportunity.
Now "FREE" is costing you revenue and new guests.
If you knew that it was a guest's first time, would you take extra measures to ensure they enjoyed themselves? Maybe send them over an appetizer to start or a dessert at the end of the meal. You want to make a great first impression, so they remember you and come back.
The Restaurant Funnel Sales system provides your restaurant with a marketing strategy that is personalized, engaging, systemized and trackable, providing a positive ROI on your investments.
You would make it for them. You would create the special event, you would add the menu item, you would change an element of your service.
You can't be everything to everyone, but if you ask your existing guests for feedback, it just might inspire something new.
Don't just assume that your guest loves everything you create.
Make sure you are always asking for feedback to make an informed decision on the direction of your restaurant's experience.
Most people don't care about a restaurant newsletter; they search you up because they are looking to solve a problem. That problem might be hunger, entertainment, connection with a friend.........
So how do you get them on your list? Give them a sample of what you're offering. Not a discount, a sample.
Once they are on the list, send them a personalized welcome email and a campaign with short emails every few days highlighting how you could solve their problem.
Oh yea, don't bury the sign-up form at the bottom of the home page. Have it the first thing they see when they come to your website.
"Your websites should be 100 percent focused on signing up strangers to give you permission to market to them" Seth Godin
Got 60 seconds? Check out the video.