| - Understand what business you're in (it's not | | | | restaurant? The answer had better be yes or |
| what you think!) If you take away only one thing | | | | you shouldn't be the owner! |
| from this article, let this be it- You are NOT in the | | | | - You don't need a massive budget I know |
| restaurant business, you are in the restaurant | | | | there's never enough money at the end of the |
| MARKETING business. | | | | month to spend what you'd like on marketing. |
| Understanding this distinction is key to being | | | | There never is! But, consider this, there are many |
| successful and it is the single biggest mistake I | | | | things you can do that aren't expensive. Mostly, |
| see most restaurant owners make. | | | | it's about being an ambassador for your business, |
| Few if any independent restaurateurs consciously | | | | which means you should almost always be in |
| understand this critical point. Often, successful | | | | marketing mode and always looking for ways |
| restaurants fall into their success by accident, but | | | | your business can bring a benefit to others (and, |
| make no mistake, understanding that the name of | | | | by extension, to you!). |
| the game is marketing is key to being profitable. | | | | This is where you need to get creative- Look up |
| - Who ARE you? Before you can create a | | | | "guerilla marketing" ideas online. You'll find lots of |
| marketing plan, you need to define who you are | | | | fun and different ideas that aren't expensive, but |
| and who your target market is. | | | | will get people talking. Stay away from the |
| The first question is usually answered by the | | | | obvious- don't waste money on yellow page ads, |
| creation of a USP or Unique Selling Proposition. | | | | think hard before you plunk down your dollars for |
| Many businesses create one- virtually every chain | | | | coupon ads in your local green sheet or |
| restaurant has a clearly defined USP and they | | | | pennypincher. These aren't bad exactly, but you |
| spend millions of dollars and great effort to create | | | | only have so many dollars. Make sure you get the |
| them and instill them in the public and their | | | | most out of them. Which brings us to another |
| employees. What is the first thing you think of | | | | important point... |
| when you hear the word "Disneyland"? Many of | | | | - If you can't measure it, don't do it! Every, and I |
| you probably said "The Happiest Place On Earth". | | | | mean every last one, campaign you attempt |
| What about Domino's"? If you're old enough, you'll | | | | must be trackable. In other words, every ad you |
| probably say "30 minutes or it's Free". These | | | | run or promotion you offer must have a coupon |
| USPs are immensely powerful and define exactly | | | | or some other method of knowing if it is working. |
| who and what a company is. | | | | This is absolutely vital. "If you can't measure it |
| Don not rush through this step. Spend as long as | | | | you can't improve it." Do not ever allow yourself |
| you need and think long and hard about what | | | | to be talked into any advertising that does not |
| makes YOU and your business unique. If you can't | | | | contain an offer and have some way of tracking |
| think of anything unique about your business, then | | | | the results. |
| you'd better spend some time creating something | | | | And, obviously, make sure that you take the time |
| that sets you apart from your competition. If you | | | | to do the tracking carefully. Repeat what works, |
| don't then you'll be an afterthought in people's | | | | throw out what doesn't. |
| minds. | | | | - Get Online! I know, I know, you've heard it |
| Another thing- The more focused and direct your | | | | before. But this is the reality. If you're not online, |
| USP is, the easier it will be to create your | | | | you don't exist for a large portion of the |
| marketing. | | | | population. |
| - Bigger isn't "Better" Listen, your dream might be | | | | This doesn't have to cost a fortune, in fact it |
| to eventually have a 1000 stores across the | | | | should give you a great return on your |
| country and run it all from your yacht in the | | | | investment. If you can't do it yourself, then pay |
| Mediterranean. Go for it! But, right now, you're the | | | | to have it done, but you need a strong web |
| little guy and the worst thing you can do is allow | | | | presence and this is only going to become more |
| yourself to consider that a weakness. Sure, the | | | | important as time goes on. |
| big chains have advantages in budgets and | | | | Options for keeping costs down- Check the local |
| economies of scale, but they can't be the one | | | | college for students who have computer skills. |
| thing you are- LITTLE! So, embrace this and use | | | | They'll work for cheap (maybe even in trade for |
| it to your advantage. Little means "personal". Little | | | | food!). There are many inexpensive programs for |
| means "community". Little means "speed and | | | | creating web pages and companies like GoDaddy |
| efficiency". Little means "unique and original". Little | | | | can provide domain name and hosting for very |
| means you can "change on a dime". | | | | modest budgets. |
| Think of all the things you can do that the big box | | | | And the future is coming more quickly than ever! |
| down the street can't and use any and everything | | | | Don't neglect cell phones. Connecting to your |
| you can think of. | | | | customers through their phones is going to be the |
| - Work ON your restaurant not IN your | | | | next major direction and the sooner you get on |
| restaurant This is a biggie! It's a mistake I've | | | | board the better. |
| made myself. Think about where your time is | | | | And, conversely, don't allow yourself to have a |
| best spent. You might need to spend a lot of | | | | bad web page- this is worse than not having one |
| time initially getting your restaurant running up to | | | | at all. I will absolutely guarantee you that a bad |
| your standards, but make sure throughout your | | | | web page will lose you customers and quickly. |
| planning that you set as your goal a commitment | | | | These are some basics of the mistakes I've |
| to focusing the bulk of your energy on marketing. | | | | made and seen others make along with some |
| Consider the value of your time. Is your time | | | | ideas on how to set yourself apart from the |
| worth the same as the minimum wage cook or | | | | crowd. |
| busboy you hire? It shouldn't be. another way to | | | | And that is the key- differentiation. You've got to |
| look at it is this- What activities can/should you be | | | | be different than everyone else, but don't worry, |
| engaged in to bring the greatest return to your | | | | you already are! Now you've just got to show it |
| business? Can your spending time working with | | | | to your guests and the public! |
| the local Chamber or donating time and product | | | | These are just a few things to think about, but |
| to a charity bring a greater return than the cost | | | | they're the most important points to consider. |
| of paying someone to cover a shift in the | | | | |