Restaurant Marketing Report - 7 Secrets To A Full Restaurant

Simple ideas and strategies to put "bums on seats" and fill your restaurant or cafe with paying customers.

We help Restaurant and Cafe Owners to magnetically attract more customers, increase the average customer spend and to put more money in your bank account.

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Tuesday, 31 May 2011

Being outrageous at lunch time gets you noticed!

I was just returning from the city and feeling hungry when I noticed these two young ladies waving their signs outside the Ruby L'otel in Rozelle. I couldn't resist the photo opportunity and the chance to enjoy a $10 lunch. I congratulate the owners for this  simple but effective initiative.

Many reading this would say 'This is out side a pub - we couldn't do that!" Rubbish - why not? Yes, and dare I say it if you think like that your restaurant is probably empty. You could even take the concept and with a little refinement try it out side a fine dining restaurant.

The most important thing in your marketing is to be noticed. As Gary Halbert one of the world's best marketers would say it is all about creating a little theatre and excitement and being noticed.

So often I have come across restaurants particularly in suburban areas struggling at lunch time. They complain but do nothing about changing their situation. Your quiet time maybe later in the day. It doesn't really matter when, other than you need to recognise this as a time of opportunity.

What can you do to bring people into your restaurant in those quiet times? How can you be different than everyone else? What would make you standout from the crowd? What changes do you need to make to the menu? The way you operate? Do you need to attract a different type of customer at that time? Etc? Etc?

Some simple ideas -

  • Introduce snacking or mini meal options
  • Have a fast and casual type menu for the during the day, maybe more salads, and light lunch options or in the winter soups and scones
  • Cater more for mums and dads, or maybe have a kid focus
  • Offer "Happy Hours" for early diners
  • Introduce music or other entertainment to encourage visitors at times they would not normally visit e.g. a piano playing over lunch or a bit of jazz may create a bit of "buzz"
  • Offer specialty deserts or maybe "High Tea"
  • Maybe you could value add by offering a free car wash while they eat
I am sure you could come up with many other ideas. Why not ask your customers what they think? Be prepared to be flexible. Move away from the square box and be prepared to experiment and you can not fail.

Finally, don't forget to tell your customers. Don't assume they will know what you are doing. That is what is great about the Restaurant Sales Builder System .You have the means and flexibility to quickly communicate with your customers; have a bit of fun and can easily share the good news with them.

Monday, 30 May 2011

Are restaurant owners really serious about growing their businesses?

I have been building a list of restaurants in the Sydney area who have been using Group Coupon offers like the ones put out by Groupon, Spreets, Best Deal, etc. These deals offer incredible value benefits for the consumer and encourage the coupon chasers to move from one restaurant to another according to the best deal being offered.

For the restaurant owner they provide an opportunity to raise their profile in the local community and are more effective than traditional advertising methods - or are they? This is a whole story in it self but need less to say my view is they encourage one off diners who reside well away from the restaurants natural business catchment to try you  out purely because of the deal. When in essence they are very unlikely return. The "Life Time Value" of such a customer is usually negative and restaurants are in effect "Spinning their wheels", putting a lot of pressure on their staff and resources for at best a "break even" result.

After all Marketing your restaurant is not a "one off event" as these type of campaigns encourage but a "process". 

When I examined (not in detail) the individual restaurants I found a number of fundamental sales and marketing flaws that was common among a large number of these restaurants. The flaws were not limited to small independent operators but also some big name restaurants.

I found -

  • A surprising large number of restaurants still did not have a web site despite the obvious benefits that brings a restaurant
  • A large number of restaurants who did not display their phone number on the home page (Top Right Preferred) but instead hid the number away either below "the fold" (below the viewing screen on the computer) or you had to search and find a "Contact Us" button and then "click through". By the way the phone number should be displayed on every page.
  • Many restaurants did not collect customers email address and name so they could receive regular communications, offers and news from their restaurant - this is your "gold"
  • So many restaurants have let the web developers get carried away with heaps of flash so if you were searching on a mobile phone you couldn't get your core restaurant information or even find out the basics about your restaurant e.g. location, opening hours, phone number, parking details, menu, etc
  • Hardly any restaurant had a Facebook page
  • No restaurant actually gave a web visitor a reason or incentive to visit the restaurant other than they had good food or offered good service. Everyone else is saying the same thing so where is the incentive for them to visit for a first time
  • A number of directory listings where out of date - regularly review these
  • No Google Places listing
This list is far from exhaustive. If you are serious about marketing your restaurant you need these basics in place first. When combined with an automated restaurant marketing system and loyalty program as offered by Restaurant Sales Builder you will quickly grow the profits and sales in your restaurant.

Thursday, 19 May 2011

The Biggest Mistake Most Restaurant Owners Make!

Most restaurants do not have a marketing system; do not collect the names and details of their customers but instead waste money by running one off promotions to lure new customers into their restaurant. This is a very expensive and often a very ineffective strategy.


Alternatively, they open their doors, put up a few signs and do nothing and then wonder why business is slow!


I remember a customer who once wanted to run a promotion where he wanted to put up a motor scooter as the prize to get new customers in the door with no follow up strategy. While this would have been great to promote, the costs of the promotion plus the prize cost would have taken weeks to recover.


The “Gold” is right there under your feet so why don’t you tap into it.


Yes, instead of spending your marketing budget focusing on getting new customers a significantly better strategy is to spend time encouraging your existing customers to dine with you more often.
Every $1 spent on marketing to an existing customer will return you 5 to 7 times more profit than you will get by spending the same dollar on acquiring a new customer.

There are several reasons why -
·         Firstly, you promotion is more targeted.  Someone who has dined with you before is significantly more likely to dine with you again and is more receptive to receiving communications from you.
·         Secondly, the cost of any promotion to existing customers is much cheaper and effective than chasing new customers for reasons mentioned above.
·         Thirdly, use you existing customers as a primary source of new customers. Do this by encouraging them to refer new customers to you through a system of rewards and acknowledgment. A referred customer will end up being much more valuable to you than any brought in randomly on a promotion.
Let’s put all this in perspective...
Imagine a customer who dines with you twice a month. The average spend is $35 each time they visit. So the current spend is let’s say $70 a month. If you get them to dine one more time and they spend $35 that is an increase of 50% on your turnover and you haven’t had the enormous cost of chasing new customers.
I know of no other way to so quickly give you such a quick increase in turnover. 
Check out the Restaurant Sales Builder Program it gives you the tools to do all this and heaps more at http://restaurantsalesbuilder.com.au

Monday, 16 May 2011

Restaurant Sales Builder Launches in Australia

Imagine as a Restaurant Owner having a system that pulls in customers while you are down on the beach having a sleep! 
Sound incredible! Well that is exactly what Restaurant Sales Builder is!
It is like having your restaurant marketing on "Steroids"! The best thing it is automated!


It is well proven in the American market and now finally I have been able to secure the Australian rights and bring this time time saving, done for you, cash generating marketing solution to Australian Restaurant Owners.


For so long have I seen restaurant owners struggling to fill their restaurants! At long last this gives owners a core marketing system which will encourage your customers to -
  • Visit more often
  • Spend more on each visit
  • Purchase new products and services
  • Provide you with a steady flow of referrals
  • Provide you with valuable feedback
All this means more customers, more sales and more profits!


What is more important -
  • Great Food
  • Great Service or a
  • Great Marketing System?
The truth is all 3 are just as important and in fact I would contend having a great marketing system is more important either of the the other two. Just look at MacDonald's their strength is not in their food, their service but in the great system they use.


This is exactly what the Restaurant Sales Builder does - it automates all the things you know needs to happen but because you are just so busy you just never get around to doing.


To out how the Restaurant Sales Builder can help you Restaurant grow its sales and profits go to Http://RestaurantSalesBuilder.com.au