How to Stay Profitable Even in a Slow Economy
If you're a restaurant operator and are fed up with trying different advertising campaigns that bring little or no business to your restaurant, then this is the most important message you will ever read.
Many experts will tell you, the reason why you're slow is because of things like "You're in a bad location...there's too much competition...you're over capitalized...poorly managed...bad accounting...or whatever." And while some of these reasons may have a bit of truth to them, for the most part, most of these reasons are nothing but "nonsense!"
The bottom line is, most restaurants fail because they don't have enough customers seeking them out. What I mean is to succeed, you need to "attract customers to you" instead of "chasing them down". Remember, there is only ONE difference between the success you experience, and the success of your competitors, and that difference is, the quality of the marketing you're using. I know every single mass media advertiser would have you believe you must run your ads over-and-over again for them to work. This is misinformation at its best!
And if you're like most independent restaurant owners who has already lost a boat-load of money doing this, then you already know this is a bad investment, and it may have already cost you thousands of dollars. The fact of the matter is mass media for small independent restaurant owners like you is a complete dead end. The reason is simple. You're targeting the wrong audience.
To succeed, you need to spend all of your efforts inside your restaurant and in your immediate neighborhood. Of course companies like McDonald's and Subway Sandwich are quite successful in mass media advertising. But then again, these are among the largest restaurant chains in the world with tens of thousands of units. Subway for instance, spends more than $300 million on television advertising alone. It's absolutely crazy for a small independent operator like you to try to compete with that kind of marketing advertising powerhouse.
So why is mass-media advertising not as effective anymore for small restaurants? Because over the years the size and the quantity of the major players have exploded and so it's almost impossible to fight them with conventional weapons and expect any measurable result. Now that the battleground has completely changed, to compete successfully in this industry, you have to fight your battles where you can win them. You need to fight them in your own backyard.
It's the only battlefield you can control. The only place to conduct an effective marketing campaign is right within the four walls of your restaurant, known as FourWalls™ Marketing. In today's competitive industry, delivering quality food with exceptional service is just not enough to guarantee success. It's how you package your product that makes all the difference in the world. A successful FourWalls™ marketing campaign means delivering an experience people want to repeat.
There are basically three ways to increase restaurant sales:
- By bringing in new customers
- By getting your current customers to visit more often,
- And by raising your check average.
At a fraction of what you would normally spend on mass-media advertising, a well developed FourWalls™ marketing campaign can achieve all of the above through strategic use of MenuClub© promotional pieces such as PocketMenus©, HouseMenus, MenuBoards, BizCards, PostCards, Posters and Flyers.
Look, I know running a restaurant isn't easy. With the recession, and energy cost as well as food costs going up, things aren't going to get any easier. In fact, most economists predict the economy is going to get worst before it gets any better. So my question is do you have the right tools to survive the rough waters ahead? To get more out of your restaurant and less anxiety in your life, become a MenuClub Member today.
With over 16 years of experience working with restaurant operators just like you, my highly qualified and experienced design team is instrumental in helping you create a professional image for your restaurant that will make a lasting impression on your customers. Regardless of which combination of MenuClub© products you order, we will not only produce quality marketing material for your restaurant, but will maintain the same theme from product to product to maintain your image consistency. It's as close as you can get to having your own private designer right there at your restaurant.
Keep in mind, every product that we create for you is designed to tie you back to your restaurant's brand. Our ultimate goal is to provide you with a unique marketing platform under which you're able to deliver a dining experience that will make you stand out from your competition. And, we have the expertise, the experience and all the right tools to do it, as we consistently have within the last 15 years. This is a responsibility that we don't take lightly, after all, it's your restaurant's image.
Marketing Consultant, MBA