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What This New Google Places Change Means to Your Restaurant Business

Google has just rolled out a major change to Google Places. In fact, there are two major changes that concert restaurants.

  1. Google Places is now merged into Google Plus (or Google+), the social media platform from Google.
  2. Reviews on Google Places are now provided and manages by Zagat. So instead of the usual 5-star rating system you will start seeing 30-point Zagat ratings based on a several parameters (I.e., the food is ranked separately from decor etc).

As a sidenote, Google does own Zagat, which it purchased last year for just over $150 Million.

So what do these changes mean to your restaurant business and the way you marketing your restaurant?

  • You can no longer ignore Google Plus as it becomes a much more important in influencing search-engine rankings. If you’ve been having a hard time trying to keep up with Facebook, Twitter, Pinterest, YouTube and other social media tools, now you need to add another one to the mix.
  • Getting customers to leave reviews on your old Places page was hard enough but it gets harder yet. First, they have to be on Google Places, then they need to log in and search for your restaurant on there, and when and if they found you, they can leave a review. It’s likely that more people who want to vent and leave a nasty comment will have the tenacity to jump through all the hoops. The tone of the reviews is likely to suffer a bit.
  • More major and dramatic changes are coming down the pike so it’s important to keep an eye on all this so that you don’t lose what you’ve already accomplished online.

You may be wondering if there is any good news in all this. And in fact, there is.

The good news (as far as marketing a restaurant goes) is that the whole online traffic landscape is shifting. It is in the times of major shifts like this that fortunes are created by those would know and do something about it.

Here’s more on this from the “horse’s mouth”:

https://support.google.com/local/bin/answer.py?hl=en&answer=2623007

Google is definitely not finished with the changes. One does not need to be a psychic to know that more major changes are just around the corner. Get up to speed on how to use these new tools in restaurant marketing and beat your competition into a punch.

7 Restaurant Business Predictions for 2011

As we bring in the new year, we are going to take on a risk of predicting what the near future has in store for the restaurant business. While we want to be right in our analysis, we hope that some of these predictions don’t come true as they mean it will be harder for a restaurant owner to make money and to keep the money they make in their restaurant business.

Restaurant Business Prediction #1: Daily Deals

With the success of the Groupon business model, more and more entrepreneurs jump on board and start their own versions of “daily deals”. Unfortunately for Groupon, they don’t have a “secret sauce” to help them defend their turf from the onslaught of this new competition. (However, their market is far from being saturated). Fortunately for a restaurant owner like you, there will be even more Groupon-like marketing options available to you.

Whichever “daily deal” or “group coupon” company you decide to work with, remember that they are in the business of making a profit for themselves, not for you. (The same is true about newspapers, TV, Yellow Pages, and any other advertising media). It is your number one job to make sure your restaurant business turns a profit.

To make a Groupon campaign work for you, be organized and prepared. Here are some quick tips:

* Have enough food and staff to serve any increase in business
* Don’t go with it unless you can at least break even on every check (because if you’re losing money, you can’t make it up on volume; any repeat business is the gravy)
* Train your staff to handle the “moochers” just like your best customers (to minimize the risk of getting bad reviews on Yelp, UrbanSpoon and other review sites)
* Train them how to do upsells and how to collect customer contact information table-side (to have a chance to follow up with them and invite them back)
* Get first-time guests on your email newsletter
* Enroll them in your VIP Club or Birthday Club
* Have a follow up / bounce back campaign thought out and in place to bring the new guests back in

More information on how to work with Groupon and other “daily deals” companies is available here.

Restaurant Business Prediction #2: Local Search and Geo Targeting

The Big 3 search engines (Google, Yahoo, Bing) keep coming up with new and better ways to deliver geo-targeted results. Local small businesses (especially those in the hospitality and foodservice industry) are where it’s at when it comes to providing a better user experience to an online user.

A few years ago, the Internet was thought of as a “global information super-highway” that allowed someone in England to check on the status of their shipment from China to a client in Canada. While this is still true, the Internet has changed into an everyday tool to help a local mom decide which cafe she’s will stop at when she takes Little Johnny to his soccer game or which movie she’ll go to on a Tuesday night with her girlfriends.

Independent restaurant owners are generally slow to embrace marketing technology. Many still don’t even have a website. And now just having a website for a restaurant business is no longer enough: It has to be optimized for local search. Get on this now before everyone else and their dog is on there. Early adopters will make the most money.

Restaurant Business Prediction #3: Mobile Marketing

The new waive of Internet users no longer use a computer to go online. They can — and do — go online from their cell phone. They call them now “smart phones” and even that is a bit of a misnomer: It’s anything but a phone. Chances are, your smart phone has more smarts than your 3-year old computer.

What does this all mean to a restaurant business? It means that if you were late to hop on the train called “website” and “email marketing”, then the new train called “mobile marketing” is going to choo-choo away from you even faster. Build a mobile version of your site and do that now. Google has been reported on some occasions to NOT show “traditional” sites in their mobile search at all, so the sooner you get there the more you will benefit.

And as you are collecting your patron’s emails and mailing addresses, it’s time to start collecting their cell phone numbers too.

Restaurant Business Prediction #4: Inflation and Higher Food Cost

The currency is being created out of thin air by The Fed and all the other central banks around the world at an unprecedented speed. As more currency (not to be mistaken with “money”) enters the circulation and starts chasing the limited supply of goods, the inflation kicks in. Where the inflation will be the most visible is the price of gas, utilities, and the food cost.

I’ve met restaurant owners who purchased their business several years ago and “inherited” everything — staff, menu, decor, pricing, clientele — from the previous owner. They are not ready for these fast-pace chances in their business costs. As the inflation get bigger and faster, food cost management will become a matter of survival and not just a “best practice”. Be ready to tweak recipes, portions, and menus much more often than you have in the past.

Restaurant Business Prediction #5: More Regulation

The governments of all levels are broker than broke. Incessant hand-outs, giveaways, and bailouts require more currency coming in in the form of taxes. While the federal government can ask The Fed to print more dollars, local or municipal governments don’t have that option. Their response is going to be more regulation, strict enforcement of bylaws, permits and licenses, more bureaucracy, and the complete abandonment of reason in their dealings with local businesses. A story comes to mind of a businesses owner who answered the door to find there two IRS inspectors serving him a notice to pay $0.04 in back taxes plus $200 in fines. Brace yourself up for more insanity.

Restaurant Business Prediction #6: Brand Management

Yelp, TripAdvisor and a multitude of other review sites have the power to both put your on the map and to destroy your business. Your restaurant’s brand management is likely to become your headache or at least a priority in the coming year. If you’ve taken the time to build a VIP Club and turn your guests into raving fans, they will become the army to defend you from blackmail campaigns by an unscrupulous vendor or competitor. Also, if you thought mess ups in your dining room were costing you a lot, now they can cost you the entire business.

Restaurant Business Prediction #7: Social Media

Love it or hate it, social media is here and it’s here to stay. Facebook is already responsible for one click out of every four in the US and they are growing bigger. The “ugly duckling” Twitter may not appear very elegant but it has produced solid marketing results for a number of businesses. Foursquare is consistently growing its user base in many metropolitan areas. And lest we forget YouTube that gets a comparable amount of traffic to that of the big almighty Google.

While many early attempts to use Social Media in restaurant marketing were primarily experimental and didn’t produce any long-term results, these tools are now going mainstream and we are likely to see a number of reliable and repeatable marketing tactics to emerge. Become a friendly and smart user of social media and you will increase your trips to the bank.

Simple Tips On How To Grow A Restaurant VIP Club

restaurantvipIt just hurts me to see restaurants to not be able to grow their VIP Club membership as fast as they could. Having experienced a sluggish growth of their membership, or no growth for a long time, many restaurant owners abandon the whole idea of VIP Club. Almost always, prematurely.

Which is sad. Because there is not a faster, easier, or more profitable way to grow restaurant sales than a Restaurant VIP Club.

The following is a short — and by no means complete — list of tips to help you dramatically accelerate the growth of your VIP Club list and of your restaurant business:

1. Offer a clear benefit

Placing a little fishbowl at the cash register is not enough. Sure, some people will drop their business card in there. But don’t expect your guests to line up and trip over themselves at a chance to get on your list. You need to offer a clear benefit to them, the benefit they will realize by joining your VIP Club.

2. Train your staff

Your staff should be doing the sales work for your VIP Club.  Nothing in this world, including your VIP Club, sells by itself.  And your staff will fail, quit, and sabotage your vision unless they believe they can sell what you’re asking them to sell. Keep it simple and leave no room for improvisation. Write a script, rehearse and role-play it until it becomes automatic and natural.

3. Get a buy-in from your staff

We’ve seen restaurants where the staff were refusing to sell the restaurant’s VIP Club to the patrons because they perceived that to be some sort of a “gocha”, a marketing ploy. Your job as a restaurant owner or manager is to educate and inspire your troops and to help them see the good that your patrons gain from belonging to VIP club.

4. Motivate your staff

Why not set up a contest for your waitstaff and have them compete for the most new VIP Club enrollments? Obviously, you can’t have such a competition with no buy-in from your staff in the first place. (See #3 above.)

5. Set up special events

The calendar should be your biggest friend. It gives you virtually endless opportunities to piggy-back and capitalize on some major and not-so-major holidays. As I’m writing this, The Mother’s Day is just around the corner. Do you have anything special happening at your restaurant that week? No? Boo to you!  And if you missed that opportunity, no fear. Because you can always create your own holiday, any day. Go to This Day In History page, pick the month and the date, find an event you could connect to your brand, food, character, heritage or the latest news item related to your restaurant, and create an event around it.

By growing your restaurant’s VIP Club membership, you can reduce the need to advertse, have more control over the type of customers you attract, and dramatically improve the profitability of your restaurant business.  And in order to grow the membership fast, you need to follow a few simple (albeit not necessarily easy) rules.

Key Numbers To Watch In Your Restaurant Business

restaurant-businessTo build and maintain a successful restaurant business, you need to constantly keep your thumb on its pulse and know how fast its heart is beating. You need to be checking the key numbers.

Obviously, your cash registers and your accounting system will provide you with some very important information. That’s the good news. The bad news is, knowing how you did last week or last month may not be a very good indicator of where your restaurant sales will be next week or next month.

Any type of financial data that you can get from the accounting system is known as “lagging” indicators. These indicators tell you what happened. They won’t tell you much about what is about to happen. However, they are still important.

Here are the most important numbers you need to monitor:

  • Weekly sales, total per week/day and also by the hour (you can then create a simple Excel chart and see weekly and daily peaks and valley and also be able to identify over-staffing & capacity issues)
  • Weekly profit (Many restaurant owners mistaken “gross” for “net” and assume that the more gross you have the more money you make. Well, as the song goes, “it ain’t necessarily so.”)
  • Weekly payroll
  • Product group contributions (the percentages of your total sales attributed to drinks, entrees, appetizers, and desserts)

If you manage your restaurant business by relying just on the lagging indicators, you could be looking for trouble. It’s akin to driving a car by looking in the rear mirror all the time.

If you want to have a way of predicting how your restaurant business is going to do in the near future, you need to implement and track a few “leading” indicators.

  • The total number of VIP Club members
  • The number of new VIP Club members added to the list over the last period
  • The number of Birthday Club members on the list
  • The number of catering sales calls made (if you do catering)

Some of the leading indicators are much harder to measure. They tend to be “soft” and qualitative, rather than “hard” and quantitative like the lagging indicators. After all, how do you measure the morale of your staff and how much they enjoy working at your restaurant? How can you confidently know that this week they were greeting guests more cheerfully than a week ago?

Well, these are certainly harder but not impossible to measure:

  • You can use comment cards and evaluation forms that customers fill out at the request of your staff.
  • You can hire a mystery shopping company or — better yet — turn you best customers into mystery shoppers.
  • You can talk to the staff regularly and fill out a simple form at the end of the day, and then tabulate the results weekly and monthly.

There you have it.

Now, let’s get to work and start keeping track of the important things in your business.

The list of indicators above is very short. However, if you implement just half of these indicators in your restaurant business and consistently track them, you will be in the top 5% of the most successful restaurants.

5 Key Principles Of Restaurant Marketing

1. Marketing has to pay for itself (it’s never an expense, it’s an investment)

restaurant-marketingThe whole idea of a “marketing budget” is wrong. Most restaurants define it as a percentage of their sales. Wrong, wrong, wrong!

If you had a reliable and proven way of investing $20 and getting back $30, how many of these $20 bills would you invest? I hope you answered, “All the $20 bills I could get my hands on. And also all the $20 bills I could borrow!”

Good! Then why would you cap your marketing at some — largely arbitrary — number?

A-ha! You probably do that because you are NOT sure if a $20 bill invested in your restaurant marketing can reliably and predictably bring you back $30 or $15 or any money at all.

And if that’s the case, you need to radically change the way you approach restaurant marketing. There is always a way to measure and know how much money each marketing campaign is generating for you.

2. If it ain’t broken, break it (to give a way to the new and better)

In many locales, we see restaurant chains move in and independents wane. And it is believed that this happens because the chains have more money in their corporate coffers and because they get better discounts from the distributors.

These are largely not true. On both counts (and I’ll leave this at that now and cover this topic in the future articles.)

However, the main reason chains are generally more successful than independent restaurant is because they always break what’s not broken. They constantly test new menu items, tweak their pricing, adjust their internal processes and marketing campaigns. And once they find something that works extremely well in one locale, they roll it out to all of the other stores.

Most independents we know abhor change. Aside from new paint on the walls every 5-7 years and the new menu covers every 3-5 years, most independent restaurants are frozen in time. Which brings us to the next point.

3. “The world doesn’t need another restaurant” (and it’s your job to prove them wrong!)

I first heard this phrase from Bill Marvin (a.k.a. The Restaurant Doctor). Maybe he’s the one who coined it, or maybe he’s heard from someone else, but this is the one that you need to make your mantra.

I have two very big questions for you:

  1. What makes your restaurant unique and special?
  2. Why should I, a customer, come to your restaurant versus all the other options I have (including doing nothing)?

If you can’t answer these questions well, the world certainly can do without YOUR restaurant. Think about it.

4. Restaurant business ain’t easy (however it can be simple if you follow the right formula)

Do you have an operations manual? If not, why not? How often do you and your staff refer to it?

For how long can you afford not to be AT your restaurant? Is that one day? A week? What about a month?

If your business depends on your being there all the time, you don’t have a business. That simple.  What you have is a job. And nobody wants to buy a job, especially yours.

5. The biggest asset in business is relationships (and it’s better than cash because it can be turned into cash over and over again)

You may be in love with the equipment you have in the kitchen. Or with the building you’re in. Or with all the furniture and fixtures that you have purchased and installed. Or maybe you love your recipe book and the beautiful menus that your graphics designer created for you.

This is all good. However, all that has very little to do with the real value of your business.

What you need to be in love with is your customers. You also need to be a freak about maintaining an up-to-date list with all their contact information as well as birthdays and other important dates in their lives.

It’s the new era in restaurant business, the era of Relationship Marketing. We have arrived. If you have been slow in getting on the bandwagon, you need to do that now.

Running Restaurants: Preparing for 2009

Congratulations!

restaurantThe fact that you are a reader of this site, puts you in the top 20% of restaurateurs who are not satisfied with the status quo and are constantly looking for new ways to offer greater value to customers, make better food, provide greater experience, and create a bigger legacy in their restaurant business.

We are proud to have you here with us. Thank you for coming back to Restaurant Commando for restaurant business and marketing advice.

Are we the only people in this business?

Of course not.

There are many great teachers out there that make it their mission in life to help more restaurants become successful.

There is no shortage of charlatans and magic-bean dealers either . And sometimes it isn’t easy to tell the latter from the former.

Running Restaurants is a resource we trust. Heck, we even contributed some of our content to them in the past! And it’s about time you discovered them too.

This week they have a special offer that is not to be missed. See it for yourself at  http://www.RunningRestaurants.com.

If you were wondering, we are not making a red cent recommending these guys. No kickbacks, no commissions, and no “under the table” deals.

The reason we are getting behind this offer is glaringly simple: We want to make sure that you, the restaurant owner or manager on a quest to more restaurant knowledge, can get your hands on some critical information. This new knowledge may make your 2009 a whole lot better than 2008 was (even if it was pretty good to begin with).

You’ll notice many additional bonuses for joining Running Restaurants within the next few days, some of them from us. Jaime, the guy behind the website, also confided to us on the phone that has more surprise goodies waiting for you on the other side.

If you’re reading this message after December 17, 2008, you’ve missed out on the uber-special deal and the bonuses. Lest that stop you. If you’re serious about creating more profits and more success in your restaurant, you need to take a close look at Running Restaurants.

Marketing A Restaurant In December (So As It’d Stay Busy Through January)

restaurant-lineYou know how it typically goes…

You get a swarm of people before the holidays. They come in, they celebrate the jolly festivities, they eat and drink and swipe their credit cards.

Then the dreadful January rolls in. Customers retreat to their caves and roll a big stone to block the entrance. They are gone and there are none of them in sight.

None. Zero. Zilch. Nil. Nada.

So the usual deal for a restaurant owner has been this: Make enough money when the celebration is going on and the business is brisk, and have enough of it stashed away in the bank account to keep the lights on when things are slow.

This has been the approach for years.

Alas, it just may not work this time. With the economy the way it is, everyone is bracing for a “soft” holiday season. You don’t have to be clairvoyant to know that this January is about to be one of the worst — or possibly THE worst — that one has ever seen.

That is, the one who is unprepared.

It certainly doesn’t have to be that way for you and your restaurant.

So what could you do now to make sure that most of the customers that visit your restaurant this month come back in the New Year? And what could start bringing them back more often than in the past?

Well, you could make your food a bit better (and you should). Is that going to do the trick? Unlikely.

You could improve your service (and you should). Just don’t expect to see a dramatic and an instantaneous increase in your food sales.

So what can it be?

There are a number of things you can do. Let’s cover just one today very briefly.

This tactic is called “The Secret Envelope” or “The Santa Envelope” and has been used extremely successfully by many a restaurant.

Here’s how it works.

You give your guests a sealed enveloped with a prize inside. They can’t open the envelope themselves (and if they do, they forfeit the prize). They have to bring it back to your restaurant in January and have your staff open it.

The prizes that you create for this contest can as small as a free coffee / desert / appetizer to something quite large like a $500 or even a $1,000 gift certificate. (Obviously, there is going to be only one super-big prize and a whole bunch of smaller ones.)

If you do it right, you will have a stampede of customers in January. We’ve seen this happen time and again.

We will be walking you through the details of this approach at a free restaurant marketing seminar in Toronto one week from now. (If the above link doesn’t open, just go to http://www.RestaurantAcademy.com and find the event there.)

We’ll be covering this and two other powerful tactics to help you make more money in your restaurant business now and next year.

Obama, Restaurant Sales, And Change

obamaOn Tuesday, as soon as we wrapped up the second day of the Restaurant Profit Bootcamp in Austin, TX, restaurant owners and managers in attendance had left the building to join millions of Americans at the voting poles. That night, Sen. Barack Hussein Obama emerged as a winner of the big race by promising to bring about the change.

The change is sure needed.

Yet when it comes to your restaurant business, it is not to come from the White House. It is irresponsible and even juvenile to expect an external force to bring the change unto your business. To give you something that is yours to create.

The change is not going to just “happen”.

The change will be a result of each business’ meticulous, deliberate and bold action taken to make that business better every day.

By selling one more plate.

By adding one more customer to the database.

By knocking on one more door and introducing themselves to one more family in the community or one more business in the neighborhood.

By making one more marketing campaign pay for itself and then some.

By making one more birthday party super-special.

By training one more server to be observant and forthcoming.

By making their kitchen another notch more efficient.

By making their menu another notch more effective.

By making their restrooms another notch cleaner.

By giving a chance of a minimum-wage job to a kid so he could prove the world has given up on him too soon.

By knocking one more customer’s socks off and making their day.

Which is pretty much the list of things the attendees of our Bootcamp came to learn, to share, and to embrace. And now they are back in their restaurants, making the change happen.

And I salute them for that.

Stupid Restaurant Marketing: Shift Happens

Unless you’ve spent the last year or so in a cave, you know there are some major economic changes underway that are making restaurant business — or almost any business for that matter — a lot harder. Shift happens, you know.

One way where this shift is apparent is TV. Did you notice how many infomercial-type ads have now replaced the old stupid commercials with dancing pop cans and talking dogs? And we are not even talking Shopping Channel or QVC anymore. This is “normal” TV, like CNN or Fox.

Apparently, very few restaurants are catching on. Here’s just one example that is oh-so-typical.

Last weekend, my son played in a hockey tournament in London, Ontario. The management of the sports complex hosting the tournament has figured out a way to generate some revenue by offering sponsoring opportunities to local businesses.

Great idea.

Bad execution. On the part of advertisers.

This is a picture of the banner for a local pizzeria.

Tony's Pizza

I bet Tony (or whoever owns that pizza business nowadays) spent a pretty penny to get that rink named after them and to put a beautiful banner up. Here’s the issue: I fail to see how they can even hope to get any restaurant marketing results this investment.

Let’s imagine I’m at the rink, I notice the banner and I decide to get a pizza. This is not an inconceivable thing to happen if I’m a parent who has just spent the last 3 hours after a long workday at a cold hockey rink watching a bunch of young Wayne Gretzkys skate around and try to get that puck with a little stick. Cooking is the last thing I’d want to do tonight and pizza would be a Godsend.

Well, there are at least several problems that I wouldn’t be able to overcome as a potential Tony’s customer:

  • Since there is no phone number mentioned on the banner, how am I to call them and place an order?
  • There is no indication of where this place is located either. An address would be very helpful, or better yet, a small map to tell me if that pizzeria is on my way home. None of that is present.
  • How about the business hours? Some hockey practices extend into a very late evening. I wouldn’t want to veer away far from my route and come to the place only to see the “Closed” sign on the door.
  • And, oh, wouldn’t it be nice to know about the delivery option? After all, what can be better than calling the pizza while your kid is changing up and pulling into your drive way just as your pizza has arrived?
  • And last (which should probably be first), why should I order from Tony and not some other national and heavily-advertised pizza brand whose jingle and the phone number are engraved on every kid’s brain? (Nope, sorry, being in business since 1961 — or even 438 B.C. is not it. Nor is the claim of being “famous”.)

If you spend any money on restaurant marketing, make sure you give this marketing a chance to pay you back in new and repeat business.

Restaurant owners like to complain about all the things that they have tried and that didn’t work. If you listen to that chorus, nothing ever works. Advertising doesn’t work. Rink sponsorships don’t work. Newspaper ads don’t, and radio doesn’t either, to say nothing of the Yellow Pages. This doesn’t work, that doesn’t work.

And almost invariably, when you take a closer look, you see a poorly executed ad that is a variation of Tony’s Pizza banner, committing all the same restaurant marketing mistakes.

I’m sure Tony (or his successors) are totally convinced by now that local sports sponsorships don’t work. Yet this problem is of their own making. Their business is going to suffer. They will probably withdraw their backing next season. And everyone is going to lose:

  1. Tony’s because they’ll have fewer customers.
  2. The rink because they will lose a sponsor.
  3. Parents who will have to cook now on a night when it’s the last thing they’d rather do.
  4. The kids who’d rather have a pizza.

It’s time to get serious about your restaurant marketing. Almost any advertising media can be made to work. Just like any advertising media can lose you a lot of money if used recklessly.

Review your restaurant advertising and put yourself into your customers’ shoes. Are you making it too hard for them to give you their money?

Recession-Proof Restaurant Marketing Plan (Musings On How To Drive Restaurant Sales When Food Is A Little Hard To Sell)

restaurant-ownerWhenever you talk to a restaurant owner these days, it’s almost invariably a story of how hard it is to be in the restaurant business. And after a while, it may seem like restaurateurs have been dealt the worst possible deal.

Yet I’m here to say (and this may offend some restaurant owners reading this) that us the foodservice folks had it relatively easy when it comes to restaurant marketing, in comparison to many other industries.

(Please read on before you get all pissy with me; I promise to give you something very profound today, a restaurant marketing approach nobody ever shared with you.)

Let’s do a little experiment. (You can do it in your head. Or you’re welcome to try it out in real life.)

Imagine: You’re at a party and someone is asking what you do. You have to scream the answer to be heard over the loud music. And as you open your mouth, the band suddenly stops playing and everybody gets to hear it as you yell out:

“I SELL IN-SU-RANCE!”

Whoops… You probably have never seen the room clear so fast.

A very similar reaction could be expected if you decided to pose as a used car salesperson, realtor, mortgage broker, or lawyer.

Now, what if your answer was, “I run a restaurant”?

People would react to this a lot more favorably. Some would actually approach you to introduce themselves and ask about the type of cuisine you offer, the hours of operation, and the location of your restaurant.

What does this all have to do with restaurant marketing?

See, many professionals had a very hard time selling their services even in a good economy. Your food has suddenly become harder to sell. Well, wouldn’t it make sense to:

Learn from the best who know how to sell what’s hard to sell!

If you observe the most successful insurance agents, used car salespeople, realtors, mortgage brokers and lawyers, you’ll notice that all of them do the following three things:

  1. They hustle to get new business;
  2. They invest in the relationships with their clients and prospects;
  3. They implement formal and deliberate referral systems.

New times require new approaches. And the biggest breakthroughs are going to come from “stealing” successful marketing methods from outside the restaurant business.

You could be saying now, “But most restaurants don’t do this type of marketing!”

Heck, yeah!

That’s the point.