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You have put in a lot of effort into providing a great experience.
Mirror your restaurant experience to your marketing strategy and build engaging marketing by building a network of superfans.
An email system is a great way to capture someone's information from visiting your website; it's also crucial in communication.
When you shift your marketing focus from a hard sale to the softer approach of joining your network, you build a list of contacts you can directly communicate with.
Now you develop your email strategy to provide useful, engaging information by personalizing your emails, and these contacts will become guests.
When is the last time you clicked a hashtag?
If you use hashtags, are you researching them to see what other people post to that hashtag?
For a local business posting to a hashtag that is highly used, for example, #food, are you just adding clutter to your content because your post gets buried within minutes?
Hashtags have their place when there is a trending topic, so your post can be part of a conversation seen by other people.
However, when it comes time to post about your local independent restaurant, keeping the content clean is always best.
But I might be wrong; let us know what you think about hashtags. hello@restaurantfunnel.com
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#restaurantmarketing
Mailchimp is the best program to use when you're just starting your email program and growing your list.
Set up is quick and straightforward.
You can build a list of up to 2,000 contacts for free.
You can create a welcome email series to onboard new contacts.
You can plan your emails and schedule them in the future.
If you do not have an email collection system for your full-service restaurant, we can help you get started.
Everything you do within your restaurant is to bring value to the guest. What about the things you do outside your restaurant?
There is confusion between branding and marketing.
When you post to social media pictures of your food that is called branding.
When you offer promotions, incentives and specials that is called marketing.
Saving money is hard because there is no instant gratification.
You put a bit of money aside every paycheck.
This is called paying yourself first!
No matter the situation, you know that saving money for your future is the most important thing you can do.
It slowly grows and may not seem worth it at the start, but you keep at it.
All of a sudden, through the magic of compound interest, your money doubles and then triples.
Marketing is the same way. The returns may be small when you first start but over time, they compound. But you need to keep investing in your marketing to grow your restaurant.
If all you have been doing is posting to social media, this is a losing investment as organic reach keeps getting smaller.
You need to diversify.
The best investment is email marketing.
It is personal, it can be automated, and it is scalable.
If you add 10% new contacts to the list every month, your network will almost triple by the end of the first year and almost 10X by the end of year two.
You now have a foundation to build a marketing strategy.
Start with your website and clarify the message.
Update all your listing and social media profiles.
Create an email program.
Be consistent with posting every day and sending out an email at least once a week.
It doesn't need to be complicated.
How is about communication.
When you describe your restaurant, whether it be a long or short description, the result needs to be the same. All of your communications need to have a clear understanding of the feeling you're trying to promote. Is your restaurant fun, romantic, or relaxed?
This is where the magic happens. Take what you have discovered about our restaurants WHO, WHY, and WHAT and create our standard communication text.
This is important so that you have a consistent message throughout your entire digital presence.
So many times, restaurants will have a different description on various listing sites.
You need to create a master file with these items in it and where you used them, then it's copy and paste.
Tag line (1 sentence)
Elevator pitch (150 words max)
About us(750 words max)
Brand Kit(Logo, colour, fonts)
What you're marketing seems like an easy question, right?
You are marketing your restaurant.
This is the simple answer.
However, trying to market everything about your restaurant can be overwhelming; this creates noise, not excitement.
To receive a positive return on your marketing investment, you need to have focus. You need to market what makes you unique.
Identify the three top things that make your restaurant unique.
Being clear on your three uniques is what sets you apart from the competition.
Here is how you define your three uniques.
When you look at the competition in your trading area, many restaurants may share one of your uniqueness. There may be a couple of restaurants that share two of your uniques. However, there is no other restaurant in your trading area with all three of the same uniques.
What you are marketing is defined by a clear understanding of what makes you unique.
Why does your restaurant exist?
If your why is only to turn a profit, you are in the wrong business.
As you know, the margins are super tight.
If you are so focused on the bottom line, you start making decisions that may affect the reason you opened your restaurant, your WHY.
Restaurants fall down the dark hole of chasing the bottom line when things get tough.
They forget their why and start making decisions based solely on costs by using lower quality products, reducing portion sizes and scheduling less staff.
Making a profit is essential; sustaining a profitable restaurant will only come from the result of you fulfilling your why.
Your why needs to be your focus! Your why is the driving force for you and your staff to serve every guest to the fullest.
Knowing your purpose, cause, and belief is part of the foundation of your marketing strategy.
Whatever you post, email, or create on your website needs to align with your WHY.
Most people say, "I market to anyone who has money willing to spend it in my restaurant."
But the fact is you only have one website.
It would be best if you decided who that website is going to talk to.
As my friend Jon Morrison from Get Clear Consulting says, "If you try to be everything to everyone, you'll end up meaning very little to a lot of people."
If you want to make the most of your marketing budget and avoid just adding more noise to an already noisy world, ask the question,
"WHO is your target market?"
The Restaurant Funnel Marketing process starts with four essential questions that need to be answered.
Establish a focus on what matters and what is essential allows you to make better marketing decisions and be consistent in your communication through all of your channels.
Who are you marketing to?
Why does your restaurant exist?
What makes you unique?
How do you communicate?
Become clear on these before you do any marketing.
You have two goals this year to be busier than ever!
Refine the Experience.
Create a Marketing Strategy.
Start Now!
Typically one of the busiest nights of the year for a full-service restaurant. People out and about celebrating the beginning of the new year.
This night, like most in 2020, is different. Some restaurants will make record sales with take-out boxes and grocery items, and some restaurants sit closed, wondering if they will be able to re-open.
The direction of your business has changed.
Be positive.
2021 will bring great things to the full-service restaurant industry.
People are tired of being at home, cooking for themselves and hanging out with their household or small cohort. The need for socializing is tremendous. There is no better way to do that than over a great meal at your restaurant.
So instead of worrying about what was, start thinking about what will be. How are you going to be unique in your offering? Are you ready to deliver an amazing experience, so your restaurant is on top of everyone's list?
