So you have a nice restaurant with good food and service, and yet the dining room is not always full. You spend quite a lot of money in marketing and wonder why it’s not working for you.

Well let me tell you, there are many other restaurants with good food, good service and a nice ambience, so your place might not be as special in the eyes of your customers as you want it to be.

Put yourself in the shoes of your customers. Why should they come to your restaurant rather than visit one of your competitors?

Well, the truth is that if you stand out from other local options, they probably won’t.

You need to think hard and long about your place and what it makes it special or different from any other restaurant. And believe me, it is different. No two restaurants are the same (except in the case of franchises, which - by definition - want to look and operate exactly the same).

So what makes your restaurant special or different?

You need to articulate the essence of your restaurant, the essence of your offering, so that people will know why they should come to your place instead of your competitors. This is called your Unique Selling Proposition (or USP for short).

You need to create and announce a USP that identifies your restaurant and makes it a unique establishment.

So how can you do that? Don’t worry, I will help you out. Just follow these easy three steps and you’ll be on your way to creating your own USP:

1. Make a list of the real benefits or advantages that you currently offer to your clients.

Think about what’s special about your restaurant. Is it your food? Your wine selection? Your service? Your location? Your decorations? Do you offer live music? Do you have a large menu selection? Open kitchen? Etc.

Ask your customers, your employees and your providers what makes your restaurant special or different. Perhaps you have a unique recipe that people really appreciate and come to enjoy, or perhaps your chef comes out of the kitchen and greets the clients, or you have bilingual servers who can communicate with foreign travelers in their native languages.

Some aspects that can help you determine your USP are:
• A wide variety of dishes in the menu
• Unique, ethnic meals or menu items
• Restaurant especially designed to accommodate families (with a play area or toys or entertainment for children, etc.)
• Reasonable prices
• Quality of the food
• Originality of the dishes
• Impeccable presentation
• Excellent service (good is not good enough: it must be excellent to make an impact!)
• Wide wine selection or special hard-to-find wines
• Wide beer selection or special hard-to-find beers
• Specialty cocktails
• Open kitchen where people can see/talk to your cooks
• Beautifully decorated place
• Live music
• Candles on the tables
• Cloth linens
• Original art on the walls
• Any other distinct advantage that you may have or can provide that your competitors don’t provide.

2. Make a second list of benefits or special things that your competitors offer but you don’t.

For example, do they have a big place and your restaurant is small? Do they offer a full bar and you don’t? Do they have a super-chef with a reputation that you cannot offer? Do they have an excellent location while your place is out of the way?

3. List the ways that you could improve upon your competitor’s unique advantages.

If their place is big and yours is small, you can use this to your advantage by stating that you offer “A unique experience in a cozy atmosphere where you’ll receive very personalized treatment”.
Or the opposite - if your place is large, you can say “We have facilities large enough to accommodate your office party or your special occasion”.

Or you could compensate for not having a full bar by offering an extensive and excellent selections of wine.

If you have a great location, say that you are “conveniently located in the middle of the city, within walking distance from…”

Or if you are out of the way, you can always say “our restaurant offers free parking and it’s worth it the trip, since you’ll surely enjoy an extraordinary dining experience”…

You get the idea, right?

So write down the top five advantages and/or differentiators that make your place unique. Then combine them into one short sentence or phrase.

This will become your USP

Once you come up with your USP, write it down, review it and edit it several times to make it as clear and complete as possible.

Write your new USP in a one paragraph statement. You may have problems expressing it concisely and clearly. It may take a few paragraphs. That’s OK.

Now you need to edit down all the fluff (trim the fat), and focus on the core message until you have a clear and unique USP that people will recognize and immediately identify with your restaurant. It needs to become one memorable sentence.

Share it with your employees; share it with your clients. Announce it to the world by using it in all your marketing and sales materials...
Remember, attention spans are getting shorter these days, so your USP must be short and memorable.

If you follow some of these techniques, and come up with a powerful and memorable UPS, you will be ahead of your competitors who simply announce their restaurants in the most traditional ways.

People respond to short and remarkable messages. If you can articulate the essence of your place in a few precise words, and consistently use them to promote your business, you should be able to stand out from the crowd.

Happy sailing,
Jose L Riesco
http:www.myrestaurantmarketing.com

Views: 32

Tags: advertising, management, marketing, promotion, restaurant, strategies, strategy

Comment

You need to be a member of FohBoh to add comments!

Join FohBoh


Non-Operator
Comment by James Kohn on February 3, 2009 at 12:34pm
Great customer service is the answer: It is still the most efficient way to differentiate your restaurant in a positive way, gain a competitive advantage, and enjoy a host of other benefits (reduced turnover & payroll, increased productivity). Customer service is to your restaurant what diet and exercise is to your health: it's not complicated, it is unbelievably effective, but you have to actually do it. Reading about it, talking about it, knowing about it don't get the job done, just do it.If you want to blow away the competition, start by blowing away your customers with amazing customer service. - Jim Kohn, www.theCustomerServiceSolution.com

Advertisments

 

DEPARTMENTS

Social Wine Club for Craft Wineries

Smartbrief

Read the latest

Read the latest food and beverage coverage by SmartBrief in SmartBrief Originals: -More

Don't let bad disability etiquette turn guests off

Many restaurants are unaware of how to make guests with vision, mobility or hearing impairments feel welcome much less make t -More

Juan Valdez aims to perk up U.S. sales with first franchises

Colombian coffee brand Juan Valdez will open its first franchise cafe in Miami, with plans to open four more this year in a p -More

JOBS & CAREERS

Posting a job or finding a job starts here at FohBoh. Call us about special $50 posting packages to syndicate across all major jobs boards.

National News

Domino's Pizza Announces Second Quarter 2014 Financial Results

Domino's Pizza, Inc. (NYSE: DPZ) announced results for the second quarter of 2014, comprised of strong growth in both same store sales and global store counts, which resulted in 17.5% EPS growth, or 67 cents per share.

McDonald's Reports Second Quarter 2014 Global Comparable Sales Flat

Global comparable sales were relatively flat, reflecting higher average check and negative guest traffic in all major segments - Consolidated revenues increase of 1% (1% in constant currencies), benefiting from expansion

Huddle House Diner Franchise Expands Into New Jersey

Huddle House recently announced its 10-unit deal in Long Island and has now signed an agreement with an experienced multi-unit investor to build six restaurants across the bridge in Northern New Jersey. Huddle House previously extended only as far as West Virginia and Pennsylvania.

Chipotle Mexican Grill, Inc. Second Quarter 2014 Revenues Up 28.6%

Comparable restaurant sales increased 17.3% - Restaurant level operating margin was 27.3%, a decrease of 30 basis points

Tava Indian Kitchen Appoints Jeremy Morgan As New Chief Executive Officer, Announces Expansion Plans

Tava Indian Kitchen, the Bay Area's rapidly expanding fast casual Indian restaurant concept, announced that Jeremy Morgan, formerly SVP of Marketing and Consumer Insights for Smashburger, has been appointed to the position of Chief Executive Officer.

CROWD FUNDING

If you are looking for capital to start or grow your restaurant, create the next 501c3, develop and launch the next app for the restaurant industry,or want to help your peers in some meaningful way, we want to know about it.

TED TALKS VIDEO

TED: Ze Frank: Are you human? - Ze Frank (2014)

Have you ever wondered: Am I a human being? Ze Frank suggests a series of simple questions that will determine this. Please relax and follow the prompts. Let's begin …

TED: Heather Barnett: What humans can learn from semi-intelligent slime - Heather Barnett (2014)

Inspired by biological design and self-organizing systems, artist Heather Barnett co-creates with physarum polycephalum, a eukaryotic microorganism that lives in cool, moist areas. What can people learn from the semi-intelligent slime mold? Watch this talk to find out.

TED: Shih Chieh Huang: Sculptures that’d be at home in the deep sea - Shih Chieh Huang (2014)

When he was young, artist Shih Chieh Huang loved taking toys apart and perusing the aisles of night markets in Taiwan for unexpected objects. Today, this TED Fellow creates madcap sculptures that seem to have a life of their own—with eyes that blink, tentacles that unfurl and parts that light up like bioluminescent sea creatures.

TED: Nikolai Begg: A tool to fix one of the most dangerous moments in surgery - Nikolai Begg (2013)

Surgeons are required every day to puncture human skin before procedures — with the risk of damaging what's on the other side. In a fascinating talk, find out how mechanical engineer Nikolai Begg is using physics to update an important medical device, called the trocar, and improve one of the most dangerous moments in many common surgeries.

© 2014   Created by FohBoh.

Badges  |  Report an Issue  |  Terms of Service