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: 28

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

Kids LiveWell atwitter over Twitter party

In its continuing effort to promote more nutritious and flavorful children's menu options, the NRA will hold a Twitter party  -More

Starbucks could become top on-premise wine seller in U.S.

Starbucks is planning to slowly expand its evening sales of wine, beer and small plates to thousands of selected stores throu -More

The evolving nature of snacks

Snacks have shifted from an after-school treat to a meal alternative as meal times become more fragmented.  -More

JOBS & CAREERS

Posting a job or finding a job starts here at FohBoh. Call us about special $25 posting packages to syndicate across all major jobs boards.

National News

Wahlburgers Announces Expansion Plans Including Franchise Agreement in Philadelphia

Wahlburgers has signed a franchise agreement with Hingham Associates, LLC that will bring five Wahlburgers to the metropolitan Philadelphia area over the next several years. The franchise group is actively looking at sites and is targeting a late 2014-early 2015 opening for its first restaurant.

Chipotle Mexican Grill, Inc. First Quarter 2014 Revenue Up 24.4%

Comparable restaurant sales increased 13.4% - Restaurant level operating margin was 25.9%, a decrease of 40 basis points

Jamba Juice Announces Grand Opening of New St. Louis, MO Location

Jamba Juice Company announced the brand’s continued expansion in the St. Louis market with the opening of a Jamba Juice® store at 11477 Olive Blvd. on April 16, 2014.

Expert in Real Estate Analytics Joins Luna Grill

Luna Grill, the San Diego-based Mediterranean restaurant chain, is welcoming retail real estate industry veteran Greg Thorburn to its leadership team. Thorburn has been brought on board to fill the newly created position of Vice-President of Real Estate.

Rita's Italian Ice Awards Area Development Agreement for Kansas

Rita's Italian Ice has awarded franchise and area development agreements for Kansas and the Kansas City area, which extends to the Missouri side of the city, to franchisees and local residents Jay Miller, Jeff Miller and Pat Reilly.

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: Matthew Carter: My life in typefaces - Matthew Carter (2014)

Pick up a book, magazine or screen, and more than likely you'll come across some typography designed by Matthew Carter. In this charming talk, the man behind typefaces such as Verdana, Georgia and Bell Centennial (designed just for phone books -- remember them?), takes us on a spin through a career focused on the very last pixel of each letter of a font.

TED: Jeremy Kasdin: The flower-shaped starshade that might help us detect Earth-like planets - Jeremy Kasdin (2014)

Astronomers believe that every star in the galaxy has a planet, one fifth of which might harbor life. Only we haven't seen any of them -- yet. Jeremy Kasdin and his team are looking to change that with the design and engineering of an extraordinary piece of equipment: a flower petal-shaped "starshade" that allows a telescope to photograph planets from 50,000 kilometers away. It is, he says, the "coolest possible science."

TED: Norman Spack: How I help transgender teens become who they want to be - Norman Spack (2013)

Puberty is an awkward time for just about everybody, but for transgender teens it can be a nightmare, as they grow overnight into bodies they aren't comfortable with. In a heartfelt talk, endocrinologist Norman Spack tells a personal story of how he became one of the few doctors in the US to treat minors with hormone replacement therapy. By staving off the effects of puberty, Spack gives trans teens the time they need. (Filmed at TEDxBeaconStreet.)

TED: Jennifer Senior: For parents, happiness is a very high bar - Jennifer Senior (2014)

The parenting section of the bookstore is overwhelming—it's "a giant, candy-colored monument to our collective panic," as writer Jennifer Senior puts it. Why is parenthood filled with so much anxiety? Because the goal of modern, middle-class parents—to raise happy children—is so elusive. In this honest talk, she offers some kinder and more achievable aims.

© 2014   Created by FohBoh.

Badges  |  Report an Issue  |  Terms of Service