Three simple ways to know EXACTLY what to advertise…
Do you normally respond to ads for things that you don’t often buy? Umm… no? Same thing for your own restaurant and pizzeria customers. They pretty much keep buying the same things… over and over and over. That means… you should keep advertising the SAME things… over and over and over. (I’m not talking about cutthroat discounting either – I’m talking about “selling” your product).

Sure, you can roll out something new from time to time and see if it’s got legs… but for the most part – you need to advertise your biggest selling menu items… pepperoni pizzas… ham sandwiches… whatever.

In this short video – you’ll see the complete logic behind making offers to people – on items they already want to buy. That way – instead of having to twist their arm… you just pop them a little reminder…

Also, look around… I’ve opened up more free content for you… go ahead – click some of the links.

Also… check out the archives if you missed my last blog on building a killer coupon…

Till next time…

According to a 2004 ESPN poll, 68 percent of Americans are NFL fans. And guess what…if you target these fanatics they will patronize your restaurant.

Just ask Buffalo Wild Wings, McDonald’s, Wendy’s, Checkers Drive-In, Domino’s Pizza, Pizza Hut, Subway, Quiznos Sub, Firehouse Subs, Taco Bell, Continue Reading

Whether you’re a seasoned restaurant marketing professional, or a new owner trying to gain a leg up on your competition… here is some information I’m sure you’ll appreciate about creating “Brand Recognition”.

Chances are if you own a restaurant, you put a great deal of time and thought into naming your business. Whether it’s a family name, or a creative name and logo, it’s intended to give meaning to your business. The name is often the first “brand” introduction the general public will have to your business.

What that brand comes to mean as your business grows is what’s important. Over time, your brand (name and logo) becomes more and more familiar. Once that happens, you begin to build true “brand awareness” for your restaurant.
But there is more to a successful business than the name. Taking your brand and effectively leveraging it to grow your business requires thoughtful strategic planning and a solid communications and marketing plan.
Before you can properly market your business you must have a precise understanding of:

• What your objectives are
• Who your target audience is
• What your Unique Selling Proposition is
• What strategies you will implement
• What tactics you will use to support those strategies

So if you’ve got your business name and logo, and you have the answers to the questions above, starting your branding campaign can be as easy as 1-2-3!

1. Professionally designed Menus, Business cards, Signage and Point-of-Purchase Material
2. Web Site and Domain with e-mail account
3. Advertising that reinforces your company’s brand image!

Most (if not all) small restaurants complete step one. Many of today’s business professionals believe (and rightfully so) that step number two is just as essential to a successful long-term branding effort. But unfortunately, most small businesses fall short when it comes to step three…Advertising!

Many new entrepreneurs believe that most forms of advertising are far too expensive and simply out of their reach due to limited financial resources. But advertising is crucial to a businesses financial growth and long-term success.
Whether you’re a new start up or expanding your current business, you need to find a marketing medium that allows you to maximize your ROI!

Ask yourself . . . “What option gives me the best price point to value for my marketing dollars?”

The answer might surprise you. The short list of answers that most restaurant owners will come up with includes group coupon mailings, door hangers, or newspaper advertising. The truth is, a Customer Loyalty System is the most affordable, effective and measurable marketing medium you can find. Unfortunately, very few restaurants are familiar with them.

A good customer loyalty system allows you to build a customer database and then communicate with those customers through email, text messaging and direct mail marketing. It’s the best branding vehicle you’ll ever find.
You can get your logo and your message in front of thousands of customers anytime you want and do it without spending a fortune. Most importantly, a customer loyalty program let’s you build a relationship between your brand and your customers.  You can personalize your communications to each customer, reward them for purchases and steer your offers based on their demographics and unique buying habits.

Simply put…no other advertising medium gives you the same level of flexibility and control over your brand.
To learn more about how you can start a customer loyalty program, go to www.loyaltylock.com. As a member of restaurantpartner.com, you’re eligible for a “members only” discounted.

There truly is a science to creating a highly profitable menu. Although the menu design experts might tell you different, you don’t have to be a “menu scientist” to get started. There’s no doubt, If you want to get the MOST out of your menu, you should seek out a professional company that specializes in the placement, formatting and descriptive writing that goes into a killer menu. However, you can start ringing up bigger sales TODAY, by just improving your menu copy.

These examples and tips on menu copy may help you raise your guests’ expectations for your food, but keep in mind, the capabilities and skills of your kitchen. It does more harm than good to use this type of descriptive copy if your kitchen can’t deliver the food quality so eloquently described in the menu.

An important factor that effects your guest’s perception of quality and selection are the words (or copy) that is used to describe the items on your menu. The right words and phrases will create positive mental images of your food and enhance customer expectations.

Good menu copy can give you the opportunity to differentiate your restaurant with creativity, flair and pizzazz. Some restaurants also use the menu as a vehicle to entertain their guests with humor and wit. Whatever the case, your menu is your #1 sales vehicle and it deserves careful attention to detail.

Menu Categories
Let’s start with the first level of copy, the words used to describe your menu categories. Here are the more
traditional and common category descriptions – appetizers & soups, salads, pastas, entrees, sides, deserts.

Now this may get the job done, but here are some ideas to say it with a little more flair –

• Just for Starters
• Food to Share
• Local Favorites
• Hearty Sandwiches
• Wood-Fired Pizza
• House Specialties
• Favorites
• Fresh pasta temptations
• Classic Favorites
• Chef’s Choice

Another idea is to add a short sentence short sentence or phrase about the category. This is a great way to add a story or higher degree of quality to a specific menu category.

• Desserts – Like everything else, all our desserts are made fresh daily in our in our kitchen.
• The Grill – We grill over a mesquite wood fire that seals in natural juices and imparts a rich, smoky flavor.
• Rotisserie & Grill – We fire up our rotisserie twice a day and slow-roast these moist specialties in their own juices. Get it while it lasts!

Menu Item Names
The next level of copy is the name of your menu items. You can easily differentiate your offerings from the
competition and create interest and individuality by coming up with some creative names for certain menu
items. For example:

• Lobster Tail – Caribbean Lobster Tail
• Chicken Pasta – Herb Roasted Chicken Pasta
• Salmon – Mesquite-Grilled King Salmon
• Grilled Vegetables – Fire Roasted Vegetables

Think about adding just enough of a description, or unique name, to peek some interest and set your food apart from the competition.

Menu Item Descriptions
The final level of copy has to do with the descriptive copy of the menu items themselves. Following are some examples of what one restaurant did:

• Oyster Cocktail: Fresh, local, yearling oysters served with our famous tangy cocktail sauce
• Chicken Pot Pie:Generous portions of plump, hand-carved turkey breast, fresh vegetables, rich creamy sauce, and our made from scratch flaky crust.

Here is a list of words you might consider when you develop your own menu copy:

• hand-selected
• old-fashioned
• made from scratch
• fresh from the oven
• sautéed
• unique flavor
• natural
• simmered to perfection
• melt in your mouth
• golden brown
• served piping hot
• generous serving
• the best you can buy
• spicy grilled
• slow-cooked
• premium quality
• 100% cholesterol free
• fork tender
• loaded with . . .
• all-natural
• bountiful
• delicate
• robust
• tangy
• plump
• full-bodied flavor
• chef’s choice
• garden-fresh
• natural juices
• loaded with flavor

Have Some Fun
Some restaurants include fun and good natured humor in their menu.  It’s not a bad idea. If it reinforces your desired brand image…then do it. You menu is there to enhance the positive distinctions of your restaurant. Take advantage of this opportunity to define and reinforce your unique identity.

If you don’t use humor, use a good story. People are drawn and endeared to stories.  They act as mental magnets and they will help customers remember you. They will feel a closer connection to your restaurant if they know the people, the history and unique qualities behind it all.