"We are all interested in the future, as that is where we will spend the rest of our lives"

Ed Wood

Tags: quotes | restaurant consulting

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Ok, so their are a million guides out there on how to market your restaurant. Most of them are all right on. Except none of them really tell you what to avoid. So I thought I would start there on some thoughts...

1) Don't give up-front money to any "restaurant consulting firm". Paying for their travel and time in the form of a retainer is one thing, giving them large sums of money for undelivered projects = Bad Idea.  A really good restaurant consulting firm, will not need to keep coming back as they have empowered you to suceed.

2) Ask to see the consulting firms references. If they are new, they will tell you and be honest, if they are good they will be happy to give you the names, if they are looking to take your money for nothing they won't want you to talk with them.

3) Staying inside your restaurant at all times will kill it. You need to let your staff breath, and management get control. Two heads are bad for the ship. Saying that, when you are there, never sit at the bar, unless poring for the crowd, and make sure you walk to every table and shake every hand. (also kissing babies doesn't hurt) Explain to them that your passion is making them happy. The other reason that I say you must leave the restaurant (mind the cheese here, but I like this one) "You can't see the stars, if your heads in the box (all the time)". By that, I mean if you are always worried about having the best looking box on the inside, how is anyone going to know about it? Networking events, pr, charity gatherings are your bread and butter. That elite 10% that we call "early adopters' are your best source of business. Invite them to dine for free once and you have a customer for life.

5) Free marketing initiative I thought of just now == Give your regulars loyalty cards with their names printed on it.  They hand them out you  give them get a free drink for every card you get back and you get new customers. You could set up a computer in the store, take your regulars names and print the referal cards yourself.  I am sure you have some drinkers out there.

6) Don't ever think that you are going to be profitable within the first 90 days of opening. Shoot for six months and you are pulling miracles.

7) No one will care about your restaurant more than you - no one - never forget that

8) The project will come in over budget and late unless you ride the contractors and put fines on late delivery.

9) Your best assests to new business (WITH LITTLE TO NO COST) are within walking distance.

10) When all else fails, call me!

Tags: restaurant consulting | restauarant business developmentRes | branding | business development | Restauarnt marketing

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