Wednesday, August 25, 2010

Marketing Your Restaurant



Marketing for a restaurant comes in many forms. First there is your “store front” which usually consists of the name and a menu posted near the door. Beyond that there is print advertising such as newspapers, magazines, flyers, etc. Then you have radio and television. Print and media advertising can help a restaurant to get their name in front of a large number of potential customers and can be very effective. However there is a cost that can be a downer on your bottom line and it can be hard to track if you are really getting a return on your investment.



In my experience the absolute best marketing tool a restaurant has (aside from serving great food) is its’ staff. The staff is key to the experience the restaurant provides to its’ customers. For example, my family and I recently dined out while on vacation. At one particular restaurant we had fantastic food, but our server was not the most welcoming person we had ever met. In fact she was kind of intimidating, did not welcome questions about the menu and made us feel like we had ruined her day by coming in. We ate at several restaurants while on vacation, some more than once, but we never did return to that restaurant nor will we.



That server cost that restaurant money. Had she been glad to have customers, been eager to help and been welcoming and friendly, we would definitely have gone back to try other dishes.



On the flip side, I recently enjoyed lunch at a local restaurant where I was greeted by a genuinely friendly young lady who appeared to be very happy that I had come in for lunch. She pointed out menu items in which she thought I would be interested, explained how they were prepared and happily took my order. As I ate, she checked in with me to make sure everything was well and to see if I needed anything else. It did not escape my attention that she treated every other customer the exact same way. Needless to say I will be back and will refer everybody I know to that restaurant.



Having a staff that makes customers feel welcome and is accommodating and honestly friendly will not only turn customers into regular customers, but will create a great source of referrals. Think of your staff as an insurance policy for steady business.



Penny Insurance Agency has been helping restaurant owners design cost effective insurance programs since 1931. www.pennyinsuranceagency.com.