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That's why we've kept this special report just about 10 pages. except with the express permission of the author. or otherwise modified. Take a read and think about how it applies to your restaurant business —because this could be the most important document you'll read this year. altered. without any changes.” Alex Makarski & Troy Authement Restaurant Commando NOTICE: This document represents copyrighted material and may only be reproduced and distributed in whole. This report discusses general business issues of interest and is not designed to give any specific legal. 2 . or accounting advice pertaining to any specific circumstances. It may not be edited. It is important that professional advice be obtained before acting upon any of the information contained in this report. marketing.“You're busy.
Marketing fails when restaurant owners are taught myths about what makes a restaurant successful and profitable. Not easy — just simple. Make more profits on every customer. why do most restaurants fail at marketing? Why do so many restaurants never live up to the full potential of their concept. There are only 3 key targets you need to focus on. Get more new customers. Unlike what most restaurant owners think. the myths become a self-fulfilling prophecy — making the restaurant owner give up too soon. and time-consuming — that it takes blood. But there is also a big lie. Not easy — just simple. End of story. Get existing customers to come back more often. and make more profits every time they come That's all there is to it! Full stop. The three myths we are going to discuss today are interesting because there is a grain of truth in there. and lose out to the competition? Restaurant Commando's first-hand consulting work with real-world restaurants — and our in-depth interviews with industry experts — points to one clear reason for restaurant failures. So. these 3 factor don’t guarantee success. You only need to do three things: get more new customers. you've been told for years that marketing is complex.RestaurantCommando. Right? Actually. expensive. Their impact is not as significant as most tend to believe… That’s why they are myths! But since so many people take these myths as absolutes. and shun any type of marketing that's really directed at bottom-line business © 2008 by http://www. But there is also a big lie .First.com 3 There is a grain of truth in these myth. to increase the bottomline profits of your restaurant: • • • Restaurant marketing is simple. nothing could be further from the truth. a Reality Check If you're like many of the restaurant owners who come to Restaurant Commando for help. That's why you need an expensive agency with a fancy-sounding name and slick logo to handle your marketing. sweat and tears (mostly tears) to produce any results. Restaurant marketing is simple. get exiting customer in more often.
. The entire marketing exercise is about turning $1 invested in marketing into $1. or $1. Marketing is about what you do. No. it is like owning a magic slot machine that spits out two coins for every coin you put in it.. to better understand what your customers want and to give that to them. And yes. Those who struggle are typically the most hardworking and dedicated people. Not in the least.. advertising can be expensive. it becomes a sure-fire way to generate profits. When you know your numbers and know which campaigns work. Marketing is often confused with advertising. When you treat your marketing as pure expense and a "necessary evil"— that's exactly what it will soon become. Many restaurant owners start their business on a false premise that good © 2008 by http://RestaurantCommando. in a restaurant business. But when you track a few important numbers about every campaign and direct your best marketing effort to delivering a great dining experience to your existing customers. there are always little things to take care of and fires to put out. They are not same thing. The right marketing doesn't cost money. and outside your restaurant. let's talk about the "time" part of the myth.55. why bother if the stakes are against you? And we're not talking here about restaurant owners who slack off. After all. and then we'll deal with the time.20.. But it doesn't have to be that way! Let's look at the 3 biggest restaurant myths —and how to get past them. Here's the key: Every campaign must be made accountable for results. from the kitchen to the front of the house. It creates it. Those who struggle are typically the most hardworking and dedicated restaurant owners Myth #1: Marketing Takes a Lot of Money and Time Let's discuss the money part first.com 4 Marketing should be accountable for results “Marketing” does not equal “advertising” . After all. instead of those few vital actions that would actually make a difference. or $2 in profits. Advertising is just one way — of the many possible ways — to deliver your marketing message. Now. it is because they hold onto these myths that they end up focusing on the many trivial things that clutter their "To Do" list.results. and that's how the downward spiral begins. There are always ways to track the amount of dollars you invest into a campaign and the amount of business you generate as a result.
With the right systems and training. all of them urgent. The way the food is presented. marketing takes the center stage.com Myth #2: Location. too — restaurant owners who wailed away what could've been a real success story. You know firsthand that in a restaurant there's no end to the little things you have to take care of. Location. © 2008 by http://RestaurantCommando. When marketing comes second to all the "busy-ness" in your long day. visit this great website: http://www. because it is at the core of your business. location" — they did nothing more. Because they believed in the magic of "location. you'll see that marketing doesn't take time away from running your restaurant. per se. Location Another old adage that probably has inflicted more hardship on restaurant owners than anything else in the history of mankind! I'll bet you've seen it many times. marketing is something you don't have to think about or set aside time to do. location.MarketingRobotics. you are in the MARKETING business that provides a great food experience The way your guests are greeted. You are in the MARKETING business that happens to provide a great food experience to its patrons. Good marketing is what takes place naturally as part of everything else you do. And the end was as devastating and predictable as it was avoidable. The way to overcome this problem is to realize that you are NOT in a restaurant business. The way your wait staff is helpful yet invisible.. you can put your marketing almost on autopilot so it naturally becomes a part of your everyday life. If you would like to learn more about marketing automation..food is all they need for the success of their venture (and we'll talk more about this in Myth #3). Learn about more ways to put your marketing almost on autopilot at MarketingRobotics. In a marketing business. As a result. When you embrace and internalize this idea. you end up doing it grudgingly — or not at all. marketing is an afterthought that gets attention only when they "have time" away from running their business. The way you get to know your guests — and what they know about you — Good marketing is like breathing: you don’t think about it • It's all marketing. It doesn't happen just during the off hours — it happens every minute and permeates every step of every process in your restaurant: • • • • You are NOT in a restaurant business.com. Like the act of breathing to your body.com 5 . The way your customers rave about your restaurant to their friends.
© 2008 by http://RestaurantCommando. A guaranteed winner. Kenny took an incredibly precise — almost scientific — approach to choosing a location for his new venture. Anyone who'd want come for dinner would have no place to park. but it won't guarantee success. While there is no simple and easy way to measure how good a location really is. It was only through the rejection of the myth and the refusal to give up on the location that Troy was able to build a strong restaurant business. kept tabs on everything about his business… All indicators were pointing up the location was an A+. And selling the health nuts on his high-calorie. the restaurant launched a number of laser-targeted marketing campaigns to bring in more gym-goers — folks who normally would sooner help themselves to a can of protein than a sandwich. He studied population dynamics in the area.000 to attend. First. and it wasn't hard to see why — the tiny parking lot was always filled with the cars of the gym members. several very deliberate and gradual tweaks to the recipes produced a menu that was a lot "lighter" than the old one. he has to pour another $6K into his troubled venture just to keep it afloat. Cypress Grill (the name of the restaurant) was featured as a success story at a recent Restaurant Marketing Super-Bootcamp . which participants paid over $5. That was going to be like shooting fish in a barrel. even a "bad" location can be made to work. But even if you've been dealt a bad hand. and the place was buzzing with new and repeat guests. Little by little. persistence and a few "guerilla" marketing tactics paid off. At one point in his career. Yet Kenny’s restaurant never showed a profit. and he was determined to find it. Talking to the landlord about allocating a few parking spots to the restaurant didn't yield results. Troy managed to create success where many people wouldn't even try. The sales never took off. Sure. With that in place. By being realistic about the constraints of his location. which was confirmed by a newly-opened Starbucks next door.com 6 A good location doesn’t guarantee success We’ve seen restaurant owners give up too soon and quit because they considered their location not good enough Understand the market and be ready to adapt the menu Be realistic about the constraints of your location and see if you can flip them around into advantages . but just as tasty and exciting. some locations are better than others. Sometimes. the thought of quitting crossed Troy's mind more than once — but he felt there had to be a way to turn this lemon into lemonade.A good location helps. traffic profiles within several blocks. At every month's end. What should've been a profitable business has turned into a very expensive hobby. Troy owned a Cajun restaurant located next to a Gold's Gym in a small strip mall. Here's an example: As a restaurant owner. highcholesterol Cajun food seemed like a lost cause. that doesn't always mean the game is over and it's time to turn off the lights and go home. No question.
Before long. you can't fix bad food with good marketing. He was building up debt at a catastrophic rate — and just about ready to throw in the towel. Over the last 200 years. to the complete bewilderment of both the owners and the guests (“Oh that restaurant was so good. © 2008 by http://RestaurantCommando. right? An active arts scene brought a steady stream of young professionals in the door. or Thoreau. they are an admittance ticket meaning you simply get to play the game . Well. Josh had a full menu in place. Yet the world hardly took notice. huge strides have been made in the science of trapping mice (there's an entire course on "mousetrapology. good food and good service may not be enough. To be successful. One obviously can't go poisoning people and expect to have a thriving business at the same time! On the other side of this spectrum are restaurants that strive to produce outstanding food creations. your food just needs to be good enough. Josh was working 60 hours a week and pumping in his personal money to keep the place afloat. So what's the real deal? Like the old-style mousetrap.com 7 A steady stream of customers may not always result in profits Good food and service aren’t enough. When he opened a coffee shop in a trendy neighborhood of Austin. How come they are not around anymore?”) "Build a better mousetrap and the world will beat a path to your door.Myth #3: Give Them Good Food and They'll Beat a Path to Your Door. That’s the admittance ticket that means you get to play the game. or Hubbard. Give Them Good Service and They'll Keep Coming Back Granted. Here's one more story: Joshua had a solid background in retail but was new to the restaurant business.wikipedia. the restaurant looked like a success — business was booming — but the profits weren't there. whichever sage said that — he was wrong. From the outside. but fail to show a profit. Texas. Every one of us has eaten at places that provided good food and/or service but that fell off the face of the planet faster than they opened for business.org/wiki/Better_mousetrap). That mousetrap you buy today at your local convenience store is the same model your great-great-great-grandfather used to buy in his time. Everyone can afford a cup of coffee. But winning in the restaurant game is a whole other story." and if you ever care to look into it. he figured it was a pretty safe bet." We've all heard this formula that is attributed to either Emerson. go to http://en. You need to find ways to improve.
club and email newsletter made sure they kept coming back. "I needed to decide why I wanted a restaurant. attention to detail. Progress Coffee shows a healthy profit. In fact. But the biggest change was in Josh's marketing strategy. What saved the business? Restaurant Commando helped Josh to put in place a structure and process that meant he could step away for a day every now and then. the people. and is opening a second store. And that is okay.000 a month. not even just a busy place — but a truly profitable and thriving business.P." this is the hardest point to build on. it's also the most expensive.I.P. imaginative marketing campaigns brought in the "right" kind of people — and a V. © 2008 by http://RestaurantCommando.I. Sure. having a niche market where we provide something that other cafes don’t. So where do you start? What actions will give you the biggest bang for your buck? The answer is in the Restaurant Marketing Formula: F + R + M = $$ (First-time guests + Returning guests + profit Margin = $$) F: First-Time Guests A lot of advertising sales guys will tell you that the key is to bring in more first-time customers. and trust the new systems to help his staff keep things humming along. But that's doing it the hard way. Club and a newsletter can be essential to reaching out to your customers and building a successful restaurant business The Restaurant Marketing Formula You want to make your restaurant a success." Josh says. it’s important to keep doing things that help the "F. Typically. "Why I wanted to be in this business. Portion control and a few tweaks to the European style menu bumped up the profit per plate. as long as you’ve got the other parts of The Formula right. local. Unconventional. Not just surviving. and Josh is working just 30 hours a week — half as much time — and taking home $2. you may make very little profit — or no profit at all — off your first-time guests.Fast forward 6 months. Re-staffing and re-training. Instead of merely surviving. And I realized it was the relationships. helped to create the kind of restaurant that a sophisticated clientele demands.com 8 Sometimes it is okay NOT to make a profit on their first visit if you know how to get them to come again and again . he learned to take a more targeted approach." Setting up a V. Instead of dropping $400 or $500 a shot on one-time ads in newspapers or magazines.
a membership program or a newsletter are great ways to dramatically build loyalty and keep those "regulars" coming back.P.I. and calculators to help you create more profits in your restaurant business. can wipe out your profits." Restaurant profit margins are thin and fragile. Club (http://www. or a small shift in overhead costs.InstantVIPClubs.ProfitBackpack. as you were reading this document: • Have you thought of situations when your business suffered because you considered these myth absolutes? Have you thought of things you are going to do differently in your restaurant from now on? Have you thought of what you really want your restaurant business to be like and to do for you.com 9 . then focus on getting more customers Getting existing customers to come in more often is a whole lot easier than getting new customers Have You Thought About What You Really Want? So. But first. And if you're like most restaurant owners. fix the basic economics of your business. audios.com). you’ve read this special report and have learned about the 3 Biggest Restaurant Myths.ProfitBackpack.com It is a very affordable self-study course that comes with a book. you need to get the basic economics of your restaurant right. “M” is always the right place to start.com © 2008 by http://RestaurantCommando. M: Profit Margin If you’re losing money on every customer. you just can’t "make it up in volume. First. An unwise marketing decision. take a look at the Restaurant Commando’s Profit Backpack: http://www. This information is not available anywhere else and now you can get your hands on it for a tiny fraction of what others paid: http://www. Now tell us. it’s entirely up to you what you want from your business • • If you answered “yes” to any of these questions. you have yet to realize the full potential of the "R" in The Formula — so there's exciting room for growth! Creating a V. the owner? As a restaurant owner.R: Repeat or Returning Guests Getting your existing customers to come in more often is a whole lot easier and more profitable than trying to find new guests. Our consulting clients have spent thousands of dollars to have us teach these concepts to them.
It is usually easier to grow your revenues by 5% using the right marketing tactics than it is to bring your cost down by the same 5% I know it’s a stretch but… if you were to knock down your food cost by 5%. Cost is just a part of management and not a whole other job. if you’d like to turn your restaurant into a real business that creates more value for its customers and more profits and free time for its owners then visit http://www. that is perfectly fine. Remember: A restaurant that can afford to spend MORE on a new customer ultimately wins. you have 2 options: © 2008 by http://RestaurantCommando. closes. wiping out the savings you have worked so hard to create. and — most importantly — it works.5K in new profits.. As a next step. And you don’t need to be a psychic to know that is bound to happen. On the other hand.com A restaurant the can afford to spend MORE to acquire a customer than the competition ultimately wins Something You Need To Know About Food Cost. And he’s right. Here’s the deal: You shouldn’t be paying more for the ingredients than the other guy but you shouldn’t be spending the majority of your time checking prices either. that’s okay too. On the other hand. If you are okay with your restaurant being another everyday. If you are happy with the way things are in your business right now.com 10 It is usually easier to grow revenues by 5% than it is to bring the cost down by the same 5% ..“The World Doesn’t Need Another Restaurant” This quote belongs to Bill Marvin. And the one that can’t. It's real.ProfitBackpack. visit ProfitBackpack. what would it mean to you in terms of profits? On a $100K monthly revenue and $30K in food cost. if you consider growing your profits through better marketing. “run-of-the -mill” food establishment. But inevitably food cost will go up again. a great restaurant marketing expert. Not bad so far. that’s a respectable $1.com This unique industry resource shows you how to boost your profit margins to make more money on every check. it's practical.
com .A collection of tools that make your marketing run almost on autopilot.InstantVIPClubs.I.com 11 .com .P. http://www.RestaurantCommando.com “Straight talk about restaurant marketing. http://www.Discover a step-by-step. Richmond Hill.MarketingRobotics. If you still use it. or Bring in existing customers more often.com . with little additional effort. Ste. Creating a VIP Club is the surest way to get your customers to come more often and bring their friends with them The latter is much easier than the former. you can do this again and again. Austin. fill-in-the-blanks method to creating a powerful restaurant VIP Club. 205.0K in extra revenue minus $1. indefinitely.I. One good way to do that could be a V. it works month after month.5K in your pocket — that’s $5. Club that increases your revenue by the same 5% will put an extra $3.com) Not only can you get them to come in more often.InstantVIPClubs. (http://www.InstantVIPClubs.5K once or a more likely $3. which one would you rather have: A doubtful $1. A new and revolutionary way to look at food and labor will impact every business decision you will make from now on and create more restaurant profits. business and profit” In USA: 500 San Marcos St. http://www.com Thank you & see you at RestaurantCommando.5K in food to feed all the additional customers! The best part is.5K over and over again? http://www. month after month. TX 78702 +1 (512) 444-5510 In Canada: 9251 Yonge St. Now. Unit 8505. you’re leaving bushels of money on the table.• • Get more new guests to check out your food. Club.The “30% food cost / 30% labor cost” rule is dead.P. you can get them to bring their friends too. A V. from email campaigns to birthday greeting cards. It has never been easier to get your existing customer to come in more often and bring their friends with them. ON L4C 9T3 +1 (416) 240-7990 © 2008 by http://RestaurantCommando.com! Troy Authement Websites referenced in this special report: Alex Makarski http://www. Once a successful marketing method is in place.ProfitBackpack.
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