This is a very important question that you need to answer honestly if you want your place to succeed.
Let’s play pretend for a moment. Let’s pretend that you are one of your clients.
What attracts them to your place?
Is it your great food? or perhaps Your convenient location? Are you the cheapest place around? (I hope not or you will have to make your profit in pure volume.) Do you have a signature dish that attracts people? or Live music? or Does your place have great atmosphere and beautiful decoration? Do you have a view? Easy and convenient parking?
Whatever makes your place unique and different is what it’s called in marketing a USP (Unique Selling Proposition) and this is the key factor that differentiates your place from any other place.
All restaurants have (or should have) a USP so if yours doesn’t jump at you right away, just sit down when you have a few free minutes (I know, I know, it’s difficult to find free time for a restaurateur but you own to yourself and your business to do this exercise) and write down a list of things that make your place special.
If you are not able to come up with any, ask your staff or any of your regular clients, they may tell you something that you didn’t even thought of.
If nobody can tell you anything special for your place, then you are in trouble my friend, because if you or your people don’t find anything special, nobody else will do. In this case you need to “create” something special. Make a new dish, a new signature cocktail (if you serve alcohol), bring and hang art (from an art school or local artists) in your walls…
Once you finally have your USP, use it in your advertising, make sure that all your employees know about it. Tell your clients. This will resonate with them and will make your place to stand from 90% of other places that have nothing special to offer.
Thanks for reading and happy sailing,
Jose L Riesco
© Riesco Consulting Inc.