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Part 3: I Built It – Does Anyone Want It?

This is Part 3 in a series.  We will look at the traditional sales cycle as it relates to restaurant marketing and examine a full-scale plan to fill all the points on the cycle.  In this part we talk more about Need Recognition and Formulating Solutions.

Need recognition and Formulating Solutions

In parts 1 and 2 of this series, we looked at the traditional sales cycle and how it relates to restaurant marketing.  My premise here is:

Many believe that restaurants don’t follow the traditional sales cycle, and the same rules don’t apply in food service; I disagree.

The key is to tailor what you do to the customers you target.  We’ve explored identifying that market and getting the word out about your business.  Now on to the next steps!

Need Recognition

Now, I can hear what you are thinking.  “Come on,” you say. “This one is pretty obvious, isn’t it?  I mean, the need of the customer is to eat, and I run a restaurant.  I believe the need recognition part is done…”

Sure, you’re right – to a point.  We explored the current and desired customer base in part 1 of the series.  Now that you know who they are – what do they want? Think beyond “eating” for a second.  What do date-night couples want?  Atmosphere, great discrete service, a sensual experience, and so on.  What do business people want?  Fast service, quality food, reasonable prices, something to impress their clients…  Give it a little thought and make sure that you have the same vision that they do.

Ask your clients – how would they describe your restaurant to a friend? What about to a coworker?  (Yes, there may be a difference.)  Don’t stop there – ask your employees!  When they tell someone they work at your place, how do they define it for them?  Your neighbors? It’s important that others’ view match what you are trying to project, no?

So yes, need recognition is still relevant in the restaurant business.  Now, what do you do with it?

Formulating the Solution

This is such a key element of your restaurant marketing strategy.  Matching your marketing approach with the needs of your desired customers is the crux of the issue, after all.  So how do you do it?  Simply put, keep working the elements.  The people who know your business best – clients, staff, neighbors – tell you the solutions every day.  They may just be indirect about it.

Can you image how you would feel if your favorite place not only asked you, but  took your suggestions to heart?  The empowerment, the ownership – man, this is YOUR place!  If the answers you got weren’t what you were hoping for, well, that’s good too!  <SAY WHAT?>  I’m serious.  If you think of your place as a family venue but all your clients and employees think of it as the local watering hole, there is a disconnect.  You need to 1) be aware, 2) explore the matter, and 3) react as you see fit.  Maybe you embrace the watering hole aspect; maybe you offer more kid food/activities.

Either way, you are making an informed choice now.  And now that you know what they want, you know how to market it.  You built it – make sure what you built is what your customers want!

In part 4 we will explore closing the sale.  See you then!

-Karl
@karlkoelle

With 10+ years in restaurants and 12 years in communications, I have learned a lot about how to successfully market a restaurant - yet I still learn something new every day and whenever I talk to a client.  Looking for help with your restaurant or small business, whether marketing or management?  Let me know, I am always happy to help.