E-book Category: Business
E-book Title: Restaurant Marketing Secrets
Book Description: I've been taking money out of your restaurant for 15 years and you didn't have a clue! That's right. I've spent the last 15 years of my life doing everything I could to keep customers out of your restaurant, and send them to my restaurant chains. As Vice President of Marketing for a variety of chains (let's just say they're not the small local guys), it was my job to use my multi-million dollar budgets to capture the hearts and minds of your customers, and get them to choose my restaurant over yours.
And that was my full-time focus. While you may be lucky to carve 4 or 5 hours a week out of your busy schedule for marketing efforts, I spent 40, 50, or 60 hours a week focusing solely on the marketing of the restaurant down the road from you. With a staff to support me, I didn't have your daily chores to get in the way of full-time restaurant marketing. No food order to place, no delivery to put away, no disgruntled employees to counsel, no broken equipment to deal with. My sole purpose was to drive customers out of your restaurant and into mine.
But now that I've left the corporate life, I'm ready to share my wealth of information with you, to show step by step how you can compete with the big guys. I've sat in the board rooms, attended the fancy marketing conferences, and learned how the chains think. And believe it or not, you have some great advantages over the big guys... but I'll get to that in a minute. What 99% of All Restauranteurs DON'T KNOW and Will Never Find Out About... - How To Make More Cash and Enjoy Life More In The Competitive Food Service Business!
- The Five Methods of Growing Profits and Sales!Wha
- Increasing Income From Your Current Customer Base!
- Neighborhood Marketing Step By Step!
- Power Promotions That Work!
- Fund Raisers That Increase Sales!
- And Much, Much, More...
Have you ever watched the "Masked Magician" on television? He reveals the behind the scenes secrets to magic tricks that magicians the world over have sworn to secrecy. Well, you can consider me "The Masked Marketer," although my friends just call me David. I'm going to reveal to you the secrets of restaurant marketing and advertising.
My restaurant owner friends have encouraged me to package my years of experience in restaurant marketing in a way that will help in the plight of the restaurant owner and manager today -- to deliver selling strategies that really work. The restaurant industry is in a different place today than the decades of endless growth we enjoyed until recently. Now more than ever, a focus on marketing is as important as your focus on the food you serve.
As I've worked with a variety of restauranteurs over the years, I've watched many of these business owners work themselves half to death just to scrape out a good living. I've also discovered that such "pain" is just NOT necessary. In fact, I've assembled strategies for easily, efficiently and affordably increasing profits from current customers and attracting new customers. Increase Profits and Decrease Stress You may be experiencing either all or some of the following problems... - You are frustrated, unhappy, maybe even disgusted with how little take-home money you get from your restaurant business.
- You know business is okay but it could be a lot better. You are working harder than ever, but have less to show for it.
- Competition has increased and, frankly, you're not sure what to do about it. Your lobby is empty while their parking lot is full. Now what?
- You detest discounts and "cheapest price" competition, and would prefer to promote your services differently.
- You do an outstanding job in the kitchen, but you admit you lack the know-how to effectively advertise and market your restaurant.
- You are concerned that you have to worry about "where your next customer rush is coming from" just to pay bills. Your business may have grown, there may even be more income, but it's still not translating into wealth and security for you and your family.
- You would be thrilled to do less work, especially less hard work, but make more money.
- You can see the value of your restaurant actually declining -- when you want to sell, will you be able to?
The National Restaurant Association says the restaurant industry's decades of easy growth are over. How can you counteract this and grow your piece of the pie? Well, if you'd like to know "the secret" to all of that, it starts with this realization: Being good is no longer good enough. In today's market, it's not how much you know about cooking that determines your income, it is how effective you are at selling yourself and your establishment that determines the balance in your bank account.
You may feel that's not fair or not the way it should be. You can fight it (and maybe go broke), or you can embrace this as an opportunity, and take steps to become as good at marketing what you do as you are at doing it.
The unhappy fact is that you can turn out the best food on the planet, and bend over backwards to satisfy each customer, and still starve to death -- if you cannot affordably and efficiently attract a steady stream of good, high-profit customers.
You may say, "Wait a minute, I'm not a sales person. I can't do that." But I can turn you into a restaurant marketing expert almost overnight with my easy-to-use, step by step, restaurant marketing system. "Restaurant Marketing Secrets" will teach you to think like a successful restaurant marketer. You'll see the opportunities all around you every day that you overlooked before! By the way, to read all the food service trade magazines, you'd think the answer to all your worries was to increase your menu offerings by adding one more piece of expensive equipment, then the customers will be breaking down your doors. Technology is seductive.
The pressure to add one more piece of the latest new equipment and invest in technology is incredible. But I don't think piling on another loan or lease payment is the answer to your sagging sales. Buying new machines or adding menu items does NOT guarantee more customers or profits. Not at all.
The most important thing you can perform is a "sales make-over" for the fastest results in curing your business headaches by watching your bank balance swell.
And you don't have to have an MBA in marketing to understand it either. I've read a ton of marketing books, journals and articles from "experts" in the field, but they always forget to include a glossary of words so you can figure out what they're talking about with the marketing mumbo-jumbo.
So often the expert advice is not "real-world." In fact, I'm not sure they've ever stepped foot inside a restaurant. One marketing book I was just reading suggested you should put green jello made in the shape of a Shamrock out for St. Patrick's Day. Now do you really think that's going to drive sales and increase profits? Restaurant Marketing Secrets is different. It puts the theory onto the streets, and your name into your neighborhood, where it can produce results at your cash register. Just follow it, step by step.
Knowledge is power, and through a series of simple exercises and projects, you will know yourself, know your customers, know your competition and know your market. With this information in hand, then it's on to Part II of the book where it's an easy matter to match your needs with the methods spelled out to produce results! There's page after page of ideas and information to drive traffic through advertising, promotions, public relations, in-store marketing and more -- 110 pages of useful, insightful information from someone who's been in the marketing field for the past two decades! More... | 
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