WARNING: Stop Trying To Sell To Everyone.
There is an old saying in marketing; ‘When you’re trying to sell to everyone, you will sell to no-one’.
The biggest mistake you can make when marketing your restaurant, is trying to attract everyone.
This is what I call “Vanilla Marketing”.
No-one hates ‘vanilla’ ice cream, but then again, no-one is passionate about ‘vanilla’ ice cream either.
But if you were to target a niche market, for example, prospects that are passionate about premium ice cream, such as, Royal Copenhagen, you would be able to attract more loyal customers, who are willing to spend more money for their passion.
This will significantly increase your bottom line!
To clearly differentiate your restaurant from your competitors, you need to create your own Unique Selling Proposition, USP.
This is what makes what makes your restaurant stand out from the crowd?
For example, Dominoes’ Pizza became the bestselling brand, based on its USP: “Fresh, hot pizza delivered in 30 minutes or less, guaranteed.”
It did not promise prospects everything- not high quality or low price – just fast delivery.
So stop trying to shout out to everyone, and target the right customers, with the right message at the right time.
Your marketing strategy should make your prospects either love you or hate you.
There’s no money in the middle.
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