Talkin' Shop

We’re taking you back to 1995 when Des’ree taught us all that “You gotta be bad, you gotta be bold, you gotta be wiser.” We’re going to say that in today’s crazy competitive restaurant world, you gotta be all these things plus…you must be memorable.

Be memorable. Such a simple concept and, yet, it’s so easy to forget how important it is. With so much competition out there, it’s not just a nice idea. It’s not optional. You must state it as your concept’s goal at every phase from the moment you first decide you are going to open a new concept all the way through your on-going marketing plan.

While the long-term goal of any successful restaurant should be sales, it’s becoming increasingly more important to create relationships with people through clear brand identity and consistent brand marketing.  People want to feel like they are connected to the brands they use, the restaurants the frequent, the hotels they choose. They want a story, and brand marketing that is memorable can be a way to fill that need.

If you are developing a new concept, you must constantly ask yourself: How will we stand out from the crowd? How will we be better and different? What is going to keep them coming back for more?

As you develop marketing and promotions for your hotel or restaurant, keep going back to those questions.

Here’s a few more ideas to keep in mind:

1. Don’t always focus on the direct sell. Are you constantly hitting your email database or social media fans with special pricing or happy hour promos? Not every piece of marketing has to be tied directly back to sales. It’s like that friend who only calls you when she needs something. Pretty soon you start to delete her emails and hit “decline” on her calls.
2. Make them laugh. Don’t take yourself too seriously. Even if you are a serious restaurant, there’s always an opportunity to show a fun side of your concept. (Let’s face it, people want to have fun when they go out!)
3. Teach them something. Take people on a journey. Whether it’s a recipe or the details behind a special menu, tell the story of what went into creating the experience you are offering.
4. Inspire them. Think big. Are you making the world a better place through your charitable efforts? Are you changing the way people think about dining, about a certain cuisine or are you simply giving people a place to make amazing everyday memories?  Don’t be afraid to show your passion for what you are doing. Passion is contagious.

Your ultimate goal should be to let people know who you are, so that when the time comes to choose a restaurant or book a hotel, they remember you.

Written by: Andrew Freeman & Co.  A high-energy hospitality consulting firm with a unique blend of expertise in marketing, publicity and creative services. The AF&Co team will do whatever it takes to build awareness for clients and ultimately increase sales. AF&Co offers tailored, flexible programs that include: creative/concept development, branding, recruiting, graphic design, public relations, sales/marketing, training, event management, and more depending on the clients’ needs. The AF&Co team is creative, direct and fun, and focuses on the areas that they are passionate about: restaurants and beverages, travel and hotels, and lifestyle personalities and products. For more information, visit afandco.com or follow them on Facebook or Twitter.

By SKYE BARRY

Tasting Table is spot on in this recent article that our team caught a hold of:  Won’t you be my Neighborhood Restaurant, by Joshua Stein.  A great neighborhood restaurant (or GNR if you know the lingo!) isn’t just a great restaurant, nor is it just a neighborhood restaurant, it is always something much more complex that lives on the fine line between the two. A great neighborhood restaurant must be exceptional when it comes to cuisine, libations, atmosphere, and staff: but it also must be harmonious with its environment and customers. The GNR is a miraculous thing that can take on many forms and should change from city to city, as well as from neighborhood to neighborhood. The two key identifiers being: Is the price range relative to the mean income of families in that neighborhood? And, how many of the tables are reservation only and how many are saved for walk-ins?

In the article mentioned above, Stein says a GNR must enthrall a palpable sense of belonging in their customers, but how they choose to pursue this feeling of camaraderie will vary among restaurants. The welcoming atmosphere is easily malleable with the slightest change in the placement of the host stand, the host’s greeting, the layout or the decor, and the number of people inside.

From our perspective, every restaurant should strive to be loved by locals even if the visitor market is their key demographic. After all, visitors want to go where the locals are.

The keys to becoming a GNR also include, but are not limited to:

-Having approachable food that is timeless and well done every time.

-Having a bar scene that is lively but never crowded, the key here is a good layout and crowd control.

-Having trendy decor that is up kept but retains a relatively unchanging atmosphere.

-Having a staff that is friendly and remembers the customers as well as their orders. People relate to other people even more than they relate to food.

The main reasons why great neighborhood restaurants are so difficult to stumble upon is because they have a large dependence on the health of the neighborhood they reside in. With the increase in income inequality and introduction of gentrification, a neighborhood’s sense of community can quickly disappear leaving the GNR without a proper habitat to flourish in.

Check out Tasting Table for more great insights!