Marketing for Restaurants: A cautionary tale

Marketing for Restaurants: A cautionary tale

I’ve not long come back from a family holiday in Tenerife.

We love Tenerife – the weather’s (usually) hot and sunny, the beaches are great, and the kids love racing each other up and down the long seaside promenades.

There’s just one thing that niggles me about Tenerife.

The restaurant owners.

Now, we’ve not had any Basil Fawlty style stand-up rows with any of them, they’ve not given me food poisoning, or really caused me distress in any way.

No, what gets my goat about the bar and restaurant owners in Tenerife is the way they market themselves.

Or, more correctly – the way they DON’T market themselves.

It would appear that the only weapon they have in their “marketing for restaurants” arsenal is desperately trying to drag people into the bar against their will.

“Hungry sir?”

“No, thanks mate – we’re All-Inclusive at the hotel just there.”

“Maybe just a burger then?”

“No thanks mate.”

“Beer? Cocktail? Coffee? Ice Cream?”

“No thank you.”

“Come back tonight! We have best steaks in town!” he shouts at me, as I’m now several feet away, having kept walking the entire time.

Three seconds later, and I have the next bar owner waving a menu in my face like a high street Chugger…

“Welcome family.. something to eat? Lunch? Beer?”

Grrr…

When working with One Percent Club members to market their business effectively, we often come back to the concept of being “Oversubscribed” – this stems from Daniel Priestley’s book of the same name.

Think Apple, having queues of customers snaking outside their stores for the launch of a new iPhone.

Think Glastonbury – selling 120,000 tickets to a music festival in minutes… Without telling any of the ticket buyers WHO they’re going to see!

Think of limited edition chocolate bars, and “one of a kind” supercars.

People REALLY want what they can’t have. FOMO plays a big part in being oversubscribed.

When you’re oversubscribed, you can name your price.

When you’re undersubscribed (like our Tenerifian Restaurant owning friends), you join the race to the bottom, with “€1 pint of beer” being the blunt object you try and force customers into your business with.

And if you’ve ever walked down “the strip” in Playa de Las Americas, you’ll know just how many bars and restaurants are taking part in that race to the bottom.

Marketing for restaurants isn’t difficult. Most of it can be systemised. It requires a little thought, and a little careful planning.

A little more thought than simply “how can I try and force some of these people who are walking past to come into my restaurant?”

One day whilst walking along the strip, I was stopped in my tracks – initially by a bar owner desperately trying to manhandle me into his empty restaurant, but then subsequently by the bar next door, which had no “Chugger” outside. Yet it was full.

What did this establishment have that the desperate owner in the bar next door didn’t?

They had a welcoming atmosphere.

They had a good online presence (Google Local, Trip Advisor, etc)

They had lots of repeat custom.

They had good branding.

They had a marketing plan.

We considered stopping there for a coffee. But we couldn’t.

They were full. Oversubscribed. Not a spare seat in the house.

And not a “€1 pint of beer” in sight.

marketing for restaurants

Some more Big ideas

Hula Hooping for self confidence!

Introducing the O’Shitometer

#ALB37 How Neville Wright turned 37p and his Dad’s ladder into a £100 million empire

#ALB49 ThreeSixty Mortgages podcast

How Jon Monks doubled his sales whilst working half as hard

“John and Jason have been there and done it and don’t have an ego about it like many others.

I know I am better organised, better planned and prepared and more likely to succeed sooner, thanks to their wisdom and experience.”

Matt Tricot - 1upsearch

"Two normal blokes from Plymouth" John and Jason have been working together, building businesses for over two decades!

They're the anti-gurus with a strong dislike of psuedo business psycho-babble. Their no-nonsense, straightforward approach with relateable and valuable advice has won them followers from all over the world. They've helped hundreds of business owners improve their businesses and lives.

The King of Can-do and the 'Lazy' Entrepreneur have a mountain of knowledge they're happy to share.

Could you DOUBLE your business 1% at a time?

Could you grow your business by just 1% this week? That doesn’t sound too hard, does it? Well, if you could grow your business by just 1% every week, after 69 weeks, you’d have DOUBLED your business!

These 1% gains are the same techniques used by the British Cycling Team that helped them turn a bunch of “also-rans” into world beaters, notching up forty-two medals in the last four Olympics, as well as winning six of the last seven Tour De France races.

The One Percent Club will show you EXACTLY how to implement these 1% gains into your business, and how they can stack up to REALLY grow your business.

John released his first book “Big Ideas… for Small Businesses” in 2017, and it shot straight to the #1 bestseller list for Small Business and Entrepreneurship on Amazon, outselling books by Richard Branson, Alan Sugar and Duncan Bannatyne combined.

Since then, it’s sold thousands and thousands of copies all over the world, and attracted more than 100 five-star reviews. But more importantly, it’s changed the lives of small business owners all over the world, who now understand that running a lifestyle business isn’t a bad thing.

I think you’ll like it…

PO Box 74,
Plymouth, PL7 1ZN

Get Your FREE Chapter!

Time to see what all the 5 star reviews are about. Just fill in your details and we'll send you your free chapter

Please check your email inbox