So , you’ve got a lovely restaurant with great food and service, and yet your dining room isn’t always filled. You spend quite a lot of money in marketing and are wondering why it’s not effective for you.
Well let me inform you that there are plenty of other eateries offering good food, excellent service, and a pleasant atmosphere, so your place might not be as special to your customers as you want to make it.
Put yourself in the shoes of your customers. Why should they come to your restaurant, rather than another one?
The truth is that the more distinct you are from other local options you’ll probably not be noticed by them.
You need to think hard and long about the place you have chosen and what it is that makes it unique or distinct from the rest of the restaurants. It truly is distinctive. There are no two restaurants that are alike (except for franchises that Free QR menu as a rule – must have exactly the same appearance and operation same).
So , what is it that makes your restaurant special or unique?
It is important to communicate the essence the restaurant’s mission, and the essence of your service in order for people to know why they should come to your establishment instead of your competitors. This is called”your Unique Selling Proposition (or USP for short).
It is necessary to develop and announce an USP that is a way to identify your restaurant and establishes it as a an unique place.
How do you accomplish this? Do not worry, I’ll help you. Follow these three easy steps and you’ll soon be on your way to developing your own USP:
1. Make a list of the actual benefits or advantages you currently provide to your customers.
Think about what’s special about your restaurant. Are you able to say it’s your food? Your wine choices? Your service? Your location? Your decorations? Do you have live entertainment? Do you have a large menu selection? Open kitchen? Etc.
Ask your patrons, your employees, and your staff members what makes your restaurant distinctive or different. Perhaps you have a distinctive recipe that customers really love and want to try or maybe your chef is in the kitchen to greet the guests, or you have bilingual servers who are able to converse with foreign guests in their native languages.
Some aspects that can aid you in determining your USP include:
A variety of dishes in the menu
• Unique, ethnic cuisines or menu items
A restaurant specifically made to be a family-friendly restaurant (with the possibility of a play area, toys for the children or other children, etc.)
o Quality of the food
The originality and taste of dishes
o Impeccable presentation
o Excellent service (good is not enough: it has to be great to have an impact!)
A large selection of wines, or wines that are difficult to find
o Wide beer selection or special hard-to-find beers
Cocktails with specialties
o Open kitchen where people can talk to you about your cooking
o Beautifully decorated place
o Candles on the tables
o Cloth linens
Original art prints on the walls
Other distinct advantages that you may offer that your competitors do not have.
2. Make a second list of benefits or unique features that your competitors have but which you don’t.
As an example, do they have a large space and your restaurant is tiny? Do they have a full bar but you don’t? Does the establishment have a chef with a name that isn’t yours? Do they have an excellent area, whereas yours is inaccessible?
3. List the ways that you can improve your competitor’s unique advantages.
If the place they are in is large while yours is small and you want to use that to your advantage and say that you offer “A unique experience in a cozy atmosphere where you will receive very personalized treatment”.
And the other way around – if your place is large, you can say “We have facilities large enough to accommodate your office party or your special occasion”.
It is also possible to make up that you don’t have a full bar by offering an extensive and great selection of wines.
If you have a great location, say that you are “conveniently situated right in central city, and within walking distance to …”
If you’re far from your destination and you’re not sure, just say “our restaurant is free parking” and it’s worth the trip, since you’re sure to have an extraordinary dining experience …”
You get the idea isn’t it?
Also, write on paper the most significant five advantages and/or distinctive characteristics that make your location unique. And then, you can combine them into one short phrase or sentence.
This will be your USP
Once you come up with your USP, write it down, then go over it , and revise it several times until it is as precise and precise as is possible.