Category: Blog

Targeting Each Generation in Your Marketing Strategy

As a business owner, you know just how hard it can be to attract new customers towards your products or services. At times, it seems like a process of throwing things out into the world and just hoping that some of it sticks. Of the advertising that does stick, there is further hoping that they become long-term customers. In truth, many of the businesses nowadays are stuck in a limbo where they really don’t know what to do.

Why? Essentially, this is because we are at a time where each generation needs to be targeted in a different way. In fact, a recent study went a long way to explain the current market and it made for interesting reading. For millennials, it will be of no surprise that technology use was high in the order of unique features and the same was true for Generation X. For baby boomers though, their work ethic and respectfulness stood out. Finally, we saw the silent generation where WWII and depression topped the list followed by being honest and smart.

With all of this in mind, we are going to assess what we call ‘generation marketing’ today. Just as the term suggests, this is an approach that more and more businesses are taking these days and it requires segmentation within a single marketing strategy. With each generation receiving the strategies they respond to best, the theory suggests that good results will follow. Without further ado, let’s break the generations down!

Baby Boomers

Definition

Born between the years of 1946 and 1964, this is the group who grew up with the American Dream period that existed after WWII. At this time, there was very little technology so they have been taught by younger generations as it has become more important. In a 2014 report, around 65% of those aged between 50 and 64 use social media. This being said, they use it to keep friendships alive rather than getting their news.

When Facebook ads clog up their feed, this group is likely to completely misconstrue their intentions but direct marketing and sales seems to be a good technique. In the market currently, baby boomers have the biggest value and they respond best when they can talk to real people. On each trip, they tend to spend more money than any other group and they are also the most likely to move away from the shopping list. According to one report, they even spend more on technology but this could be a lack of understanding or unwillingness to change cable or phone supplier.

Expert Tips

Brand Loyalty – Firstly, brand loyalty is huge for this generation so this is something you should be looking to target often. Recently, we heard an example of one man who bought years worth of deodorant because he found out that the formula was changing. Although he didn’t want to leave the brand he had trusted for so long, he wanted his deodorant to stay the same so spent thousands of dollars. If you offer the right quality and treat your customers in the right way, they will stay with you for some time to come. Therefore, this should be the aim for your marketing.

Cash Back – Nowadays, the boomers tend to spend more money per shop which means they appreciate somewhere they can earn cash back. Depending on your product or service, this may not be possible but we highly advise doing some research if you can make it work. Perhaps the most common example, nearly half of all baby boomers have credit cards. Since they can generate some fantastic rewards, they appreciate companies that help them on this journey so make sure they know you offer this help!

Up-Selling – As we know, baby boomers are more likely to deviate from their shopping list so focus on up-selling within your marketing. As well as wine and entertainment, boomers also purchase the most prescription medications so they need to know how a service will add value to their lives. Remember, they may already have loyalty to a certain brand so you need to show how you can make their lives easier. What can you offer them that they can’t find elsewhere? Once you have this answer, you are in a stronger position to secure their custom.

Tradition – If you think back to the tactics used when boomers were younger, you will have a better understanding of what they need now. There is no doubt about it, marketing can be intrusive nowadays and boomers have no time for this at all. Therefore, phoning at a time where they could be eating dinner or relaxing after a long hard day is not acceptable for them. Instead, they would prefer to come across your service at their own leisure in a newspaper or on the TV. Since they only really use social media to keep up with friends, advertising here would be more than a waste of time.

In terms of blog posts and articles, we can also reveal that the word limit boomers tend to stop at is…300. Additionally, we should also mention that smartphones are a no-go area because they are being taught by the younger generations. This being said, you still need to make your checkout process as easy as possible so you don’t lose potential sales from tech-savvy boomers!

Discounts – Currently, boomers are on the borderline of retirement so some will be just before whilst others have been enjoying no work for a couple of years. In the US, the over 50 age group spends over $3 trillion per year and has five times this amount in assets. Not only is this huge, it is larger than the GDP in some large countries including the UK, Russia, France, and Italy.

Of all consumer purchases, around half are made by over-50s yet an average of only 10% of marketing budgets focus on this crowd. Sadly, businesses are still missing out so pay attention to the tips we have provided above. When it comes to discounts, we whole-heartedly suggest that you remove them for this market. Although it might seem strange, the days are gone for boomers where they buy cheap wine or settle for a discounted product. As they near retirement, it is their time to enjoy life and the fine wines on offer.

Generation X

Definition

As the smallest generation, Generation X (Gen X) started in 1965 and lasted for around fifteen years before ending in 1980. Essentially, they are the bridge between the boomers and the millennials hence why the period is shorter. Currently, they have got to the stage where they won’t reach their desired career if they don’t do it now. For the most part, they have settled into homeownership but the juggling act comes from childcare and the peak of their career. For example, it could be a 40-year old who is looking after little kids after experiencing the 80s high school life. Unfortunately, they just missed the rise of technology and their chances of having money in retirement, in their eyes, is slim.

Every day, people in this generation are running themselves ragged dealing with bills, children, and work. However, they managed to catch the increase in social media in their 30s and perhaps 40s which is their last chance to stay young and hip. Since they experienced this rise a little older, research actually suggests that they have adopted technology better than millennials. With shopping lists, they are dedicated and rarely stray but they do happen to make the odd unplanned purchase. For marketing purposes, they are the hybrid group that know how to buy online but also like the personal experience of physical shopping.

Expert Tips

Ethical Trading – Currently, the ‘do-good’ brands are seeing tremendous progress and this is more true for the Gen X buyers than any other market. If you are organic with your products or you offer a service ethically, ensure that the whole world knows and you will see the results. Although they are focusing on their bills, they are also focusing on creating a better world for their children so stand up and be counted if your company is helping a cause. For example, Toms don’t necessarily have the most attractive shoes on the market but they do have a slogan that says ‘one for one’; this alone boosted their sales within this market.

Coupons – When the recession struck in 2008, those in Gen X were just starting to see results in their career so they have now lost trust in Social Security for their retirement. With children, they are thinking about a million and one things from college, reaching the peak of their career, and saving money for retirement. With this, they absolutely love coupons and you can take advantage of this fact.

For the millennials, you may have left email marketing a few years ago but it is still a fantastic technique to reach those in Gen X. Whilst looking for news on their career and hearing from family members, Outlook is always open so utilize a natural and effective email marketing campaign. If you do it in the right way, you can advertise coupons and allow them into your business.

Vacation – As we said earlier, Gen X really is the hybrid generation and this is summed up with our first two points; they are looking to save money with coupons whilst still paying more for ethical businesses. Therefore, you perhaps won’t be surprised to hear they are more than happy to take breaks in between the stresses of earning for retirement, college, and working on their career. Immediately, you might say ‘my service or product has nothing to do with taking a vacation’ but there is still some way to work around this. As an example, you could talk about how useful your product or service is while they are away from home. If you can win their favor when planning a family holiday, you might just keep their custom for many years.

Be Helpful – Since Gen X has adapted to social media so well, we now know exactly how to target this audience and we are continually learning more over time. In recent years, we have learned that they accept help wherever possible so you need to aim to be of service. If we look at Toys R Us, they don’t waste the information they receive. Instead, they send gift or purchase ideas for new moms depending on the age of their baby. Over time, they come to rely on these emails and the company builds brand loyalty for helping them through. Once again, we aren’t saying that you need to offer baby toys but you can make their lives that little bit easier.

Direct Mail – Before you laugh and click away in record time, around 85% of Gen X looks at their mail on a daily basis and around seven in every ten has used coupons they received via ‘snail mail’. As they are in the middle ground, a good percentage will still get their bills and bank statements through the post so they will see your direct mail. Whether you want to offer a meal deal or coupons for a hair cut, don’t knock direct mail until you try it!

Millennials

Definition

As we start to get comfortable with 2017, we move closer to the millennial dominance. As of right now, the millennial workforce is outnumbering the baby boomers and this is huge news for all those marketing. If you were unaware, this is a nearly two decade period from the beginning of the 1980s to the new millennium. As a generation brought up around technology, many of them are unaware of anything different. In terms of working, they started around the time of the global economic crisis so money is an important factor but they are more aware of social issues than any other generation. According to one report, over six in every ten would rather earn less money in a job they enjoy rather then a well-paying job with no satisfaction.

For the economy, millennials are huge and pay out around $200 billion every single year. This being said, they are leaving physical stores empty and prefer to do most of their buying online. Furthermore, they are responsive to the recommendations of friends and family members whilst also motivated by the ease of shopping and being efficient. In all, this group is completely reshaping the way in which many industries run as they start to dominate the working population. If they want to eat, they are quite happy to look at recommendations on Facebook and Instagram.

Tips

Reviews – Compared to baby boomers, there is very little response to the traditional marketing techniques because we have already discovered the fact that millennials grew up around technology. If they need a service, they will look on Google and get recommendations from friends based on their experiences. In a recent survey, seven in ten people said they never make big decisions before discussing it with those they trust. Therefore, we cannot stress enough the importance of online reviews.

When you have an online presence and this is backed up by fantastic reviews online, you immediately gain credibility and you show as the best option. If their friends and family aren’t available, the next best alternative is to trust previous buyers. On Amazon, for example, people very rarely buy a product that has three stars or less.

Innovation – More than anything else, millennials love trends and coming across the next ‘big thing’. With restaurants, it could be a particular style or service that gains the attention. As another example, the Mac saw the biggest increase in sales in their history after Steve Jobs redesigned the standard ‘computer’ and stepped outside of the box for the first time. When you think about it, examples are seen nearly every day whether it is people queueing for the next iPhone or complaining when Instagram ‘copied’ the premise of Snapchat. If you can innovate and focus on this innovation when marketing, you will see results.

Loyalty Programs – For millennials, there is one food outlet that ticks nearly every box; Chipotle. Not only do they buy ethically-farmed ingredients, they offer dishes for those with allergies, and they provide opportunities for customization. If they avoided the e.Coli scandal, the introduction of their new loyalty scheme would have seen them dominate the market and this we are sure. In a recent survey, we saw that nearly 80% of millennials enjoy participating in loyalty schemes. Considering the millennials are going to be your customers for the next 40 years or more, now is a great time to introduce yourselves and market your own rewards scheme.

Social Media – Although this goes without saying, social media is huge business for millennials and they spend a significant amount of their time on various platforms. Therefore, it makes sense that you have a presence on these same sites because this will give you the best chance of reaching out to them on a regular basis. On the likes of Twitter and Facebook, there are so many opportunities to build a brand including clever advertising, being funny, having customers ‘check-in’ when visiting, and more. With the latter, this is important because of what we said about only trusting friends and family members. If someone sees their friend check-in to a restaurant, this restaurant gets credibility and, in all likelihood, new customers.

Radio Ads – At first, this suggestion might sound crazy because it falls into the category of ‘traditional’ marketing. However, a recent study showed that well over 90% of millennials listen to the radio for an average of 11 hours each week. For the most part, this is in the car on journeys or maybe even in the office but this is still an opportunity that you could try. Surprisingly, millennials listen to the radio more than baby boomers and those in Gen X so this opportunity shouldn’t be sniffed at immediately. In addition to the radio, some companies are also seeing the results after paying for a spot on podcasts so this could also work as long as you choose a well-followed podcast in your niche.

Summary

Now more than ever before, we have segmentation within the market but you can find success armed with this knowledge. If your customer base is primarily millennials, you can target social media and new technology whilst baby boomer customers will see you use traditional outlets instead. If you gauge your market correctly, you can see success in the coming years!

Google’s Location Sharing for Businesses

Since the introduction of Google, we have seen some fantastic features for both customers of businesses as well as the businesses themselves. Most recently, we have heard of the Location Sharing feature which will allow all users to share their location as they move from one location to the next. Of course, this isn’t exactly a new idea since Uber users will recognize it straight away. However, it does open a few doors for businesses especially for those looking to target this market in their marketing strategy in 2017.

Whenever a group of friends or family members arrange a get-together, the same questions arise time after time; ‘where are you?’ and ‘how long are you going to be?’ are two prime examples. Soon enough, Google Maps will allow users to show their real-time location without leaving the app. In January, we saw the redesign of Google Maps and they are constantly trying to find ways to keep users engaged and this is thought to be the latest idea along with Uber help and the tracking of nearby cars. For many years, it has also been a useful tool for those planning trips to restaurants, themes parks, and more as we can see reviews, opening times, menus, and more.

For local restaurants, these new features have been huge through the years because potential customers can quite literally view a menu from their mobile device. If they take an interest, they are one click away from seeing the restaurant’s location or opening hours. Known a micro-moment experiences, brands can now target those out-and-about looking for somewhere to eat and the opportunities are only expanding every year.

Additionally, smartphones and laptops also seem to synchronize one’s calendar with Google which means that we know when birthdays are upcoming. Once again, restaurants are shown as Google help to provide gift ideas and Google Ads are huge for this. All things considered, the site is getting smarter each and every year and this is only bringing benefits to businesses all around the country. In terms of ads, this is becoming even more important because let’s not forget that Google also has a hand in many other platforms including YouTube.

Just recently, we spoke to somebody who was on a journey and he decided to open Youtube to kill some time. As he clicked on a video, an ad for a local restaurant popped up because they had shared their location previously. Ultimately, the guy ended up stopping off at the restaurant on the way home so you can see just how powerful this tool and many others like it can be.

On the flip side, we should mention a big concern for this technology and this is the fact that some people don’t like the fact that Google knows where they are at every moment. However, the ‘opt-in’ feature of Location Sharing takes this concern away somewhat.

For businesses, this new way of targeting potential customers could well be a huge step forward. Considering a significant percentage of people decide where to eat on a whim, an ad at the perfect time could be great for restaurants. If Google is tracking the movements of somebody and they see an ad pop-up for your restaurant, the results could be fantastic and this is why an online presence will be pivotal for success this year!

In today’s world, we are part of a legacy handed down from our ancestors. They helped shape our thoughts and beliefs about how to live and respect one another, how to be an ethical and moral person and they gave us a basic understanding of the environment we all share. They also passed down their knowledge about nutrition and health, which was given to them, in turn, by their ancestors.

The modern-world has evolved in innumerably dramatic ways, even since the generations of our parents and grandparents. Cameo China believes that the wisdom of our elders can be transformed, in a modern context, to benefit the world today, and the world of tomorrow.

Cameo China’s sense of social responsibility and our dedication to ethical and moral business practices are the foundation of our desire to implicate our company into the community and the world around us.

We do not exist alone. We must adapt to change. We all need to be part of the solution.

A plant-based, vegetarian diet is one gesture that we are all capable of accepting and appreciating. Vegetarianism can nourish our bodies and our minds, as well as nurturing our compassion for others and strengthening our personal sense of empathy.

Traditional animal protein food production practices are highly resource-depleting activities that require enormous quantities of water. Vegetable and plant-based agriculture conserves our precious resources of water, increases our production of healthy nutrients and is beneficial for the good of society in general.

A simpler, natural diet, for a simpler, better world.

Cameo China is part of the global community and we are dedicated to promoting the enriching benefits of a healthy lifestyle, where how we live is as important the way we live.

We believe, as members of an inter-connected, worldwide family that our actions will be the measure of our commitment. Respect for environmentally-friendly and ethically-sustainable business practices are essential. Respect for these same values within a life dedicated to eating a healthy diet in order to promote a healthy mind is a gesture of a passionate humanitarian.

 

IMAGINE THE POSSIBILITIES

It’s become harder and harder for a new restaurant to look unique – to get the attention of consumers. After all, there are a plethora of restaurants with fine dining and amazing good for them to compete with. But, did you know that all that ambiance and good food may not be enough to win people over and get them to come back?

In fact, it’s the service a restaurant provides that lures people back in. Your earn customer loyalty by providing them with amazing customer service, being attentive to the details and giving them a personal touch. This is what leads to repeat business.

It’s important to offer good service to your customers, but why not strive for outstanding service instead?

Now, you may think that providing customers with outstanding service is going to cost you a lot of money. It doesn’t and shouldn’t have to. All it means is your staff going the extra mile with the tasks they’re already doing.

Have Your FoH Manager Check On Customers

Most waiters and waitresses check on their customers, but a FoH manager checking in on them when customers get their main course is a demonstration of amazing service. This simple service act shows customers that your FoH manager cares about them and their experience. It shows the customers that if they have a problem, the manager is willing to step in and help.

Reduce Your Customers’ Wait Time

If a customer makes a reservation for a particular time at your restaurant, it means they want to eat at your restaurant. Take it as a form of flattery. Be sure to exceed their expectations by preparing for their arrival in advance. If the party has to wait, even though they made the reservation, make sure they’re offered complimentary drinks or food. Have the restaurant manager apologize for the wait and why the wait is happening.

When the customers have an understanding of what’s going on and that a solution is being offered to pass the time, they’re more likely to be less hostile about it.

It’s the little things you do that, when properly carried out, makes a world of difference for a customer. They’ll remember it just as much as they will the food.

Your Restaurant’s Ambiance Plays A Role In Customer Service

Believe it or not, the kind of ambiance your restaurant has plays a huge role in customer service as well. Be sure you have the right type of music playing. You may have a crowd of people that drown out the music, but it’s what sets the tone in the restaurant. Don’t turn up the music just to get patrons to hear it, but do turn it down if people are asking for it to be lowered.

Another important aspect is the lighting. While lighting will differ from one restaurant to the next, the key is to allow customers to see each other and their food but create a mood that makes them want to stay and eat. Be aware that a lack of good lighting makes it hard for people to read a menu, which can cause some patrons to get up and leave.

Create A Personalized Experience

You want your customers to feel like they got a personalized experience from your establishment. When it comes to the management, you don’t want something to come out rehearsed. Talk with customers directly, asking for their names and repeating it when you see them again. It’s the little things like these that make a customer feel like they are important.

You also want the wait staff to engage with your customer. These relationships can foster customer loyalty while also boosting the chance of a good tip for their hard work and service.

If you were to ask people what the most important task a restaurant owner has to deal with, most would say it’s the food or menu. However, that’s not the most important task. Rather, it’s the building of relationships – all kinds of relationships – that are essential to your business. These relationships include suppliers, customers and employees.

By neglecting any one of these supplier relationships, and you hurt your business’ bottom line. Bear in mind that 1/3 of your business’ cost is on the food. If you don’t know where your money is being spent, it can have a negative impact on your restaurant’s growth and its health.

It’s imperative you properly manage your inventory – your business’ service and hospitality all depends on it so your customers have an experience they will always remember. You don’t want to tell your customers they’re unable to have something they really want because you failed to plan for it.

Every restaurant’s lifeline is the food suppliers. The kind of relationship you have with these suppliers will support your daily operations. The rapport you have with these suppliers can make or break your business – just like you need to hire the right manager and chef for it.

5 Key Things Your Business Needs To Ensure Your Supplier Relationship Is Successful

Nurture Your Relationships

A good relationship between a restaurateur and supplier can be beneficial to both entities. The best restaurant owners realize they need to spend their time working on bettering these relationships. Two things come about when you manage your inventory regularly:

• You become a better manager
• You can establish a good pace with suppliers

It’s important you nurture these relationships, so other entities will see you as someone that they should do business with. If they view you as dependable and trustworthy, suppliers will provide you with better deals, speak favorably of you and show you new products they have to offer.

Bear in mind that these relationships can make or break your reputation – be sure your reputation is a positive one.

Ask For Samples and Introductions

If you have a good relationship with a supplier, consider using it to your benefit. If there is a supplier you’re interested in doing business with, and your established supplier knows them, ask them to introduce you to them. When someone can assure others about you, it can do your business a world of good. This is really important when looking to work with small-scale producers who tend to shy away from risky business dealings.

On top of that, suppliers and sales representatives are always on the lookout for new companies to do business with, so consider sharing their name too.

It’s a “You scratch my back; I’ll scratch yours” type of business. And, it works!

While nurturing the relationship, consider asking for samples of their products. You can also ask for customer references to see what they like and don’t like about a product and the company. A relationship like this can be quite lucrative if you have information to go in on.

Work With Local Suppliers When Possible.

If your goal is to work with local producers and supplier or use specially-made ingredients, you need to do some research. Talk with the local farmers in your area or go to any of the local farmer’s markets. You can also speak with market organizers as they know a good deal of information on who you can do business with – those that are reliable and will do what you want them to do.

This kind of relationship can be quite rewarding but be sure you meet with them in person first.

If you really want to work with local entities, get involved with a local food cooperative. These are restaurants who work together and buy in bulk so that it’s easier for suppliers to make their rounds. If no co-ops are operating in your area, be the first entity to set one up by talking to other restaurant owners to see if they’re interested in putting one together.

While you may want to stay local as much as you can, you should still consider the bigger foodservice suppliers for other needs. For example, if you’re buying local chicken, you may be paying more. Save where you can on your commodity products such as flour, salt, sugar, coffee, etc. With these competitive prices, you’ll have more money to create unique foods for your guests to try and enjoy.

Speak With Your Consumers (Via Social Media)

Many food producers have learned that talking with their consumers via social media is boosting demand for their products. Engage with them by giving them something they want to talk about. Show them that you’re interested in their product. Tag suppliers in pictures of food that uses their ingredients, which will get their attention. Take pictures of their farm and/production facilities and showcase them.

The more engagement you have with them, the more willing they are to expand your network.

Share Your Generosity

These relationships are going to help your company’s bottom line, but you need to be generous, so you help theirs too. Be sure to recommend products they offer to other restaurant owners, sharing your experience with them. Their products can give you some inspiration on menu ideas. Find out from guests what they think and share their feedback with the suppliers.

Ask them for some advice when you want to develop a new menu item, which gives them some say in the process. Find out what items they feel some excitement toward. Ask them what their business goals are and how you can help them to achieve them.

Be generous and share your generosity goes a long way in establishing a good relationship with your suppliers. You may find that they give you some advice you never even considered.

Do not ever use your suppliers to further your own needs without helping them to further theirs. You don’t want it to be a one-sided relationship. Collaborate with them and leverage the relationship to ensure it’s beneficial to both of you.

Three in five new restaurants will fail within 36 months. That’s a sobering statistic, and there’s a reason for it. The hospitality industry is one of the toughest to do business in and succeed at. The biggest reason most new restaurants fail to get off the ground is the lack of funds or the inability to maintain control over their costs.

How can you ensure this doesn’t happen to you if you want to open a restaurant?

When it comes to your costs, you need to plan ahead and consider everything – be it minor or major. For example, floor space can cost run anywhere from $100 to $800 square foot, dependent on your needs. Your plumbing, electrical and mechanical needs can run anywhere from $70,000 to $100,000 – same for equipment. Make sure your budget includes furniture.

It’s imperative to watch your spending when you decide to open a restaurant. You want to stand out but not at the price that you run yourself out of business. What are some things to consider in your budget?

Used vs. New Equipment

Believe it or not, you should be more concerned with getting the right equipment for your restaurant instead of new equipment. Restaurants that are going out of business will often have equipment you can buy for cheap. Consider second-hand options or doing some shopping on the Internet. Never buy something you don’t need right away.

Decorations

Like your business equipment, don’t get fixated on décors. You can always create a memorable experience on a low budget. All you need is a couple of impactful elements that can speak volumes to your customers. Consider paint colors or soft lighting. Add an area where guests can sign their names. Little inexpensive things go a long way in making a big impact.

Don’t buy anything fancy until your restaurant is a bit more stable.

Technology

You need to purchase a restaurant point-of-sale system, which can handle the receipts, payments, inventory, etc. Be sure to find a system that includes bookkeeping or can be integrated with one. Be sure you consider what technology your staff may need to take orders. Do they really need iPads? If you want to go hi-tech, go for second-hand models or older models.

Marketing

When you need to keep your marketing costs low, the Internet is your ticket. There are all kinds of social media sites that can help spread the word about your business for free or low price. However, you must be actively involved with the social media account to reach your target audience and increase the base. While email marketing isn’t as nice as social media, it’s still a very effective online marketing technique to reach your audience.

Most restaurateurs fail to adequately and properly plan for the unexpected costs of their business. It is imperative you plan for everything – every contingency possible – to ensure your business succeeds in this high-stake hospitality industry. However, even if you fail to remember it all, you should still pursue your dream of owning a restaurant business.

It’s not uncommon for a business to be in the red for the first five to 10 years of the business before they see real profits coming in. It takes hard work and dedication to make a restaurant business successful. It also takes you looking realistically at your budget – where should you spend and where should you be saving?

Where are some areas you can save some money in?

Technology

Yes, your business will need technology if it is to survive and thrive, but it’s also the one area of the company that extra spending takes place. Ask yourself if your business really needs all the high-tech equipment you see advertised. Can your business survive using older tech equipment? If you can get away with the less expensive models, save yourself the cash and do it.

Marketing

In the past, your company may have needed the help of a marketing firm to spread the word about your restaurant. Today, the Internet is a restaurateur’s best friend. You’ve got all kinds of social media platforms that you can use – Facebook, Twitter, Instagram, etc. You don’t have to spend a lot of money to make an impact with your social media marketing campaign.

If you don’t feel you have the time to handle the day-to-day dealings of running a social media business (and chances are you won’t), hire a freelancer to contend with it for you. Freelancers are much cheaper than a firm.

Music

Many restaurants and retail stores have background music playing for their customers to enjoy while eating. Bear in mind that playing music in a restaurant comes with a cost. Since you are a commercial entity, you’ll need to pay a rights to music fee. This fee is a minimal cost compared to others you’ll deal with in the business, but it is one most restaurant entrepreneurs overlook and shouldn’t.

Utilities

All restaurant owners know they have to pay utilities, but they don’t ever consider the actual cost of using them. In fact, the cost may catch some owners off guard. Before you sign a contract, consider looking at the utility situation. If a prior business was located there, did they pay off their bill? Some utilities will force you to pay another entity’s debt before establishing the location in your name.

It’s unfortunate but does happen.

Nowadays, the restaurant industry is more competitive than ever before and this is causing numerous problems. With so much choice available for the consumer, restaurants are finding it hard to get noticed. However, there are some steps that you can take to overcome the largest problems and we have some fantastic tips today!

Issue #1: Customer Service – When people visit restaurants, they do so because they want to experience food that they can’t cook at home and we will look deeper into the menu in just a second. However, it isn’t just the food that people want to experience because the customer service is just as important. Regardless of how good your food may be, most visitors include the customer service in their decision of whether to return so this should be a focal point of your business.

As we know, repeat customers are essential for restaurants because there are only a certain amount of people to whom you can appeal. Once all the locals have visited your restaurant, you are essentially out of ideas. Therefore, a sustainable restaurant will focus on repeat business and customer service is a huge factor within this. From busboys to the managers, everybody should be looking out for the visitor and they need to have an enjoyable experience.

In truth, every step is important from the moment they walk in. If they aren’t greeted, don’t know your name, aren’t helped with questions, and aren’t even smiled at once, they will remember and could even tarnish your reputation with an online review. Remember, a bad review can outdo several good ones so do your best to keep all customers happy. Of course, some customers will be tricky to handle but you must try your best and keep the smile on your face at all times.

Issue #2: USP – Why should customers spend their evening and hard-earned money with you as opposed to any other restaurant in town? If you can’t answer this, how can anybody else? Unfortunately, customer service or even the menu doesn’t necessarily qualify as a USP as such as these are just a case of meeting expectations. In order to exceed them in some way, you need something that sets you apart.

Is it the classic 50s music you play while they eat? Do you source all of your ingredients locally? Do all customers get a little gift bag when they leave even if it is only a mint and some other cheap items? Whatever it may be, this will be the bit that has people returning. If it was just ‘food’, people can get that anywhere so what is it about your restaurant that is so special? As soon as you have this, you will be remembered. Why? Because you create an emotional connection with your guests and next time, they might bring more friends and family!

Issue #3: Menu – Ultimately, these three factors at the beginning are a trifecta of factors that make up the foundation of your restaurant. If either one of these is faulty, repeat customers are hard to come by. So far, we have been skirting around the menu a little so let’s address it now properly. In terms of common issues, sometimes restaurants have their menu too small or even too large. Additionally, you could be too expensive, too confusing with your theme, or too frugal with your portion sizes.

When creating a menu, you need to choose a number of dishes that you can do well without compromising the quality. When there are too many items, everything becomes a little rushed and the chef is overwhelmed at what they have to cook. For example, having hundreds of items might not seem a lot but what happens if every single person orders a different dish? Furthermore, you need to consider the amount of ingredients required to fulfil a large menu.

This being said, you also don’t want to limit the choice of your customers because they will only come once or twice before they run out of dishes they wish to try. Therefore, there needs to be a balance between these two factors. As well as providing a good amount of choice, the chef needs to be able to cook all orders to a very good standard. To help, we also have some smaller tips that may help with your menu;

• Avoid using the dollar sign
• Review your menu once or twice a year
• Be ready to adapt if something doesn’t sell
• Keep copies of your menu clean in the dining room
• Use photos and creative text to sell for you
• Keep the most profitable dishes in their own section

Finally, we also recommend making your menu available on your website and social media sites because people are more likely to visit if they can check out your food first!

Issue #4: Marketing – Earlier, we discussed the amount of competition in every location so how do you plan to stand out without good marketing? We aren’t saying that you should be spending extortionate amounts of money on marketing, but you can still utilize social media, a responsive website, email lists, and even a loyalty program for customers. In addition to being cheap, these are all incredibly effective.

Over time, you should be looking to create your brand including the same logo and graphics across all platforms. In truth, being creative is far more effective than spending lots of money so be unique and capture the imagination of potential customers.

Issue #5: Management – Although this isn’t in the main three, management is still important to any restaurant because you are the one in control. Each day, there are many things that need to be assessed to ensure profitability including;

• The most profitable menu items
• The cost of each menu item
• Labor costs compared to ingredients and every other cost
• The items that could be removed due to lack of sales
• The amount of customers who walk through the door each day
• The profit (or loss) you see each week
• The loss that comes from inventory

As you can see, these are quite basic but could prove very important if you are to succeed. If you manage to review the figures listed, act upon what they are suggesting, and then see even more success, this is great news for the longevity of the businesses!

Issue #6: Capital – Ultimately, the biggest problem here is probably the lack of capital that restaurant owners seem to have these days. If you are still in the planning stages of your restaurant and only have enough money for three months, we highly suggest waiting a little longer because this time will go very quickly. If you get off to a slow start, you are getting yourself into debt very early on and it becomes harder and harder to recover as many people find out each year. If possible, it is recommended that you have capital for at least one year before you open.

Issue #7: Staff – Finally, your staff will be one of the most important cogs in the day-to-day wheel because they are the face of the business. If you make mistakes in hiring, you end up wasting a good amount of money on the hiring process as well as the training that took place to get them up to scratch. This, coupled with the fact that the food industry tends to have a very high labor turnover rate, means that you need to be extra careful with hiring the right characters.

If you place focus on staff, you will become more efficient as time goes on and this leads to a happier experience for your diners. Although hiring can be an expensive process, this doesn’t mean that you should be hanging on to the wrong staff. Let’s face it, some people aren’t cut out for working in the busy atmosphere of a restaurant and this is absolutely fine. Once you have the right team, you can train them well and they could potentially become management one day and this is something to keep in mind. If they have the potential to join the management team in the future, keep hold of them!

Conclusion – There we have it, the most common issues seen by restaurants. As long as you take our tips on board, you should now have some solutions to make your restaurant venture a success both now and long into the future!

Whether you have owned a restaurant for ten days or ten years, you will know that the job is a hard one and that there is always room for improvement. In truth, different owners are unique and this means that one restaurant can run very differently to another and still see success. However, there are three key things that you need to do regardless of your style. As long as you get these three factors right, there is no reason why you can’t become a great owner.

Be Close to Staff – In any restaurant, the staff are the function that keeps it all ticking over. Even though you own the business and pay the staff, they are the ones running the show. Nowadays, it is easy for people to switch jobs in a flash so don’t lose them through ignorance. After learning the market, make sure you pay them as they would expect before then training them sufficiently. Although they might not admit it, all assistant chefs are dreaming of being head chefs whilst waiters want to become a manager one day. With this in mind, you can help them and improve their skill set by cross training.

At first, you need to ensure that they are fully trained in their chosen area. When the time is right, allow them to spread their wings a little and train in different areas. Not only will this boost their confidence, this can be very useful if someone phones in sick or leaves unexpectedly. Suddenly, you have staff trained in all different areas.

Choose Your Role – Before you go off deciding everybody’s role, spend some time defining your own. When you do this, you allow room for growth and the business becomes scalable because you will be ready to pass the reigns over whenever necessary. If you’re completely new to the restaurant business, be hands-on and willing to learn. Once you know everything about your restaurant, you can look at the bigger picture while your staff concentrate on the finer details and day-to-day running.

Value Your Customers – Without customers, you have no business. Even with the best decor, service, and food, you are still nothing without customers so you need to show every one of them that you appreciate their visit. Sadly, many people believe this is only achieved through compliments but all feedback is valuable. Whether you talk to them in person or ask for feedback online, see what they have to say because you might just see a suggestion that changes your business for the better.

In a recent interview, a world-famous chef once said that he doesn’t even listen to positive feedback. Although it is nice to hear, it is the negative feedback that allows improvement to be made. If a customer speaks negatively, work out what went wrong and find a way to fix it. Once you have learned a lesson or made a change, invite them back to see the improvement. Nowadays, every customer is important and it takes skill to turn a negative customer into a long-term repeat customer. If you achieve this skill, you will be in business for a long time.

Conclusion – As you may have noticed, we just covered the three vital factors of your business – your staff, your customers, and yourself. If you pay attention to these three tips, you will be well on the way to success!