Posted by John on November 30, 1997 at 07:20:13:
In Reply to: restaurant marketing advice posted by holds on November 28, 1997 at 01:30:22:
: several months ago I took my first cheffing position at a restaurant that had once been very successful but has since fallen on hard times. At the time of my arrival it was being remodeled, and the name was being changed. Unfortunately, both of these seem to have been bad moves. I wont say the real name, but to give you an example, the original name was "Jack's" and now its called "Jack's Purple Potato" , despite the fact that "Jack" has nothing to do with the restaurant anymore.The new Dining room has been compared to "Courtyard by Marriot" During the summer, fortunately, we have a large patio, and people come for that, but the rest of the year is killing us. I feel my food is pretty good, though of course it can always be better, but It is very unusual to get any complaints about it, and I run plenty of specials to keep things interesting, drawing from all sorts of cuisine without getting overtly exotic, which seems well suited to the neighborhood i'm in. All the same, the place is dying. I desperately want to turn this place around, but I don't know how to suggest marketing or promoting the place in a way that will help overcome its disadvantages and keep business flowing throughout the year, and ensure that I wont go down as "the guy that killed a 20 year old restaurant" (the chef, I figure, is bound to take the rap...) Any advice anyone has would be greatly appreciated.
Holds; I would do several things:
1. Visit the most successful restaurant in your town/city both theme and the one in your category. What are they doing right? Check the food, servive and ambience. How does yours compare?
2. Do something new with the food and service - 20 years is a long time with no changes; and as you mentioned it was on the slide.
3. Develop a questionnaire for your restaurant patrons (diners), and businesses/potential patrons in the immediate vicinity of your restaurant - find out how they feel about the restaurant and what type of restauranrt they would patronize. I can give you a copy of one i have and you can adapt it to your situation if you want.
4. Change the name of the restaurant - a new image; and do a proper launching. Hire a PR company or advertising company to run a campaign over a two month period, and follow it up with some targeted advertising after the launch. Make sure your concept, food, service etc is spot on before you start.
4. Talk to the owners and tell them your thoughts before it is to late!
Good luck.