So you have a nice restaurant with good food and service, and yet the dining room is not always full. You spend quite a lot of money in marketing and wonder why it’s not working for you.
Well let me tell you, there are many other restaurants with good food, good service and a nice ambience, so your place might not be as special in the eyes of your customers as you want it to be.
Put yourself in the shoes of your customers. Why should they come to your restaurant rather than visit one of your competitors? asiatisch baden baden
Well, the truth is that if you stand out from other local options, they probably won’t.
You need to think hard and long about your place and what it makes it special or different from any other restaurant. And believe me, it is different. No two restaurants are the same (except in the case of franchises, which – by definition – want to look and operate exactly the same).
So what makes your restaurant special or different?
You need to articulate the essence of your restaurant, the essence of your offering, so that people will know why they should come to your place instead of your competitors. This is called your Unique Selling Proposition (or USP for short).
You need to create and announce a USP that identifies your restaurant and makes it a unique establishment.
So how can you do that? Don’t worry, I will help you out. Just follow these easy three steps and you’ll be on your way to creating your own USP:
1. Make a list of the real benefits or advantages that you currently offer to your clients.
Think about what’s special about your restaurant. Is it your food? Your wine selection? Your service? Your location? Your decorations? Do you offer live music? Do you have a large menu selection? Open kitchen? Etc.
Ask your customers, your employees and your providers what makes your restaurant special or different. Perhaps you have a unique recipe that people really appreciate and come to enjoy, or perhaps your chef comes out of the kitchen and greets the clients, or you have bilingual servers who can communicate with foreign travelers in their native languages.