[mattm]

Psychlone had a great idea in the “too soon to increase menu prices” thread. He was talking about picking up trends started by large chain advertising and running a competitive dish.

My question is, how do you advertise new or trial dishes? Do you use table toppers, extra pockets, reprint an insert page, or have your wait staff give it as a verbal special?

[Psychlone]

Originally Posted by mattm

Psychlone had a great idea in the “too soon to increase menu prices” thread. He was talking about picking up trends started by large chain advertising and running a competitive dish.

My question is, how do you advertise new or trial dishes? Do you use table toppers, extra pockets, reprint an insert page, or have your wait staff give it as a verbal special?

Thanks for the compliment!

I personally have a HUGE marquee sign that has 4 letter rails on each side using 6.5"H x 4"W lettering...this is my *best* advertising because it's FREE and everyone that drives down Main St. can see it clearly (providing one of my dishwashers didn't misspell something!!)

I've really struggled with other advertising in the last 5 years, turns out that being in 6 yellow-books with nice full-color ads/menu sections doesn't work...paper ads simply SUCK and are very costly, and TV didn't work so well for us (seriously, in hindsight, I haven't watched the 'local' channel since I got DSS about 15 years ago, so just how many people was I trying to reach? - AND, what exactly is my demographic that's watching the damn 'local' channel to see us??)

So, this year, we've bagged ALL print ads (with the exception of special events such as Mother's Day, etc.) and put that $18K into radio just to try it out.

Advertising sucks. I wish I could make it more complicated that that, but when you really get down to the basis, they're *all* scammers looking to relieve you of your hard-earned money!

Use things on your building such as a marquee sign or even window-painting (it's really not that expensive - even less if you do it yourself - and it catches people's eyes!)
Also, nothing can beat word of mouth advertising! Do a good job and they'll tell their friends! Comp a meal once in a while to your regulars...you *know* that one will come up in conversation outside of your restaurant!

Another thing I do is internet resourcing...I google my restaurant's telephone number and hit *every* website it's listed on at least once a month - you'd be surprised how many people will leave reviews/comments on so many different sites! Seriously - more than I knew existed, and just the other day when I was doing this, I found at least 4 new websites that had popped up since last month - and people had already posted reviews of my restaurant there!
It's pretty good practice to check your reviews - a lot of people won't tell you when somethings wrong, they'll just leave and never return, but the tech-savvy will leave a bad comment/review on the net, and there goes your reputation...unless you can talk some of your customers into posting their experiences to counter the negative. (cheating? maybe a bit, but at least it's honest and neither myself nor my employees are posting for us!!)

Websites...I would absolutely suggest a website for your restaurant. You can change your specials/menus/whatever - whenever you want...and after inserting the google analytics code into my website almost a year ago, I've been visited by people ALL ACROSS THE WORLD with only a 35% bounce rate (meaning that only 35% of the people that came to my page left immediately - most have checked out multiple pages, pulled coupons, etc.)
Building a website can be expensive, or a daunting taks if you do it yourself, but in the end, this is the information age - we're all technologically connected, and we really can't afford to NOT be out there in cyberspace!! Put your specials on your home page - or a bold link to it...same effect as my marquee - it's free (well, sort of!) and it gets the idea across that what the big-chain around the corner has, I can do BETTER!!!

I do want to make it clear that I'm not some sort of Restaurant God that knows all the answers...I'm struggling just like the rest of the Mom and Pops out there - quarterly taxes, food cost, labor percentage and employees with delusions of adequacy are all things I struggle seriously with just like the rest of us! - But there are lots of things I know we're doing right, and all we can hope for is to keep doing them and eventually pull out of this.

Good luck to all - I'll be interested in hearing what you all do for your advertising...what's worked, what doesn't, etc.

Psychlone

[mojito]

I am relatively new at this restaurant business, I've owned my 1st restaurant as of Nov. 06, so believe me I am certainly listening (well, reading) all this great advice.
I can only say, that with all the tons of money I've spent on print ads, it is simply not worth it. The best and most effecient advertising is the plate of food you serve and the server who serves it! If all you work on is that, in no time your business will flourish, guaranteed!!! Everyone out there knows that a personal recommendation by someone you care and trust is the best compliment that can ever be given to a restaurant. Maintain your standards even in this trying time, and it will benefit you in the end when the economy bounces back ...Good Luck to all.

[Gondolier]

Keep in mind - most restaurants apparently draw from a 7-8 mile maximum distance. That means that unless you offer something totally unique (food or location) most advertising should be directed at that market.

Advertising on cable TV that extends out 50 miles from your location is good for the ego, but not necessarily money well spent.

[midget98]

I have found great success by offering a discount to current customers if they bring in a new customer.
It has increased my customer base by at least 30% in the last 6 months.

[Damon]

Depends on your community, I'm small town so I use the local radio station..split 50/50 between paying them and them eating here. Website - got to have one, cheap to free (Microsoft Live small business). We do a birthday club from which we've built up pretty good data base, from which we do a monthly e mailing, and a quarterly newsletter. If you do a websearch you can find some pretty good information about how to do a newsletter (Extra! Extra! Read All About It! Make Headlines With Customer Newsletters (Restaurants USA, January 1996) | Restaurants USA | National Restaurant Association Business Tools: 10 Tips for Creating an Effective Restaurant Newsletter On StarChefs). Tried cable, my staff loved it, cost a bunch and had to the best of my ability to determine, no sales.

Since I assume the Moderator read these, just a suggestion - as there is ton's of information on the web, maybe you could set up a forum for people to share bookmarked sites. I can guarantee everyone reading this has some saved that would be relevant.


When it comes to the day to day specials and new menu items - wait staff, they're the ones who sell it when all is said and done.