Freezing out the economy

Do you think that stopping all advertising or investment into developing new business will help you tread water until the economy turns around? This is a long question but I want to chime in with my educated opinion on this topic.

If you do, let me try to change your mind. To quote Edmund Burke (Irish orator, philosopher, & politician 1729 - 1797):

"No one could make a greater mistake than he who did nothing because he could do only a little. "

Here is what I've learned in the restaurant business. Don't stop advertising or investing in projects to bring in new customers. Change your approach.

• If you've been advertising in Newspaper, TV or Radio, slow or stop your campaigns and invest in online advertising (many run 24 hours per day, 7 days per week). Consider this: One year with MenuSearch is less than a one-day ad in your local newspaper.
• Plan events that showcase your menu or signature dishes. Have a once a month trivia night - team competitions.
• Create coupons that can be distribute both on the web and on paper. Don't give away the farm, offer 10% or 15% off the total check. If you choose coupons, be sure to place unique coupon codes so you can see where your efforts are paying off.

Look, some of what I write is to warm you up to MenuSearch but most of it is about sharing my failures with you. Much of the above is what I didn't do for my restaurants but the competitors did. They succeeded. We didn't.

If you read just one sentence from this blog it should be this: Create a monthly budget of $100-250 for new business development and do try new things! It doesn't need ot be that amount but create a budget and use it. You can combine two months if you're planning a bigger event or if a good advertising opportunity comes up.

Your restaurant "online" - get your feet wet

We've talked to hundreds if not thousands of restaurant managers and the reality is many don't completely understand the Internet landscape. They're still living in the world of "hits per month" or "I've got my own website". They don't know that search engine optimization, directory placement, inbound links and other strategies are what drive traffic to their websites (which translates to customers). They're not seeing that the landscape has changed. More people are blogging, creating myspace/facebook accounts and really embracing the social networks.

Just yesterday, I met with a restaurant owner and his objection to MenuSearch was that he doesn't know anything about the Internet. He doesn't have email. He doesn't have a website. He doesn't know how to get on to the world wide web. I've talked and blogged about this perception. What this owner won't accept is that 55-60% of his customers have email, surf websites, blog about or link their myspace page to their favorite restaurants. He's missing a vast group of customers by telling himself his "customers don't use the Internet".

Many restaurants "base" customer demographics are changing and the restaurant need to recognize this and adapt if they want to keep the doors open. Many restaurants are "buckling down" to ride out the economic hardships and we understand that but you can't freeze your operation. You'll be out of business (see next blog).

Here's "the" formula that will help your restaurant.

1. Implement a web presence - join a directory (or better yet, a network of directories) that will highlight your restaurant and your signature dishes. Approximate cost $100-300.
2. Let us create a temporary website - We have a solution that is affordable and less than a web development project but we know you will eventually want/need a website of your own. When that day comes, expect to pay between $500-2000 for a website to be developed and about $100 a year in hosting fees.
3. Incorporate your website and directory listings in your literature (menus, coupons, signage, etc.) so that people know where to find you. See us on www.xyz.com or something like it. There is very little cost to do so.
4. Once you've gotten your feet wet, you can now consider online ordering. This is something that is really catching on fast. We know this is the future of restaurants and we're partnering with an exceptional company to provide you a solution - when you're ready. Depending on the service, you can pay between $700-2000 per year with a percentage of the online sales being paid back to the service. When our solution is in place, we'll be below this estimate.

This is a lot of information to digest but in this day and age you need have a web presence and grow with the times. Start small and grow into tomorrow's web solutions.

MenuSearch.Net is now powering dining guides

To all webmasters, community and college newspapers:

MenuSearch.Net can work with you and your sales force to "power" and deliver the ultimate dining guide for your local website, newspaper or college paper.

Check out www.menusearch.net/power.php.

Drop us a line!

Drive traffic into your restaurant

There has been much talk about people not eating out anymore. This is simply not true. We've said it before and we'll say it again. They're just not eating out as often. You really need to offer reasons for people to come in:

Offer a tasting event

Offer a free drink or dessert day

Offer them a reason to go out to eat.

Pricing is important but a quality event will bring them out as well.

This "quick hit" of information is just that. You'll have to get the word out when you decide to hold an event. Be sure to make flyers and plaster them in a 5-10 mile radius of your restaurant location. Most of your business comes from a 3-5 mile radius but for events, reach out to the community!