Having a website doesn't maxmize your visibility.

Over the years, restaurants believe(d) that having a website built for them meant they were done but the reality is, a website is like a social network. You have to continually drive traffic (like invites to join) to your website. Would you open your restaurant without any signage and just unlock the door? That is what happens when you build a website without using other websites to drive traffic to it. Back-links are good but listings in other websites is better. The more the better.

I know this concept seems like duplication of effort but there is a great article the articulates my point even better: If You Build It, Can They Find It?

I leave with a question: Why do Delta Airlines, American Airlines and many other subscribe to Travelocity, Expedia, etc? (Hint: They have websites....)

Easy Menu Distribution

I know this is not a new or revolutionary idea but it's amazing how you think you have all your bases covered, when you don't. They next menu print run you do or perhaps you have a ton laying around, box'em up and jump in the car. Take these menus to every motel and hotel within 25-50 miles of your restaurant. When people travel, they don't want to jump through hoops to find a restaurant. When a hotel or motel agree to hold or distribute your menus, be sure to create a route list and check on them every few weeks. If they're out, you need to get them more as that means business. If they're still there, have a conversation as to why. Open communication and partnerships with complementary businesses is key to success. We of all people know this fact.

Growth and new customer is key

It has been over two years since my last post. Shame on me but I'm committed to you - the restaurant community. I'll write more if you'll do the same!

Growth and new customer is key in the current economy. We hear questions about "when" the economy will return to normal or why isn't the economy turning around but the realization is that perhaps this is the "new normal". Spikes and dips usually reflect results that cannot be sustained and therefore we all need to operate in the middle of the road. What does this mean? It means you can't freeze up but you can't go on a spending freeze either.

We speak with restaurant owners all the time. Is business good? The answer is somewhat inconsequential as everyone's answer should be the same; Business could be better.

Here are some quick and inexpensive ways to drive traffic into your business now:

Offer all customers something (a free drink, a free dessert, a sample of something you want to put on your menu, etc. Use your lowest food cost items to entice frequent visits.

Drive new customer's in with an introductory price. Entree for 1/2 when they sign up as a new customer (obtain name, address, email, phone, etc.) so that you can market to them at a later date.

Plan a monthly event. Think Cinco De Mayo but you create it. Use your imagination.

Lastly, find new ways to get your name out there. Free websites are great but sometimes paying a little can go a long way. As the owner of MenuSearch.Net, I know free is enticing but if you can drive 2, 3, 4, 10 times the traffic customer's into your restaurant for a few dollars, do it!

Too many great restaurants are going out of business like Tavern on the Green and that is not what any of us want.