7 Ways to Dominate Your Marketing

The following is adapted from Unsliced.

Sometimes it doesn’t matter if your restaurant has the best food in town. If no one knows about it, you’re not going to succeed. That’s why you need a marketing plan—a way to get people to learn about your business and get them into your restaurant.

A good marketing plan is often the difference between success and failure.

Marketing can be hard, but it can also be fun. This is your chance to tell your story to people in your community, and it doesn’t take a high-priced firm to get the job done.

I’ve put together a list of seven things you can do to put together a brilliant marketing strategy that will get customers in the door and keep them coming back.

#1: Market Modernly

A lot of restaurants do the same thing they’ve seen done before. Some old school places still create door hangers and put ads in the Penny Saver and Valpak.

Why? Because that’s what you’re supposed to do, right? 

I’m not saying door hangers don’t work. You’ll get a few customers, but your return on investment will be horrible. If you want a younger demographic, then social media marketing is king. Look at Facebook and Instagram especially. Don’t forget to post to these sites as well. Nothing makes a better Instagram photo than a beautiful plate of food.

Choose affordable, direct ways that target your ideal customer. The more effort you put into personalizing your message to that customer, the better. People will never grow tired of feeling special. Cookie-cutter media approaches are dead.

#2: Take a Lesson from the WWE

If you’ve ever watched professional wrestling, there’s always a story to get fans hooked on a certain character. They may be bad or good, but they rile up your emotions and make you want to root for or against them. It’s the same with businesses.

You have to have a story that people can relate to. That begs the question: What is your story, and why should I care? Answer that with a compelling hook, and you have now created the foundation of a sound marketing strategy.

#3: Maximize Your Branding and Packaging

Bottled water is sold in many different ways at an incredible markup. All companies are selling an identical product with different packaging. How does one gain market share over another?

Packaging elicits a response from us. Packaging is marketing. When it comes to bottled water, people choose it because it represents them in some way. 

It’s the same thing with food. Yes, the actual flavor and quality of your dishes does matter. But a solid brand can take a “nothing” dish and make it into a “something” dish. An award-worthy pasta or steak might never receive any recognition if the ambiance and packaging that come with the dining experience is generic.

#4: Know Your “Clean Slate” Marketing Plan

If not one customer came in today, what would you do? Not one dollar will hit your register unless you make a move. What is that move?

The moves that you come up with now encompass your marketing plan. If no one were going to come in today, I would go out and do something. I’d get desperate and creative. I’d try anything to move that needle and get customers into seats. Figure out what that is, do it, evaluate it, and either stick with it or change it the next month. Nothing is set in stone.

#5: Share Wins Humbly

In 2018, TripAdvisor.com named my pizzeria, Andolini’s, one of the Top 10 pizzerias in America. I was awestruck and at a loss for words at how much work had gone into this moment.

Being humble in this business is a good thing because you’re prepared to learn more and better yourself. My motto is to work hard, do your best, and shut up about it. But it’s not ideal for marketing. You still must let people know your accolades. For us, we thanked TripAdvisor and our customers, put a mention of it on our social pages, and let the momentum take it away. 

#6: Respond to Reviews Online Like an Adult

Whatever reviews are out there, you need to respond to and be aware of them. Somebody may be writing something about your business on Twitter, Yelp, or Google Business right now.

Whether you’re a part of that conversation is up to you.

Responding to reviews feeds the beast and keeps the review websites in your favor. Social media sites all want to reward those that actively engage in their platform.

You want to speak directly to the customer when you can—especially when something goes wrong but also when they have a great time. That means that if you’re going to respond to reviews, don’t be a brat. Be kind and thankful to those who review you well. If there are those who criticize you, own up to your mistakes and thank them for their feedback. 

#7: Avoid Fake Accolades

We’ve never bought votes or made fake reviews of our stores. We’ve never gamed the system to win an award. It’s utterly antithetical to my approach to getting them. Any distinction or award that isn’t based on reviews or customers’ experiences is a hollow and fake accolade. I avoid promoting or participating in any award that isn’t merit-based.

Never say “Always Voted the Best,” with no reference to who named you the best. No one’s going to believe that accolade, and it’s not even worth the price of the printing to make that sign. So please don’t advertise a biased award, and don’t announce hyperbole that has no source.

Marketing is About Connection

Solid marketing is building a connection with the customer and channeling an emotional response—a sense of longing or wanting to be a part of something. Whatever way you get your message out, choose something that is personal and builds the customer’s interest.

Marketing is about what works for you. It could be door hangers or social media advertising, Google Ads or kitchen magnets. Whatever connects you with your target audience and gets people to come through your door works.

Then once you have them in the door, you can let your restaurant speak for itself.

For more advice on marketing, you can find Unsliced on Amazon.

Mike Bausch is an industry leader whose restaurant, Andolini's Pizzeria, is a top ten pizzeria in the US, as named by TripAdvisor, BuzzFeed, CNN, and USA Today. Andolini's began in 2005 and has grown to five pizzerias, two gelaterias, two food hall concepts, a food truck, and a fine dining restaurant by 2019. Mike is a World Pizza Champion, a Guinness Book world record holder, and a writer for Pizza Today. Mike is part of a Marine Corps family who has lived across America from New York to California. Mike calls Tulsa home and lives with his wife, Michelle, and son, Henry.