It’s a good restaurant with excellent food and service, but yet , the dining area isn’t always full. You invest a significant amount of money marketing and are wondering why it’s not making a difference for your business.
Let me be honest with you: there are plenty of other eateries with good food, good service, and a pleasant atmosphere So your place may not be as memorable in the eyes of your customers as you want to make it.
Put yourself as your customers. Why should they come to your restaurant, rather than another one?
In reality, it’s that when you stand out from other local choices you’ll probably not be noticed by them.
You need to think hard and long over your establishment and what makes it special or different from the rest of the restaurants. Believe me when I say that it is different. There Free QR menu and ordering for restaurants are no two restaurants that are alike (except in the case of franchises that – by definition – want to have exactly the same appearance and operation identical).
So , what is it that makes your restaurant distinct or special?
You must articulate the core of your restaurant, and the essence of what you offer in order for people to know the reason why they should come to your establishment instead of your competition. This is called your Unique Selling Proposition (or USP for short).
It is essential to design and announce a USP that will identify your restaurant and makes it an exceptional establishment.
What can you do to accomplish this? Don’t worry, I will help you. Just follow these simple three steps and you’ll be on the way to creating your own USP:
1. Make a list of the actual benefits or advantages you currently provide to your clients.
Find out what’s unique regarding your place of business. Do you think it’s the food? Your wine selection? Your service? Your location? Your decorations? Do you have live music? Do you have a huge menu selection? Open kitchen? Etc.
Ask your patrons, employees and your service providers what makes your restaurant distinctive or unique. Perhaps you have a unique recipe that customers really love and enjoy or maybe your chef comes out of the kitchen to greet the clients, or there are servers who can converse with foreigners in their own languages.
Some aspects that can aid you in determining your USP include:
o A wide variety of food items on the menu
o Special, ethnic dishes or menu items
A restaurant specifically designed to cater to families (with the possibility of a play area, games or entertainment for children or other children, etc.)
Quality of the food
o Originality of the dishes
o Impeccable presentation
o Excellent service (good is not enough: it has to be great to have an impact!)
o Wide wine selection or wines that are difficult to find
o Wide beer selection or special hard-to-find beers
O Specialty cocktails
An open kitchen in which guests can interact with your cooks
A beautiful, beautifully decorated space
o Candles on the tables
o Cloth linens
Original art prints on the walls
o Any other unique advantage that you may have or might offer that competitors do not have.
2. Create an additional list of benefits or extra features that your competitors provide but that you don’t.
For instance, does they have a huge space but your restaurant isn’t as big? Do they have a full bar that you don’t? Does the establishment have a fantastic chef who has a name and a reputation you don’t have? Do they have a fantastic location while your place is out of the way?
3. Find out how you could enhance the competitive advantages.
If their location is large and yours is small and you want to use that to your advantage by saying that you can offer “A unique experience in a cozy atmosphere where you will receive very personalized treatment”.
If the reverse is true, in the event that your premises are large it is possible to say “We have facilities large enough to accommodate your office party or your special occasion”.
Or you could compensate for the absence of a fully-stocked bar by providing a wide and great selection of wines.
If you’re in a prime spot, tell us that you are “conveniently situated in the middle of the city, within walking distance from …”
Or , if you’re far from your destination, you can always say “our restaurant has parking for free” and it’s worth it the trip, since you’ll surely have an exceptional meal experience …”
You’ve got the idea You’re getting the idea, don’t you?
Then write on paper the most significant five benefits and/or distinctive characteristics that distinguish your business from others. You can then combine them into a brief phrase or sentence.
This will be your USP
When you’ve come up your USP, write it down, go through it and modify it a few times to make it as precise and precise as you can.