Learn How To Creatively Promote Your Own Restaurant

To make money running a restaurant business, restaurant owners have to have a competitive advantage. If hard work alone would do it, nearly all restaurant owners would likely already be prosperous.

There are just two real and sustainable competitive advantages anyone may have within the restaurant profession.

Restaurant owners are unable to have the best chef or the best neighborhood or the most excellent cuisine or the lowest prices -- at least, not for very long. Chefs can get a better offer, road construction, building projects and population shifts can turn impressive areas into so-so locations. Fantastic recipes can be swiped and even improved upon. And of course, attempting to be the cheapest will not be the way to go.

The only two genuine and lasting competitive advantages any restaurant owner can have -- Innovation and Marketing.

Author and management professional, Peter Drucker, declared, "Innovation is the only long term competitive advantage anyone can ever have in any business."

To loosely quote Ray Kroc, the McDonald's founder, knew the importance of innovation when he stated, "McDonald's can make creative changes faster than the rivals can copy."

Applying creative marketing techniques is a major part of innovation because --

Marketing is actually the only thing which delivers profit for a restaurant. Everything else is really an expense.

Marketing (when done right) is the best investment any restaurant owner will ever make. Inside the stock exchange or in real-estate someone may hope for a 5% or maybe even a 20% return on their investment. But in marketing, a hundred dollar outlay in promoting the business could bring in $1,000 in gain and sometimes much more.

For example, changing only a few words in an ad can easily bring in 2 to 10 times more profit from the same ad. And in addition the only real cost to generate the change would just be the time it took the restaurant owner to learn how to write headlines. That is a great return on your investment!

The normal restaurant proprietor thinks his responsibility is to "run his restaurant." He doesn't have time to market his restaurant -- or even to understand the way to market this business. Maybe this is why he's average.

A restaurant owner can't make $100,000 a year doing $10 an hour work. A business owner's duty should be to creatively promote his/her restaurant.

The restaurant marketing plan used by many restaurants is based on whatever the latest ad salesperson was encouraging. When considering marketing, many restaurant owners merely copy what the big boys are doing. That could spell disaster for almost any privately owned restaurant.

Nearly all restaurant owners keep long hours, yet it doesn't take long hours to market, innovate and promote a restaurant.

Look at it this way, a restaurant owner who masters creative marketing could very well swap restaurants with just about any restaurant owner in town. Let him have the location, the menu, the chef and personnel and then a year from that time the restaurant owner who knows the best way to market and innovate would have the most profitable restaurant.

Learn to stop pursuing the supposed competitive advantages which happen to be short-lived and able to be sustained. Concentrate on Innovation and Marketing and watch your restaurant profits skyrocket.

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