In today’s economy with increasing inflation, interest rates, cost of goods, staff wages and general overhead, restaurants bottom lines are drastically decreasing.
The obvious and instinctive impulse is to search for sales-anywhere and anybody.
BUT there is a well-known quote - “when you try to be everything to everybody, you’ll become nothing to no one.” This should be the marketing law to live by. The most successful brands and businesses know who their ideal/core customer is - there wants, needs, motivations and demographics. This detailed profile acts as the starting point, a filter, the basis to build a profitable business and marketing plan.
But when it comes to many restaurants, both independent and chain, they take a “catch-all” approach. The messages and marketing efforts are mixed and for the mass. The menu is an ambiguous range of meals from pizza to pitas, chicken wings to cacciatore, salmon to steaks and many other sorted items that simply don’t make sense for operations and causes customer confusion.
The days of build it and they will come, have gone. When opening a restaurant there are many, so many, factors that come into consideration based on the menu, the style of service [upscale, casual, quick serve, take out etc.], location and competition. But first and foremost, who is the core customer you want to engage? What type of menu items and atmosphere/environment do they find appealing, what is the price point they are willing to pay, where do they live/work, plus other relevant customer touch points to consider.
This customer clarification needs and wants, will enable all critical decisions. From location to recipe development and menu cost, atmosphere and interior design elements, staff persona/style of service, brand expression, and all marketing messaging and activations. In fact, it makes the decision-making process quite simple - if it does not align within the core customer profile - pass.
Chipotle, The Keg, Chick-fil-A and Starbucks are prime examples of very successful restaurant brands that know who they are, who their core customer is and why they continue to come back and are so loyal. Simply put, they know their lane and do not stray.
With so much competition and limited consumer disposable income, it is imperative to truly know your core customer, as it will facilitate a focus on one, and everybody alike.
Can we help determine and develop your core customer?
Scott Moore, President of Stir Creative Communication Inc., has been helping foodservice and hospitality suppliers and operators increase sales for over 30 years. For innovative and revenue-increasing programs, marketing and promotional campaigns and much more, contact Scott at 905-484-3094, scott@stircommunications.ca, or visit www.stircommunications.ca.