Building your Brand

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Build Brand Identity and Build Sales

Over the last several years restaurants have called upon me to (1) Build Brand Identity and (2) Build Sales. I’d like to cite several examples below that discuss (a) what I did, (b) how I did it and (c) the results:

1. Happy Hour

Here is a sample of a unique happy hour: We developed a Happy Hour with over 40 food items with a full range of items from the dinner menu. We also have specialty drinks. The hours to serve the happy hour menu is selected carefully. Believe it or not, Happy Hour sales are in excess of 50% of the total sales in a restaurant doing significant sales.

So the ingredients in this program are (1) price, (2) selection, (3) quality, and (4) promotion. For promotional efforts we put a “bug” on the home page of the website that goes right to the menu, we distribute neighborhood flyers monthly, post interior signage and work the social media.

Call me to create your own significant Happy Hour with these ideas.

2. Dinner

The theme of your restaurant exists-let’s just leave it. So, what we did was to create a “theme within a theme.” To promote we use social media, the website and the biggest boon to increasing the sales has been the service staff. They are fully engaged for the obvious reason of enhanced guest check average.

As a result, what we have seen happen is that the level of service has been improving because of giving the staff the vehicle to have more engagement with the guest to discuss higher end products. Notable their dinner sales have increased double digits since inception.

Call me to create your own significant dinner menu with the idea of having a “restaurant within a restaurant.”

3. Brunch

Brunch is already popular. So how do you get separated from other restaurant brunch offerings? Create a situation that is putting you as an expert in a particular category. Here is what happened: What is the most popular brunch item? Eggs Benedict. So let us keep your existing menu but create a section featuring a vast selection of Eggs Benedict (7).

They make a big deal of it by stating how they make their own hollandaise sauce and have country potatoes and have cage free eggs and specialty English muffins. The section of the menu is highlighted right in the middle of the menu. I suggest you highlight this area in a different color so it stands out from everything else.

Once again, the Benedicts are going to (1) enhance sales via raising the guest check average which (2) causes service staff to be more engaged which causes a better/best guest experience. You become known as the “expert in Eggs Benedict” vs just another brunch place. Incidentally, they probably have one of the largest brunches in the city.

Call me to create your own significant brunch menu with the idea of having this being a more memorable section on your menu.

I am advising clients to become more and more specific and unique in their approach to building their business. “Simple” adjustments like previously mentioned can bring you both brand building and financial rewards. It is a competitive market out there and there is no slowdown of new restaurants so one needs to be more engaged in brand building in order to maintain their position in the marketplace.

Call Arnold for us to work with you to enhance your brand at 206-679-1037.

More Sales, More Profits – Not so Fast

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Each and every day I hear “if I only had more sales I’d have more profits…”
While not in disagreement with this notion it is not necessarily the pathway to enhanced profits.

Our company assists many clients with marketing, media strategy, and new and better promotions. This is all great but there is other ways to “get more profits”.

Utilizing Current Expense Categories

I’ve suggested to our client base to take a harder look at their expense categories utilizing “new and different perspectives”. My motivation for delivering this message is after watching several clients increase their bottom line significantly (up to 25%) without sales not going up.

So how did they do it?

I’ve watched and assisted several companies enhance their bottom line.

The following is a list of what they have done: Continue reading

Employee Retention & Productivity

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Improving the Results of your Staff

I continually am reminded about three items from my clients:

  • How difficult it is to obtain good employees
  • How to keep your team
  • How to keep them performing at a high level

How to be More Efficient with your Staff and Achieve Desired Results

Many operators have worked at keeping their key people growing right along with them. I’ve come up with what I believe the MAGIC is for retention and productivity. Continue reading

Knowing the Highlights of Your Brand

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Do you know what people like the most from your restaurant?
Can you become “famous” for these items and make them the “highlight” of your Brand?

Step 1. Tabulate
Go the reviews on the internet to see what the reviewers like the most. You can see this data at the top of the review page before the actual reviews. List 3-4 categories to see which the reviewers’ favorites are. Continue reading

Minimum Wage Increase Benefits

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Minimum Wage Increase Benefits?

How some of the successful establishments in restaurant industry are benefiting from the increase in the minimum wage?

Factually you are going to need to pass this increase along to the guest. Most operators are fearful that if they add more pricing/charges to the guest check you have the potentiality of losing guests. Continue reading

Combating Minimum Wages 2017

“Restaurant start-ups, Restaurant turn-arounds, and Profit-improvement”

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WAYS TO SURVIVE & COMBAT THE MINIMUM WAGE HIKE

It is upon us as we speak. We can grumble about it and get angry, but at the end of the day it is going to happen.

What can we do as operators to “overcome and benefit” from this? Continue reading

Hiring & Employing for Today in Seattle and the Eastside

The theme of my dissertation is an everyday dialogue I am involved in, “there is not very many people out there…let alone good people.” Most of the owners/managers are frustrated because of their situation. “What Should I do? I am lost. Help.”

Here are the things to consider.

Let’s address what you have.
Valuable owners, managers and employees are what turns a restaurant from good to great. Your most important asset is your talented, high-performing employees. Retaining valued employees will definitely impact your success.

How to do this should come naturally. You are in the hospitality business because you care about people. Not only the customers, but more importantly your staff. Continue reading