Despite a flagging economy, there is no decrease in the number of professional chefs, "wanna-be" restaurant entrepreneurs, and food lovers who strive to realize the American dream of business ownership. For many, this first industry bite comes in the form of developing a small takeout operation. Armed with mama's recipe box, a passion for cooking, and a desire to develop and grow a culinary business, proud "foodies" often step into the professional kitchen with an "if-I-make-it-the-customers-will-come" expectation. Unrealistic? Maybe. The demands of business ownership---and more specifically, restaurant ownership---are nothing short of staggering. According to the National Restaurant Association, statistics on start-up food businesses that "go south" before completing the first year are plentiful. The challenge of long hours, varied managerial tasks, staffing concerns, and consistency of food production coupled with the need and desire to "get-the-word -out" can be overwhelming to new business owners. With some steady and thoughtful business preparation and a solid and realistic business plan, there is no reason that a novice restaurateur should fail. That said, there are a number of areas that should be investigated and understood before the door opens and the first piece of pumpkin pie is wrapped to go.
Become the social butterfly. By getting involved in the community you will continually increase your business footprint. Join your local Chamber of Commerce or Lion's Club or Rotary. The more that people see you out and about, the better chance that they will visit your restaurant. Show up and interact with other community members. If you can handle the commitment, sign up for a committee or offer to host some of the meetings at your business location. Take every opportunity to showcase your talents by providing refreshments or donating gift certificates.
Network with all your might. With your website stable, you can now expand into the realm of social networking. Twitter, the popular message routing system, and Facebook, the global networking website, as well as e-marketing will go a long way to getting the word out about your restaurant. For example, the dinner hour (referred to as drive-time in other media) is a perfect time to "tweet" (a text-based post) about what's coming out of the oven. By being descriptive about the "apple and sourdough bread-stuffed pork chops" that are warmed and ready or the "caramel and raisin-studded yeast buns" that smell sweetly of cinnamon, you can bet you will attract a following. Developing an online newsletter that can be e-mailed to customers and potential customers will help "brand" your business, keeping the name active in the minds of the subscribers. Use this approach to tell people about the business from a community standpoint. Are you an environmentally-friendly business? Do you take an interest in supplying food to the hungry? Do you send food baskets to our servicemen overseas? Don't be afraid to toot your horn a bit and let customers know about your altruism.
Create a colorful identity. In other words, brand yourself through advertising. According to RestaurantReport, branding is a key component of building your business. It is the promise to your customers of what they can expect each time they visit. Develop your business persona by creating a consistent brand look and message. If you serve an all-organic menu, try an advertising campaign that sends that message both in copy and image. If you are looking for customers who appreciate comfort food or home-style cuisine, try a sentimental look for your ads, calling on the memory of childhood or Mom's cooking. A caution against starting your advertising campaigns with discounted food or coupons (for example: buy one dinner, get the second free), as this sets up a precedent and you'll find that your customers will only come if there is a discount involved. Make sure that your print ads are clear and use white space. Do not overload customers with information. If using rad io, the same holds true: a singular message is less confusing and will better reach your audience.
Embrace the web. There is no getting around it: in order to taste success you must first establish a web identity. A website where customers can find you is crucial to your business. It is not necessary, however, that your site be all-that-it-can-be at the first click. In fact, it may be better to evaluate your customers' needs as you get to know them. But the simple details of your property---the days and hours of operation, the address, the phone number, credit card acceptance, etc.---should be clearly displayed. Keep up to date with the basics and as you steady your feet with the business, add to the site to keep it informative and interesting. Use the site to build a database complete with email addresses by asking a couple of questions, and perhaps honoring the responses with a discount coupon.
Budget realistically, both time and money. Marketing your business is essential to growing it---the more people who know about it, the better chance you have of securing their business. But just as the cost of food and supplies is inevitable, so is the price of marketing. Plan for it. Budget your weekly advertising---choosing the smallest ad over the longest period of time is sometimes a better idea than investing in a full page one-time-only kicker. Plan to participate in the chili cook-off or the town's "Taste" events. In time your restaurant will become part of the landscape with a thriving (and growing) customer base.
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