New Restaurant Hype:
"It’s all about strategy, especially leading up to the opening.
You want to make sure you do a couple soft openings before jumping
right into the Grand Opening. This is very important, as you want to
work out the kinks before opening day; you want to make sure that a
guest’s first experience is a positive one to keep them coming
back."
Existing Restaurant Hype:
“I am usually engaged after the restaurant has started losing business. First order of business is to determine
why they are losing business. For this, I prefer initially to remain anonymous to the staff. I go in as a shadow,
so to speak, like a reviewer or mystery shopper; alone and with various types of groups. Sit down, eat,
and make sure it’s not the service or food. Next, research definitely aids rebuilding the interest.
The internet has so much information out there, so let’s see what the guests are saying.
Most of those who have a bad experience will put it on a website, telling people not to come back.
I explain to my customers ‘everything is fixable from this point, go back in re-train, work it out
and make any necessary changes. Then invite those people back.’
"If we find no strong issues the service or food, maybe people have just grown tired of the food or ambiance.
Maybe it’s time to revamp the menu, do new specials, and change it up. If people want consistent familiarity,
they go to a chain like McDonalds or Chili’s. For specialty restaurants, customers tire of showing up over and over
and seeing the same things. Revamp and re-promote."
“Everything about this industry is about the research. It
depends on the area, and it depends on your target audience. So
let’s hype [an unnamed but real] bowling alley.... I reviewed them and
found they do no promotions other than coupon savers.
My advice: come up with some specials or nights where you
can do big things. Maybe High School Night, or target local singles
groups and do a Couple’s Night. You must have a reason for people to
come out. Not a lot of people say, oh hey, let’s go bowling tonight.
Give them something to come out for.”