Your need a WOW selling point!
A strong unique selling proposition lets you to stand apart from competitors and actively focus your energy on creating things that cater to your ideal target market.
I always go back to the THEME because if you look at most successful restaurants their theme is the WOW factor that sets them apart from the competition.
Example- Applebee’s markets themselves as “Your favorite neighbor” Applebee’s Neighborhood Grill & Bar. Almost in business for three decades and built on the principles of exceptional value and family fun.
Today they are the largest casual-dining chain in the world.
This top-notch eatery draws people of all ages and lifestyles with its fun, family-friendly atmosphere and signature bar and grill menu.
They put up local memorabilia when possible, and build in smaller towns.
They use stained glass fixtures and tacky decor you might find at your Grandparents house.
Many of the restaurants have incorporated a karaoke night!
Their Bars are strategically placed in the center of the restaurant making it easy for regulars to hangout sit for a while eat, drink watch the local teams on the Tube and chat with the bartender and wait staff.
In 2004, Applebee’s responded to America’s demand for speed and convenience with its Carside To Go service. Guests simply drive to the restaurant and pull into the dedicated Carside To Go parking spot. Within seconds, a Carside To Go specialist delivers their food right to their car.
How can you go wrong with that kind of neighborhood restaurant?
Finding your ideal patron often takes time and legwork. When you do finally identify the perfect person it makes sense to appeal to them through every aspect of your business.
Going to the opposite end of the family fun spectrum!
Hooters- sells “sex” with cute waitresses in tight tops and shorts. WOW factor for sure! Need I say more? (Love their Buffalo Shrimp)
They adorn their walls with athletes and their accomplishments all the while having beautiful servers taking your order. Let us not forget about their merchandise that enhances their bottom line and those tank tops and t-shirts that are moving billboards in and out of the restaurant!
Sonic evokes “nostalgia” with their 50’s style drive-in and car hops. Just drive-up for a shake or a burger and fries just as they did back in the day. Roller skates never came in handier! History in the restaurant business does come back around again too.
By now, you see where I am going with this.
It’s an emotion you offer to people, whether it’s nostalgia (Sonic), Neighborhood Bar and Grill (Applebee’s), sex or something else (Hooters). People remember emotions!
If you make an emotional connection with your customers, they will remember how you made them feel, long after they forget what they ate and who waited on them. Not saying a good server cannot save the day or a meal.
And always remember you can’t be everything to everyone—otherwise, you set yourself up for more risks. You are already in a “Risky Business” pick your WOW Theme wisely…
Give Them a Reason to Eat with You a Theme That Your Competition Isn’t Doing