3 Action Ideas To Beat Big-Chain Restaurants At Their Own Game
We live in a world where the big boys dominate the playing field. This is something I’m not going to lie to you about. Especially in the foodservice industry, where big chain restaurants—McDonald’s, Burger King, etc.—get all the customers and a huge chunk of the market. Small business owners are left to feed on the crumbs of these burger giants.
So what to do? As a restaurant owner, you turn to online restaurant marketing, where reaching out to millions of potential customers is easy and affordable. But then you find out the same big burger chains are pulling out all the stops in their marketing on the Internet.
Here are some tips on how you can compete with these established restaurant chains on the Internet:
- Stir up a controversy
Hire a restaurant consultant to come up with a really smart and edgy marketing campaign for your restaurant. Go for shock value, of course taking care not to offend anyone with your antics. This one way, a great way, to separate your restaurant brand from the rest of the competition.
Again it should be noted that the line between edgy and offensive is quite vague. Keep that in mind.
- Mix up your marketing mix
Election period is the time when politicians spam across all media channels their campaign platforms to try and get your attention and, eventually, your vote. This is invaluable knowledge to the keen restaurant owner.
Broaden your marketing effort. Diversify. Billboard and flyers are proven effective in communicating a message. Support them with newer advertising methods such as email newsletters, a restaurant website, and advertising on social media.
- Distinguish your brand culture
Starbucks isn’t the cheapest coffee around. But even so, hundred thousands of people around the world order a Venti Cafe Mocha Frap every day. Why is that? Because people visit Starbucks not only for their coffee, but for the unique Starbucks culture.
Many restaurant advertisements promise something different about their brand. So customers come and sit at the tables, expecting a unique experience. Instead what they get is the same mom and pop experience they know all too well, and this is where you come in.
Build a unique culture for your restaurant brand, advertise it online, and deliver. Sell not just the food but an experience they won’t find anywhere else.
You must understand that toppling the big chains isn’t an easy task. It’s going to be a struggle. But it is possible, with the right knowledge and skills to get your message across this ONE very important medium – the Internet.
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