Pro Tip: Don’t Sell the Sizzle

It’s an adage in advertising. “You don’t sell the steak; you sell the sizzle.” The thinking goes that guests are more inclined to dine by thinking about the multisensory experience. While it’s hard to argue with the tantalizing sounds of sizzling hot fajitas as they approach the table, it’s not the most effective way many restaurant concepts attract new audiences. Here’s why:

  • If the menu wasn’t good, you wouldn’t be open. Unless you’re pining for a Michelin Star, focusing on how delicious the food is won’t pique interest.

  • Most restaurant concepts can’t afford high-end food photography. Even though plenty of foodies can grab appetizing shots for Instagram, the staged, mouthwatering images from national chains (where it’s not even actual food — you know the ones) cost thousands upon thousands of dollars.

  • Unless you’re the only player in town, chances are good there is another restaurant concept hawking a similar cuisine type. For example, here in Fargo where we’re headquartered, there are at least five Indian restaurants. All of them serve up a mean tikka masala, but none take any sort of stance as to why guests should visit.

What works? Restaurant concepts are just that, concepts. By definition, a concept is “an idea or invention to help sell or publicize a commodity.” We’re not saying your unique twist on a dish isn’t amazing. What we’re saying is that somebody else in town is trying to push a similar, though slightly less than stellar, version of what you are serving. To the average person, it’s a choice between commodities.

WE LOVE RESTAURANT CLIENTS

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WE LOVE RESTAURANT CLIENTS :)

We want every restaurant concept to flourish and for every restaurateur, chef, cook, server, host, bartender, and dishwasher to see the rewards of all their hard work.

Because of that, we owe it to every owner out there to explain when not to shell out for premium consulting, creative, and media services.

There are a lot of people in our industry who will happily take your money. That’s not us. We know margins are tight and the risks are real. If you fall just shy of these criteria, remember what we said earlier. Master the basics. Build the brand on top. We’ll still be here.

Let’s break bread and make cheddar

When Should You Hire an Agency?

You operate multiple locations. You operate multiple concepts under the same holding company. You operate or plan to open a single concept with a healthy, designated marketing budget. You plan to expand or franchise and want to standardize and grow your brand. You have staff capable of executing events, promotions, and the day-to-day stuff. You want to take risks. You want to have fun.

If this profile sounds like you, we’re gonna be one heck of a team.

Things We’ve Learned Over the Past 20 Years

  • Ever. Coupons and discounts are one of the oldest methods of marketing. On the surface, they seem like a logical promotion. Get people in the door to try your stuff and then they’ll come back. In reality, you’re conditioning guests to only come when they receive a discount and they have no reason to come back and pay full price. We know margins are already thin. Couponing only makes them worse.

  • We say that for any brand we represent, but it goes double for restaurant concepts. In most areas, there are plenty of mouths to feed. Why use your resources on trying to attract those least likely to become regulars? It doesn’t help a barbecue restaurant to have, let alone promote, a vegan menu. In the same vein, it doesn’t benefit a plant-based restaurant to chase after those on a keto diet.

  • People who eat out expect an experience. They want a meal that tastes good, friendly service, and a guest check that’s reasonable. We know those three things are hard to accomplish and getting even harder to maintain. No amount of stylish or audacious creative can compensate for a bad meal, poor service, or inflated pricing. BUT if you nail the basics, building a brand can actually allow you to raise prices and generate more revenue and people will still come back. Guests will pay more if the quality of their experience consistently exceeds what’s on the bill.

  • Live music, karaoke, trivia, dart leagues, bingo, etc. are all tactics devised to stimulate making a restaurant concept part of a guest’s routine.

    You want to hear guests say “Every Sunday we eat at ” or “It wouldn’t be summer without going to .” You know you’ve made it when guests associate memories made at your restaurant concept instead of strictly what’s on the menu. And hopefully, these memories are more than once a year. Valentine’s Day is great for a fine-dining establishment, but a monthly date night is twelve times more profitable.

  • We get it. Operating a successful restaurant concept takes a ton of work. By nature, restaurants are manufacturers, assemblers, and retailers all at the same time. It’s pretty insane when you look it at it that way. Even those ordering delivery from an app want the same thing as those dining in – pleasure. Ordering a meal and having someone else prepare it is supposed to feel good. Delight. The same goes with any marketing, branding, or advertising effort. Delight. Spread joy. Demonstrate your brand is a good hang whether the audience is hungry in the moment or not.