RESTAURANT STRATEGY

#62 - The Problem with "Better" Why should I eat at your restaurant instead of the one down the street?  Because you’re "better"?  Better in what way? And says who? And when did they decide that? And what criteria did they use to make their decision? Using "better" as an argument to attract customers is a trap that a lot of marketers fall into and I want to show you specific ways to avoid it. This week's episode is the third and final installment of the Positioning Trilogy... three episodes all about how you can successfully position your product in the minds of your customers.

#61 - First, Last, Best, Most, Only On last week's episode we began discussing the idea of Positioning... a key concept that marketers use to introduce consumers to a new idea or product. On today's episode we're going to build on that by exploring these 5 words: First, Last, Best, Most, Only. What do they have in common? They're words used to position a brand at the edges. It's about going to the extremes, and the key to its success is that only one brand can claim a given word. In many ways, it's about exclusivity. There can be only one Harvard, only one Corvette, only one Alinea. It immediately sets a company apart within their particular category. Think of how marketers use these words either explicitly or implicitly in their communications. The iPhone was the FIRST device of its kind, ushering in a new era for devices we came to refer to as smartphones. 2018 was the LAST time you could see Elton John play live, as he traveled the world on his farewell tour. Southwest Airlines is consistently rated BEST in customer service.  Facebook has the MOST users of any social network. HBO is the ONLY place where you can see "Game of Thrones." By identifying which of these positions you can adopt (or which ones you already own), you can identify key ways to attract new audiences.

#60 - The Power of Positioning Humans are remarkably bad at remembering new information. It's why eyewitness testimony is so unreliable. Usually repetition is required to make an impression. In an attempt to shortcut the system, marketers have used a concept called "positioning" to embed themselves into the minds of prospective consumers. And companies use it on you every single day, all day long...  On this week's episode I share a bunch of examples to help hammer home this idea: Coke, Standford, Chevrolet, Apple, Mast Brother's Chocolate, and more.  ** CLICK HERE to download the Marketing Pillars Workbook **

#59 - The Future of Restaurants in Three Phases What does the future of our industry look like? This is something I'm been thinking about a lot uring this crisis, and I'm sure I'm not alone. The way I see it, there are three distinct phases:  Our immediate future -- meaning today, tomorrow, next week -- and the question is how do we continue to get creative during the shutdown? The near future -- meaning the next 6-9 months. How do we reopen our restaurants, welcome patrons back in, and put them at ease? Especially if the government is still imposing strict social distancing guidelines? The after -- meaning the years to come. When the restrictions all get lifted, what are we going to do to make our businesses more successful than ever before? What will we have learned from all of this, and how will that knowledge shape our industry? Join me for a look at what could be...  Also remember, I'm launching two summer workshops and admission is still half price anytime this month!!!  ~ CLICK HERE TO LEARN MORE ~

#58 - The Four P's of Marketing If you go to school to study Marketing, you’ll likely learn about this in your very first lecture on your very first day. The Four P’s of Marketing are the foundation for just about everything we do… and that’s true for every kind of business out there. Often referred to as the Marketing Mix, it’s a crucial tool to help us understand how best to serve our audience. In reality we’ve talked AROUND this subject before, but have never tackled it HEAD ON. What are the Four P’s?  - Product- Price- Promotion- Place Also remember, I'm launching two summer workshops and admission is still half price anytime this month!!!  ~ CLICK HERE TO LEARN MORE ~

#57 - How to Find, Hire, and Work With a GREAT Food Photographer On this week's episode we're talking all about ways to up your content game. One key way to do that is by hiring a professional to come in and shoot your food. I've been a food photographer here in NYC for the past 8 years and so I'm using everything I've learned to help you find a great creative to help you promote your restaurant. Topics covered:  #1 - How do you go about finding a good food photographer? #2 - How to negotiate with a food photographer? #3 - How to prepare for the shoot? #4 - Tips for capturing the very best images possible.  Also remember, I'm launching two summer workshops and admission is still half price anytime this month!!!  ~ CLICK HERE TO LEARN MORE ~

#56 - Pivoting Your Business to Ensure Longterm Success Restaurants all over the country are being forced to do one of two things right now... shut down indefinitely, or pivot to a new model. I believe our ability to stay creative and nimble is going to determine who succeeds in the long term. In that vein I'm sharing 10 ideas from things I've seen myself. Take these ideas and use them... bend them to fit your business. I've included all of them in a cheatsheet. ** DOWNLOAD THE CHEATSHEET HERE ** The episode was inspired by an interview in the New York Times with David Chang. You can read that by CLICKING HERE.  LINKS TO TOPICS DISCUSSED ON THE SHOW: New York Hospitality Coalition: https://www.instagram.com/nyhospcoalition/NY State Senate Legislation Info - 8125A - https://www.nysenate.gov/legislation/bills/2019/s8125Olmsted IG - https://www.instagram.com/olmstednyc/Camperdown Elm IG - https://www.camperdownelm.com/online-ordering/south-park-slope/menuDelicious Hospitality Group - https://dhgnyc.comAtrium Dumbo - https://www.atriumdumbo.com/#new-page-3Beast & Bottles - http://www.beastsandbottles.comGreat Performances - https://www.greatperformances.com/blog/category/CovidCookingCraft Reources - https://linktr.ee/craft_newyorkPetra and the Beast - https://www.petraandthebeast.com/news-and-updatesAmass Distillery - https://www.amass.com Forbes Article about "The Pivot" - https://www.forbes.com/sites/alizalicht/2020/03/28/how-entrepreneurs-are-pivoting-their-businesses-during-crisis/#2fec8eef2f76 Also remember, I'm launching two summer workshops and admission is still half price anytime this month!!!  ~ CLICK HERE TO LEARN MORE ~

#55 - Exactly What We Need... Stories to Inspire If you find yourself overwhelmed by the news these days, then this is the podcast episode for you. For the past few weeks we’ve been inundated with scary numbers and stories about how the world is falling apart… but I’ll remind you that I’m still here and you’re still here and thousands of other listeners are out there as well. And while our industry has been upended, there are hundreds of restaurants out there with stories to tell… stories to inspire you. So that’s what this week’s episode is all about. I’m sharing six of my favorites:  CANLIS (Seattle, Washington) - Link to their NEW WEBSITE & OLD WEBSITE, and an Eater article about the remarkable pivot they've done since this crisis began.  DANNY MEYER AND THE GIFT CARDS AT USHG (New York, NY) - Visit their website MASSIMO BOTTURA (Modena, IT)- His daily Kitchen Quarantine videos on IGTV IRMA'S SOUTHWEST (Houston, TX) - and the story of a $9,400 tip LEA (Brooklyn, NY) - their pop-up Italian Market DELICIOUS HOSPITALITY (New York, NY) - visit the Parcelle website Finally a reminder about our two online workshops launching this summer!  ~ CLICK HERE TO LEARN MORE ~

#54 - What's on the Other Side of This Crisis? It's March, 2020. If you’re listening in real time your anxiety level is probably at an 11. All major sports have suspended play, Broadway shows have gone dark, schools across the country are closing, and now restaurants and bars have been ordered to close except for takeout and delivery service. Of course we’re talking about the Coronavirus — Covid-19 — and it is wreaking havoc on the economy… most of all our industry. If you’re a small business owner you are undoubtedly feeling the effects of this global pandemic, and on this week’s episode I want to talk about our community and share some ideas for what you can do to come out stronger on the other side of this disaster.  I'm urging everyone out there to stock for a second and view this not as a disaster, but as a much-needed break... a chance to address issues in your business so that you can come out better on the side of this crisis. So my challenge to you is two-fold:  If you're like many of the clients I work with, this shutdown is shining a light on some of the issues that exist in your business. Can you take this opportunity to clean up the mess.  This shutdown is giving you the time required to both clean up those messes, and put systems and procedures in place so that you come out better in the end.  I share personal stories from my own clients... ways they're succeeding and failing, and the toll it's taking.  Finally a reminder about our two online workshops launching this summer!  ~ CLICK HERE TO LEARN MORE ~

#53 - How We Use Stories to Sell Humans are storytellers. For thousands of years we've used stories to communicate things to each other. It's ingrained in us, and woven through just about every aspect of what we do… most especially in how we conduct commerce. By that I mean, how we TRANSACT… how merchants sell things, and how consumers make decisions about what products to buy.  So then how exactly do we use stories to sell? I think they fall into one of 5 categories.  Stories that communicate a brand’s mission… their WHY Stories that spark conversation Stories that validate price Stories that bring deeper appreciation for the product or the brand Stories as mythology. I'm sharing stories for a bunch of different restaurants and brands, hoping that you'll find inspiration to apply the lessons to your own businesses.  Case studies on Epsiode #53:  Niman Ranch (and the guidines for ranchers) Grgich Hills Estate Alinea Jefferson's Bourbon Olmsted Craft New York The Iron Shop Finally a reminder about our two online workshops launching this summer!  ~ CLICK HERE TO LEARN MORE ~