90% of restaurants fail in their first year. American Express even used this conviction in a widely criticized TV spot. Yet, this isn’t exactly true. In fact, only 17% of restaurants fail in their first year.

That means 83% of restaurants remain open for more than a year. The odds are in your favor, rookie restaurateur.

Want to bump that number up and help secure your chance at explosive culinary success? Then, you’re going to want to avoid the mistakes we’ve listed below. Consider this your guide to restaurant marketing 101.

Keep reading to learn what to definitely NOT do when opening a restaurant. More importantly, contact us today for a free, personalized consultation. We have three decades of business success under our belts and are ready to teach you  insider secrets and growth hacks!

No Marketing Strategy

This is by far the most common marketing mistake restaurant owners can make. They think that dabbling with digital marketing, adding a pinch of traditional television ads, and finishing off with a loyalty program is a recipe for success.

It is, but not without a solid marketing strategy. Anything else is nothing short of a plan for failure.

Ask yourself:

•      What are your long-term goals?
•      What are the steps you need to take (i.e. short-term goals) to achieve them?
•      What is your restaurant’s unique value proposition?
•      Who are your competitors and how are you different than them?
•      What is your quarterly marketing budget? What about annual?
•      How much return on investment do you need to justify that budget?
•      What demographics eat your restaurant’s food?
•      What demographics live in your restaurant’s area?
•      Where do they consume information?
•      How can they be reached?

Once you have the answers, it’s time to turn them into a bulletproof marketing strategy. Such strategy is easier said than done. This is why consulting with a professional is more than just a smart idea. It’s a vital part of your future success. Lesson one of restaurant marketing 101 complete.

Ineffective Branding

Rookie mistake number two takes the form of ineffective branding. Ineffective branding is a broad statement, so let’s break it down to understand what works and what to avoid.

First, it’s helpful to define your brand.You can do this through negation. Your brand isn’t your restaurant’s name. It isn’t your restaurant’s color scheme. It isn’t your restaurant’s menu. It isn’t your restaurant’s chef and staff. It isn’t your restaurant’s website or social media profiles.

Your brand is the emotional connection between your restaurant and your audience. Consider this the golden nugget of restaurant marketing 101.

Your audience is made up of potential customers, former customers, and others who see your marketing collateral. You essentially create your brand by eliciting a specific emotional response in them.

That means you need to have a deep understanding of what your restaurant is, what it stands for, what it does well, and what it should never do before  you begin marketing. This is one more reason having a strong marketing strategy is necessary for success.

Avoiding Digital Marketing

Rookie marketing mistake number three is to avoid digital. This one is slightly more understandable than the previous two. The world of search engine optimization, email blasts, webinars, social media, mobile micro moments, and more can be quite overwhelming.

We’ve been there. In fact, the point of this entire guide to restaurant marketing 101 is to help you understand that while marketing may be overwhelming, it’s 100% possible and effective.

So, don’t avoid digital. Factor potential internet channels like search engines, social media, email lists, and location-based searches into your marketing plan. Figure out where your restaurant’s target demographics spend time online. Figure out where they don’t. Market on the channels they use. Watch your reservations skyrocket. You’re welcome.

Neglecting Business Development

Business development is just a fancy word for effective partnership and sales outreach. Neglecting it is rookie marketing mistake number four and trust us you don’t want to make it.

Now, business development doesn’t have to take the form of creating relationships with nearby businesses. You can, and should, do this, but let’s think bigger. What competitors can you turn into allies? What social media influencers can you turn into brand ambassadors? What established culinary names can you work with? What suppliers can you comarket with?

Once you have the answers to these questions, you’ll be well on the way to restaurant success. Don’t worry if it takes some time to get those answers– this is normal. Remember, being overwhelmed is okay. Just don’t become paralyzed. Put one metaphorical foot in front of the other until your business development is developed and thriving.

Now that you’ve graduated from restaurant marketing 101, it’s time to turn insight into profit. Contact Creative Coaching today to start your 100% free consultation.