Selling Restaurant Food in a Down Economy

The economic backdrop for U.S. restaurants in 2025 is proving increasingly challenging. On one hand, total eating-and-drinking-place sales have edged up modestly — but the gains are being driven largely by menu-price inflation, not higher foot traffic. NRA+1 On the other hand, consumer behavior is shifting: higher prices, rising grocery costs and broader financial uncertainty mean many diners are cutting back. Nearly 40 % of consumers told a recent survey they’re spending less of their disposable income on restaurants. Restaurant Business Online+2Food Business News+2

This economic squeeze hits especially hard for family-run, sit-down, full-service restaurants — a segment for which casual dining and fine dining have both seen traffic declines. Black Box Intelligence+2SeafoodSource+2 Meanwhile, consumers still crave the experience of dining out — but now they demand more value, more meaning, and more “escape.”

That’s where creative restaurateurs and smart operators — i.e. you — have a massive opportunity. When people cut back on big expensive vacations, they’ll still spend on mini-escapes. So think beyond “just dinner.” Think “a night out that feels like a getaway.”

Why “mini-vacation” dining works now

• People want escape without spending a lot. Economic uncertainty means fewer expensive trips, but that doesn’t kill the desire for novelty, fun, or a break from routine.
• Value + experience = perceived worth. If guests feel they’re getting a lot (good food, ambiance, fun, generosity) for the price — especially compared to eating at home — they’re more likely to come out even when budgets are tight.
• Emotion trumps menu mechanics in tough times. Nostalgia, comfort, and the chance to feel pampered or travel (even imaginatively) can be far more motivating than “just a meal.”

How to turn your restaurant into a “home away from home” mini-vacation

Here are actionable ideas for owners/operators to reframe their offer — and tap into demand even when consumers are cost-conscious:

🎯 Themed Prix Fixe “Getaway” Menus

Instead of traditional à-la-carte dining, offer themed set meals — for example:

• “Bahamas Night” — shared tropical appetizer (think coconut shrimp or jerk-seasoned bites), two entrée selections (fish tacos, jerk chicken pasta, etc.), and a shared dessert (key lime pie or rum-glazed banana foster), all for $39.99 per couple. Serve with island-inspired mocktails or cocktails.
• “Roman Holiday” — antipasti starter, family-style pasta or chicken parm, shared tiramisu — evoking an Italian trattoria vibe, for $2-for-$45 couples prix fixe.
• These bundles promise escapism and ease: no budget shock (fixed price), no thinking about “which appetizer / entrée / dessert.” It’s a deal and a mini-holiday all in one.

💑 Date-Night Bundles & Value Lunch Program

• Date Night / Early Dinner Bundles: Shared appetizer + two entrées + shared dessert for a fixed price. Great for couples — maybe “two-for-39.99,” or slightly higher depending on region/food cost.
• Lunch-for-Two Deals: Sandwich, side dish (e.g., soup, salad, fries), and two drinks for $24.99 for two people — perfect for friends or coworkers seeking affordability and convenience mid-day.

These packaged deals give guests a sense of control and value when wallets are tight.

🎉 Add Entertainment / Atmosphere — Make It An Event

• Live music nights (acoustic, jazz, Latin, depending on your cuisine/theme) — make it feel like a night out, not just dinner.
• Theme nights: “Taco Tuesday Mexico Fiesta,” “Mediterranean Escape,” “Caribbean Friday,” etc — with décor, playlist, and even small details like themed napkins or menu descriptions.
• Occasional seasonal events: “Summer Luau,” “Winter Warm-Up” (comfort foods, warm drinks), “Holiday Escape” menus — giving regular customers a reason to stop by.

📲 Use Smart Digital Marketing & Loyalty Triggers

• Promote the bundles through social media and email as “mini-vacations without leaving town.”
• Loyalty perks: e.g., after 5 “getaway meals,” offer a free dessert or discounted next prix fixe night.
• Early-week or slow-night specials (Tuesdays, Wednesdays) — earlier seatings, discounted bundles — to drive traffic on slower nights.

The Benefits for Independent Restaurant Operators

• You capture guests who are willing to dine out but are more cost-conscious.
• You increase perceived value and emotional connection — it’s not just a meal, it’s an experience.
• You streamline ordering & food cost control: prix fixe menus simplify prep, reduce waste, and help manage margins.
• You build loyalty and recurring visits — when people know they can get a “vacation in town” for $40–$50, they may choose it over other discretionary spending.

Why This Matters Now

Given high food and labor costs — many operators report food costs up nearly 29% over last year, and rising pressure on profit margins. PR Newswire+1 And with consumers telling pollsters that dining out is one of the first places they cut back when money gets tight. Food Business News+2EMARKETER+2

In short: when the economy tightens, people don’t necessarily stop eating out — but they’re more selective. If you can offer value, comfort, and a little “escape,” independent and family-run restaurants have tremendous opportunity to win back those budget-conscious but experience-hungry diners.

The post Selling Restaurant Food in a Down Economy appeared first on HotOperator.

This past fall, I had the privilege of presenting at the Wisconsin Restaurant Association’s Traveling Show, with stops in Eau Claire, Green Bay, and Wausau. Each city brought a different energy, and every conversation reminded me why I love working with independent restaurant operators—they’re passionate, hardworking, and hungry for practical tools that actually move the needle.

In my session, I walked through the foundations of menu engineering, the power of strategic menu design, and the importance of building a planned, consistent social media presence that sparks conversation. I also shared several of my favorite guerrilla marketing tactics—the simple, scrappy ideas that can drive real attention without expensive budgets.

Whether you attended the show or are seeing this for the first time, the video below is a look into how smart menu decisions and better storytelling can transform a restaurant’s bottom line. If you’ve ever wondered why certain items sell, why others don’t, or how to get more people talking about your brand, this is a great place to start.

Thanks again to the WRA team for hosting such a well-run and inspiring program. I’m already looking forward to the next opportunity to connect with operators across Wisconsin.

Watch the full presentation linked below.
(If the video takes a moment to load, hang tight—it’s worth it.)

The post Behind the Scenes of the WRA Traveling Show: My Talk on Menu Engineering, Design, Social Media & Guerrilla Marketing appeared first on HotOperator.

The Free Guerrilla Marketing Playbook

If your restaurant’s marketing plan is just posting food pics on social media and praying, you’re leaving money on the table (guaranteed). Get The Free Guerrilla Marketing Playbook From HotOperator.

Talking to a restaurant operator the other day and he was worried about the rising food costs, losing staff and losing customers. It’s like a perfect storm. And I got to thinking, there are probably a lot of restaurant owners out there with the same problems. So, I decided to develop The Free Guerrilla Marketing Playbook, That Puts Butts in Seats. That, and more money in your pocket.

To get a copy of The Free Guerrilla Marketing Playbook That Puts Butts in Seats, and money in your pocket, just click the link and ask for a copy. Fill out like a contact and put “White Paper Please” in the comments.

Here’s what I cover, and if you follow my outline (to the letter) you will gain more guests and make more money from each in the process. But you can’t just put a toe in. You’ve gotta dive in and get wet.

Section 1 – Why Guerrilla Marketing Works for Restaurants

It’s about partnerships, unexpected promos, and hyper-local tactics. Everything is based on low-cost, high-impact strategies. It’s stuff you don’t need a lot of money to execute. But it’s stuff that will get the attention of your local community or neighborhood.

Section 2 – The Problem with Traditional Restaurant Marketing

Basically, there is too much reliance on paid ads or discounting. It’s also about social media saturation — and having customers tune out. We also to into the lack of measurable community engagement. It’s all good stuff, and it’s FREE. But you’ve gotta sign up to get it.

Section 3 – Here’s just a taste of the Playbook

Example: Sponsoring local clubs with high ROI potential.
Example: Table tents with “mystery meal” QR code promotions.
Example: Cross-promo with local gyms or pet shelters.

Section 4 – Why You Need the Full Playbook

Because the white paper includes:

• Step-by-step tactics
• Checklists
• ROI calculators
• Real examples from successful operators

None of this is theory, but made from real life experience. It’s essential for you to have this guide to growing your business in tough times.

 I’m being up-front here, this playbook will fill your dining room without breaking the bank. And it’s a free download with email verification.

The post The Free Guerrilla Marketing Playbook That Will Put Butts in Seats appeared first on HotOperator.

Why Marketing is a Game Changer for Restaurants

The Challenge: Competing with the Big Players

Most independent restaurants struggle with marketing, often handling it in-house without professional help. Meanwhile, large restaurant chains invest heavily in strategic marketing campaigns, giving them a massive advantage in attracting and retaining customers. Without a strong marketing strategy, independent restaurants risk being overshadowed.

Why Marketing Matters

Marketing isn’t just about posting on social media or running an occasional ad—it’s about consistently communicating your restaurant’s unique value to the right audience. Here’s why it’s crucial:

• Brand Awareness: Chains dominate the market because they stay top-of-mind. Effective marketing helps independents compete by building recognition.
• Customer Engagement: Social media, email marketing, and promotions create lasting relationships with guests, encouraging repeat business.
• Competitive Edge: A well-planned marketing strategy helps level the playing field against bigger brands.

Marketing Tips for Independent Restaurants

Want to boost your restaurant’s marketing? Here are some key steps:

1. Optimize Your Online Presence
   • Ensure your Google Business Profile is up-to-date.
   • Encourage and respond to online reviews.
   • Maintain a strong, consistent social media presence.
2. Leverage Social Media Advertising
   • Invest in targeted Facebook and Instagram ads to reach local diners.
   • Share high-quality food photography and behind-the-scenes content.
3. Create Irresistible Promotions
   • Offer loyalty programs and exclusive deals to drive repeat visits.
   • Collaborate with local influencers and food bloggers for exposure.
4. Email Marketing & SMS Campaigns
   • Build an email list and send engaging newsletters with special offers.
   • Use SMS to send limited-time promotions and event reminders.
5. Engage in Community Marketing
   • Partner with local businesses for cross-promotions.
   • Participate in food festivals, farmers’ markets, and charity events.

The Bottom Line

Without strategic marketing, even the best restaurant can struggle to stand out. Investing in professional marketing services can significantly impact your revenue and brand growth. Don’t let big chains have all the attention—start marketing smarter today!

📣 Want expert guidance to take your restaurant marketing to the next level? Let’s talk!

The post Why Marketing is a Game Changer for Restaurants appeared first on HotOperator.

According to The National Restaurant Association, the foodservice industry is on target to reach $1 Trillion dollars in sales this year. And when asked what stands out in the industry, here’s what they had to say (and what HotOperator recommends for taking advantage of those trends).

But before we get to that. Keep in mind, a strong message became clear: People want human contact when dinning out. You know, people helping people. So, take note before you try to tighten staff with computers.

The Key findings:   

1. Sales are up: The foodservice industry is forecast to reach $1 trillion in sales in 2024.

Is this sales in more people going out to eat? Nope. It’s mostly higher prices. To offset this, make sure you are mental anchoring your restaurant menu. Have comparative prices that show the guest just how little they are spending.

2. Restaurants are hiring: The industry workforce is projected to grow by 200,000 jobs, for total industry employment of 15.7M by the end of 2024. 45% of operators need more employees to meet customer demand.

Which is great. But it also offers another problem. Many operators are struggling to find workers (and keep them). A strong brand marketing campaign will help your restaurant stay top-of-mind. And that makes your restaurant more attractive to employees along with consumers.

3. Competition is strong: In 2024, 45% of operators expect competition to be more intense than last year.

This is difficult for most independent operators. Chain restaurants are taking a larger and larger portion of the market. To combat this, independent operators will need to use guerrilla marketing programs to stay in front of chains moving into their market. Try things like local bonuses. Special menu items that only local guests know about. And treat guests like royalty. 

4. Costs are up: 98% of operators say higher labor costs are an issue for their restaurant. 97% cite higher food costs. 38% say their restaurants were not profitable last year.

This points to a lack of marketing which puts stress on any restaurant. Simply put, a weak brand will not push their value up in the eyes of local guests. Our recommendation? Do a brand analysis along with a menu matrix to find out what your guests really think of your business. Every day you have a focus group going on in your restaurant. People are voting for your business with their pocket books and their feet. They are telling you if they like your business, and they are telling you what they like most about dinning with you (and what they don’t like)

But don’t do this on your own. You need an objective view. You need an expert to look at your business and offer advice. It might be painful, but it is necessary.

5. Consumers are value conscious: Nearly half of consumers are taking a wait-and-see stance when it comes to spending. Operators who offer a solid value proposition for dining out can nudge customers out of their holding pattern.

This is not a deep thinking thing to say. That’s because consumers are always value conscious. Where most people make a mistake is thinking that value conscious is all about price. But it’s not just about price. It’s about price and function together. A product can have a higher price only if you offer reasons that will support that higher price. Most operators get this wrong in their business and never think to support each item with the proper description and highlight.

6. Consumers love restaurants: 9 in 10 adults say they enjoy going to restaurants. Restaurants allow them to enjoy a favorite meal that has flavor and taste sensations they can’t easily replicate at home.

So it’s not all bad news. Of course people want to eat out. It’s fun. In fact, it’s a mini vacation. So, you need to nurture those feelings with your guests. That means you have to train your staff on how to work with guests so they make better choices when they order from you. And how to get your servers to leave their own struggles at the door when they come to work.

If you’re looking for help to build a better brand in your restaurant, give Mark a call. He’s an expert in restaurant branding, menu development, social media and content development. He’s been doing this stuff for nearly 4 decades, and has worked with more than 200 restaurants across the country. This gives him a unique ability to learn from other independent operators what’s working and what isn’t.

Hey, the first 15 minutes are free. To take advantage, call 800-316-3198 and leave a message. Mark will get back to you.

The post 6 Restaurant Trends and What They Mean (number 4 is essential) appeared first on HotOperator.

Here are some restaurant marketing tips for the 2024 holiday season. You might be wondering, why should we think about holiday tips in the middle of summer? It’s simple: you’ll need this much time to take full advantage of the in-house and catering potential for your business. So, here are some restaurant marketing tips for the 2024 holiday season.

Catering is Back and Stronger Than Ever

Before we dive into the tips, it’s important to note that catering is experiencing a resurgence. The catering market size was expected to reach $72.67 billion by the end of 2023, with a compound annual growth rate of 6.2% (QSR, 2023). Catering is growing and will continue to grow, with a significant portion taking place over the holiday season.

A recent survey of 300 independent and small-chain restaurants indicated that the holidays account for an average of 20% of a restaurant’s annual sales, with this figure rising to 49% for fine dining establishments (Purdue).

Restaurant Marketing Tips for the Holiday Season

Decoration: People love holiday decorations, so be sure to decorate both the inside and outside of your restaurants. Decorating outside draws attention to your business, helping it stand out from the crowd. Inside decorations give patrons a festive feeling, making them want to spend more time with you. Just ensure that decorations don’t interfere with guests’ enjoyment of their visit.

Social Awareness: Start offering catering options year-round, with a stronger push beginning in early September. Use messages like, “The holiday season comes up fast, will you be ready for your holiday parties?” or “We’re already booking holiday parties; don’t wait, you may miss out!” Start decorating your social media just before Thanksgiving. Timing is key, as many people get frustrated when holiday promotions start too early.

Social Media Advertising: Develop a calendar for the months leading up to and following the holiday season to promote catering options, gift cards, and special food offerings. This will help attract more guests.

Special Menus: Offering special holiday menus is crucial. People expect seasonal meals during the holiday season. Even if many guests order their usual favorites, they appreciate having seasonal options available.

Email Contact: If you have a loyalty program, use your email and text lists to keep in touch with customers. Send out newsletters about your restaurant, as many customers feel they don’t hear enough from local businesses. Frequent communication can help keep your restaurant top-of-mind.

Restaurant Marketing Tips for the Holiday Season – Dessert

Finally, make sure your dessert menu is ready. Your guests will eat a lot of dessert over the holidays. In a recent survey, three-quarters (74%) of consumers said they’re more likely to give in to their cravings for sweets at the end of the year.

Here’s the deal, ice cream is always great (and with Super Dairy Blends it’s even better), but during the holidays it’s even more important. Think of all the holiday meals being served that are simply incomplete without dessert. Warm brownies, apple pie, warm cookies, and everything else that are so much better with freshly made gelato or ice cream.

These are just some of the tips we have for the holiday season. But we can’t emphasize enough that you need to be thinking ahead so your holidays go off without a hitch.

Learn More About

To Learn More About Restaurant Marketing Tips for the Holiday Season

To get more information about Super Dairy Blends, click the link for free samples.

For restaurant marketing tips for your business specifically, click the link. Or call (920) 420-2076

The post Restaurant Marketing Tips for the 2024 Holiday Season appeared first on HotOperator.

Girls Night Out

8 Cool Restaurant Promotions (Number 4 is really cool)

As a local restaurant operator, you have a direct connection to your local guests.These are people you know and can carry on a meaningful conversation together.

Here are 8 Restaurant Promotions that you can execute in your restaurant that will capture the attention of your top guests. 

1. Networking Events: Attend or host networking events in your community to connect with potential customers and partners, and promote your business. Hosting the local clubs, associations and groups for a special lunch or dinner can do a lot to get people excited about your business.
   

   Approach these groups with a special sell sheet that outlines the investment in the event. My advice is to discount the event. It’s about getting a large group of people to try your business for the first time, or the first time in a long while.

2. Exclusive Previews: New products are the lifeblood of any restaurant. When you come up with a new item on your menu, offer exclusive previews or early access to new products or services for your loyal customers or email subscribers.

3. Collaborative Giveaways: Partner with other local businesses for joint giveaways, combining audiences and increasing reach for all participants. Go to car dealerships and real estate salespeople and offer them $10.00 off coupons that they can send out with their thank you cards. In this way, you are getting new customers in, and they will have a recommendation from someone they already trust.

4. Themed Pop Culture Promotions: Align your promotions with popular cultural events or trends, such as movie releases or sports events, to attract attention. This is particularly effective with ‘dinner and a movie’ or ‘dinner and a play’.

5. Customer Feedback Campaigns: You have to be careful with this idea, as sites like Yelp will punish you for running them. But if you position and run campaigns encouraging customers to leave feedback and reviews in exchange for a discount or small reward, that can work. Just set it up as an educational program and that you’re asking for their help. And, make sure they don’t all say the same thing. This will get you banned altogether.
   

   Again, this can be one of the most powerful programs, but it has to be handled carefully or it can have some negative implications for the review sites.

6. Limited Time Products: Release limited edition products to create exclusivity and urgency, encouraging quick purchases. This is especially important over slow periods in your business.

7. Content Collaborations: Work with bloggers, vloggers, or podcasters to create content that features your business, reaching their established audiences. Offer tit-for-tat incentives for their collaboration in the program.
   
8. Silent Charity Auctions: Host silent auctions for catering events or exclusive experiences, with proceeds going to charity, attracting attention and goodwill. These can be simple, like offering a catering event for 20 people, to something more elaborate that includes a local band and up to 50 people.
   

Give Mark Laux a call (920) 420-2076 or reach out through his website of some expert advice.

The post 8 Cool Restaurant Promotions (Number 4 is Really Cool) appeared first on HotOperator.

Customers Enjoying Meals In Busy Restaurant

Running a restaurant can be tricky. Especially when you have to operate all the day-to-day drama along with marketing the business as well. That’s why HotOperator has come up with 8 More Restaurant Promotions. Before you run off and try these in your restaurant, take a moment and see if you might need a little professional help.

So, here are 8 More Restaurant Promotions can be helpful, but they can also be harmful if they are not well executed.

1. Influencer Partnerships: Collaborate with local influencers to promote your business to their followers through reviews, shout-outs, or sponsored content. Every community has a celebrity of sorts that can be offered a little something to post on your page for a few days. Take advantage of that connection and have a bump in local credibility.
2. Customer Testimonials and Reviews: If you’re working with HotOperator, you’re already doing this. Encourage satisfied customers to leave positive reviews and testimonials, and feature these on your website and social media.
   
3. Community Involvement: Sponsor local events, sports teams, or charities to build goodwill and increase brand visibility in your community.
4. Birthday Discounts: Offer special discounts or freebies to customers on their birthdays to make them feel valued and encourage repeat business.
   
5. Prix Fixe Programs: Create bundles or packages of your products at a discounted rate to increase average order value. These can be for a day part, and limited time, or just a single day event. These can be developed as a separate menu, or added to your everyday menu.
   
6. Special Guest Events: Like a special local celebrity, or a beer or wine pairing events to get your guests to visit and enjoy themselves.|
   
7. Affiliate Program: Create an affiliate program where customers and partners can earn commissions by referring others to your business.
   
8. Game Promotions: Getting your servers and other staff to focus on add-on items and new offerings can take some promotions on your end. Talking about extra tips is one thing, but getting a server to actually ‘sell’ something is a different story. Here’s the thing: servers are all coin operated. So offering them an extra buck or two for a short time can get their attention (and you more sales in return).
   

Give Mark Laux a call at (920) 420-2076 for expert advice.

The post 8 More Restaurant Promotions (Number 5 is Hot Right Now) appeared first on HotOperator.

Prime Restaurant Turnaround: How HotOperator Helped an Oklahoma Operator Save His Restaurant

We’ve worked with a restaurant operator in Enid, Oklahoma, for more than a decade. Enid is a city of just over 50,000 people and a mostly industrial community. This operator had two successful restaurants: an Italian restaurant called Napoli’s, and a steakhouse called The Landrun. That is, until just recently. This is a short story about how HotOperator helped an Oklahoma operator save his restaurant.

From Steakhouse to PrimeTime Sports Bar?

A few months ago, our contact at the restaurant, Tony, and I had a lengthy conversation about his steakhouse. The problem was, a new Texas Roadhouse had moved into the community and was sucking all his customers away. The quality of service at Texas Roadhouse wasn’t as good, and the atmosphere was much, much better at The Landrun. But the prices were so much cheaper at Texas Roadhouse, Tony’s best customers were willing to overlook the atmosphere and slight downgrade in service to save money on essentially the same steak.

As we looked at options for his struggling business, Tony was thinking about just closing the business down in defeat. But after the call, I did a little digging and discovered that Enid was lacking in sports and entertainment restaurants. When I brought this idea to Tony, he was reluctant. From his point of view, it was an investment in a business that had been bleeding money for nearly six months.

Change Can Be Scary, Right?

But after some convincing on my part, he decided to give it a try. To be fair, it was a significant investment to change the business over to The PrimeTime Sports Bar and Grill. There were the TVs, the drink and dining menus, the website, new furniture, signage, and on and on. But over a period of about three months (the length of time was a result of the beverage license), we were able to transform his business into the PrimeTime Sports Bar & Grill.

We talked them into free popcorn and people love it!

Going Soft to Open

As we got closer to his new opening, we advised a couple of soft opens with lists he had gathered from the local chamber of commerce. This was a list of about 400 people, not including some of Tony’s close friends and acquaintances. We also suggested he have the two events on Thursday and Friday evenings to ensure a high enough turnout. We also advised him to close over the weekend and open the following Monday so that he could work out some of the kinks in the operations.

The first night, Tony had about 200 people show up. For the most part, everyone loved the new atmosphere, food, and service, although on the service side of things, it was more of a display. While a few people ordered off the menu, most people ate the free appetizers and bought drinks at the bar.

The second night saw about 150 people, so slightly fewer. However, that night also saw a number of local drive-bys who stopped in because they saw a lot of cars in the parking lot. Tony was pleasantly surprised at the overall success of the initial soft opening.

But the following week, Tony saw an influx of people and excitement that he didn’t expect. Throughout the week, we maintained a crowd with a 30- to 45-minute wait towards the weekend. It got to the point where Tony had to push back his Sunday opening from 11:00 a.m. to 4:00 p.m. because he was running out of food.

Don’t you just love honeymoons in the restaurant business?

Our goal as Tony’s agency is to help him grow his new sports bar and grill into a $3M operation over the course of the next two years. We’ve helped him grow his Napoli’s Italian Restaurant into a $2.5M operation, even though it’s in a very poor location in the downtown area. And in the next few months, we’re helping Tony open a new Mexican restaurant called Casa Latina.

If you’re ever in Enid, Oklahoma, look up any of Tony’s operations. He is a very good operator and would love to see you!

Set Up a Call with Mark

If you’re looking to turn your business around, reach out to me here!

The post Prime Restaurant Turnaround: How HotOperator Helped an Oklahoma Operator Save His Restaurant appeared first on HotOperator.

A recent ad popped up on social media telling me to fire my agency. Well, if I have one. Having been in the food business for more than I care to admit, I’ve seen some changes in how restaurant operators advertise their businesses. And it isn’t working. In fact, it’s failing miserably. A USFoods representative in the Chicago area mentioned that she thought about 80% of the restaurants in her market were looking to sell. Is this proof that their marketing isn’t working? I would say yes, it is. 

Most recently, many independent restaurant operators are turning towards platform based advertising programs to ‘save money’. But what’s really happening is, they are missing some of the most important concepts in advertising. So, should they fire their agency? Or should they be hiring a restaurant focused firm that can represent them properly?

Here are seven reasons not to fire your agency (and to hire one if you don’t have one). 

First, there is expert advice.

I had a recent conversation with a potential client (actually, this restaurant operator was once a client years ago), and when I suggested that the advice they were looking for would require a payment, they went silent. I was reminded of a moment in the TV show The Good Wife when the character Alicia Florrick told a potential client what she might do, and then said: “Before we go any further, am I hired?” 

The advice I was about to give was very important to the continued success of this restaurant operator’s business. At the moment, the business is slowly drifting downward, and that will continue unless they take some drastic steps to change courses.

Second, there is focus.

It’s amazing to me how few restaurant operators seem to remember what business they’re in. They fire their agency (or skip hiring one) thinking they will just do it themselves. But then they lose focus on the marketing they thought they were going to do.  Agencies are paid to stay focused. It’s how they get paid. If the business is successful, the restaurant operator flourishes, and everybody is happy. Well, at least you would think.  What sometimes happens is, the restaurant operator takes credit for all the successful marketing and decides to do it themselves (continuing the cycle).

Third, a good agency is an expert in advertising.

At least they should be. I mean, that’s why you hire them in the first place. If they aren’t experts in restaurant advertising, yes, fire your agency (but then hire an expert). A good restaurant agency will be experts in placing ads, writing copy, design, photography, scripting, menu design and development, and menu engineering, etc. All important skills most restaurant operators are not experts in.

Fourth, navigating the complexities of restaurant marketing.

Restaurant marketing is not easy. Hell, if it were, everybody would do it. It’s also why so many restaurant operators go out of business. Most restaurant operators open from an emotional state of mind and with a passionate goal. But once they get into the business, they discover just how complicated it can be. A good agency partner can help navigate those complexities.

I was on a call with a client just the other day and he was complaining about an employee. At the end of the call he thanked me for listening. Then he said: “You know, as a business owner, I can’t complain ‘down’, only ‘up’. And because I own the business, there’s no ‘up’ for me to complain to.” What he meant is, he can’t complain to a subordinate, and for him, there isn’t a partner he can trust to turn to for advice.

Fifth, butts in seats is only half of the problem.

Here’s the thing, getting a customer in the door is only half the problem. The other half of the problem is getting them to order the right delicious food. You know, meals you can be proud of, feel good about selling, and that make you a little extra money. Hey, let’s face it, if a guest comes into the restaurant and wants to know what’s good to eat, I’m not going to tell them soup and a grilled cheese sandwich. I’m going to sell them something that offers a nice return on investment. Maybe a steak, or some seafood.

Sixth, you can’t discount your way to success.

Most marketing platforms are based on offering coupons. These SMART (specific, measurable, achievable, relevant, and time-bound) programs are all mostly coupon machines. Sadly, most operators don’t make enough money to afford coupons.

There are only a couple of times to offer coupons, and that is to introduce a new customer to your business, when they join a club or when they win a prize in a contest. If your agency is offering a lot of coupons, maybe you should fire your agency (and redirect your platform).

Seventh, a great agency will help you get local.

The restaurant business is a saturated market. Drive down any frontage road and it’s filled with chain after chain. And the single advantage you have is being local. You can connect with people and build relationships. In fact, you must get local, or you will eventually go out of business.

If your agency isn’t offering a local approach, yes, fire your agency. But if they are working with you to connect locally (sports teams, clubs, events, opera houses, non profits, et al), keep them on. And do me a favor, recognize their contribution to your success.

One more thing.

I wrote a deck that you can look over that outlines the ins and outs of working with an advertising agency and platforms. If you would like a free copy, just shoot me an email and I’ll hook you up. 

And thanks for coming to work today!

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