An Easy Recipe

During the 1970s, independently owned restaurants proliferated the landscape around the USA and it was said that they represented fully 85% of the options available to the hungry public. These days, that has changed considerably and chain restaurants are much more dominant, believed now to have completely reversed the scenario, so that independents only represent 12% of the market.

It is said that to ensure a good chance of survival, the independent restaurateur must remain in business for at least five years. To enable this to happen, he or she must employ restaurant guerrilla marketing tactics with the emphasis on staying ahead of those all too dominant chains. It’s definitely a case of David versus Goliath in the food and drink business.

Large chains typically benefit from an analysis of macroeconomics. They are able to use a considerable amount of detail and data, number crunching their way to a determination of the right kind of menu and presentation. While they benefit from these economics of scale, they are at one significant disadvantage as compared to the independent property and this is where restaurant guerrilla marketing comes to the fore.

The mom-and-pop eatery or cafe prides itself on an ability to interact with customers on a very personal level and this is where restaurant guerrilla marketing shines. It can make the difference between success and failure, without a doubt. A chain restaurant is all about the numbers and often summons a party to eat at the table with a very impersonal pager, rather than a smile. Conversely, the independent guy notes and greets all his guests by name.

Restaurant guerrilla marketing requires the business owner to be fleet of foot and to be able to adjust prices and tactics at very short notice. This ability to adjust the mechanics of the very operation is not shared by the larger chains and this element must be seized upon in order to have an advantage.

The traditional independent restaurateur absolutely hates the cookie cutter style favored by big business. Without a unique selling proposition and a distinct appeal, the small business would be swallowed up by the relentless march of the chains.

One of the major issues to face an owner practicing restaurant guerrilla marketing is the difficulty providing a consistency of delivery versus a retention of loyalty. In other words, while it may be tempted to experiment and change menus on a fairly regular basis, the business also wants to attract regular clientele and there is a danger that it would be difficult to achieve this level if there is an inconsistency and nothing to “hook” with.

The neighborhood operation is dependent on its ability and to keep restaurant guerrilla marketing at the fore. Face-to-face interaction and dynamic feedback is essential, as otherwise the restaurateur is left with little to base future growth.

Expert Jose L Riesco teaches the best methods for getting more visitors to your restaurant at www.myrestaurantmarketing.com. Find out about honing your restaurant guerrilla marketing here.