Restaurant Masterminds

Have you noticed a lot of folks walking around with barf bags? Those would be the folks on the financial roller coaster!! Gas prices are up, gas prices are down, stocks are up, stocks are down, mortgage rates are up…wait…even…..nope, here we go, up, up, up…..ahhhh….they’re lowering the rate again….HANG ON!!!!

Geez. How is a marketer to keep up? You just sent out an email blast about rising gas prices, only to see them drop almost 40 cents a gallon in a week! So, in this crazy financial crisis we’re facing, marketing can be a challenge….but the good news is that you can easily run your own “financial crisis” marketing plan. Throw a headline out there that captures their attention…..you own a pizza restaurant then, “America’s in trouble! Don’t worry, I’ve got plenty of Dough”
……how about a seafood place, “Financial Market has Gone Crazy, Even here we’re ’scaling’ back….our prices that is!”

There are always GREAT headlines…can’t think of one yourself? We’ve got the experts at Restaurant Masterminds ready to work for you!

Well, back to sitting at my desk to watch the market….I’ve just patented my new office chair….comes complete with a safety bar that drops down in front of you.

Keep on Marketing!
Ben Martinez
Restaurant Masterminds Marketing Guru

Just think, if Oprah, Donal Trump, Warren Buffet, The Walton Family, Bill Gates, and Michael Dell….all just pitched in a billion each, we’d be well on our way to placing a band-aid over the gushing wound the United States is currently facing! See, I don’t understand why they just don’t ask me to resolve this issue? Heck, I would almost even suggest marketing the Bail-Out….oh wait, I’m sure there is already some kind of product in the work for the holidays….you know the “Wall Street Investor Voo-Doo Doll” or the “I went to America and all I got was this lousy $700 billion dollar bail out t-shirt”…..I guarantee the Halloween costumes will be CEO’s with money lined suits! Arrgh….what’s an Independent Restaurant owner to do? Ahhhh….well……

This financial crisis has us all in a scare that’s for sure, but guess what, it is making all of us look more carefully at where we are  spending our money, and believe it or not, this should work to our advantage. Why? Because when the economy gets tough the tough get marketing!  Come on folks….everyone’s looking for a deal….coupons are now becoming a hot commodity!  If the media is convincing folks to no longer go out to eat and “watch” their budget….then it’s time to throw out the “Budget SAVER” coupon, give them an offer that’ll get them in the door! But more importantly, give them an exceptional dining experience…any business can thrive during a great ecomomy, it’s when the market turns that separates the good restaurants from the GREAT ones!

Or…..with the elections coming up, why don’t you put out a coupon that states, “With the upcoming election and the hype over the White House, KEEP THE CHANGE” and offer a coupon that states our menu during the week of the election no longer “makes cents”, that’s right, no “change”…tacos were $2.99, now $2….or the burrito for $4.39….$4. KEEP THE CHANGE….since both candidates are talking “change” then so are you!

If the media is convincing folks to watch their pennies….then get on board and tell your guests you are watching THEIR pennies too!! The media is creating the stories for you, it’s up to you to create the marketing.

Have you taken a good look at your systems? Dick Varano, our Restaurant Masterminds Systems Expert, is reviewing the various POS systems out there, along with some amazing systems for restaurants that keep payroll costs down and front of the house and back of the house monies at a minimum!

So, although I don’t think Oprah or Bill Gates will bail America out, maybe they’ll at least come by my restaurant and leave my server a million dollar tip and me a testimonial………..until I see you in Scottsdale, Arizona next week, keep marketing.

“Ladies and Gentlemen…the winner for BEST ALL AROUND hospitality.…..Ben Martinez and El Jardin Mexican Restaurant.”
“Ladies and Gentleman…the winner for BEST ALL AROUND entree goes to….Ben Martinez and El Jardin Mexican Restaurant.”
(clap, clap, whistle)
“I would like to thank My Mom, Dad, lovely wife and kids…and of course my staff….but especially to you judges who “THINK” I spent thousands tonight giving away food and drink….”

Oh boy, I WISH I could of said that. Last night was a huge event for our Chamber. The Chamber that I belong to serves the entire North Metro of Denver, more than half dozen cities and their businesses. Each business gets an area where they set up their “booth” and have the opportunity to bring the ‘best of the best’ from their restaurant or business. Food, drink, gadgets, whatever.

The first hour is not open to the public, but to the judges. They go around and taste test all the food/drinks, look for display and other great ideas. Then for the next 3 hours, it is open to the public who purchased tickets at $25 each…yep, this is the time to shine, to win over the customers that have never heard of you.

Last years crowd was about 3000, so roughly another 3000 potential guests will be walking by….guess what? We had the longest line….all night long. Well, ya, sure, we gave away free margarita’s, but hey, we also had enchilada’s that had people turning around and walking back to pick up a menu!

I created a marketing evening for only $400. We handed out bounce back offers with a return to our restaurant for a free appetizer. While they stood in line, I had staff working with laughter and friendliness and talking up the restaurant. Food/Labor for the night, $400. The ROI is yet to come this weekend, as we promoted our free appetizer. We also promoted our ability to cater off premise events…This is the big ticket we want to score on.

It is time to take a look at what YOU can do in your community. LOOK for these kinds of events. Do they take a little time to prepare for? Yes! Does it take some money to invest? Yes! Is it worth it?  YES, YES, YES!! You wouldn’t believe the opportunities I had to talk with Mayor’s of cities about holding banquets, shaking hands with the guy who said, “I’ve been coming to you for years”, assuring me he’ll be around for many more…to the new guests who said they have never been there before and LOVED the food. It is the PERFECT opportunity to put  yourself out there.

The evening was capped off with an awards ceremony, which as you can see we managed to take a couple home….and guess what, the plaques are GREAT, but now I have another marketing opportunity, the chance to add to every promo, 2008 Metro North Chamber’s BEST OF THE BEST ENTREE….along with a beautiful picture and we’ve got a 3000 guest testimonial!

Take a look….what event can you try?

From the Red Carpet,
Restaurant Masterminds Marketing Guru -Ben Martinez
(Okay, it was brown and I wasn’t wearing a tux, but you get the idea……)