Positioning to Market a Restaurant

How to Market Your Restaurant with Positioning

One of the top questions I get is, how do I market my restaurant? There are so many ways to answer that question, but I'll start with positioning. 

Watch the video below to learn learn the first step to positioning your restaurant or pizzeria as an experience, instead of being perceived as just a commodity, or continue reading below. 

There is an epidemic of average out there. You don't want to be average. If someone calls your restaurant, say a pizzeria, and asks what comes on your pizza and the person answering the phone says, "Uh, pepperoni," how does that distinguish you from the frozen pizzas in the grocery store or the pizzeria with the sign waver on the corner?

Again, falling back to the example of a pizzeria and how the owner distinguishes the product he or she serves from the competition. Are you selling a commodity or an experience? What makes your product worth the experience?

For example, you don't have pepperoni on your pizza. All pizza restaurants have pepperoni. Not you. You have premium arezzio pepperoni and fresh Italian sausage that cooks right on the pizza. You use whole milk mozzarella and sweet red onions, both of which are on top of your slow-cooked marinara.

In my pizzeria, I positioned us above our competitors and justified why our product was a couple dollars more.

So, how do you use this positioning for marketing? First, on your menu, use a mouth-watering picture and description. Next, put the description on your POS system that you want your customers to hear. For online ordering - which is the only perception of your restaurant that your customers will have. Use those mouthwatering photos and descriptions. Make their mouths water and not want to resist what you're selling. I even put it on the make line in my restaurant so that my cooks crafted the product that was promised in the description.

This approach to positioning your restaurant marketing will put you well above your competition.

If you would like to learn more about increasing restaurant sales, maximizing a marketing budget or anything else related to restaurant marketing, visit my YouTube channel. 

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