Food and Drink International - Winter 2016 Volume 2 - 86

r

RESTAURANTS

Making Choices

positives to one or two. Pick wisely. I
assume you have many, many positives for the purposes of this exercise.
Maybe all you have is a tub of ice
cream and a charming way about
you. But let's say you have a bunch
of things you do well. Sorry. People
don't operate that way.
Being good at lots of things doesn't
help them. Being good at one or two
things does. (Refer to the grocery
store jam experiment above.)
You must be so clear and consistent that people start filling in blanks
themselves.
Your beef restaurant can't afford
to communicate all the time. So, be
so clear and consistent that you don't
have to do all the work.
If you always say, over and over,
every chance you get, "Slow-roasted

48 hours," that lets a couple things
happen. One is, customers conclude
the rest.
They draw their conclusion, and
feel smart for knowing you're saying
it's tender and flavorful and moist.
You don't have to say that part. Use
fewer words. Too many words mean
nobody hears anything.
Soon followers will tell new people
why you're good. "They slow roast two
whole days," they'll say when you're
not there, and describe the details.
When you try something new, make
sure it makes sense with what people
believe about you. If it's not working,
drop it. Go back to what works.
If a shrimp salad strikes people
weird, finish out your quarterly promotion and move along.
Or maybe people like it. Guess

what? You can keep it, but don't make
it a main thing unless they love it. Ultimately it's a distraction from your
main communications.
Our nation was formed around the
slogan "E Pluribus Unum," which
translates "out of many, one." Thirteen colonies, but one country. I love
that, personally, and am inspired
by the diversity and sturdiness that
comes from variety.
But as a marketer, I have to warn
you to focus way more on the unum,
less on the pluribus.
Charlie Hopper is a principal at
Young & Laramore. He is the author
of the blog SellingEating.com, and
the book "Selling Eating: Restaurant
Marketing Beyond the Word Delicious." Hopper may be reached at
chopper@yandl.com.

>> Make sure when you try something new that it makes sense with what people believe about you. If it's not working, drop it and go back to what works.

86

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Food and Drink International - Winter 2016 Volume 2 - Cover3
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