Effective Restaurant Marketing Idea #2

"WOW" #2- Current Customers - Creative thinking and attitude to serve is needed to provide "WOW, Exceptional Service!" to all of your Current Guests.

The first characteristic of "WOW" is that it is random and unexpected. It is the element of surprise that makes it special and spectacular.

The second characteristic is that "Exceptional Service" is built right into the Guest Dining Cycle and is given 100% of the time. Keep in mind that "WOW" is to create a top-of-mind positioning with each Guest. "WOW" is a Marketing strategy implemented with one Guest at a time. "WOW" is designed to create Word-of-Mouth Advertising. There may be some times when you may want to create "WOW" and to keep it private, but in most cases, promote "WOW". Pick a time and place when "WOW" will be noticed by the other Guests as well.

"WOW" will result in very compelling Word-of-Mouth Advertising and the Word-of-Mouth can come from someone who only observed it as well as from the Guests who were actually involved.

Some Guests are shy and prefer not to be involved. Other Guests are more outgoing, fun-loving and want to be involved. You need to respect the privacy of the introverts but, the extroverts love "WOW". Both parties expect and enjoy "Exceptional Service", but, both parties enjoy telling others about "WOW".

"WOW" can be quiet and reserved for the quiet, unassuming Guest. But when you want to involve others, focus on the extroverts and you will get compelling Word-of-Mouth Advertising. YOU are really the judge on when and where you provide "WOW", but remember the quiet, unassuming Guest may wield a surprising amount of influence and just needs to be involved without a great deal of fanfare.

Sometimes you and your Employees should brainstorm about providing "WOW" ideas. Try to get as many ideas as possible. Even "stupid" ideas can often be modified to become winners.

Use Fanfare: "Ma'am, these desserts have absolutely no fat or calories whatsoever, provided of course, you don't get them anywhere near your lips." OR "We put these desserts through a special process machine that automatically takes out the calories."

Funny thing about these comments is that you know you're being conned, but it feels good, so you play along anyway: "You know, I stayed up all last night and baked these desserts especially for you."

These comments will create a little "buzz" with your Guests and they feel good about it. Guests enjoy being part of receiving Exceptional Service. To give Exceptional Service requires showmanship on the part of the Foodservice Operator. The dictionary defines showmanship as "presenting an idea or product with pizzazz". Showmanship sells the "sizzle" of the dining experience. Everyone enjoys the art of showmanship.

What is there about your Foodservice Operation that can be delivered with pizzazz? Where is your "sizzle"?

To promote showmanship in your Restaurant, YOU must be a showman. You must hire Employees that can provide "show". YOU must create opportunities during the Guest Dining Cycle where your Employees can provide showmanship and you must allow your Employees the time and opportunity to do it right.

Regardless of whom you hire, train or even how you structure the job, it will not be a success unless the boss leads the way. You have to participate in the fun. You must make showmanship an intrinsic, built-in, and highly advertised part of the ambience and atmosphere of your Restaurant.

If you can deliver a quality product delivered the way the Guest wants it in a timely and efficient manner with a little showmanship by your staff, that creates Exceptional Service.

Offering showmanship during the Guest Dining Cycle can create a significant competitive advantage for your Restaurant. You must constantly ask the Guest how you are doing. Only the Guest's opinions matter.