There are rumors about restaurant marketing tactics which are spread around the Internet. The message is very clear that restaurants are trying to "pull one over" on their guests.
If your restaurant strategy is to create marketing messages that misdirect and minimize information, then over time you will become untrustworthy.
Fortunately, the Internet is also a blessing as it provides the "marketing secrets" you the restaurateur as supposedly using. In the world of the Internet, once it is published, there is a good chance you are guilty before proved innocent.
A recent article highlighting the marketing secrets restaurants don't want their guest to know was shared on a website about accounting degrees. While the connection between accounting degrees and restaurant marketing secrets is not apparent, the list they provide does provide insight.
Specials aren’t so special: This is a reference to Dr. Oz which refers to less than fresh.
Homemade doesn’t mean house made: From a list waiters will never tell you.
Low fat doesn’t mean healthy: From Mens' Health Magazine which talks about what restaurants won't tell you. Applebee's is the restaurant which makes a contradictory claim.
Your fish may not be what you think it is: DivineCaroline.com reports how trout you order may not be trout.
All natural is anything: The definition of "natural" is yet to be determined.
Read the full article: 14 Marketing Secrets Restaurants Don't Want You to Know.
How can a restaurateur overcome these perceptions? The restaurant industry has a handicap before the guest walks in the door.
- A list of principles on a menu might help.
- An occasional comment by the wait staff who say what they personally believe might acceptable if they immediately follow up with their favorite.
- Relying less on hype and creating a culture of genuine, authentic and real is the road to long term success. Take the list of "secrets" and use it as a checklist.
Right or wrong is not the issue when considering how to develop restaurant marketing strategies. Is is about trust and relationships. There are restaurants which will look to only the next transaction and those which will think long term.
