Rosser Reeves a pioneer in television advertising pointed out that to work, advertising had, to be honest. The product being sold had to be superior, no amount of advertising could move inferior goods. Advertising is not able to create demand where it did not exist. e.g.: If you try to sell hamburgers right across from a McDonald it might not work. To promote inferior products would only increase the number of people dissatisfied with the restaurant. To be effective with flawed products will accelerate the destruction of the BRAND. It’s a waste of money to claim uniqueness if it doesn’t exist. This is important because fortunes are made from repeat business. The money would be better spent building a meaningful advantage into one or several food items or even specialty drinks before launching a costly advertising campaign for your promotion.

The lesson which can we draw for Rosser Reeves discoveries is: The purpose of advertising is to sell.
It’s imperative to do everything to make people understand the most important benefits, to attend your establishment over some one’s else restaurant. To achieve credibility and to avoid distractions.

You sell food, every dish on your menu should have a story, an interesting one to boot. Your menu has the star, the cash cow, the dude and the U.S.P. [the one which will make the restaurant famous.] This USP has a number of benefits that might be claimed. Commonly one of the benefits is more popular than the others, even more, popular than all the other dishes combined. Therefore, it’s imperative to do everything to make people understand the most important benefit, to achieve credibility and to avoid distractions. This is most likely to be achieved if a claim is articulated and proven with credible evidence—in a brief presentation on your website, in some kind of dramatic demonstration.

The importance of having a unique selling point is needed to stand out from the crowd and be different. For the restaurant purpose, you need to lay out all uniqueness of your establishment.
Parking situation [some restaurants with poor parking have offered limousine service to pick up guests.]
Unusual décor [restaurant have been known to take advantage of buildings, such as disaffected churches or unique business with a specific character.]
Waitresses outfits or no outfit your choice.
Specialty dishes [Lasagna grandma’s secret recipe]
Rumors [restaurant is haunted, or offer a specific value by owner’s savvy marketing. (owners’ bio ex-secret agent who worked for the *KGB–This will create a mystic aura for the restaurant.)]

  • An interesting story can be build around an escape from the grips of the KGB. {This example is taken from a personal experience while traveling in Nepal. My wife and I at the time had dinner in this mysterious house on top of the hill outside of Katmandu. The attraction was: The owner is an ex-KGB agent. This pulled enough interest from the tourists, they had to have dinner with a secret agent.

The main thing is to find a place in the market, make sure it’s going to be something that can stand out on its own first, and make sure it’s something potential customers *need. The Restaurateurs also need to try selling their USP to themselves; this is so they know they are passionate about their business and confident it can succeed.

Guests need a compelling story, with mystery and intrigues. Remember the restaurant business is part of the entertaining business.

In order to have a unique selling proposition, you can’t attempt to be known for everything. You have to make a stand for something. You have to choose what your restaurant will stand for and what you’ll be known for. By making a stand and choosing something that makes your restaurant unique, you’ll become known for that unique quality and stand out from the crowd.

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