Not All Restaurant Guests Are Created Equal!!! Expert Tells Why…

We have been told our entire lives as business owners there’s no such thing as a bad guest.

Well, I believe that’s an absolute hoax which has been perpetuated by liberal professors with absolutely no business experience! They have been trying to brain wash the unsuspecting business person. In fact, I will go as far to say that’s plain B.S.!!!

Let me tell you “NOT All Guests Are Created Equal!” Many so-called guests don’t even deserve to have us spend one red cent (okay, pennies are a copper color) of our marketing dollars to come back and visit again… OR try us for the first time.

In Dan Kennedy’s new book, “Marketing To The Affluent”, he explains why spending our advertising dollars on people that can spend tons of greenbacks in our business is so important. (side note… Dan’s book is a must read!) But, let me tell you the down and dirty, quick, best-kept marketing secret… we all have guests, customers or clients that fit our perfect mold. Let’s take my marketing business for instance… our best customers are restaurants that gross $350,000 or more a year, spend a minimum of $700 a month on marketing, and are not in a downtown (major city) location. If a restaurant doesn’t meet that criteria, we don’t actively spend our marketing funds on them. However, there are always exceptions… so always be on the look out for that exception!

Maybe your best customer (if you’re a family restaurant), is 30-55 years old, owns their own home, makes a minimum of $50,000 a year and has kids at home. Then 80% of your marketing budget should be spent on trying to get customers who match those demographics into your restaurant!

Everyone should have a best customer hit list… if you don’t, take 10 minutes and put together your ideal guest demographics now!