Today, we are going to talk about one of the most important steps in the restaurant marketing process: choosing the Unique Selling Points (USPs) for your restaurant. In other words, we are going to investigate what makes the experience in your restaurant so special and, most importantly, why guests should choose your establishment among all the other establishments in the area. A USP is a term used to explain what makes your restaurant unique compared to the competition and helps you tremendously in developing a strong marketing campaign. In this article, we take you through the background and steps in choosing USPs. If you follow all the steps, you will know today how to market your concept properly.
Choose your target group and get to know your guests
Most of the time, marketing is like real life. ☺ Knowing your restaurant's market and guests makes it easy to build lasting connections. Just like in real life, you do this by immersing yourself in the other person - in this case, your target group. The better you know your guests and environment, the better you know what they find special about your business and the faster you become in developing a strong marketing campaign.
Besides the right USP, choosing the right target group for your restaurant is also extremely important. Haven't you done that yet? Then read this article. In it, we give more background information about this step and we explain how to choose the right target group for your business. For now, we will assume that you know your target group and which guests like to come to your restaurant.
With the right USPs, you distinguish your restaurant from the masses
Marketing has only one goal: to motivate guests to choose your business. And in marketing, there is a very simple law: the more unique your concept, the more likely it is that guests will become curious. This means that if you have a special concept, you will probably have less trouble with competition. After all, there are not many establishments where guests can experience the same experience as with you.
And as simple as that sounds, in practice we see that it is often quite difficult to determine what makes a restaurant unique. Especially as an entrepreneur, because you probably love everything about your business. And rightly so! ☺
However, for a strong marketing campaign you will have to take off those rose-coloured glasses and look through the eyes of your ideal guest. What makes your business special for them? What things in your offer, service or location can you highlight?
Good example of strong USPs: Vegan Junkfood Bar
A good example of a restaurant with strong USPs is the Vegan Junkfood Bar. This snack bar in Amsterdam offers the most delicious classic snacks: from hamburgers to fries and croquettes. Nothing special, you might think. Until you realise that everything on the menu is prepared vegan, and therefore without animal products! By choosing vegan, this snack bar immediately distinguishes itself from the competition. If you can still talk about competition, because the Vegan Junkfood Bar is so popular that they have opened several locations and Amsterdammers still queue up at the door. The fact that this is a vegan snack bar is the main USP of the business.
What is a good USP for a restaurant?
A good USP is a characteristic of your business that is unmistakably unique. Maybe it's the special location, the top chef in the kitchen or the cosy free time just before the weekend. But it could also be the special interior, the large rooms or the singing waiters. Whatever it is, it is what makes the experience in your business unique.
Tip: Take some time to investigate the most important USP of successful restaurants. What makes them so popular compared to other restaurants in the same segment?
Why is it wise to choose a clear USP?
Unless you are in a location where enough guests walk in every day without you having to do anything, you cannot escape marketing. You want all the tables and chairs in your establishment to be occupied to the maximum. You want to get things moving and generate a good turnover. That is the dream of every business. You want to ensure that guests choose your terrace instead of that of the neighbour, and that means that you have to explain to your guests why you are such a good place to be. Read on: which establishment are you most curious about?
A/ The restaurant where everything is delicious.
B/ The restaurant where the best chef of the Netherlands cooks specially for you.
You probably choose restaurant B and experience restaurant A as a grey mouse. This is because the USP of restaurant A is not clear and that of restaurant B is.
Another example: suppose we give you the chance to show a 10-second advertisement to 10 million potential guests. What would you say?
A/ Hey, come to my pizzeria! Our pizza is delicious!
B/ Hey, did you know that our mozzarella and pizza baker from Naples bakes the fluffiest pizzas?
Wouldn't you inspire more people with example B, than with example A?
Especially in online marketing, you cannot afford to be too general. You want to stand out from the crowd by highlighting your strongest points.
How do you determine the right USP for your restaurant?
In the example of the Vegan Junk Food Bar, it is easy to choose the right USP. That USP is the core of their concept. Perhaps your restaurant is a little less outspoken and you still find it difficult to grasp its unique character. Fortunately, you don't always have to come up with your own USPs! We will give you a few tips that will help you discover what distinguishes your restaurant from others in the area or in your segment.
Idea 1: Ask your guests
Every day you speak to dozens of people, namely the guests in your establishment. They know best why they love coming to your restaurant and what makes it special compared to other restaurants. To find out what the USP's of your restaurant are, you only have to ask them!
Idea 2: Ask for feedback
This step is similar to step 1, but slightly different. In addition to your guests, you can also ask your employees for their opinions. How do they recommend the restaurant to friends? What are the exact words they use?
Idea 3: Analyse the menu
The menu is one of the most important ways to distinguish yourself as a restaurant and you probably put a lot of time and effort into creating a menu that your guests will love. To determine your USP, take a look at your menu. What kind of dishes are on it? Is it a special cuisine? Do you adhere to a certain cooking style? Where do your ingredients come from? Is it affordable or exclusive?
Idea 4: Analyse the location
Besides the menu, location is an important reason for guests to choose a particular restaurant. Perhaps you are on the beach, you have a view of a windmill or you are in a super authentic street. Or maybe the interior of your establishment is special: is your interior typically Balinese, is the building energy-neutral or is it located in an old factory.
Idea 5: Watch your market
While you should focus on what makes your restaurant unique, it is wise to look at what your competitors are doing to differentiate themselves. You don't want to position yourself as the family-friendly pizzeria, if someone else in town has already made that claim. Unless they do it badly, which could be an opening for you. And maybe it will give you some ideas. Success leaves its mark!
Tip: For each of these five points, make a list of everything you think about. Do you see any similarities? Which points occur most often? Chances are these are your strongest USPs!
How do you know your USP is right?
When someone mentions a restaurant by name, you probably respond with something like "That's the place where the steak is good" or "That's the one with the relaxed atmosphere". A good USP is part of the restaurant's concept and is in line with the characteristics that stick in the minds of guests. To determine whether your USP is correct, it is therefore wise to test it with your guests. Do they recognise itself in the wording? Is it how they would describe your restaurant to others? If both you and your guests are satisfied with your USP, you can assume that these are the strong points that distinguish you from other restaurants.
What can you do with your USP?
Now that you know your USP's, you can start targeting your marketing! From social media to the website, it has to be seen and read everywhere. Think for example of the tagline of your website and the profile texts on Instagram and Facebook. All your restaurant's communications must be in line with the USPs. The better you do this, the more you ensure that guests and potential guests remember your restaurant's message and - if they are enthusiastic - will pass it on to friends, family and colleagues. So by naming your USPs, you take control of the conversations others have about your business.
You can also use the USPs in your advertising campaigns. For example, if your business is in a unique location, it is probably nice to show ads to people who are getting married, want to hold a meeting or want to throw a nice party. The stronger your USPs are, the more effective your marketing campaigns will be.
We assist dozens of restaurants in choosing their USPs and setting up their marketing campaigns. Would you like to know more? Or just want to spar with a professional? Then send us an e-mail at contact@thefullybookers.com or call 085 - 303 82 63. We'd love to get to know you and hear more about your wonderful business.
