The Restaurant Owner's Guide To Filling The Dining Room and Profiting Wildly: Tips, Techniques, and Strategies For Growing ANY Restaurant Even In the Toughest Economies

By John J Racine Jr

In The Restaurant Owner’s Guide To Filling The Dining Room and Profiting Wildly, you will discover the highly coveted secrets of true restaurant growth and success only a very small number of people know. Virtually everything you have been taught about running a restaurant is dead wrong. It's not your fault though. They don't teach

• Language: English
• Publisher: Empowered Marketing Solutions, LLC
• Release date: Aug 15, 2018
• ISBN: 9780998859934

John J Racine Jr

John Racine is an author, award winning international speaker, entrepreneur, investor and marketing expert. Having worked with many of the world's most recognized names including: The Walt Disney Company, Marriott, Johnson & Wales University, Hilton, Subway, Enterprise Rent a Car, University of California Irvine and a host of others, he pairs his marketing acumen and business growth strategies making it simple for anyone looking to build or grow their business profitably and quickly.

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THE RESTAURANT OWNER’S GUIDE TO

Filling The Dining Room and Profiting Wildly

TIPS, TECHNIQUES, AND

STRATEGIES FOR GROWING

ANY RESTAURANT EVEN IN

THE TOUGHEST ECONOMIES

By John J Racine Jr

Copyright © 2018 by Empowered Marketing Solutions, LLC.

All Rights Reserved.

Reproduction or translation of any part of this work beyond that permitted by Section 107 or 108 of the 1976 United States Copyright Act without the permission of the copyright owner is unlawful. Request for permission or further information should be addressed to the Permissions Department, Impact Press Ltd.

The people and events described and depicted in this novel are fictitious and any resemblance to actual incidents or individuals is unintended and coincidental.

No part of this book may be reproduced, stored in a retrieval system or transmitted in any form by an electronic, mechanical, photocopying, recording means or otherwise without prior written permission of the publisher.

978-0-9988599-2-7 Print

978-0-9988599-3-4 Ebook

DEDICATION

Dedicated to:

My mom, Sharon, without whom I would not be the man I am today. To my dad, John Sr, who has shown me how to live life without regrets. And to my best friend and business partner, Chad, who is the most generous person and savviest Operator I have ever worked with. He drives me to do more. And to Harriette, a mentor unlike any other. She has pushed me way outside of my comfort zone in business and in life.

Table of Contents

DEDICATION 3

INTRODUCTION 1

Increasing Your Effectiveness 2

Exposure To New Ideas 2

How We Retain Information 4

Five Steps Of Learning And Retention 5

Action Makes the Difference 8

The Business You’re In 8

ACHIEVING OUTSTANDING RESTAURANT SUCCESS 13

What Failures Don’t Like to Do 14

Eight Personal Qualities For Success 15

Six Personal Abilities Help Guarantee Results 26

HOW DO YOUR CUSTOMERS SEE YOU? 30

Sales in a Restaurant 31

How Do Your Customers See You? 33

What Your Customers Really Want 34

Food and Drinks, or Experience? 35

DISNEY’S LAW CAN WORK FOR YOU! 38

You Reap What You Sow 40

The Customer Signs Your Paycheck 41

WHY PEOPLE BUY 42

People Buy For The Benefits 43

What the Heck is a USP? 43

Motives For Buying 45

The Loyalty Of The Customer 52

THE MAIN PURPOSE OF YOUR BUSINESS 55

Knowing How To Profitably Attract Quality Customers 56

Ethically Exploit Their Maximum Financial Potential 56

Convert Your Customers To Advocates Who Actively And Enthusiastically Refer You To Others 57

Keep Your Customers For Life 58

THE FOUR PRIMARY WAYS TO GROW YOUR RESTAURANT BUSINESS 61

Get More Customers 62

Get Your Customers To Make Larger Average Purchases 68

Get Your Customers To Buy From You More Often 71

Extend Your Customers’Average Buying Lifetime 74

HOW MUCH ARE YOUR CUSTOMERS REALLY WORTH? 82

Knowing The Value Of Your Customers Influences The Way You Treat Them 85

Knowing The Value Of Your Customers Influences How Much You Can Spend To Get A New One, Or Keep An Existing One 86

THE BIGGEST RESTAURANT GROWTH STRATEGY ONLY THE BIG BOYS USE 93

MARKETING TO YOUR RESTAURANT CUSTOMER BASE USING A SIMPLE VIP LOYALTY PROGRAM 97

EPILOGUE 101

GO FOR IT! 103

TABLE OF CONTENTS

INTRODUCTION

If someone could wave a magic wand and suddenly change something about your Restaurant, what one thing would you have them change?

Would you have them provide you with an easier way to contact more prospective customers? And would you want those prospective customers as well as your current customers to appreciate and value your establishment more?

Or would it be to have more customers entering your restaurant on a regular basis? Especially on those notorious days, hours and times of year when it is a major challenge to stay busy.

You may be good at the operation you are running, but how would you like to be even better at serving your customers and ensuring their satisfaction? Perhaps you would like to be more effective at advertisements or, is repeat business more important to you?

What if your current customers felt that you were the only person or the only restaurant who understood and could effectively serve their specialized, unique and individual tastes?

Or, how about referrals? Take the best customers you have right now. How would you like to have more contacts just like them? What one thing would you change to make you a better, happier, and more productive restaurant owner?

In the chapters to follow, we’ll be discussing not only these areas but other factors that are critical for you to realize real success in your restaurant. Throughout the pages of this manual, we’ll explore some of the most effective ideas and field-proven methods and techniques that you can begin to put to use immediately to help you increase your sales, improve your restaurant, overcome some of your most difficult problems and challenges, gain extra income, have more free time, and find a renewed enjoyment from your Restaurant.

Increasing Your Effectiveness

You and I both know that it’s no secret that things are changing today, faster than ever before. Technology has become more sophisticated, competition keener, and customers have become more educated and aware.

And with the wide variety of choices your customers have, not only in similar menu offerings from different restaurants, but also in the individual people they deal with, it stands to reason that the more skillful and professional you are at meeting your customer’s needs, the bigger advantage you can command, and the more effective and successful you can become.

If you’re really going to be effective and successful in the restaurant business today, it is necessary, even vital, that you continually change, improve, adjust and update your menu, service, and communication skills, as well as your methods of marketing and general operation. It has been said, (and you’ve no doubt heard) that:

"People don’t care how much you know,

until they know how much you care."

One of the best and most effective ways you can show your prospects and customers you care is by helping them enjoy your menu while also providing outstanding service.

Exposure To New Ideas

And that’s what this book is all about. It has been written with the goal of helping your restaurant become the best it can be.

Naturally, this book doesn’t claim, nor does it pretend, to have all the answers to all your restaurant’s problems. No book, course or seminar could do that.

Rather, the objective of this program is to expose you to some tried, tested, and field-proven ideas, concepts, and techniques that have worked for other restaurant owners much like you.

Once acquainted with new information and ideas, it will then be up to you to decide which ideas can best be tailored to your own restaurant, and how you will begin to use them to better serve your customers and prospects.

The goal of this program is not to try to make you a marketing or restaurant expert, but rather, to provide you with some of the tools the experts and those who are already successful in the industry are currently using.

Together, we’ll explore specific marketing, sales, customer service, and business building techniques that others have used to significantly increase their restaurant business and incomes with very little extra effort.

You will most likely find that many of these ideas will be easy to implement, and you’ll be able to begin using them right away. Others may take a little longer to gear up for. And still, others may not be right for you or your operation at all. That’s okay. It’s not possible to provide 100% usable ideas for every person in every