| Over the years I've helped launch many new | | | | another appearance. We've been to see |
| restaurants. We've also been asked for help with | | | | prospective clients only to be confronted by |
| promoting existing eateries that for one reason or | | | | restaurants that don't look like restaurants, bland |
| another have needed a bit of a push. | | | | 1990's decor, a confused menu, badly laid out |
| Here are seven things that restaurant owners | | | | dining rooms. |
| should be doing when launching their new venture. | | | | It makes you want to swear, because the |
| 1. Location, location, location: No, not Phil and | | | | problems are so obvious. It's then that we have |
| Kirstie this is more Gordon Ramsay - and there'll | | | | to shatter the owner's bubble by being honest |
| be more of him later. | | | | and telling them what the problem is. And it's then |
| Location is paramount, unless you are a | | | | that they usually say they've spent a fortune on |
| well-renowned restaurant with a top chef. When a | | | | advertising in the local paper or leafleting the town. |
| restaurateur comes to us for help with his | | | | Here's another freebie; look at what your rivals |
| existing eatery it's usually because there is an | | | | are doing and watch Ramsay's Kitchen |
| issue, a very serious one like being in the wrong | | | | Nightmares. |
| street. | | | | 5. Get online: Make sure you have a website |
| It makes sense to be near other restaurants, | | | | ahead of your launch, that way you can direct |
| that's where the crowds go, if you're in the next | | | | any pre-publicity to it where your potential |
| street there's a good chance you'll miss out on | | | | customers can read more about what to expect |
| the passing traffic; and don't be tempted by | | | | - and even book a table, or ask to be invited to |
| cheap rent! | | | | the opening; and get them to sign up to your |
| 2. Marketing money: Make sure you set aside | | | | news so you can email them with special offers |
| funds in your business plan for marketing, better | | | | or remind them of particular occasions. |
| still, speak to PR and design agencies before you | | | | Get your social networking going early, and make |
| finalise it to get an idea of costs. | | | | sure there are links on your website and menus, |
| Once you finance is secured, and you have a | | | | and advertise it in the window - but, please no A4 |
| chosen location get the marketing people in early | | | | printed signs with Blu-Tack. |
| so they can start planning a launch campaign and | | | | 6. Public relations: Try to generate some news or |
| hit the ground running. | | | | a stunt once a month, not only, for the local |
| 3. Hold a launch event: Restaurant launches are | | | | press but for your social networking as well. |
| about creating a buzz, one that will not be | | | | Here's a few ides to help generate some news: |
| forgotten by your diners so that they keep | | | | Why not host cooking classes on a quiet |
| coming back and, importantly, tell their friends | | | | night, you could get a group of, say, 10 people for |
| about what a great place it is. This word of | | | | a series of four, two hours lessons, after which |
| mouth marketing is of paramount importance | | | | they all get a certificate and discount vouchers. |
| because customers are your greatest asset. | | | | You could even invite someone from the local |
| Events work best when aligned to a local charity | | | | paper to one of the classes |
| because it bring with it local press coverage, and | | | | In the build up to Christmas hand deliver |
| it's a great excuse to invite sport clubs and | | | | trays of food to the management of the larger |
| associations, plus business owners and local | | | | businesses in the area |
| dignitaries from the surrounding areas - all of | | | | Invite members of the local allotment |
| which generally come in big numbers. | | | | association along for a free meal - they bring the |
| And, they're also likely to bear you in mind for | | | | food, you do the cooking. |
| events of their own such as someone's birthday | | | | 7. And finally, smile: Make sure your staff are well |
| or a Christmas celebration. | | | | trained; they are attentive but not intrusive and |
| 4. Your offering: This is where Gordon makes | | | | are able to build a rapport with the customers. |