see the first part from here: Attraction Marketing Strategy: Sales Messages That Magnetically Attract The Perfect Diners (PART1)
Six Proven U.S.P. Strategies You Can Use In Your Business Without Lowering Your Prices!
U.S.P Strategy #1
- Unique Food USP: This is a USP that highlights a unique and innovative dish or series of dishes that can only be found at your restaurant.
- A newly released dish that’s only prepared every Saturday. Limited dining spots available.
- This could even be a combination of special beverages and entrée’s that you’ve created.
- You could even use a specific genre of food as your USP. Mexican, Indian, Thai etc.
U.S.P Strategy #2
- Performance Guarantee USP: This type of USP guarantee means that you will hold yourself accountable to your diners and there will be rewards for your diners if you can't deliver.
- We serve your meals hot and fresh from the oven within 10 minutes or it’s free.
- Guaranteed Kosher certified ingredient or other religious requirement.
- Free welcome drink within 5 minutes or you get the next glass for free.
U.S.P Strategy #3
- The Proof USP: This USP is when you use objective and independently verifiable statistics to prove to your prospects that you are the top restaurant in the area.
- List the awards you have won in the past if any.
- Provide diner testimonials of your excellent service.
- Previous media coverage of your restaurant business.
- Recipe’s that you’ve created that have attracted attention because of it’s taste or originality.
U.S.P Strategy #4
- Unique Process USP – Is there something unique about the way your food is prepared or diners are served?
- This can be that your food goes through a special seasoning or cooking process to get a specific taste or look.
- Additional services that makes their dining experience more enjoyable..( special chairs and seating arrangement for the disabled, high chairs for kids and romantic seating arrangement in a corner of your restaurant for dating couples. )
U.S.P Strategy #5
- Unique or High Level of Service: This is when you offer a very high level of service and create a unique experience for your diners.
- The W Hotel offers a “Whatever/Whenever” feature that delivers exactly what it promises. Any type of food or beverage at any time of day or night.
- Come up with a way to offer a high level and unique service or menu for a premium price.
- This can be a unique service that caters to their specific needs and dining preferences or a customized solution for a specific group of diners you are targeting.
U.S.P Strategy #6
- Unique Marketing Strategy Or Tactic – This is when you use a unique way of advertising that will make your restaurant stand out.
- Hooters uses scantily clad women in their ads and to serve food.
- SBC Restaurant & Brewery has 27 home brews that they promote and use as their USP.
- Five Guys gives away free peanuts and allows diners to put the shells on the floor.
But, Here’s The Catch…
No matter how
good you’re USP is, you must be able to consistently deliver on your promise or
you’re better off not having a U.S.P!
You MUST Give Customers A
Compelling Reason To Buy From Your business!
No matter how
great you think your product/company/service is, if you don't have a compelling
U.S.P., then you are just another faceless restaurant owners in a long list of
faceless restaurant owners.
You Know Your U.S.P. Is Good
When...
· Diners come in and say the only reason they came in is because of your
U.S.P. (not because super low prices.)
· Diners drive by your competitors business’s, parks in your competitors
parking lot because yours is crowded, just so they could buy from you because
your the expert in xxx.
· Customer drives through blizzard/hurricane/flood/fire and risks bodily
harm to get to your office because you're the expert in xxx (your U.S.P.)
By The Way…
Great U.S.P’s
allow you to charge premium fees and earn massive profits while your diners
love you and feel good about working with you!
With Rare
Exception, There’s A Market At All Price Points!
- McDonald’s
- Red Lobster
- Five Guys
- Famous Dave’s Barbeque
- Sylvia’s Restaurant
- Picasso at Bellagio
- Andre's Restaurant & Lounge at the Monte Carlo
Quick Note:
You can have more
than one USP.
In fact, it’s
smart to develop a USP for each target market you’re going after.
Be sure to make
it crystal clear what your USP is actually offering.
Each USP needs
its own marketing campaign and strategy.
It’s even better
if you can create a separate brand for each target market, but that’s not
always possible.
The Harsh Reality…
If an effective
U.S.P. is so powerful, then why do most restaurant owners not do it?
· It’s Different – Coming up with a good USP requires you to take a step
back and think about your restaurant dramatically different than what they’re
doing now.
· Laziness/Too Comfortable – Refusing to develop new products, new
marketing strategies, new sales techniques etc. or anything else that takes
real work.
· Too Stubborn – Refusing to listen to customers, staff, marketplace,
legislation etc.
· Ignorance – Didn’t take the time to go out and seek answers to their
business problems.
Once You Develop A U.S.P Put
Your U.S.P. Everywhere!
Business Cards
·
Voicemail
·
Business Signs (Inside and outside)
·
Phone Greeting
·
Letterhead and Stationary.
·
Website
·
Brochures
·
Anywhere else you can think of!!!
Summary
· You MUST develop a USP that connects with your target market and gives them a compelling reason to come to your restaurant.
· An effective USP allows you to charge premium prices while creating a database of diners and customers who love your company.
· USP’s take work, but the advantages are tremendous and will make a huge impact on your bottom line.
· You can have more than one USP.
