afford mass media and advertising. But local store marketing
won’t work unless you make a commitment to change behaviors
and habits. I call it the LSM Diet, a philosophy for understanding
the importance of local store marketing and how it can provide
ROI—that is, “return on involvement.”
Any restaurant operator can follow the LSM Diet, and it can
be implemented at any time. But the plan will be different for
each operator. You’ll want to create your own LSM Diet plan
and schedule time to step beyond your four walls to interact
with the community, schools and local nonprofit companies. If
your restaurant is located near a hospital or a business park, for
example, start there. Adhering to the LSM Diet takes time and
effort, but it’s worth the trouble. You will benefit from a strong
return on involvement in the form of guest loyalty, frequency
and sales success.
Inspiration is the secret ingredient!
In today’s economic climate, if you think nothing has changed and
you can simply wait for guests to walk through the door, you’re
wrong. It’s a new world for restaurant operators, and you’ll be
left behind unless you find a way to inspire and motivate yourself
and your crew. Be creative in developing new tactics for driving
sales and encourage that same creativity in your staff. Success
will come to those operators who develop and implement creative
marketing tactics that reap return on involvement.
Finally, following my top 10 mavenisms is a great start, but
you should also take inspiration from them and develop original
ideas of your own!
Linda Duke is the CEO of Duke Marketing and author of Recipes
for Restaurateurs ( marketing-cookbook.com), a “cookbook” of
marketing ideas for restaurant owners. She publishes a quarterly industry resource, Restaurant Marketing Magazine, and an
educational program, LSM-U, Local Store Marketing University.
Find out more at dukemarketing.com.