In this groundbreaking guide to restaurant marketing, expert Bill Marvin demonstrates that success doesn't come from beating the competition, it comes from pleasing your guests. He shows you how to work from the inside out—to build on your strengths and to take advantage of intrinsic advantages you didn't even know you had. He also suggests dozens of successful, low-cost techniques for mining the most precious resource at your disposal—your existing customer base. Among other valuable lessons, you'll learn how to:
- Educate your guests about why they come to your restaurant
- Implement sure-fire incentive and customer-loyalty programs
- Manage a successful word-of-mouth marketing campaign that gets your customers to do your advertising—for free
- Get your staff involved in an ongoing commitment to customer satisfaction
- Enhance the personal connection between your restaurant and your guests
Perhaps the most important lesson you'll learn in Guest-Based Marketing is, as Bill Marvin puts it: "Monetary success and personal joy will come when your sole concern—your driving passion—is how you can excel."