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    Nuggets, Nibbles, Morsels, Crumbs
    Nuggets, Nibbles, Morsels, Crumbs
    Nuggets, Nibbles, Morsels, Crumbs
    Ebook79 pages1 hour

    Nuggets, Nibbles, Morsels, Crumbs

    By Charlie Hopper

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    About this ebook

    Provides a ton of restaurant marketing observations and specific, actionable advice. Having spent three decades studying, discussing, arguing about, and creating restaurant marketing—including all aspects, from in-store behavior and new product R&D to multi-media advertising—Charlie shares in this book of selected columns from Food & Drink conclusions drawn from direct experience with what he’s studied, discussed, argued about and created.
    LanguageEnglish
    PublisherHillcrest Media Group
    Release dateJan 22, 2016
    ISBN9780997051605
    Nuggets, Nibbles, Morsels, Crumbs

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      Book preview

      Nuggets, Nibbles, Morsels, Crumbs - Charlie Hopper

      it?

      FOREWORD

      These articles really are nuggets of wisdom. The title is right on the money—this is a collection of quick, easy to read, humorous, useful tidbits. Each chapter encourages us to be remarkable, to not be like everyone else.

      Helpful stuff. I enjoyed it.

      This book has so many ideas. They grab you right away, in any one of the sections. It doesn’t take long before you’ll be asking, What am I doing about this challenge? Charlie does a great job describing the problems many of us face and often overlook, along with some helpful ideas that can spark some solutions.

      Don’t just read this book—do something about it! Pick the ideas here that resonate most with you, prioritize them, and start working right away to make your restaurant stand out.

      I guess if you stayed at the table and followed every suggestion, the book would be a complete meal.

      But it’s okay to have a nibble and be happy.

      – Brian Hipsher

      Vice President, Marketing at City Barbecue

      PREFACE

      For every issue of Food & Drink magazine since Fall 2011, I’ve provided approximately a page’s worth of restaurant marketing observations and specific, actionable advice.

      Thank you, editors and publishers of Food & Drink, for the opportunity to contribute.

      Though some of the references are kind of dated now (it’s a periodical, so that happens), I find myself prepared to stand by the fundamental principles and suggestions. Also, I stand by most of the jokes. Maybe not all of them.

      Consider this a bag full of snack-sized morsels of restaurant advice. You can try one and walk away, or polish off the whole thing at once. Up to you. Little tastes like these are sometimes kind of addictive—in this case, if there is a temptation to try just one more, it might come from the moderate word count and numbered lists.

      You may wind up consuming more than you meant to.

      If so, I hope you enjoy them.

      BRAND DIFFERENTIATION.

      IF YOU THINK YOUR FOOD TASTES BETTER THAN OTHERS, WHY WOULD YOU DESCRIBE IT THE SAME WAY EVERYBODY ELSE DOES?

      From Food & Drink, Fall 2011

      I just got coffee. The napkin tells me Starbucks has Real Food. Simply Delicious.

      On the car radio, Wendy’s reminds me that I know when the food is real, which is mostly true: the plastic sushi that Japanese restaurants put in the waiting area is amazingly realistic, but I’m pretty good at telling the difference between it and what’s in my bento box.

      Then I get to my desk and see on my Twitter feed—I’m following a lot of restaurants— that Fazoli’s is promising a Return to Real Food.

      That’s just three in one afternoon, all beating the same real drum: (poom) Real! (poom) Real! (poom) Real!

      The restaurants that aren’t trending toward reality are just as bad.

      Everything’s farm-fresh, piping hot, mouth-watering, or some other hyphenated descriptor that an old ad guy in a boater hat came up with in 1912.

      Every shrimp is succulent. Every piece of fried food is tender, juicy, crispy, golden-brown and cooked to perfection.

      Which is all fine, if you believe that all you have to do is offer the food—just unlock your door—and people will line up to buy it.

      But if you’re looking to persuade somebody to choose your food over your competitors’, or choose the sandwich you make the widest margin on, or choose the meal you do the best job with so they’ll be happy, tell their friends, and come back next Friday—well, maybe you should choose your words more carefully.

      STEP ONE: KNOW WHO YOU ARE.

      Why do people like you?

      Why should you exist?

      Those aren’t easy questions to answer. Some chains never really come up with a clear response, and struggle as a result. Understanding what you have that people really want is the first step in finding the right words to build a case for buying and eating it.

      STEP TWO: EXPLOIT YOUR PERSONALITY.

      Don’t be afraid to be interesting. For heaven’s sake, why is social media so popular? People are desperate to engage with other people—not boring, typical companies who talk like all the other companies talk.

      Now, this doesn’t mean you have to be funnier than last Saturday’s Saturday Night Live.

      You don’t have to be funny at all. Be helpful. Be unusual. Be interesting.

      Are you dignified and knowledgeable, trying to gain customers’ trust so they’ll buy high-end, expensive food from a talented chef?

      Are you fun-loving? A great place for people to come and interact with other diners, or get a little loud?

      Are you fast, like guys behind a deli in New York, dispensing generous portions to as many people as possible during a lunch hour?

      Are you associating your food with a tradition of some kind? Are you reminiscent of BBQ joints, the old soda fountain on the town square, a bit of Old Mexico?

      Talk like that. Develop

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