Hey everybody, Ryan Gromfin here with TheRestaurantBoss.com
And today we're going to talk about maybe the one
best piece of businessadvice I have ever
gotten in my life.
This actually came from a gentleman named Keith Cunningham
and if you're familiar with the series “Rich Dad Poor Dad” by Robert Kiyosaki.
Rich Cunningham is actually the Rich Dad.
Robert Kiyosaki spends a lot of time with Keith Cunningham,
blah-blah-blah-blah-blah, long story.
He says, Keith Cunningham… (I've adapted this for restaurants a bit.
but this is pretty much aKeith Cunningham quote)
“what if every customer whoever ate in your restaurant
was a regular guest?
How different would your restaurant or your business look?”
I bet it would look a lot more or have a lot more of this.
Those are dollar signs folks if you can't see against the whiteboard because
if every customer who ever walked into your business,
in this case, your restaurant became a regular guest,
you wouldn't have time to think about marketing,
you wouldn't at all be concerned about marketing.
You'd be so busy in the back of your restaurant counting the dollars every night
that you wouldn't have time or even care to think about anything else.
And so I really want to ask you this. I love marketing, don't get me wrong.
I love advertisements, marketing,
I love social media, loyalty programs.
If you haven't heard me talk about loyalty programs, yeah, they are my
absolute favorite,
hands-down bang for your buck best way
to get butts in your seats that spend money.
And loyalty programs are actually pretty much related to this quote.
Again, I want to read it. What if every customer whoever ate in your restaurant was a regular guest?
So maybe this month don't spend the money on the marketing
or the advertising and spend that time out
engaging with your customers,
shake their hand, thank them,
give them a little appetizer, a glass of wine,
a special. I don't… whatever it is in your restaurant.
You know better than I do,
but I can tell you a quick story. Last night my wife and I tried a new restaurant in town.
kind of a quick-service Italian restaurant.
Mom-and-pop, not very well branded, they have another location. They're trying out
the second location that it's something was there before and it didn't work out and
we walked in, nice menu, nice people, but she was amazing.
She welcomed us in, she asked how we were doing, what can I…?
Yeah, obviously the normal questions, but then she starts showing us around
and she saw everything that we looked at and she said,
oh, we made that from scratch, let me show you.
He's bringing out a new batch of dough right now and this and that and
I saw you were looking at the individual pizzas; this is an individual pizza.
It's for them over there, but this is what they look like.
And we ordered our food to go and she walked us through the whole menu.
And while we were sitting and waiting for food to go, I was staring at, I love
ham and pineapple pizza, absolutely love ham a pineapple pizza. And they had
a piece in the window and she saw me looking at and I was debating.
I don't really need the extra food, I ordered a meatball sandwich,
which I shouldn't have been eating anyway,
but while we were sitting and waiting, what did she do?
She walked over with that slice of ham and pineapple pizza for us.
And it was great,
and I'll go back probably tomorrow or the day after
to order that
because not only did I enjoy the food, but she took the time,
she engaged with me,
we exchanged names, we shook hands. She met my wife,
she's now… well, I should say, I'm now part of her family
and that's what I want for you guys to is
spend the time to make sure that your guests come back
and make sure that
you're endearing and engaging and
genuine with your guests because
that's what will bring them back into your restaurant
is when they know you
when they know what you're about when they know
that you're more… or that they're more than a number in your establishment.
Marketing and advertising just can't do that.
I love marketing, I love advertising and again,
I love loyalty programs and loyalty programs are great
for keeping this in mind because, with a loyalty program, you're rewarding
your customers,
your most precious customers. The ones that eat at your restaurant more
are getting rewarded for it
rather than rewarding the guy who just
found your coupon in a newspaper and cut it out and got 50% off,
or got a free dessert with an entrée.
That guy is never coming back to your restaurant again and you know that.
So stop spending the dollars bringing the people into your restaurant that you don't need,
spend the time,
the emotions, and the dollars keeping the people that are in your restaurant there.
Again, this is Ryan Gromfin with TheRestaurantBoss.com
If you're viewing this video anywhere other than on my website,
come on over to the Restaurant Boss,
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as well go ahead and comment below this video if you have any questions.
I'll go ahead and answer them there.
If you got anything to tell me. let me know/
You can always shoot me an email. Thanks again and have a great day.