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We discuss one customer who increased his prices by 30% for UberEats customers.  His REVENUE stayed the same, (so he lost 30% of orders).  This means that he is now shipping each order at a price that makes sense for him.  Many Restaurants are turning to Pick up only services powered through their own website, using FROLO, the Free Restaurant OnLine Ordering system to take orders without commission and offering a pickup and save campaign.

How to market a Pub, Club, Hotel or Bar?

Pub, Club, Bar and Hotel marketing is quite different to a standard small restaurant.  There are often more resources, money for a professional photographer, budget for some marketing, but the spaces are a lot bigger, so the wages bill is a lot bigger and the rent is a lot bigger.

How do you create a multi channel, multi target marketing strategy to identify and attract the kind of people that you what across the day and across the week, because there are often a large number of customer groups that you are targeting across the day.

We discuss the demographics of your local area and how this can impact the kinds of products and campaigns that you want to run.

Beverage sales are often a much more important part of the profitability mix in a Pub or Hotel.  What are some of the ways that you can increase your beverage sales?

How do you address the difference between tourists and locals.  Each venue will have different challenges and different opportunities, depending on the location and the surrounding attractions, demographics and population.

For more information on this podcast, check out our show notes.

If you liked this episode, please leave a review in iTunes.  It really helps us to get the word out and share it on our Facebook page.

For Free Tools  to build your Restaurant business, check out our free tools page.  We’ve helped restaurants around the world build the Restaurant that they always wanted with our tools.  Our free booking tool has taken over $25,000,000 in seats booked.


Right click here and save-as to download this episode to your computer.

The post 112 – Pub, Club, Bar and Hotel Marketing ideas appeared first on Marketing 4 Restaurants.

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We discuss who you can create a template for a marketing campaign based on the Lamington Cake restaurant marketing campaign that we discussed a few episodes ago.

We discuss who you can create a template for a marketing campaign based on the Lamington Cake restaurant marketing campaign that we discussed a few episodes ago.

We start with a revenue of how some Restaurants are saving thousands of dollars in the online ordering area of their business and increasing restaurant order profitability.

This is a follow on from our podcast about a marketing campaign by the Team at Dinner by Heston.

This podcast covers ways that you can

  1. Build you Restaurants email marketing database.  No database, no problem, we discuss the next best thing.
  2. Create a new menu item. Need some ideas, check out our Restaurant innovation and creativity.
  3. Make sure that the menu item is costed.
  4. Link the campaign to an event – have a look at our creating an Annual Marketing plan podcast episode.
  5. Take some great photos.
  6. Tell the story behind your new menu item.
  7. Have a call to action.
  8. Have a secondary call to action.
  9. Create a dedicated landing page for your event.
  10. For your web page, make sure it is WordPress and make sure that you have Yoast installed.
  11. For bonus marks, ensure you have Google Analytics installed.

For more information on this podcast, check out our show notes.

If you liked this episode, please leave a review in iTunes.  It really helps us to get the word out and share it on our Facebook page.

For Free Tools  to build your Restaurant business, check out our free tools page.  We’ve helped restaurants around the world build the Restaurant that they always wanted with our tools.  Our free booking tool has taken over $25,000,000 in seats booked.

Links mentioned in our Restaurant Marketing Campaign Template.

We discuss the campaign by Dinner by Heston.

We look at some of the ideas we mentioned in the online ordering podcasts.

Here is the Restaurant Creativity and Innovation podcast.

How to create an Annual Restaurant Marketing plan.

Some great ideas for How to get Great Restaurant Photos.

Have a liston today on iTunes or your favourite Android podcast player.

If you liked this episode, please leave a review in iTunes.  It really helps us to get the word out and share it on our Facebook page.

For Free Tools  to build your Restaurant business, check out our free tools page.  We’ve helped restaurants around the world build the Restaurant that they always wanted with our tools.  Our free booking tool has taken over $25,000,000 in seats booked.


Right click here and save-as to download this episode to your computer.

The post 111 – A Restaurant Marketing Campaign Template you can follow in your Restaurant appeared first on Marketing 4 Restaurants.

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We continue on with our discussion on increasing profitability with online ordering.

We look at decreasing costs with companies like Menulog, Just Eat, Grub Hub, Uber Eats and Deliveroo.

Should you use UberEats or Deliveroo?  Which one is better for your Restaurant?

What is the long term prospects for Menulog?  We discuss where we think this will go.

We quickly discuss Coffee Coke and what it should get you thinking about in your Restaurant.

We look at the difference between order aggregators and delivery aggregators and how Restaurant brandjacking and the importance of maintaining your restaurant  intellectual property and your brand.

How are Restaurants cutting the costs of working with order aggregating companies like Menulog and Just Eat, which can charge up to 13.5%?

How are Restaurant cutting the costs of dealing with delivery aggregating companies like UberEats and Deliveroo?

If your kitchen can handle the increased throughput, then pick up only may be a great way to get incremental sales.  Managing the deliveries can be difficult, so pick up enables you to maximise revenue through the kitchen without the worries of managing delivery.

How does the concept of the ‘individual contractor’ work and how are UberEats and Deliveroo using this concept to attempt to redefine the way that delivery is made and what will be the impact for your Restaurant?  We discuss the way that this creates an unfair playing field for independent Restaurants.  The real innovation for delivery aggregators is the ability to pay below the award wage.  With delivery aggregators hoping to redefine the eating experience, moving the bulk of it into the home, rather than the restaurant, it creates a dilemma for Restaurants.

Just Eat is now offering delivery in an attempt to resist the assault from Restaurants moving to Free Online Ordering Systems and from UberEats and Deliveroo.

For details on the Free Restaurant Online Ordering system, check out the FROLO site.  Some customers are saving over $1,000 a month!!! in order aggregator fees, which means they can give themselves a pay rise, create a marketing budget and invest a little more into the Restaurant.

Some Restaurants use the hybrid model, using aggregators for new customers and offer them an ‘order direct and save’ campaign that converts each new customer to a regular customer of their Restaurant.

Think differential pricing depending on the channel and whether it is delivery and think about how your menu presents when eaten in a customers home.

If you liked this episode, please leave a review in iTunes.  It really helps us to get the word out and share it on our Facebook page.

For Free Tools  to build your Restaurant business, check out our free tools page.  We’ve helped restaurants around the world build the Restaurant that they always wanted with our tools.  Our free booking tool has taken over $25,000,000 in seats booked.


Right click here and save-as to download this episode to your computer.

The post 110 – Cutting costs for your Restaurant Online Ordering system appeared first on Marketing 4 Restaurants.

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Hospitality Magazine is reporting on the sad news that the paddock to plate cafe, Gippy Goat is closing after harassment from vegan extremists.

The owners of the Cafe, on the grounds of their goat farm, announced the closure on Facebook.  They reported that staff have been subjected to daily threats and harassment by phone and that they couldn’t ask them to continue in good conscience.  They were targetted on social media with negative reviews.  Eight staff members have lost their jobs because of the closure.  The owners, John and Penny  Gommans felt that the cafe was no longer a safe venue for their staff.

Permanently Closed – without sufficient regulatory protections for conducting a business, entrepreneurs will be less likely to try similar restaurants.

In December, 70 activists stormed the farm and stole 3 goats and a lamb.

The harassment on social media went so far as to targetting customers who had posted about the positive experience that they had at the farm, according to a Weekly Times story.

Risks for Paddock to Plate Restaurants

The closure comes after activists were fined $1 for breaking biosecurity laws after stealing 3 goats and a lamb.  There was no support for the cafe, despite the ongoing harassment that occurred.  In fact, some of the defendants were seen gloating about the lack of consequences for their actions.

Paddock to Plate has been a popular Restaurant Unique Selling Proposition for many restaurants.

A quick review of the Gippy Goats Facebook page shows what seems to be a well thought out response to the actions of the activists, with their posts getting an overwhelmingly positive response.  Despite this, the lack of regularity support meant that the owners felt they were no longer able to continue with the business.

The impact is the loss of 8 jobs from Yarragon and surrounds.  It also means that a farm that had diversified into a cafe with a paddock to plate approach has made an investment for which it will no longer receive a return.  It also means that other business owners are less likely to invest in similar opportunities

Security footage

Here is a clip of some security footage showing the theft of our farm animals from another angle.Be sure to tune in to WIN News Gippsland tonight at 6 to see a report on the Gippy Goat and this brazen theft.We know who many of these people are, but since many are minors we will avoid publishing their identities to prevent harassment. We are confident that most if not all will be subject to charges of trespass and theft or accessory. If you have been an unwilling participant to these thefts, we recommend contacting Warragul or Trafalgar police. If you need to speak with your parents or another advisor about this, now may be a good time.We’ve also been made aware of a fraudulent claim on the health of a stolen goat, and believe it to be a misleading attempt to receive funds by the leaders of the group. If you have information regarding the whereabouts of our stolen animals, you may anonymously contact the Warragul or Trafalgar police.

Posted by The Gippy Goat Cafe on Sunday, 23 December 2018

Video of the goats being stolen from the farm.

The post Paddock to plate Cafe closes after Vegan extremism appeared first on Marketing 4 Restaurants.

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We look at some of the options that you have to increase your online ordering profitability for your Restaurant.

Some restaurants are doing $5K a week in online orders and some of these Restaurants have gone out of business.

Online ordering has been around for a really long time.  We are seeing more Restaurants moving into online ordering, especially in some of the better Restaurants.

We look at the product that is offered in online ordering, which has a high convenience factor to it.  It is often a regular purchase, which means that the average revenue per customer can be a lot higher.  This enables them to make incremental revenue when the restaurant is full.

We discuss some of the packaging issues that can occur with the food delivery and we compare it with the Pizza Pie, specifically Giordano’s in Chicago and how their famous deep dish pizza pie.

Have a think about the space capacity that you have in the kitchen.  Some Restaurants have a small kitchen that is flat out on a Friday night.  Without redesigning the kitchen, that kind of restaurant should be very careful with online ordering, because the capacity is not available in the kitchen.  Some restaurants do 50% of their orders in 6 or 8 hours of the week – over Friday and Saturday night.

One of the big trends is pick up only.  This enables Restaurants to focus on the food and extend the product to people who want to eat in their own homes.

We discuss differential pricing and go into the example with Domino’s Pizza.

We look at the differential pricing that Domino’s use for their delivery and pick up pizzas.

We look at how Fish and Chip shops differ from traditional restaurants and the opportunity for them to automate some of the processes.

If you liked this episode, please leave a review in iTunes.  It really helps us to get the word out and share it on our Facebook page.

For Free Tools  to build your Restaurant business, check out our free tools page.  We’ve helped restaurants around the world build the Restaurant that they always wanted with our tools.  Our free booking tool has taken over $25,000,000 in seats booked.


Right click here and save-as to download this episode to your computer.

The post 109 – Increasing online ordering profitability for your Restaurant appeared first on Marketing 4 Restaurants.

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Right click here and save-as to download this episode to your computer.

This episode has an example of a great Restaurant Marketing campaign from the talented marketing team at Dinner by Heston.  We break down the process that they used and more importantly the way that you can replicate their success.  Check out the show notes which have a lot more detail on the episode and the example of the marketing campaign.

How did you go with the Restaurant SEO series that we just completed?  It has proven to be one of our most popular series of episodes.  Have a listen if you don’t understand how Google decides who will make get the new customers. There are 3  podcasts in the series, with the first,second and third in the Restaurant SEO series.  People have loved this series because we give away the farm here, we are sharing our processes for SEO.

We break down the new Lamington Cake marketing campaign, looking at the steps they took in this great marketing campaign and how you can do this in your Restaurant.

The Lamington Cake by Dinner by Heston was launched with a sophisticated, integrated marketing campaign.

We look at an email that was sent out by the team at Dinner by Heston.  This campaign was about a new menu item that was being launched on Australia Day.

  • They sent an email. How big is your email database?  A quick, easy and cheap way of reaching out to existing customers.
  • They created their own menu item. Some great innovation, a new menu item, which I am sure is fully costed out.
  • They linked it to an event – Australia Day.
  • They planned for this. This kind of idea takes time which is why an annual marketing plan is so important.
  • The item aligns with the unique selling proposition.
  • The campaign is on brand for the Restaurant. Customers are expecting and wanting to see more of their story.
  • There is a great photo.
  • They share the development process for the Lamington Cake.
What a great way to describe the menu item design process
  • They have a call to action in the email. (I didn’t get the Metallica tickets. L)
  • They have an alternative call to action.
  • They have collaborated with a supplier.
If the main call to action doesn’t interest you, here is a second call to action. Co-marketing campaign with a supplier – what’s not to love! A great campaign.

Disclaimer – these guys aren’t customers of ours, we are just fans of their food, their team, their Restaurant USP and their marketing!

For more information on this podcast, check out our show notes.

If you liked this episode, please leave a review in iTunes.  It really helps us to get the word out and share it on our Facebook page.

For Free Tools  to build your Restaurant business, check out our free tools page.  We’ve helped restaurants around the world build the Restaurant that they always wanted with our tools.  Our free booking tool has taken over $25,000,000 in seats booked.


Right click here and save-as to download this episode to your computer.

The post 108 – A great example of a Restaurant Marketing Campaign that you can learn from appeared first on Marketing 4 Restaurants.

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Check out last weeks episode and our Google Analytics podcast to help you get the basics for Restaurant SEO.

We continue on with some of the tricks that SEO companies use, like monthly SEO contracts.  The main thing that a lot of Restaurant Marketing companies do is send through reports, especially SEO reports, many of which are automatically generated.

What platform is best for your website SEO?

We discuss some of the tools that you can use to make the SEO better.  Remember, we are now talking about technical SEO, not the business SEO.  WordPress tends to be a lot better for SEO because of some of the tools that are available.  A great example if Yoast SEO, which is pretty much the industry standard for SEO tools in WordPress.  The more often you create content, the more you need to think about SEO tools.

Make sure your Website is secure.

Google has made a commitment to try and make sure the internet is safer for people using the internet.  One of the ways that businesses can make the web more secure is to make sure that there is a Security certificate installed on the website.  This means that communication between the browser and the website is encrypted and ensure.  This is pretty easy to do, but there are still a lot of websites that aren’t optimised.

Is your Restaurant website mobile optimised?

This is really important because the number of people browsing your site from a mobile is increasing all the time. Google has a quick and easy tool to help you find out if the website is mobile friendly –https://search.google.com/test/mobile-friendly.

How fast is your Restaurant Website?

Speed is a big factor for Restaurant websites.  How quickly does each of the pages load?  People on a mobile often are on networks with slower downloads, and they often leave a page if it is taking too long to render, so check the page speed of your website.  Here is a Google tool to help you with this and the report has some things that you can look at to increase the speed of your website.

https://developers.google.com/speed/pagespeed/insights/

A lot of the information is quite technical but it is a great tool to tell you if you have issues and see if you need to talk to your web developer.  This report will also give you some tips to increase you websites page speed.

Stay tuned for part 2 of our Top 10 Tips for Restaurant Website SEO.


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The post 106 – Industry secrets for great Restaurant Website SEO appeared first on Marketing 4 Restaurants.

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Just Eat has just released their full-year results for 2018 and as expected, it has been a very tough year for Menulog in Australia.  Analysing the Menulog 2018 Financial Results show that despite the move to a hybrid model, and an increase in the Restaurants on the platform, they have lost customers, have less orders, less orders per restaurant and less revenue per Restaurant.  These numbers put more pressure on the move to the hybrid model in an attempt to save the business from the savage competition that it is experiencing.

The FY 2018 results for Menulog showed a decrease in orders per Restaurant of 23%

Fierce competition from UberEats and Deliveroo and free online ordering alternatives like FROLO has significantly impacted the number of customers ordering.

MENULOG 2018 FY Results Fast Facts 14% Increase in Restaurant ‘Partners’  up to 11,400

On the face of it, this is a good result.  We suspect a large number of these have been the large chains – Hungry Jacks and KFC.

25% Decrease in Orders / Restaurant

Whilst onboarding more Restaurants, the orders fell, and importantly Orders / Restaurant fell to 1,140 orders over the year.

95 Orders / Month for the Average Restaurant

The average Restaurant, if they are open 7 days a week is receiving just 3 orders per day.  This is a surprisingly low number.  It is a decrease from 126 orders per month last year and highlights the impact that online ordering platform alternatives is having on Menulog.  We are seeing a growing trend with Restaurants using Menulog for discovery (finding new customers) and then converting the customer to their own customer with an order direct and save campaign, which can be very effective using free online ordering systems.  This saves the Restaurant commission and gives them the customers email address. As more Restaurants start to understand the importance of building their own online marketing database, they are less likely to use Menulog as their primary online ordering system.

$AUD4299 Average Orders / Month / Restuarant (Down 23%)

This is the average result, down in constant currency terms from $5596.  The risk here is that as that figure goes lower, the percentage of total revenue for the Restaurant drops, decreasing loyalty and lowering the barrier to dropping Menulog entirely.

13.3% Decrease in Active Customers

This is a particularly worrying number and is hard to explain.  One would have thought that the increase in Restaurants would increase the number of active customers (customers who purchased in the last 12 months)

5.0 Average orders per customers

Despite the constant story in the media about the increasing popularity of delivery, the number of orders per customer over the year was steady.  This highlights the lack of loyalty that Menulog customers are having, being prepared to use other platforms.  Most Restaurants are definitely seeing an increase in the percentage revenue coming from online orders, implying that Menulog is decreasing their share of each customers spend.

14.5% Decrease in Orders

New Restaurants on the platform, but a decrease of 14.5% in orders over the year, down to 13,000,000 orders.  In fact this is less than the result in 2016, which was 13,800,000.  This, despite the introduction of the hybrid model in the high density Melbourne and Sydney areas, which in theory should have dramatically increased the number of orders.

$AUD6966 – The Commission charged to the Average Restaurant (Down from 9063)

Menulog is collecting $2097 less commission per Restaurant. This is the key trend that will need to be arrested if Menulog is to survive in Australia and New Zealand.

What is the Menulog hybrid model?

Menulog has rolled out the technology from Canada’s Skip The Dishes in Australia and began rolling out a delivery service along with straight online ordering.  The problem is that Menulog is going from a 2 sided market – customers and restaurants, to a 3 sided market, customers, restaurants and riders.  This is much more difficult compared with the move that Deliveroo is making, allowing Restaurants with their own delivery capability to appear in the Deliveroo marketplace.  Both companies will offer a hybrid model, with Menulog’s nascent delivery capability compared with Deliveroo’s extensive experience in managing deliveries.

Delivery is a much more difficult business model and the Menulog twitter stream is replete with customers irate at missed or late deliveries.  It is also at significant risk from regulatory intervention, as seen by the Victorian Government inquiry into the Gig economy.

What is the future for Menulog?

Just Eat in the UK, Menulog’s parent comapny, has come under increasing pressure around the replacement of the CEO and the lack of speed with execution.  Menulog introducing deliveries years after UberEats and Deliveroo is a great example of this.  We believe that it may be too late to get Menulog back into a leading position and without a significant turnaround, it will likely be sold, with the most likely acquiring being Deliveroo as it attempts to increase scale against UberEats.  Australia is a small market and probably too small for 3 order delivery companies.  Foodora left under a cloud and it is quite probably only a matter of time before the 3rd placed company does the same, being unable to get the economies of scale and the network effect which is critical to the business model.  Deliveroo is definitely clipping at Menulogs heels.  We do not know Deliveroo’s order numbers, but it is unlikely that they are going backwards like Menulog is.

We look at the indicators of who is winning the Delivery Wars in Australia

Our recent Google Search Trends research showed that UberEats has a significant lead over Menulog and Deliveroo has been gaining.  The question is what will Menulog do to reverse this worrying trend.  As it’s value proposition has been continually eroded by Free Restaurant Online Ordering alternatives, more Restaurants are running order direct and save campaigns or dropping Menulog entirely.

What does it mean for your Restaurant?

Online delivery is fraught with profit risks for Restaurants.  Many struggle with the 13.5% commission that Menulog charges and many more are worried about not getting customer contact details.  Last years change to the ordering process that Menulog made, where the Restaurant no longer received the customers’ phone number caused a lot of anger amongst some Restaurant owners who used the phone number for SMS marketing.

Some Restaurants have found that small Facebook Marketing campaigns along with a Menulog alternative like FROLO can save them thousands of dollars every year.  One of our customers in Canberra recently celebrated over $200,000 in FROLO, seeing a saving of over $27,000, which for a small restaurant is a large saving.

If you need help with making online ordering profitable, contact the team at Marketing4Restaurants – we are experts at making it profitable for Restaurants.

The post Menulog orders fall 14.5% in 2018 FY results appeared first on Marketing 4 Restaurants.

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Restaurant business plans usually should help you run a profitable Restaurant, but sometimes things aren’t just working right.  It is sometimes 1 thing that is wrong, but often it is a range of things.  The people, the processes, the profits.

Here are our best Podcasts that you can download and listen to so you can get some ideas about how to turn your Restaurant around.  Podcasts are a quick, easy and free way to learn the tricks of the trade to running a profitable Restaurant business.

Find an extra hour in the week to work on your Restaurant, not in it.

The first thing you need to do is to get a bit of extra time in your day or week to work on the business not in it.  The important thing is that you are investing time now, start writing procedures and processes, hiring right, and keeping people accountable and next week or next month you will have a little more time left.  That gives you more time to work on the business – soon, the profits are up and you’re working less.  This is the first and most important step.


Right click here and save-as to download this episode to your computer.

Check your Restaurant Business Plan.

The next thing to do is to reexamine your Restaurant Business Plan.  If you don’t have one, or need help, have a listen to this podcast to get some ideas about how to create one and make sure that it is going to help you return to Restaurant to success.


Right click here and save-as to download this episode to your computer.

Create an Annual Restaurant Marketing Plan

An annual marketing plan helps you prepare to take advantage of upcoming events and helps fill in the quiet nights and weeks in the calendar.  It is too late to come up with a Valentine’s Day strategy when Valentine’s Day is tomorrow!  Start planning for Restaurant Marketing Success.


Right click here and save-as to download this episode to your computer.

Do your own Restaurant Rescue before its too late

What is the process to rescue a failing Restaurant?  We look at the ways you can turn the ship around with quick and easy, cheap or free ways that inch by inch, you can make the Restaurant better.


Right click here and save-as to download this episode to your computer.

Understand the 4Ps of Restaurant Marketing

Get super clear on what it is that your Restaurant does, what your customers want and what it is that you are selling.  Too often Restaurants don’t understand what it is that they do.  These podcasts will help you to understand the 4Ps of Restaurant Marketing.


Right click here and save-as to download this episode to your computer.

Look after your own mental health

The Restaurant industry is a full-contact sport, and it takes its toll on you and your mental health. Have a listen to this brave podcast with one of Australia’s most talented Chefs, Shaun Quade and his journey with mental illness.


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Be inspired by the world’s best female Chef

This is one of my favourite podcast interviews.  Ana Ros was voted the best female chef in the world.  She had no classical training in the kitchen.  Determination, passion and creativity are the secrets to her success and I think there is something that everyone can learn from her inspiring example.


Right click here and save-as to download this episode to your computer.

Focus on Restaurant Profitability

Your Restaurant Business Plan is useless unless your making money.  Here we look at some different ways that you can look at how to make a profit in your Restaurant.


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Build a great culture

Carrie Luxem is the Queen of Restaurant HR.  An expert in Leadership, Culture and building teams, she wrote the playbook for Restaurant HR.  She shares her wisdom on Restaurant Leadership, why it is so hard and some of the tips that she uses to help Restuarant Owners across the United States in this podcast that is packed with ideas on how to be a better leader.


Right click here and save-as to download this episode to your computer.

Be a better Restaurant Leader

Leadership is a critical part of running a Restaurant but it is so poorly understood so much of the time.  It is a lot more than just yelling a lot and loud noises.  Create a Vision and lead your team to achieve that vision.


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The post How to fix a failing Restaurant Business Plan appeared first on Marketing 4 Restaurants.

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