Know Your Customer

Going to a restaurant can serve many needs; it’s not just about the food. As a restaurateur, as a cook, or a host/server you are providing an opportunity for customers to connect not only with one another, but with the community, and with the culture of the place they are experiencing. Your customers are tourists, busy families, business professionals, youth, and possibly, predominately one gender or another. Even though you can experience a mix of clientele, you will find that the majority of your customers share common characteristics or needs. 

As an example, consider the many kinds of establishments that serve hamburgers as their specialty; McDonald's, Burger King, Five Guys, Wendy's, Harvey's. All of them offer the same kind of food (hamburgers), but with a focus on a very particular niche. Five Guys offers home-cut fries with their burgers and advertise in their store which farm the potatoes come from (I buy their burgers just for the fries). McDonald's appeals to families with children because they are quick, convenient and price sensitive. Harvey's will build your burger to your specifications and Wendy's offers a juicy burger that suggests the goodness of a BBQ grill. 

Another element you will find in all successful enterprises and franchises is consistency. Being consistent in what you promise and what you provide guarantees trust and respect, as well as a repeat customer. There are more than enough customers to keep your business going if you know what the needs of your customers are and you consistently provide those services.

In today’s world people are pressed for time, they also need a place to connect with friends and family, or just enjoy a night out with a loved one over great food and ambience. When you think about what you provide in service, quality and quantity, remember your making someone’s life a little easier and pleasurable. What kind of experience are you providing and who are providing it for?

Branding is one of those catch words that is all the rage right now...

Branding is one of those catch words that is all the rage right now, but do you really know what it means and what it can do for you and your business? Karl D. Speak and David McNally speak of Branding in their book Be Your Own Brand, as a way of expressing your values, and integrity in a personal and professional way. That is people and companies with a strong Brand walk their talk. The authors of the book Be Your Own Brand puts it this way "you need to make a commitment through action, in spite of obstacles".  

It's not the way you package or promote your service as much as it is what you communicate to your customers and acquaintances by what you do, how you do it, and if you do it consistently. Do your customers know what you stand for as a company; quality, convenience, price point, family, community, elegance, etc.? Can your customers come to expect what you promise; can they count on you to deliver consistently? 

We can't be everything to everyone and well established brands know this, that is why they are distinctive in what they do and know which audience wants the services they provide. This is referred to as matching values. All in all, companies and people with strong brands are clear about what they offer their clients and they do it consistently. When you are relevant and consistent, your intended audience comes to understand you and your brand.