“Before you begin marketing through a VIP Club, you need to take a step back and look at your restaurant. Make sure that you are ready for increased business. Don’t attempt to market your restaurant unless you have above average food and service. Good marketing can actually put a restaurant that provides poor food and service out of business faster because more people will have a poor dining experience, and the negative word-of-mouth will cause them to fail faster than if they do not market at all,” says Brent Davis, Director of Coaching Services for RestaurantMarketingGroup.org (RMG) a company that specializes in helping restaurants to build sound, trackable marketing systems through its easy-to-use software, “How-To” marketing manuals and personalized coaching.
Gathering the Data:
Once you have taken an internal inventory and feel good about the food and service that you provide, it’s time to start using and building your database of existing customers. Remember that in most restaurants 30 percent of the customers are bringing in 70 percent of the business. For the sake of our discussion, let’s say that...
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