Question

Topic: Branding

Rebranding Aging Restaurant, Turnover Customerbase

Posted by tricia.eaglehouse on 5/1/2014 at 2:57 PM ET 25 Points
Our restaurant is in a historic village in new York, the village and our restaurant date back to 1827. There are a few newer restaurants popping up around us lately, and it is attracting more traffic to the area. My family is in the fourth generation in the restaurant business. Obviously the restaurant lends history but is viewed as 'old' and 'dated' we've made some recent renovations, a beautiful three tiered patio, more live music throughout the year, we added for a total of 17 beer taps offering craft and local brews, new carpeting, new bar stools, updated banquet rooms. Hands down our food is some of the best in WNY, fresh homemade; traditional fare with some stunning daily specials for lunch and dinner. We've created Craft Draft Tuesday offering all 17 taps, 20 oz drafts for 5 bucks, on Thursday our entire wine list is offered at half price. Without insulting older and valued clients, how do we send the message that we're not 'your grandmother's eagle house' to encourage a younger demographic to give us an opportunity. I value our older customers as they have brought in generation after generation where we've hosted so many life events for families it's truly incredible from baptisms, rehearsals, communions to showers and funerals. We're a great restaurant where you feel comfortable whether it's a first date or you're meeting friends for a hockey game. How do we get across to the next upcoming generation that we're relevant and if they would stop in, they'd be glad they found us. We are active and interactive on Facebook, Twitter and Instagram. I would welcome any suggestions you have to offer, Thank you. our website is www.eaglehouseonline.com if this helps with some background and visualizing
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RESPONSES

  • Posted by Gary Bloomer on 5/1/2014 at 6:56 PM Member
    Move the video on your website up the page so that it occupies the space currently taken up by your image slider. Then, add a new video each week. Distribute these videos via YouTube and TubeMogul.

    On your Facebook page, feature patrons of the week. Invite people to participate in your social media discussions. Offer them reasons for doing so. Get them involved. Consider other ways to encourage people to sign up with you on Facebook: frequent dining, free desserts, half price drinks.
  • Posted by SteveByrneMarketing on 5/1/2014 at 8:56 PM Accepted
    Gary gave you some good ideas. Also, noticed there were no 'restaurant reviews' from notable trusted sources on your site. Are you sure your perceptions are in alignment with your customers perceptions? How could you change (rebrand) to attract your competitor's customers?

    Great food will always attract "the foodies".

    Here is a review sample:
    https://www.urbanspoon.com/r/42/460624/restaurant/Buffalo/Eagle-House-Willi...
  • Posted by Peter (henna gaijin) on 5/1/2014 at 9:43 PM Accepted
    I have been wracking my mind to see if I have been to your restaurant. Spent 23 years in the area getting my MBA from UB (many moons ago).

    You wrote that you are looked at as 'old' and 'dated' - once I read that (and before I looked at your web and your Yelp reviews), I was wondering if you could turn this into classic and traditional? Why try to become new and challenge these other restaurants on the same field when you go for a niche? Seems you do have some history, but maybe play it up some? See if you could revive some recipes from when the place first opened?

    You yelp listings are a bit of a concern. 3.5 stars isn't that good. Probably want to make sure your product and service is up to snuff, or any work you do might be for naught.
  • Posted by saul.dobney on 5/2/2014 at 6:08 AM Accepted
    Your heritage has the potential to be a restaurant to aspire too. In other words rather than 'dumbing down' for a younger crowd, become the place people want to go to for their important events - the romantic first date, wedding anniversary, graduation from college, first big paycheck, family reunion, thanksgiving. That would mean food that is aspirational, a speciality beer and wine list with service to match. What is your signature flavour or dish?
  • Posted by tricia.eaglehouse on 5/2/2014 at 1:36 PM Author
    I like everyone's comments and suggestions, honestly really helpful...
    definitely not trying to dumb down to fit in with any new establishments, staying true to what we've been doing well for the last 30 years. definitely appreciate the tradition and crossover from generations utilizing your words repeatedly playing on the 'taste of history' and 'in the heart of historic' Williamsville, 'famous stopping place since 1827', 'all American tavern'.

    our signature dish would be our beef wellington. a classic.
    with the new craft beer offerings and additional taps, again staying true to our own character and tavern atmosphere while expanding on what we have to offer already (changing within our own parameters to attract competitor's customers & what their interests are)

    went on urban spoon as you suggested, if I visit the reviewers that give us poor and negative comments and stars I see how they are reviewing other very good and established places in the area, seems on some levels we can always and definitely improve, but some reviewers it seems there's no pleasing based on their own reviews

    Thank you everyone for your input, I think the next step is to add some reviews to our website so potential guests can see what others are saying from their visits here and better encouragement for interaction on facebook.
  • Posted by tcgren on 5/3/2014 at 9:31 PM Accepted
    On Urban Spoon or TripAdvisor, it's true that you can't please everyone. I do highly value those that respond back on a select handful if reviews: a) appreciate the positive compliments ("we're glad you enjoyed and we welcome you back again") and address the negative ("I'm sorry you didn't enjoy the experience, we value our patrons and I would be happy to speak with you if you have specific concerns we should address")

    Regarding true to nature and highlighting the history, I think it's important to highlight certain specialties ("experience our beef Wellington that has been a secret restaurant recipe since 1827") or occasionally, as suggested, offer a specific entree from a recipe from days long ago.

    Share a bit of history of the restaurant, celebrations over the years and difficult times that have been overcome. How much do the staff know the history of the place and "sell it" with each customer experience? How consistent is that experience every time?

    The other thing, that authentic vintage message isn't coming across in all aspects.
    1) the website doesn't have a look consistent with your message
    2) do you print your menus daily on parchment paper with vintage pictures or sayings included, or are they laminated and standard?
    3) do your menu items use language that accentuates vintage and authentic terms that add to the eccentricity, or are they bland or modern or cutesy?

    Just some things to think about.
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