Question

Topic: Taglines/Names

Name For Gourmet Burger Night

Posted by Anonymous on 5/13/2015 at 4:32 PM ET 50 Points
We are marketing buy one get one free burgers every Tuesday to Country Club Members. The menu will consist of 5 specialty burgers, sliders and a build-your-own. There will be several choices for bread, sides and toppings. We are looking for a clever name for our Tuesday Burger night. Any suggestions?
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RESPONSES

  • Posted by Gary Bloomer on 5/13/2015 at 6:20 PM Member
    If the most memorable thing about the promotion is the name you may want to think about replacing your chef. There's really no need to go for clever names. Just tell people Tuesday night = BOGOF.
  • Posted by mgoodman on 5/13/2015 at 9:08 PM Moderator
    You don't need a clever name. Just tell club members what's happening. They'll either like it and come; or they won't. A clever name isn't going to change that. It might even confuse people.
  • Posted on 5/13/2015 at 10:18 PM Author
    The club business is different from chilis and applebees. We have a limited clientele. They are familiar with our regular menu that changes quarterly. We also have daily and weekly specials. What we are after is variety and usage on low traffic evenings. 'If we build it, they will come" doesn't hold water, we want to make it fun, enticing, catchy, even exciting. We need to attract members who are used to the same old, same old. It is a fresh start for the season and we want every advantage possible. Slinging them a BOGOF or BYOB is lame. Our chef is outstanding, we need hooks to bring people in to try it out, once we get them here, yes we will sell them - I thought that is what this site is about.
  • Posted by Gary Bloomer on 5/14/2015 at 7:07 AM Member
    This site is about lots of things, this page is about specificity.

    Marketing is not about being "catchy". It's not about being "clever".

    It's about relevance and value that drive revenue.

    Thank you, I've worked in high end catering and really, no one said anything about Applebees or Chillis ($4.5 billion and $3.5 billion in annual sales respectively).

    Your members belong to your club to impress other people. So name your burger after a well known member, or after a long established event, or after something to do with your club: only you know these details. Without extensive background information from you on your club, its rich history, its high esteem, and so on, a 50 point, 51 word question from someone with a snippy attitude is just as lame as a suggestion of BOGOF.

    Your chef is excellent? Good for him. With his superior insider skills and his world class culinary insight, what outstandingly creative and mouth watering burger name ideas does HE have? Isn't that what being a chef is all about?

    And what about your wait staff? Have you polled them on their thoughts? If anyone knows your members' needs and preferences more than anyone else, it must be your waiters, waitresses, and bartenders. Don't overlook their opinions.

    You'll get more help here if you tell us more about your club's history. Help us to help you help your members.
  • Posted by Jay Hamilton-Roth on 5/14/2015 at 9:30 AM Member
    Are these burgers only available on Tuesdays? What are the names of other nights' themes?
  • Posted by Gary Bloomer on 5/14/2015 at 10:28 AM Accepted
    ADDENDUM: Your chef is excellent? Good for him/her. With his/her superior insider skills and his/her world class culinary insight, what outstandingly creative and mouth watering burger name ideas does HE/SHE have? Isn't that what being a chef is all about?

    Let's also bring your marketing and membership manager into this.

    What input does this person have?

    First we're told: "We are marketing buy one get one free burgers every Tuesday to country club members" …, but then it's a case of "We need to attract members who are used to the same old, same old. It is a fresh start for the season and we want every advantage possible. Slinging them a BOGOF or BYOB is lame."

    But that's your OFFER: "buy one get one free"—is your offer. So by your reasoning of your club not being Applebee's or wherever, the "buy one get one" free part is the weakest link.

    This is the source of your problem.

    If, as you say, "the club business is different from Chili's and Applebee's (which, by the way, it's not: rich folks put their pants on one leg at a time, just the same as poor folks do), and if we're to believe your assertion that "we have a limited clientele" your intention to hook people to try out this offer is flawed because it's based on double the quantity for half the price.

    If your chef is as outstanding as you say he/she is and if your club is as high faulting as we're being led to believe it is, turn the offer into an event.

    So, turn this sad little "two for the price of one" burger into a "bust the gut and bust the wallet" media phenomenon.

    Make it a $299.99 burger. Or a $499.99 burger.

    Offer a limited time extension to membership BUT ONLY WITH the purchase of this burger on Tuesdays.

    Serve the burger with an exclusive saffron soup.

    Use only the finest truffles as a garnish.

    Add edible gold leaf to the crust of the bun.

    Do NOT claim to use Japanese Kobe beef, no matter how tempting it may be to do so (it's illegal to export this style of beef from Japan to the United States), but DO use the most exclusive US-raised beef you can find.

    Crank up the exclusivity. Get people to notice. Get people thinking. Get people talking.

    Serve the dish on a gold platter.

    Include a bottle of vintage Champagne.

    Finish with a high class dessert, or with a glass of fine brandy, or with a glass of 21 year old Single Malt. If your club isn't Applebee's SHOW IT.

    "Leak" the details to the local press and television stations as if the news is being passed to the media by a secret internal source.

    Get people's attention and get them off their wallet.

    That's what marketing does. Marketing tells stories. Marketing creates unforgettable experiences.

    And that's what this forum is about.

    You're welcome.

    Now, go sell some burgers.
  • Posted on 5/14/2015 at 11:11 AM Author
    It's a shame that inflection is lost in these forums. I will award points to Mr. Bloomer and let this question rest.
  • Posted on 5/14/2015 at 1:18 PM Author
    I don't doubt any of your expertise in this area. If you reread the original question I asked for a name for the 'night' or event, not for burger names. I compared the club to those chains merely because we have a limited audience, not because we are ultra exclusive or our members would want to spend scads of money on a burger. Traffic is important for a number of reasons, revenue is the least of them.
    BOGO is a small part of the evening. If you again refer to the original question, "The menu will consist of 5 specialty burgers, sliders and a build-your-own. There will be several choices for bread, sides and toppings."

    I just asked for a clever name in the Taglines/names section of this site fellas, but I am getting a bunch of flack because someone has taken criticism way too personally and has read way too much into my response.
    Jay-Hamilton Roth, thank you for not losing your head. Unfortunately things went sideways here.
  • Posted by mgoodman on 5/14/2015 at 3:34 PM Moderator
    I suspect some of us became confused when an exclusive club wanted to offer a BOGOF promotion on hamburgers. It's not exactly what you'd expect at a private club. Are people supposed to eat twice as much because the second hamburger is free?

    I'd think you would do better to promote the incredible variety of possible combinations of burgers, breads, condiments, toppings and veggies, rather than cheapening the whole idea with a price-oriented BOGOF.

    We're trying to help you, not frustrate you.
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