Question

Topic: Advertising/PR

Help With Wording On Awning Outside Restaurant

Posted by Anonymous on 4/12/2010 at 4:34 PM ET 250 Points
We are a bistro that has the word cafe in our name. Feedback from customers is that they didn't realise we sold alcohol and opened for full meals at night. We don't want to change our name after 25 years. We are getting a new canopy and were considering what to put on the front edge of the awning.
Options include

Licensed Cafe eat drink relax tel No

meet eat wine dine licensed cafe

Licensed cafe EAT DRINK RELAX open evenings

Or any combination of above. Better ideas appreciated.
Thanks Pat





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RESPONSES

  • Posted by CarolBlaha on 4/12/2010 at 4:40 PM Accepted
    Cafe Wine Spirits Late Night

    Wine, Cheese, Beer Cafe

    You might also consider a sign board outside with late night and to get it started -- offer entertainment. It doesn't have to be expensive. I hired a harpist at mine and it was very well received.
  • Posted on 4/12/2010 at 4:53 PM Author
    Thanks Carole
    We have all the info on a blackboard on the sidewalk and only open till 7.30 midweek hense the use of the term evenings.
    Like the idea of the entertainment. Loads of students around as we are near the University so that might work too. What dis the harpist cost? ( if you don't mind)
    Cheers
    Pat
  • Posted by CarolBlaha on 4/12/2010 at 4:58 PM Member
    if you have a student you can probably get them for food-- and let them sell their CD and put on resume. It cost me $300/ nite. But she wasn't a student.
  • Posted on 4/12/2010 at 5:28 PM Author
    Thanks Phil
    Our problem is that most of the daytime people passing don't realise we are open in the evening when we want them to come back. We are near a busy hospital/ university / train station and the passers by don't necessarily come to the area in the evenings. As you say when we are open nights it is fairly obvious.
    pat
  • Posted by Gail@PUBLISIDE on 4/12/2010 at 5:50 PM Accepted
    Have you considered couponing for s short time until people become familiar with your hours? When people come in during afternoon hours, invite them back with a business card-type of coupon that says something like "come back for dinner" and visa versa when someone comes in during evenings.

    The early closing time in the middle of the week presents a challenge, however, that being of consistency. People want to know if you are open for dinner or not. In the middle of the week, you are...sort of...for early diners.

    You may want to do a promotion during which part of the evening's proceeds are donated to the neighboring hospital to generate knowledge of your hours. This will bring people through the doors at that time, serve as reminder that your location is an option for lunch or dinner, and show that you're an engaged member of the community as well.
  • Posted by Jay Hamilton-Roth on 4/13/2010 at 8:44 AM Accepted
    Why not keep it simple? Lunch • Licensed • Dinner
  • Posted by matthewmnex on 4/14/2010 at 8:25 PM Accepted
    Don't just stand outside looking bored; come inside and get fedup!
  • Posted by CarolBlaha on 4/14/2010 at 8:50 PM Member
    I like Randalls-- but instead of "couples"- I'd just say "late night". Don't do "licensed"-- that just isn't used in this field.
  • Posted by SRyan ;] on 4/15/2010 at 1:02 AM Accepted
    I also agree with Randall (WMMA), but make it even shorter:

    Lunch - Dinner - Beer - Wine

    Not sure if your license allows hard liquor, too. If it does, maybe the awning should simply say:

    Lunch - Dinner - Full Bar

    I'm wondering why you close so early midweek? Have you tried staying open later to attract students or the next hospital shift? Hey, wait a sec... here's an idea!

    Lunch - Dinner - Cocktails - WiFi

    Think about it!

    Shelley ;]
  • Posted on 4/17/2010 at 5:12 AM Author
    Thanks to everyone for their responses. Haven't really found what we were looking for yet. We really need to get certain messages across re evenings and being licensed.
    So far like Jays response best but hoping for a few more before I close this.
    Pat
  • Posted by SRyan ;] on 4/17/2010 at 5:43 PM Member
    Why are you so intent on putting "we're licensed!" in the message? Customers don't care about that, they care about the BENEFIT of you being licensed. That's why we're telling you to focus on beer/wine/cocktails in the message instead.

    Funny, if you were in Texas and had LICENSED prominently displayed in your marketing messages, customers might assume they can order firearms along with their steak and frites. ;]
  • Posted by CarolBlaha on 4/17/2010 at 5:50 PM Member
    I hate the wording "licensed" too -- licensed for what? Firearms, massage? That isn't the right word
  • Posted on 4/17/2010 at 6:27 PM Author
    Hi
    We are in Scotland and 'licensed' is a common phrase used/ recognised specifically in hospitality and commonly used in the business. Its not frowned upon as it is so obviously in the states. ( we don't have licenses for much else- certainly not guns!)
    Thanks
    pat
  • Posted by SRyan ;] on 4/17/2010 at 9:00 PM Member
    Aaahh! Thanks for that detail, Pat. Most of us are in the US and don't see "licensed" as a selling point as you would in Scotland.

    Hope you don't feel like we were thumping you on the head!
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