Question

Topic: Branding

Repositioning Fine Dining Restaurant In Nw

Posted by Anonymous on 5/14/2010 at 12:11 PM ET 350 Points
I do the marketing for a fine dining restaurant in the NW (in the NW, fine dining is more like upscale casual.)

Their dilemma is this: people perceive them as a 'special occasion' restaurant to go to on Mother's Day, birthdays, etc. I think people feel it's formal and expensive (when in fact the prices are comparable to any other upscale restaurant in the area.)

They want to be a restaurant that people feel comfortable going to on any night of the week, not just a special occasion.

As a one person marketing shop, it's hard to be creative in a vacuum so I thought I'd throw it out here to bounce ideas off of.

How do I reposition them as an 'any day' restaurant while still retaining the 'fine dining' atmosphere? They are already considering lowering prices on some of the menu items, but I can't really promote that and retain the fine dining concept.

I already suggested a prix fixe menu and they tried it for a while but didn't feel it was successful.
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RESPONSES

  • Posted by Gail@PUBLISIDE on 5/14/2010 at 12:36 PM Member
    You might want to offer area media an opportunity for your chef to prepare some reasonably-priced meals on a morning or weekend news show during which time, he/she could explain that the restaurant is daily-friendly destination.

    The restaurant may also consider a Tweetup. Invite Twitter followers for a cocktail gathering at the restaurant where you may serve appetizers and a complimentary drink (others are responsibility of attendees). During this time, thank them for coming and share with them that you're an all-occasion restaurant destination.

    With social media in mind, build a Facebook Fan page that showcases a friendly, dress-down atmosphere so that people begin to see the restaurant differently. You can promote your new Fan page via social and traditional media. You may also offer Facebook-only promotions that will help get the word out.
  • Posted by SteveByrneMarketing on 5/14/2010 at 12:39 PM Member
    Gary makes some good points. Perhaps the re-positioning phrase could be:

    The Best Dining at Surprisingly Affordable Prices.


    Steve
  • Posted by CarolBlaha on 5/14/2010 at 1:10 PM Accepted
    First, as NuCo pointed out-- price fix will only position yourself more as a fine dining restaurant.

    First, look at the restaurants that are not "special occasion" restaurants -- review their menus and pricing. Do a SWOT of you against the competition.

    I once owned a French fine dining restaurant. I tried to introduce "bistro", and tried to cater to both -- it was a mistake. My logic was I didn't want to turn down the customers that wanted the fine dining experience-- I bought an existing biz. I should have shut it a few days, recorated and reopened if I wanted to go bistro. As others pointed out, its hard to be both.

    What did work was lunches. I was able to scale those down and that biz flourished. I also added lunch catering to local businesses. We'd do a set up with our china and white tableclothes and cloth napkins. And we added "picnic baskets"-- a fine basket of pate's, cheeses and other higher end picnic fare. Complete with all china and glassware (we held a deposit for this). That worked too. Our pastries were well known and we did cookie baskets.

    I marketed also to realtors. After a house is sold a realtor often brings a housewarming gift. Since we were the best dining experience in town, we started a realtor program for gift certificates. It was considered a real treat-- much more wow factor than a certificate evven same amount at a local chain. That worked.

    Another strategy is if you are labeled a special occasion restaurant start creating more special occasions. Do winemaker dinners, bring in classical music one day a week, do single malt tastings. I did seasonal fashion shows with a local shop-- and invited local artists to decorate my walls with their pieces-- and sold them for them. Celebrate Julia Child's birthday. The beauty of restaurants is you can make a celebration of Ground Hog Day if you want to.
  • Posted by CarolBlaha on 5/14/2010 at 2:08 PM Member
    To add to my already lengthy post -- but I just remembered prom season. (I hope you're already booked!) I was particulary touched by the sincerity of these young people (men) who went out of their way to impress their dates. I found myself doing after school classes on what knife to use, explaining menus, etiquette, etc. When available, I'd offer a tasting of something that intimidated them. I didn't charge for this, as the ones that asked parents were regulars in my restaurant. But you could if you were to do more formal tastings. (Keep the gals and boys separate-- I found the boys didn't want the girls to know they were in here prior at all!) The questions were so sincere- -one's parents got him his first credit card -- intended for college where he was starting in the fall. Here he had the card, but didn't know how to use it, or about tipping. So there I am -- showing this gentleman how to use a credit card-- something I am sure his parents still hate me for!
  • Posted by Peter (henna gaijin) on 5/14/2010 at 3:42 PM Member
    There is a program in San Francisco called "dine about town". they do it once or twice a year, but the basics are that they set up 2 or 3 course fixed price meals at each restaurant. Makes it so that customers know what they will pay, if they go for the deal (they can always order off the menu). https://www.onlyinsanfrancisco.com/taste/dineabouttown/

    Perhaps you can take this same idea just for your restaurant. Every week (or maybe every night), set up one or more fixed meal deals at a reasonable price. Start promoting that you have this. Maybe take on a slogan of something like "Home of the nightly $19.95 3-course meal".

    Of course, the deal can be adjusted so that it is only in effect on the slow nights (so none of the holidays you are already known for, maybe only certain nights of the week, etc.).
  • Posted by Jay Hamilton-Roth on 5/14/2010 at 4:21 PM Member
    You might consider watching an episode of my TV series where I interviewed a restaurant owner (who now owns 3 places): https://www.manygoodideas.com/2009/10/12/business-with-passion-shahram-bija...

    In a nutshell, if you have lots of people in your area who actively eat out in fine dining restaurants, market to them. If you don't, then you need to reconfigure your restaurant to appeal to your demographic.
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