What makes your restaurant stand out?
07/08/2023
Having stellar food and a stunning venue is expected in the restaurant industry, but what makes your restaurant exceptional?
Identifying your Unique Selling Point
When you first opened your restaurant, you should have thought about the gap in the market it filled, but does it still meet this?
The hospitality industry is constantly changing, and your restaurant must keep pace.
Consider what your restaurant’s USP is by asking yourself the following:
- What makes your restaurant different from others?
- What does your restaurant provide that isn’t found elsewhere?
- Why should customers choose your restaurant over other luxury dining options?
Analysing your restaurant’s performance compared to competitors can help to spot areas of weakness so you can ensure your restaurant remains at the forefront of the industry.
Strategically positioning your restaurant
Once you’ve recognised your USP, consider how it can resonate with the diners you want to attract.
This will help you adapt your strategy to meet the needs of clients that are going unmet by other restaurants.
If your restaurant specialises in local, seasonal fare, your target customers may be those who value eco-friendly practices as much as a fantastic meal.
If you’re offering a unique dining experience where customers can engage with the chef, your target audience might be food enthusiasts who relish a deeper understanding of their meal’s creation.
Communicating your Unique Selling Point
All your marketing efforts, from your website and social media to your menu and decor, should clearly reflect your USP.
Consider using storytelling as a tool. For instance, if you source ingredients locally, share tales of your visits to local farms. If you boast an exclusive wine list, narrate your journey of finding these unique wines.
This should guide your daily operations. If your USP is centred around exceptional service, this principle should influence how you hire and train your staff, and even how you construct your menu.
Adapting your Unique Selling Point
Your USP isn’t rigid. As mentioned, the industry is constantly changing. So, your USP might also need to adapt. While your USP is instrumental in distinguishing your brand, it must remain flexible to accommodate changing customer preferences.
Do you need advice on your restaurant’s strategy? Contact our hospitality experts today.