Presented by Lionel Lau, Executive Director, Millennium Associates Panel Lionel Lau, Executive Director, Millennium Associates Gaik Wong, Founder, The Chicken Rice Shop Datuk Abdul Malik Abdullah, Founder & Managing Director, D Tandoor Food Industries S/B Moderated by Freda Liu, Presenter, BFM Session #6: MARKETING FOR RESTAURATEURS – MOVING BEYOND THE FORK

You’ve taken that leap. Started a dream! Welcome to the world of F&B…  You’ve chosen so many things: concept, ingredients, wall colour, furniture, menu design and etc, etc, etc.  In your mind, your restaurant would soon be filled with customers. Here’s a question though: WHY WOULD THEY WALK THROUGH YOUR DOORS?

MORE QUESTIONS…  The F&B world is competitive and cluttered.  What makes YOUR brand different?  What’s your story?  How do you tell it to the rest of mankind?

FACT In the real world, resources are limited. So if you don’t spend on marketing and branding, will people be aware of you?

If marketing and branding is needed… Where do you start?  Someone needs to be in charge.  Facebook is not enough.  You may have the curse of knowledge.  Many from the rest of mankind may not.

TIPS TO MARKETING & BRANDING YOUR RESTAURANT

[1] CREATE ONE MESSAGE  Pick one message.  Stick with it for a year at least.  Don’t try several or switch every few months.

[2] SPEAK IN A WAY THAT IS EASILY UNDERSTOOD  Use simple words.  Be consistent.  So easy everyone can understand it.

[3] FOCUS ON PR, NOT ADVERTISING  People say good things about you when (A) you have a good product and (B) you get people to spread the word about it!

REMEMBER  Make sure everyone on your team knows and understands the message.  Check out your competition from time to time.  Brands are built on what people are saying about you, not what you are saying about yourself.

An Example A good many years back…  There was a well known chinese restaurant tucked away in Cheras.  It could only sit 30.  Business was as fantastic as its food.  In time, they made the leap to the heart of the city.  They became a 120 seater with a pretty nice ambience.  They thought business would just pick up where they left off. It didn’t.

An Example  After 6 months, business was suffering. Less than 100 covers a day.  They took a step back.  And invested time and money in communications and branding.  In their case, they opted for professionals to help with the whole process.  6 months later, the numbers were UP! Today, they operate happily ever still!

THE TAKEAWAY  Develop your own reputation before someone else does it for you.  Especially in an era where criticism is just a keyboard stroke away. You can DIY. Or you can get professionals to help. As long as someone is driving it! Budget for it. And don’t leave it to chance.

Ends! GOOD LUCK!