Making Your Statement As an Independent Restaurateur - By John Hendrie

2011-12-06

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LRA Worldwide It has always been about the Guest Experience and the ability to differentiate. The Chain restaurants usually have the edge. We may bemoan the homogenization, the lackluster façade and ambiance, and the uninspired product and service, but the Chains have consistency, a known and familiar product, and usually an absence of surprises — the experience anticipated will usually be met. Such is the reality and the challenge to Independents.

It has always been about the Guest Experience and the ability to differentiate. The Chain restaurants usually have the edge. We may bemoan the homogenization, the lackluster façade and ambiance, and the uninspired product and service, but the Chains have consistency, a known and familiar product, and usually an absence of surprises — the experience anticipated will usually be met. Such is the reality and the challenge to Independents.

For the local Fast Food emporiums, Chains will simply dominate, for you deal with a product that cannot be readily differentiated — a doughnut is really only a doughnut (unless you have the allure of Krispy Kreme) and a cup of java is really just that (unless you are a Starbucks, where it is about the experience, not the coffee). For these local establishments, initial, intense community loyalty wearies and fades over time, and convenience and familiarity prevail, leading to that take-out window.

The Casual Dining sector has an opportunity for a decent battle, for the table top, menu, and environment add varied dimensions, and the Chains simply cannot match the diversity and, therefore, they stick with known cuisines and types — steak, sushi, Italian, Mexican, etc. This is the chance to shine for the Independent. But, as we know, the "formulas" have certain advantages. Beyond purchasing clout and marketing dollars, they have guidelines (the FORMULA), which dictate everything from design, to food preparation, to presentation and service - no deviation from the norm and no surprises.

This becomes the challenge for the Independent restaurateur in this segment — how to best posture their restaurant, promote their style, indicate to the public that they reflect high standards, and that the guest experience will be unique — and, demonstrate consistency.

There are very few Fine Dining Chain restaurants, because they typically herald a top chef, top preparation and delight, a professional cadre of food service personnel and, frequently, the legendary personality of the owner. The consumer, who can afford this luxury, listens to the "buzz" and responds, for they want to be part of the experience and the lore. As we know, these types of dining establishments often are only a spark, a short flame, for the extraordinary is very hard to maintain and represents a small percentage of the industry. It is high risk, high return.

There are no magic answers. Your marketing has to be a mix. You want to promote your uniqueness, your passion, your signature dishes, your emphasis on high standards — all components which make for that memorable yet consistent dining experience. Your pride is on the line, not to mention your livelihood.

Your messaging should include a means to share what your patrons have said, some means to indicate attention to cleanliness, safety, service, and environment, and other promotional vehicles to showcase your brilliance. The competition is fierce — other Independents, the "formulas", a wary and sometimes complacent public. The restaurant industry is not kind, given the track record of successes and failures. But, once you know the landscape locally, you can compete with advantage, recognizing that your particular Brand must be consistent, no matter what, or you will not survive. And, to top it off, we have the vagaries of the economy!