Restaurant Rocket Fuel

In this episode, Shane Murphy and Bruce Irving of Smart Pizza Marketing dive into the world of text marketing and how it can bring immediate impact to a pizzerias sales. Discover practical tips on creating compelling SMS campaigns that drive foot traffic, boost online orders, and encourage repeat business. We'll share how to craft messages that get high open rates, automate promotions to stay top of mind with your customers, and measure the ROI of every text. Tune in to learn how to start leveraging text marketing effectively in your pizzeria this week!


Takeaways:

• Quick Wins with SMS: Learn how to create and send compelling text campaigns that immediately drive more orders and foot traffic.
• Automate for Success: Discover how to set up automated promotions that keep your pizzeria top of mind and encourage repeat visits.
• Maximize Your ROI: Find out how to measure the effectiveness of your SMS marketing and see how it directly translates to increased revenue.

Keywords
catering, off-premise marketing, restaurant industry, Costa Vida, profitability, marketing strategies, sales techniques, relationship building, business growth, food service

Summary
In this conversation, Shane Murphy interviews Alan Beck, the director of off-premise and catering for Costa Vida. They discuss Alan's journey in the restaurant industry, the growth of catering at Costa Vida, and the strategies that have made it a significant part of the business. Alan shares insights on the profitability of catering, effective marketing strategies, and the importance of building relationships with clients, particularly office managers. He emphasizes the need for adaptability in operations and the value of personal connections in driving repeat business.

Takeaways

• Catering can be a massive profitable opportunity if done right.
• Understanding the unit economics is crucial for catering success.
• Building relationships with clients is key to repeat business.
• Never go into a meeting empty-handed; bring a product to share.
• Evaluate your catering offerings to ensure they scale appropriately.
• Adapt your strategies based on customer feedback and operational needs.
• The dining room can serve as a powerful marketing tool.
• Identify and focus on verticals where your food fits best.
• Overcoming rejection is part of the sales process; persistence pays off.
• High ROI marketing tactics can significantly boost catering orders.

Sound Bites

• "Catering can be a massive profitable opportunity."
• "Don't be afraid to make the necessary changes."
• "The dining room is your best area of marketing."

Keywords

text marketing, restaurant marketing, customer engagement, sales growth, pizzeria success, marketing strategies, Jamie McMahon, Boostly, customer loyalty, digital marketing

Summary

In this conversation, Jamie McMahon, owner of Hickory Station Pizzeria, shares his journey of transitioning from traditional marketing methods to text marketing. He discusses the significant impact that text marketing has had on his business, including increased sales and customer engagement. Jamie emphasizes the importance of targeting existing customers and providing them with reasons to return more frequently. He also shares insights on structuring offers and plans for future marketing strategies.

Takeaways

• Text marketing has significantly increased sales for Hickory Station Pizzeria.
• Traditional marketing methods like mass mailing have low return rates.
• Text marketing allows for immediate customer engagement and response.
• Offering discounts can lead to higher average order values.
• Targeting existing customers is crucial for increasing frequency of visits.
• The ease of setting up text marketing campaigns can lead to quick results.
• Customer loyalty can be enhanced through regular communication via text.
• Experimenting with different marketing strategies can yield better results.
• Text marketing is a cost-effective way to reach customers compared to traditional methods.
• Engaging customers with fun promotions can enhance their experience.

Titles

• Innovative Marketing Techniques for Pizzerias
• From Mail to Mobile: Jamie's Marketing Journey

Sound Bites

• "This works!"
• "You have nothing to lose!"
• "We're averaging about 500 tickets a month more!"

Danny Klein, the editorial director for QSR and FSR magazines, shares his background and how he got involved in the restaurant industry. He discusses the challenges the industry is currently facing, such as inflation, labor costs, and access to capital. He also highlights the opportunities for innovation and managing the value equation. Examples include Texas Roadhouse's focus on execution, Chili's messaging for value, and Chick-fil-A's two-story drive-through. Klein emphasizes the importance of clarifying the value proposition and leveraging technology to meet consumer expectations.

Takeaways
The restaurant industry is facing challenges such as inflation, labor costs, and access to capital.
Restaurants are focusing on clarifying their value proposition beyond price.
Innovation and technology are key in meeting consumer expectations.
Examples of successful strategies include Texas Roadhouse's focus on execution, Chili's messaging for value, and Chick-fil-A's innovative drive-through design.

Sound Bites
"The restaurant industry is not an easy business to be successful in."
"Trying to clarify your value proposition is the biggest challenge."
"Restaurants are becoming better and more efficient in every level of their business."

Chapters
00:00 - Introduction and Background
05:12 - Challenges in the Restaurant Industry
08:19 - Opportunities and Managing the Value Equation
13:05 - Innovation and Technology in the Restaurant Space
18:52 - Success Stories: Texas Roadhouse, Chili's, and Chick-fil-A
19:39 - Follow QSR and FSR Magazines for Insights

keywords
restaurant industry, challenges, opportunities, innovation, value equation, inflation, labor costs, access to capital, execution, messaging, technology

Juan Orrego, co-founder of Cuboh, shares his entrepreneurial journey and the story behind Cuboh's acquisition by ChowNow. Cuboh helps restaurants integrate their online orders into their point of sale system, while ChowNow is a direct online ordering platform. The acquisition allows ChowNow to offer both third-party integration and direct ordering options to restaurants. The conversation highlights the challenges restaurants face with third-party delivery apps and the importance of owning customer data. It also discusses strategies for restaurants to attract and retain direct customers, such as packaging, brochures, and coupons. The future of ChowNow and Cuboh involves further innovation and leveraging AI to personalize the ordering experience. The episode emphasizes the white-glove experience provided by ChowNow and Cuboh, focusing on easing restaurant operations and improving customer experience.

Takeaways: 
Cuboh helps restaurants integrate online orders into their point of sale system, while ChowNow is a direct online ordering platform.
Restaurants face challenges with third-party delivery apps, such as high commissions and loss of customer ownership.
Strategies for attracting and retaining direct customers include packaging, brochures, coupons, and personalized marketing.
ChowNow and Cuboh aim to provide a white-glove experience, easing restaurant operations and improving customer experience.
The future involves leveraging AI to personalize the ordering experience and further innovation in the restaurant technology space.

Sound Bites:
"I just had this immense belief, I'm a big believer in the law of attraction."
"Third parties are super expensive. They're burning a lot of dollars trying to do what restaurants aren't great at, which is marketing their product and getting traffic."
"If you focus on your packaging as a restaurant and have your website listed there, you can get really smart with brochures in the bags that say, 'Order from our website directly next time, here's a 15% off coupon.'"

Chapters
00:00 - Introduction and Background of Cuboh
06:07 - Observing Challenges with Third-Party Delivery Apps
09:39 - Strategies for Attracting and Retaining Direct Customers
15:36 - The Role of Third-Party Delivery Companies in Marketing
18:59 - The Future of Restaurant Technology: AI and Innovation
20:08 - The Acquisition by ChowNow and the Future of ChowNow and Cuboh


keywords
restaurant technology, online ordering, point of sale integration, third-party delivery, customer data, direct ordering, marketing strategies, customer retention, ChowNow, Cuboh, AI

Scott Porter, founder and CEO of San Diablo Artisan Churros, shares his unconventional career path and the origin story of his churro business. He discusses the importance of customer and brand experience in creating a thriving brand and marketing strategy. Scott talks about how he secured partnerships with stadiums and event centers by winning them over with the taste and quality of his churros. He also shares some successful marketing strategies, including local event-based marketing, reviews and ratings, strong relationships with influencers, and organic social media campaigns. Scott emphasizes the importance of creating a unique and memorable experience for customers.


Takeaways
Customer and brand experience are crucial for creating a thriving brand and marketing strategy.
Securing partnerships with stadiums and event centers requires winning them over with the taste and quality of the product.
Successful marketing strategies include local event-based marketing, reviews and ratings, relationships with influencers, and organic social media campaigns.
Creating a unique and memorable experience for customers is essential for building a beloved brand.


Sound Bites
"I found myself wanting a different churro experience, especially knowing that it was possible from my travels in Mexico."
"The best marketing that we can do for our churros is to just get our churros in people's mouths."
"You can lean into the fun and the absurd and just have a blast and involve the community in the process."

Chapters
00:00 - Introduction and Background of Scott Porter
02:43 - The Unconventional Path to Churro Business
06:37 - Expanding into Events and Catering
10:17 - Securing Partnerships with Stadiums and Event Centers
12:20 - Successful Marketing Strategies for San Diablo Churros
18:43 - Creating a Unique and Memorable Experience
27:03 - Conclusion and How to Learn More


keywords
Scott Porter, San Diablo Artisan Churros, churro business, customer experience, brand experience, marketing strategy, partnerships, stadiums, event centers, local marketing, reviews and ratings, influencers, organic social media, unique experience

Andrew Smith, the managing director and co-founder of Savory Fund, shares his journey in the restaurant industry and how he helps small local concepts scale and grow. He emphasizes the importance of focusing on the underbelly of a business, which includes leadership, systems, and people. Marketing should be inside-out, with a strong emphasis on executing a great customer experience. Loyalty programs and providing value to customers are key marketing strategies. Andrew also discusses the challenges and trends in the restaurant industry and the need for constant adaptation and pivoting.

Keywords
restaurant industry, scaling, growth, underbelly, leadership, systems, people, marketing, customer experience, loyalty programs, value, challenges, trends, adaptation, pivoting

Takeaways
Focus on the underbelly of your business, including leadership, systems, and people, to create a strong foundation for growth and success.
Marketing should be inside-out, with a strong emphasis on executing a great customer experience.
Loyalty programs and providing value to customers are effective marketing strategies.
Be prepared to adapt and pivot in response to challenges and trends in the restaurant industry.
The future of the restaurant industry is bright, and there are opportunities for growth and success.

Sound Bites
"That is the dumbest idea I've ever heard."
"Marketing for us is really inside out."
"People don't necessarily want cheap. They want value."

Chapters
00:00 - Introduction to Andrew Smith and Savory Fund
01:46 - Andrew's Background and the Story Behind Savory Fund
06:36 - Helping Brands Scale and Grow
11:00 - Confirming What Works in Marketing
13:41 - Navigating Changes and Challenges in the Restaurant Industry
22:01 - Conclusion and How to Follow Andrew Smith

Summary
Andrew Nikash, co-founder and CEO of FIRST, discusses the challenges and opportunities of third-party delivery for restaurants. He highlights the importance of restaurants maintaining a direct relationship with their customers and offers strategies to reduce the cost of delivery while maximizing profits. Andrew emphasizes the need for restaurants to understand their unit economics and create a separate delivery profit and loss statement. He also suggests using branded tracking links and personalized direct mail to convert third-party orders into first-party orders. Andrew concludes by emphasizing the value of having a high percentage of direct orders and protecting long-term risks.

Keywords
third-party delivery, restaurants, direct relationship, cost of delivery, profits, unit economics, delivery profit and loss statement, branded tracking links, personalized direct mail, first-party orders, direct orders

Takeaways
Restaurants should strive to maintain a direct relationship with their customers and have access to their contact information.
Understanding the unit economics of delivery is crucial for restaurants to reduce costs and maximize profits.
Strategies such as using branded tracking links and personalized direct mail can help convert third-party orders into first-party orders.
Having a high percentage of direct orders is an important metric for restaurants in the long term.

Sound Bites
"How is this even a question? I couldn't imagine running a business where I would say, okay, well, my revenue is up, but I don't even know who my customers are."
"You have to be thinking about how do I make my marketing profitable? How do I increase the money in the bank account, even without having to increase the volume that you do as a restaurant?"
"They use that tracking link as a way to say to the customers, hey, look, give us feedback and we'll give you $5 off your next order."

Chapters
00:00 - Introduction and Background
03:00 - The Role of Third-Party Delivery in Restaurant Marketing
08:35 - The Challenges of Order Cannibalization
12:08 - Striking a Balance Between Third-Party and First-Party Orders
22:42 - Transitioning Third-Party Orders into First-Party Orders
25:46 - The Importance of Direct Orders

Summary
Eric Cacciatore, founder and host of the Restaurant Unstoppable Movement and podcast, shares his background and journey in the restaurant industry. He emphasizes the importance of four walls marketing and creating a great in-store experience. Eric also discusses the challenges and opportunities in the restaurant industry, including rising labor and food costs, diversification of dining options, and the need for restaurant owners to take control of their own customer relationships.

Keywords
restaurant industry, marketing, four walls marketing, in-store experience, challenges, opportunities
Takeaways
Four walls marketing and creating a great in-store experience are crucial for the success of a restaurant.
The restaurant industry is facing challenges such as rising labor and food costs, diversification of dining options, and the need to manage customer relationships.
Restaurant owners should prioritize SEO and direct mail marketing to drive online traffic and engage with offline customers.
Being vulnerable and sharing your story can help build trust with customers.
The restaurant industry has the power to collectively make changes and take control of their own industry.

Sound Bites
"At the end of the day, we're still feeding people and we're making people happy."
"At the end of the day, it's worth nothing if people aren't enjoying themselves in the four walls of your business."
"The more open, the more vulnerable you get, the more you open up, the more you expose yourself, the more trust you're going to build."

Chapters
00:00 - Introduction and Background
06:22 - The Importance of Four Walls Marketing and In-Store Experience
12:12 - Challenges and Opportunities in the Restaurant Industry
14:39 - The Power of Vulnerability and Storytelling

Steve Smyth, the director of restaurant technology for Taco John's International, shares his experiences of implementing technology in the restaurant industry. Taco John's, a legacy brand known for its tacos and burritos, has been using technology to enhance the guest experience and improve communication. They have implemented mobile ordering, loyalty programs, and third-party delivery services. Taco John's focuses on putting the guest first and continually gathering feedback to improve their app and offerings. They also prioritize limited-time offers (LTOs) to provide novelty and value to their customers. The brand's commitment to innovation and customer-centric approach has contributed to its success.

Keywords
restaurant technology, Taco John's, mobile ordering, loyalty programs, guest experience, communication, limited-time offers, innovation

Takeaways

• Taco John's has been using technology to enhance the guest experience and improve communication.
• They prioritize putting the guest first and continually gather feedback to improve their app and offerings.
• Limited-time offers (LTOs) play a crucial role in providing novelty and value to customers.
• The brand's commitment to innovation and customer-centric approach has contributed to its success.

Sound Bites

• "The very first time that we sent a mobile order to a restaurant was probably one of the most exciting moments of at least my career in restaurant tech."
• "Our guests are just extremely loyal to potato lays. I don't know if you've ever seen the comments online. It is, it's just unbelievable how committed they are to, uh, to great tasting potatoes at Taco John's."
• "The amount of work that goes into those LTOs, I mean, from the conception part to the, you know, the ideation to actually bringing it to life, getting it into our restaurants in the test phase. I mean, those are like, it's like six months to get an LTO into, into production."

Chapters

00:00 - Introduction and Background

03:04 - The Role of Technology in Marketing

05:24 - Customer Communication and Marketing Solutions

08:25 - Putting the Guest First: Training and Feedback

10:25 - Loyalty Programs and Incentivizing Repeat Purchases

12:57 - Gathering and Acting on Customer Feedback

16:06 - The Importance of Limited-Time Offers (LTOs)

22:06 - Innovation and the Future of Taco John's

22:56 - Conclusion