Consumers now have more choice than ever before. We are wired to seek out the “EST”- the FastEST, the CoolEST, the CheapEST, the NewEST, the BiggEST. Why would anyone waste their time/money on a third rate option?
Taking my children out, I go to the kid FriendliEST. Some seek out the HealthiEST, while others, the GreenEST. We all have different needs and preferences, but when spending our precious dollars, we feel we deserve the bEST!
The busiest restaurants we work with not only understand their EST proposition; they build their businesses around it.
Typically, businesses that are underperforming do not have an EST Concept. Or, they have one but don’t execute it. OR worst of all, they think they have one, but the market disagrees.
Just because you claim that you are the “EST” does not make it so! Want to find out if you have an “EST Concept” and/or what it is? (I warn you, you might be shocked!)
Send an off-duty staff member or friend out to 10 other businesses in the area (the gas station, the jewelry shop down the street, etc). Tell her to act like a tourist, asking others why she should or shouldn’t visit your venue. Have others describe YOUR offer. Then, have that same person play the tourist role again, and ask 10 of your customers, as they walk out the front door, to help her make up her mind as to whether or not she should making a booking at your venue that evening.
Have her write down all of the responses and return them to you. Within 90 minutes, you could find out exactly how the market views your offer – your EST Concept.
Share your thoughts or results in the comment section below,