Chinese Fast Food Marketing Lessons
Would you buy Sushi from a door to door flyer?
Or would it taste like Pu Pu?
Arrived home from work last night to find another flyer stuck to my door about a small strip mall Chinese food place. Looked at it, thought about it, and then put it on top of the fridge with 10 other EXACT SAME MENUS from 10 other China Food places.
No Differentiation.
No specialization.
Not even customization, because it is the SAME MENU with the SAME pictures and almost IDENTICAL prices from different places with almost the SAME names. CHINA WOK. CHINA BOWL. HONG KONG CHINA. CHINA GOLD.
This flyer would have been 10, 100 even 1000 times more successful with a few different elements.
#1 LOSE THE MENU!
There are 137 choices on the menu in front of me. I get it! But after a long day at hard work, the last thing anyone really wants to do is make that many decisions about dinner.
#2 KILL THE DESIGNER!
I’m all for simplicity, so crowded, jumbled, homogenized advertising is BORING and Boring is useless. The fact that each menu is the SAME with the exception of store owner panel tells me some very good salesman is convincing small business owners that 5 cents to reach somebody is a good investment.
It’s not.
You’re throwing your money away.
Stop.
Here’s how to remedy it.
ONE: Sit in front of the computer, open up a WORD doc.
TWO: Pick 1 ITEM, a bestseller and pair it with a second item, along with two side orders.
THREE: Take a digital picture of your MEAL SPECIAL.
FOUR: Insert in the WORD doc, and write a delicious description of the meal. Create an irresistible, SPECIAL OFFER. ( Could be FREE DELIVERY, could be FREE MEAL. Could be Buy this offer for $5)
The point is to tie it to something special and build value.
FIVE: God to the second page of the Doc.
SIX: Take a picture of the cook, or the owner and insert into the Doc.
SEVEN: Write about the family, the people, the history of the biz. Make the name of the Business BOLD and BIG and PUT ALL WAYS TO CONTACT the COMPANY.
EIGHT: Place a TEXT BOX with a FREE OFFER at the bottom of the second page. (IF THE CUSTOMER JOINS A CLUB [enters their e-mail address] THEY GET A FREE APPETIZER OR MEAL)
Print them up. Now you have a 2 sided flyer. Offer a meal to someone to take them door to door in a local neighborhood. Print up 200 copies at .04 cents each and your cost is $8. If one person responds to your ad, you’re turning a profit.
But when people respond, and they will respond if your offer is GOOD ENOUGH, be sure to collect their name, address and e-mail address.
This is a simple method to measuring response on your marketing effort.
It also builds your BRAND in the mind of the consumer and sets you apart from your competition. Once you have selected one neighborhood, expand to a second neighborhood.
But don’t forget the FIRST neighborhood! Create a 2nd flyer using the exact same template but a different offer and print it up.
You can create as many meal specials as you can think of which makes the possibilities endless, BUT I RECOMMEND you do eight flyers and experiment with your fast growing customer list via e-mail.
Now I have 15 more methods that will add thousands of dollars to your bottom line, and turn your small business into a big cash cow.
But before I share those with you-
You don’t have to own a Chinese Food restaurant to employ those simple techniques to gain more customers- it works for any café, restaurant or business- ITALIAN - PIZZA - WINGS - STEAKS -
the possibilities are wide open.
So do you want to know how to dominate your customer’s mind and be first on their list when they are thinking about eating out?
Then send me an e-mail and let’s start talking.
Or would it taste like Pu Pu?
Arrived home from work last night to find another flyer stuck to my door about a small strip mall Chinese food place. Looked at it, thought about it, and then put it on top of the fridge with 10 other EXACT SAME MENUS from 10 other China Food places.
No Differentiation.
No specialization.
Not even customization, because it is the SAME MENU with the SAME pictures and almost IDENTICAL prices from different places with almost the SAME names. CHINA WOK. CHINA BOWL. HONG KONG CHINA. CHINA GOLD.
This flyer would have been 10, 100 even 1000 times more successful with a few different elements.
#1 LOSE THE MENU!
There are 137 choices on the menu in front of me. I get it! But after a long day at hard work, the last thing anyone really wants to do is make that many decisions about dinner.
#2 KILL THE DESIGNER!
I’m all for simplicity, so crowded, jumbled, homogenized advertising is BORING and Boring is useless. The fact that each menu is the SAME with the exception of store owner panel tells me some very good salesman is convincing small business owners that 5 cents to reach somebody is a good investment.
It’s not.
You’re throwing your money away.
Stop.
Here’s how to remedy it.
ONE: Sit in front of the computer, open up a WORD doc.
TWO: Pick 1 ITEM, a bestseller and pair it with a second item, along with two side orders.
THREE: Take a digital picture of your MEAL SPECIAL.
FOUR: Insert in the WORD doc, and write a delicious description of the meal. Create an irresistible, SPECIAL OFFER. ( Could be FREE DELIVERY, could be FREE MEAL. Could be Buy this offer for $5)
The point is to tie it to something special and build value.
FIVE: God to the second page of the Doc.
SIX: Take a picture of the cook, or the owner and insert into the Doc.
SEVEN: Write about the family, the people, the history of the biz. Make the name of the Business BOLD and BIG and PUT ALL WAYS TO CONTACT the COMPANY.
EIGHT: Place a TEXT BOX with a FREE OFFER at the bottom of the second page. (IF THE CUSTOMER JOINS A CLUB [enters their e-mail address] THEY GET A FREE APPETIZER OR MEAL)
Print them up. Now you have a 2 sided flyer. Offer a meal to someone to take them door to door in a local neighborhood. Print up 200 copies at .04 cents each and your cost is $8. If one person responds to your ad, you’re turning a profit.
But when people respond, and they will respond if your offer is GOOD ENOUGH, be sure to collect their name, address and e-mail address.
This is a simple method to measuring response on your marketing effort.
It also builds your BRAND in the mind of the consumer and sets you apart from your competition. Once you have selected one neighborhood, expand to a second neighborhood.
But don’t forget the FIRST neighborhood! Create a 2nd flyer using the exact same template but a different offer and print it up.
You can create as many meal specials as you can think of which makes the possibilities endless, BUT I RECOMMEND you do eight flyers and experiment with your fast growing customer list via e-mail.
Now I have 15 more methods that will add thousands of dollars to your bottom line, and turn your small business into a big cash cow.
But before I share those with you-
You don’t have to own a Chinese Food restaurant to employ those simple techniques to gain more customers- it works for any café, restaurant or business- ITALIAN - PIZZA - WINGS - STEAKS -
the possibilities are wide open.
So do you want to know how to dominate your customer’s mind and be first on their list when they are thinking about eating out?
Then send me an e-mail and let’s start talking.
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