One of the most important things every business should have is a differentiator. Every successful business has at least one of them. As you probably know, a differentiator is something that sets you apart from the competition. It’s one thing they don’t have. One thing that’s attractive to your customers and diners.
It's a reason why they would choose to come and eat at your restaurant rather than one of your competitors.
It still surprises me that business owners don’t dedicate enough time to being different because it can help you to significantly increase sales (and profits) and so should play a big part in all your marketing tactics and strategies.
Yes, admittedly, finding that "gem" of a differentiator can sometimes be challenging but, the fact is, if you have a strong differentiator you are many times more likely to be more successful and, more importantly, you give yourself the ability to make more money (by the way, if you register for our FREE ‘SELL MORE STUFF Challenge’ you’ll get free easy -to-follow templates on how to create a powerful differentiator)!
Using "Speed" as a Differentiator
So, what I want to do today is tell you about using "speed" as a differentiator. First, let me quickly summarise why having an effective differentiator is very, very important—I would go as far as to say "compulsory" - especially if you’re looking to grow and increase your sales…
- If your customers don’t have a reason to choose you above your competition, price becomes the significant determining factor
- Without a differentiator your meals could be seen as a commodity—the result is to drive down the price and significantly reduce margins.
- You can’t create price elasticity without a differentiator. You want to be able to charge HIGHER prices and it’s challenging without one.
- Attracting diners is made much easier with a differentiator. It elevates your offering from “me too” comparisons.
There are more, but these are enough to explain why it’s important to have a differentiator.
And if you’re struggling to find one, SPEED is something any business can use as a differentiator.
Our lives are moving at a greater pace every day. We all have less time. We want things yesterday, not tomorrow. And we’ll pay more to get them faster.
Here is restaurants a great example of a restaurant using speed very effectively to entice people to dine with them. This works especially well during lunchtime, when most people have less than an hour to eat...
Many very successful businesses have been founded on the principle of speed… give the customer quick delivery, quick service, quick results and they’ll love you for it. FedEx, Domino's, Amazon (note what they’ve done with Prime and how speed plays a part in their success), and so on, are outstanding examples.
Sure, you may have to alter your systems and processes. You may have the odd hiccup too, but if you can do it faster and quicker and deliver the same standard of product or service, then SPEED can be your biggest asset!
How to get more diners to your restaurant without it costing you a penny
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1. Learn to do it yourself
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