If you're looking for a special edge, as most other businesspeople are these days, you may be thinking how you can set your eatery apart from all the competition in your locale. Maybe you need something to set your standards of service, to define your menu choices or to bolster the ambience that you present to customers.
Over the years we have seen any number of restaurant gimmicks come and go. Sometimes an entrepreneur will base an entire project around a gimmick, such as the Planet Hollywood chain of venues, for example. Some of these angles can be less subtle than others and as such they have a limited lifespan. Clearly, the trick is to come up with an idea that is both innovative and has longevity.
If you have been able to come up with some restaurant gimmicks of your own, it is probably a good idea to bounce them off your trusted confidantes and advisors. When we are involved so much with our business from day-to-day, we often do not have a neutral perspective and this is where trusted advisors would be so important. Don't be afraid to let them pour cold water on your ideas, if need be.
There are plenty of professionals who have considerable experience in restaurant marketing and should be consulted in this particularly difficult arena. Don't think that you have to go through the school of hard knocks just to establish yourself in the industry, as this can be an expensive way to go about it. Remember that when you have done touring other establishments, researching books and magazines for restaurant gimmicks, go through a full analysis before you move forward.
A smart restaurateur will realize that restaurant gimmicks have their place but must make sense within the overall promotion of your business. If you're not careful when introducing your ideas, they may be seen as cheesy or simply a way of trying to squeeze extra dollars out of visitors. There is clearly a fine line between a great idea and something born out of desperation!
Restaurant gimmicks may be a good idea, but there is a certain negative connotation around the very phrase, so be careful. By all means consider something that involves a new trend in society, but always be subtle. It might not be such a good idea to follow the lead set by Kentucky Fried Chicken, to try and change their very brand to Kentucky Grilled Chicken overnight!
Restaurant gimmicks can be fun and there's a lot to be said for not taking them too seriously, either as a business owner or as a customer. If you strike the right balance then you can provide a number of potential talking points for your visitors, as hooks to get them to come back or to attract people through word-of-mouth.
When people go out to eat with friends, they are looking for escapism and not just a place to eat food. As such, you can use restaurant gimmicks to enhance their time so long as you do it carefully.
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