restaurant named Dow Jones was attempting to capture business
professionals, and was getting nowhere. So they hired a
consultant who specialized in turning around failing restaurants,
and that consultant hired Outpost to develop and execute
the marketing strategy.
common mistake marketers make is to try to be all things
to all people, to make sure they leave no one out in casting
their marketing net. Dow Jones advertising recited a laundry
list of their menu items hoping that the people who liked
one item or another would come in. The problem with this
approach is that lumping multiple items together doesn't
allow any one of them to stand out as unique, special in
some way, available nowhere else.
was decided, therefore, to relaunch the restaurant as a
"steakhouse" and to shout "steak" from
the mountaintop. Within a year, Austin's became recognized
as one of the top 3 steakhouses in the Twin Cities. Steak
was the "hook" that got people's attention and
that became the focal point for choosing this restaurant.
Once inside, steak was only 30% of the total revenue, but
it got people in the door to order the other menu items.
strategy increased revenue +20% over what it had been under
the "Dow Jones" approach.
Year II, management wanted to let people know that their
seafood was also exceptional, and this led to "Seafood
That Rivals Our Steak," a head line which had persuasive
meaning because the reputation for steak had been hammered
for a year.
generated another +15% increase.
moral of the story is to focus on single components of your
total offering, one at at time, sequentially, rather than
try to jam everything you've got at people in one breath.