
Guest Acquisition and Restaurant Offers that Work with Matt Plapp (Part 1)

Matt Plapp is one of the foremost restaurant marketing experts in the world, CEO of America’s Best Restaurants, Repeat Returns, and author of many books including his latest: The RGA [Revenue Generating Activity] Guide for Restaurant Owners. In part 1 of at least 2 parts, I chat with Matt Plapp on the blueprint restaurant owners can follow to build their marketing machine and the power of restaurant offers that work.
Introduction to Matt Plapp
Matt Plapp is a man of many talents, both a mentor and an inspiration to many. With his recent book, the RGA Guide for Restaurant Owners, Matt dives deep into his experiences as the CEO of Restaurant Marketing That Works and America’s Best Restaurants. He also hosts multiple podcasts, including Restaurant Marketing Secrets, where he shares his industry knowledge and insights.
His recent foray into software has seen him acquiring Repeat Returns as its CEO. The opportunity to leverage his experience and implement effective marketing strategies for restaurant owners excites Matt. This conversation reveals his recipe for the ultimate restaurant marketing machine.
Blueprint to the Ultimate Restaurant Marketing Machine
Matt shares his expert take on two primary themes. The first is based on the creation of an effective restaurant marketing blueprint. This blueprint aims to help restaurant owners systematically implement their desired marketing strategies.
The second part dwells on a list of seemingly random yet insightful questions that touch on restaurant marketing from all angles. Matt encourages rapid-fire queries that can help uncover new opportunities for restaurant owners.
Three Essential Areas to Stop Losing Money in Restaurants
Firstly, Matt identifies in-store marketing as a crucial area for restaurants to focus on. The opportunities to make money are often overlooked, leading to loss of potential profits. Matt shares a compelling example of how an intriguing contest using a QR code proved effective for a restaurant owner during apple festival season.
Secondly, outsourcing marketing strategies can be a boon for restaurant owners. Leveraging experts can ensure that the restaurant’s marketing isn’t just operationally sound but also returns a promising ROI. Trying to do everything in-house often means missing out on specialist knowledge and ending up wasting money.
Lastly, proactively engaging customers within the restaurant, through well-trained employees, can substantially raise profits. By rewarding customers with something that may initially incur a loss, businesses can ensure customer loyalty, resulting in long-term gain.
Spend Smart: Know Where Your Advertising Money Goes
Often, restaurant owners spend money advertising through various media, not realizing that there’s a better way. Matt insists that it’s worth investing in digital advertising with Facebook and Instagram, where you can specifically target ideal customers in your vicinity. Such a targeted approach ensures that you get more value for every dollar you spend.
Creating Irresistible Offers for Maximum Engagement
To get more new guests, Matt recommends paid Facebook and Instagram ads that leverage direct calls-to-action for an irresistible offer. Being specific and direct with these offers can bring substantial results, as Matt shares from his experiences. A hearty free dish or a buy-one-get-one-free offer can successfully attract customers in to experience the restaurant, and if they enjoy their visit, they’re likely to return and potentially become regulars.
In Conclusion
From mastering the art of leveraging social media to creating irresistible offers, understanding marketing spends, and creating effective in-store experiences, Matt Plapp’s blueprint to the ultimate restaurant marketing machine offers restauranteurs eye-opening insights. Implementing these steps with dedication and consistency can significantly transform any restaurant marketing strategy from being average to extraordinary.
After all, Matt asserts, “Restaurants need to get out of the world of thinking they are there for food; they are there to market and sell. Because if you have the greatest food ever, the greatest location ever, but you suck at marketing and selling, it doesn’t matter.”
Connect with Matt at MattPlapp.com.