How to Get All the Customers You Will Ever Need for Your Restaurant

There's the way things ought to be. And, There's the way things really are. It ought to be that you open your restaurant and your food and service are so good that all your competitors go out of business and you become fabulously wealthy.

And, there's the way things really are. You open up. Your food and service are unsurpassed. But, your competitors don't skip a beat. And, you realize - you don't even have enough left over at the end of the month to put gas in your car.

What happened?

Well, for starters, you were so obsessed and caught up in getting your place open that it became an obsession, the only thing on your mind for months. But guess what? Your potential customers (you know, the ones still dining at your competitors) don't have any idea that you even exist.

While you've been buying grills, ovens, and tables. They've been paying their mortgage, picking the kids up from soccer practice, and watching TV. Your new place is not important to them. They don't care. Not yet anyway.

And maybe now you're in the right frame of mind to really appreciate what I'm going to tell you right now. And it is profound.

Marketing is the only activity that generates cash for your business

That's right. I want you to burn that into your brain right now. Think about it... your employees are an expense. (Just ask your accountant). Your walk-in full of food is an expense. Your lease payment is an expense. In fact - everything in your business besides marketing is an expense, a cost, or a liability.