PigOut Austin Marketing Guide

www.pigoutaustin.com

utpig everything you

need to knowabout marketing your restaurant

in austin



it’s all about your brand.


and a logo is not your brand.

a brand is ‘wHat you do’. a great example is this: a mattress store doesn’t sell mattresses. (surprise, surprise). a mattress store sells ‘a good night’s sleep!

what does your restaurant sell? Feeling full? a social atmosphere? a good time? Convenience?

your business is allowed to convey several meanings, and while your logo sHouLd ‘hold hands’ with your meaning, what you are promising goes much

further...especially for millenials.

How do you do this?

START WITH YOU!branding takes the owner being Very interactive with their strategy. it

starts with how you hire and what you look for in your staff.

if your restaurant represents ‘having a good time’ like a bar or tavern, your staff should be outgoing and have the attitude of ‘giving a good time’ which means not being afraid to interact with customers, being

easy to order with, and a staff that is very suggestive.

if your brand is ‘elegance, dinner for two, and date night’ then your staff may need to be a little more calm, dressed a little nicer, and perhaps

have a softer tone of voice.

make a list.is your restaurant ‘hip’, ‘friendly’, ‘hometown’ etc. does your logo reflect

this? your menu? the colors of your chairs, table clothes, and dining packaging? think about colors...what is a ‘hip’ color or a ‘hometown’ font? those minor things are noticable to your audience. you may not

be thinking about this because as a restaurant owner, this is the last thing on your mind. but it’s these small things that make us ‘remember’ a

restaurant.

and now remember...that a restaurant cannot stay in business if you think that your job is to ‘provide

food’.no kidding, no lie. if we need food, we go to the grocery store. we

don’t go ‘out to eat’ because we ‘need food’. we go out to eat ‘to experience’ something. we want to experience ‘convenience’ of not having to cook, perhaps as a family we go out to eat ‘to experience

more together time’ without cooking taking up our time. maybe we go out to eat to ‘secure our social relationships’. if you can remember that

you are providing an experience...your restaurant now has a brand.


how do i make (more) money?

new customersno explanation needed, these are folks that have never been to your restaurant. these are the Hardest to market to, but the easiest to capture money from.


getting customers to spend more

this is the hardest to capture because your brand is most likely in place. if you’re known as the ‘cheap pizza place’ that stigma is there.

making current customers come more often

if you could get every single one of your customers to eat at your restaurant an extra day a month, you’d double your sales...sounds easy?

customers bring friends/word of mouth

this is the easiest marketing but the hardest to put into place. it’s easy to market to current customers that they can have a party, but these groups are hard to find.



so how do you get new customers?

how do i market to new people who move to austin?

okay, so menu distribution doesn’t work?

PigOut Austin...

that’s a problem...the apartment community is gated, won’t allow me to put a flyer on the counter, or the menu gets thrown away...

we’ve already gathered that somewhere between 110 and 157 NEW RESIDENTS move to Austin every day! this is your obvious crowd.

the easiest way? distribute your menu to every single apartment complex in your immediate area.

yes, menu distribution DOES work! but it has to be done correctly, otherwise, everyone just wasted time and money.

is nicer, cheaper, and gives your restaurant brand association. it’s a guaranteed hand-off to new residents. we offer BOTH print and digital access for your restaurant...print visually catches their eye...and then points them to your restaurant digitally.

it’s fairly inexpensive compared to your ‘free’ methods of marketing, it also stands out and offers a positive experience to your restaurant before they even get there!

yes. i don’t care what management says. the first thing that happens when you need counter space is menus get tossed. and many apartment complexes don’t allow you to put your menu on the counter because it makes the place look junky. did you offer them a gift card in exchange for helping you? sorry, but you just wasted your gift card.


who is your target marketmillenials.

#2 best city for millenials.forbes magazine

...according to a recent Nielsen survey, 62 percent of millennials prefer to live in urban communities where

shops, restaurants, offices and sources of entertainment are right outside their doorstep. The top market for

millennials is Austin, Texas...That’s almost 1.2 times the average concentration of millennials in other cities.

goodlifeteam.com



traditional marketing reaches everyone

traditional reaches everyone - you can buy online ads based on geographic location, but nothing beats door to door delivery. magazines still get you big glossy attention

with people who have learned to tune out the barrage of information online (or even use adblocking software). our magazine also has continual glance-back and shelf life!

digital and traditional are complimentary - one sort of marketing does not exclude the other, so feel free to

put your social media links on your menu and promote pictures of your magazine ads on your social media sites.

(and we do that too!)

our menu guides are handed to eVery singLe new resident in your ‘zone’ when they get their keys.

apartment complexes Like the guide because it reduces clutter on their counters and they don’t have time to

answer questions to ‘new residents’ about ‘where to eat’. not only that, but we print extra guides because current

residents felt jealous and left out and they wanted a copy too!

“How austin became the best millennial City in the u.s.”

mic.com

According to a new report from Money, Austin is the best city in the U.S. for adults ages 20 to 34. The financial publication assessed the country’s large metro areas based on job growth, affordability, and availability of amenities and recreational opportunities. The results were narrowed down to one city per state, and the top five were ranked based on their millennial populations, putting Austin at No. 1.money magazine


Dining Out: millennials, between the ages of 20-35, dine out more frequently, making their wants and needs in the restaurant industry relevant. While they aren’t spending tons of money in these settings, millennials gather in restaurants to get together with friends and enjoy a night out. disposable income levels make it hard to spend money out, but they do like to get out from their living situations and have fun. 41% of millennials purchase food at least twice a week out, which means that restaurants should have a menu and ambience that is fitting for their clientele. this generation presents themselves in a unique distinctive way, making some places one of a kind. Considering that millennials fall into the range of being either health conscious or not, cravings are important which could lead to more adventurous options. technology is becoming increasingly popular, allowing millennials to review menus before ordering and/or deciding where to eat – adding to the social inclusion and sharing it with their network.

do you know who’s buying?millenials.

according to beyond.com:



what does that mean?that means that if they can’t find your menu, they’re

not going to eat at your restaurant.

what about putting my menu on the counter at a local business?

STIll NOT fREE.the cost of paper + the cost of ink +

the cost of your gas and time driving to local businesses to put your menu =

more money than you think.

average cost of a color copy (staples, kinkos, office max, and

home printer) = $0.45

If you have an account, MAYBE $0.29 per copy if you print over

1000 copies at a time

and...if a millenial doesn’t like the way it looks, they’re throwing it out. it has to look nice and look ‘valuable’ and still be cheap to

them if they’re going to pick it up.



Pigout austin...puts your restaurant in front of

millenials who are new to the city. first through your menu, and then

through your website.


don’t spend too much time or money advertising more than 9 miles radius to your restaurant. if it’s too expensive to get there or if it takes too long to get there, they most

likely won’t go.

Not only is social media a driver, online presence is especially important today if restaurants are looking to be relevant to a younger audience. According to Technomic, 59 percent of Millennials say they review menus often or very often, and 19 percent do so using a mobile device. Additionally, Datassentials determined that Millennials are far more likely to use technology to decide where to eat... “Millennials are a particularly important target because they are more likely to try new foods and new places to eat,” says Jack li, managing director, Datassentials.

millenials eat'close to home'


at Pigout austinwe know that millenials like to stay close to home...so we’ve divided austin into zones and each menu guide is different for each

zone...that way you’re not advertising your business to someone who is over a 30

minute drive away.



what about social media?

completely necessary. but don’t worry...we can help with that!

no, we don’t do it For you. you still have to manage your own facebook page (and if you don’t have one, you need one). but Pigout austin is going to offer a ‘newsletter blasts’ to the new residents that ‘talk about’ new restaurant openings, fun ‘events’ that your restaurant might be having, or even offer up a coupon or two!



still wondering how to make (more) money

gETTINg cUSTOMERS TO SPEND MORE

take this opportunity to join PigOut Austin and perhaps ‘revamp’ your menu. You don’t have to change your menu, but this might be a

good time to re-introduce items on your menu and make them more visible...and pick higher price point items! Include a vast array of

price points, but if you have an ‘indulgence item’ that you’d like to push, put it on the menu.


making current customers come more

oftencreate loyalty by putting yourself in front of millenials more often. our menu magazine has a shelf life...it’s printed on strong magazine paper, with a thick cover, and is glossy. this guide is kept around for 3-4 months and is a ‘go to’ guide when people have a craving. the menu guide creates consistency for your restaurant and is also constant ‘visual awareness’ and a reminder that you are a ‘good place to eat’.

customers bring friends/word of mouth

use the menu guide as a way to market services that make you stand out! mention that you’re oPen Late or that you are dog FriendLy. Perhaps you offer a fantastic happy hour! these are all things that matter to millenials.


PigOut Austin Marketing Guide

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