Your business is set up and ready to go. What now? Now is the time to let others know who you are and what you do.

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3 Your business is set up and ready to go. What now? Now is the time to let others know who you are and what you do. It is time to sell yourself. This booklet outlines some quick tips and hints to help you achieve business success. They are generic tips but with a bit of creativity can be adapted to your individual needs. For other information to assist your business: greaterdandenong.com/business

4 MARKET ING PLAN Do you have a marketing plan (complimenting your business plan) which addresses ways to promote your business? If you look online you will find lots of examples and templates to help you on your way. Do you have an allocated budget to implement your marketing plan and promotion of your business? HOW T HE VENUE LOOKS Does your business have signage that is easy to read with the address and street number clearly displayed? This helps customers locate you if they haven t been there before. First impressions count. Are the windows clean, especially the entrance door where people leave greasy finger marks? Some customers use this as a guide to the cleanliness levels of the business as a whole. When customers walk in the door, are they greeted with enticing cooking smells? Nothing beats the smell of freshly baked or cooked food. Who has been to a major hardware store and made a snap decision to buy a sausage in bread because of the enticing BBQ aromas?

5 Remove any old newspapers, keep it fresh just like your food. Remove unnecessary or out-of-date signage to avoid any confusion.

6 Communicate with your customers and interact with them during the meal. Checking in that they are happy with their meal is always a nice touch. Communicate and engage with your staff. They are an integral part of the business and can make or break your success. Have regular brainstorming sessions.

7 CUSTOMER SERVICE/STAFF Are your customers welcomed by staff when they walk through the door and served promptly? Make sure the tables and chairs are kept clean for new customers. Always remove previous customer s dirty crockery and cutlery when they leave. Do you have condiments, crockery, cutlery, serviettes, water and glasses available or do you deliver this on the customer s arrival? Customer service is important in making a good first impression and ensuring repeat custom. Train your staff to understand the menu selection be knowledgeable about products and what the specials of the day are. Upselling is part of prompting customers to order additional items. A well-known food chain always asks if the customer would like to add something else to their order Did you want fries with that? So think of your up sale items e.g; Would you like a drink with your meal? Use upselling of products, like a large coffee versus a regular size. Give incentives for them to return, e.g a loyalty coffee card that gives the customer a free coffee after they have purchased 10. Have a selection of on-sells for a meal like garlic breads, salads or cake with a coffee order. Ensure you and your staff make a great first impression. Always welcome customers with a smile and ensure staff present a happy and positive demeanor. Do you have a uniform for your staff with your business name? This is a great way to set a standard dress code, present a professional image and promote your business name.

8 WEBSIT E & SOCIAL MEDIA Do you have a website? This is often the first impression people have of your business. Make sure all information is accurate, any photos or images are high quality and taken by a professional photographer. It is also important you include up-to-date opening hours, your location and contact details. Make sure that you have a reliable company setting up your website. Websites are best set up by a professional but can be updated yourself. It is important to check what ongoing costs may be involved to ensure your website is well maintained. If you have a website, ensure that it is readable on all devices including tablets and phones. Also make sure content is regularly updated to ensure your customers are receiving accurate and timely information. Encourage people to tell your story on social media. Add a personal touch by getting staff and customers to participate. Promote user-generated content on social media. Get your customers to help sell your business and promote you. This can be achieved by offering an incentive for people to share a post about your business. Always check simple things (including spelling) when approving content for your website, social media and for printed material. It might sound simple, but make sure your phone number, opening hours and address are correct. Time and money will be wasted if you have to reprint brochures, not to mention you might lose potential customers if the phone number they are ringing is wrong. Maximise your exposure on Google for free, go to Google My Business. Set up Google alerts for your business name to keep tabs on who s talking about you online. Share any positive press your business receives on your website and social media channels or put on display at the venue. Make sure your online menu is accessible and easy to read.

9 Use social media platforms to promote your business. Like your website, ensure any images are of a high quality and are eye-catching. Offer coupons and promotions online, through your website or through services like Groupon, Living Social and Scoopon. Make use of online delivery services to get your food in the hands of hungry customers, e.g Menulog and UberEats. Consider online reservation tools for your business. Investigate how you can be listed on free sites including Zomato (previously Urbanspoon) Bing, Australia Good Food Guide, Trip Advisor, Sensis (Yellow Pages, White Pages), True Local to name just a few. Consider setting up business profiles. This can be done on Linkedin, Facebook, Twitter, Instagram and Pinterest. Always politely respond to negative feedback. Information or photos should be current and interesting.

10 Presentation should be paramount. Think about the way your food looks when it is photographed and shared on social media. Would it entice you to come and visit? Start a blog for your restaurant. Share successes, funny stories and a day in the life of type content. Humanise your business and get people to know you. Reach out to food bloggers or local media who might want to review your restaurant. This could be around a special event that you are participating in or at the launch of a new seasonal menu. Be consistent with your business branding so that people begin to recognise you. Think about some of the most successful food outlets and restaurants. People see their name and logo and immediately know what they sell and represent. If you are on social media ensure you have someone monitoring it daily. This ensures you respond promptly to any customer enquiries or feedback. Social media is about two way engagement. Not only should you ensure you post regularly, you should also ensure you have a way for customers to engage as well. Think about introducing a happy hour (food or drinks) on days or at times your business is often quiet. Promote this through your website and social media. Give people an incentive to visit. Offer an Instagram photo of the day. It is great to feature a popular dish or a new dish on your menu.

11 ADVERT ISING & PROMOT ION Have you created printed collateral for your business? This could include everything from printed take away menus, business cards or brochures. This is great when networking and for brand recognition. If it is a seated service, slip your business card or any promotion of upcoming events in with the bill. Give your business cards to family and friends to spread the word. Have a bowl near the cash register and invite people to leave their business cards. If people don t have business cards, ensure that you have paper and pen so that they can participate. Each month you could draw a winner and they receive a free meal or a discount. Promote the winner s name, (not address) on social media. newsletters should be limited to promoting events or activities. Keep information concise and relevant or they will unsubscribe to you. Create a magnetic sign made for your car with details of the business. This is fantastic mobile advertising. Investigate how you can participate in local festivals. Check in with Council s environmental health team to find out the steps as a food business of the requirements to participate at events. Create a referral program for your existing customers and reward them for referring new customers. This could be as simple as providing them a free meal or complimentary drink next time they visit. Participate in local events by donating a prize. This helps create goodwill in your local community and brand recognition of your business at the event. Source your ingredients from local businesses and let your customers know. Customers love businesses that are a part of their community.

12 Look at ways to attract new customers. Consider advertising in neighbourhood watch newsletters or school newsletters so people know you exist. Work with local real estate agents and offer them vouchers for new residents when they purchase a home in the area. This is a great example of working together to raise both your profiles. Everyone is looking for something quirky when it comes to food brands/venues. What sets you apart from your competition? Consider hosting theme breakfast, lunch or dinners. This can be timed around yearly events such as St Patrick s Day, Christmas, Australia Day, cultural celebrations or special recognition days. Encourage organisations to host corporate meetings at your business. You could offer discount prices to entice them in and you may find many will return for lunch or a coffee down the track. Do you have space on the footpath to put out tables and chairs? This gives passing customers a cue that you are a food business and when you are open. Check with Council what permits you require. If you have quiet nights, would you be happy to close your business for private functions? Consider your regular customers and weigh up if it would be a new revenue stream. Consider encouraging group bookings by offering a package deal per person. If you have group bookings at your venue, e.g birthday parties, acknowledge them on arrival with a chalk board or personalised poster greeting to make them feel special. Does your menu cater for dietary requirements or have healthy food options? This is very important for potential customers who have allergies or special dietary requirements. Acknowledge charity fundraising events and do some fundraising of your own. People will often feel more inclined to visit your business if their custom is also for a good cause. Events like the Biggest Morning Tea in support of cancer research is a great place to start.

13 Let all accommodation venues know what you have to offer. Consider a database of potential groups and organisations in the local area that you can keep in regular contact with letting them know of special events coming up. Make sure you have permission to add them to your database first though. Word of mouth is FREE advertising. Happy customers are your biggest advocates. Do you have information on the tables promoting upcoming events or specials? This is a great way to promote future events and get people talking about your business. Think about who your target market is and tailor your promotion and events around them specifically. If your business is family focused provide colouring in sheets and pencils to keep the children busy and happy encouraging the family to stay longer at your business. If you have the room, have a wall where you display artwork that young customers have created. Perhaps you have a monthly prize for the best colouring in. Offer value add-ons. Perhaps with every adult meal purchased you offer a free kids meal. This could be on a quiet evening to encourage more customers.

14 Are there large office blocks or businesses close by where there are a large number of potential customers located? Most of these offices have social clubs so you could offer them a discount for after work drinks or end of year functions. If you want to attract new customers think about ways you can introduce your business to them. Perhaps drop off some food samples for morning or afternoon tea one day and leave multiple business cards or printed promotional material. Talk to your suppliers if you want to run package meal deals. They may be able to offer a discount on particular produce or beverage if you are going to be buying a larger quantity of one product. Consider taking phone orders or delivery of lunches to nearby businesses. This helps promote bulk orders and guaranteed business for the day. If you are considering a menu change we suggest asking your customers what they think. Trial the new dish on your specials board or provide a complimentary small sample of the dish to gauge a response. Consider seasonal menu to utilise fresh in season produce. Reassess your menu to ensure you are offering dishes that appeal to customers, removing any that are rarely ordered. Attend meetings of professional groups to network with potential customers e.g Greater Dandenong Chamber of Commerce, SABA, Foster Street Traders Association, SEBN etc.

15 Provide Council s Economic Development Unit with your details so you are kept up-to-date on what training, workshops and seminars are available locally. As a local business most are free to participate. Start a birthday club with your customers. Any customers who join get a special treat on their birthday. This could be as simple as a free coffee or dessert when they dine with you. Think about what ambience you are creating. If you are a business open in the evenings perhaps investigate having live music once a week or month. If you only have sit down options why not consider take home options for those people short on time. Research other food businesses, including your competitors and see what they are doing well. Sometimes there is no need to reinvent the wheel. Sponsor a local sporting club or look at opportunities to put up signage at a local sporting venue. Look at entering local business awards to expose your business to a new audience. This is a great networking opportunity and if you win it is a great promotional tool. Consider corporate catering for local offices. Speak to your local Council about what food safety requirements apply. Consider letterbox dropping nearby residents to let them know who you are and what you offer. See if family or friends can assist with distribution. Keep your menu fresh and interesting. This can be done by introducing weekly specials or having seasonal menus. Reward your loyal customers and encourage them to keep coming back. It is more expensive and time consuming encouraging new customers than it is to retain your existing ones. Do you source and buy your produce locally? Do some research and see how much time and money you can save. Consider providing free Wi-Fi - this is a great way to attract customers.

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