Monday, February 3, 2025
We have always tried to do things that make us stand out from the crowd. Now that Christmas is over, I am getting a constant barrage of emails announcing 50% off, or a 70% discount. Doors open at 10:00 AM for early shopping. All of those numbers seem similar in that they are nice round, lets say “Normal” numbers to entice us to action. Over the years, we have had fun by offering 22% off, or a 43% discount. Once we opened at 10:57 for lunch. Not because it made a difference but because the unique number made us memorable. People would ask why we decided to use that time to open. Truthfully, the staff didn’t care because it was only three minutes before our normal opening schedule. We’d tell the folks who asked that it made us just a little bit ahead of our competition.We actually had guests who would show up early and open the door to ask if it was 10:57 yet. Someone said that they were talking to someone about us and the individual said, “yeah, that’s the place that opens at 10:57!” He remembered that goofy little detail. So, what is the difference between giving 20% off your check or 21 and a Half percent off your check. Pennies really. But how much fun is it to announce that this weekend and we’re giving 21 ½% everything you buy. People start to associate the goofy numbers with something unique and most importantly, they remember you.In a world where there are 50 restaurants competing with you for the dining dollar, you need to do things that make you stand out from the crowd, things that make you unique. What if instead of charging $5.00 for a basket of peanuts, you charged a nickel a peanut? That’s kind of goofy, but guests will be intrigued by what $4 will get them. Instead of having a 20% happy hour every weekday, make the numbers change. On Mondays, offer 22% off. On Tuesdays, make it 19%, On Wednesdays make the third beer 62% off. The Math folks at the bar will love it, and everyone else will just find it interesting and fun. So, instead of running Happy Hour from three to six, try running it from 2:55 to 6:04. People will argue with you about the time anyway, but as long as they are coming in and having the conversation with you which means that they are spending their valuable dollars with you. And that’s the whole idea.
There is the famous song about “it’s Five O’clock somewhere”. Well, teach the staff to sing, “it’s Five O Six Somewhere. Then see if you can get the bar crowd to join in.We’re closing tonight at 9:48. Got you thinking now, didn’t I!
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Father of Five , married to the love of his life for over 40 years and a business Card that reads; “The Idea Guy”, Steve lives in a world of creativity. He attended the University of Maryland where he majored in mass communications that help to fuel that creative streak. His Foray into Hospitality and his creative ideas and concepts has allowed him to have fun all of his professional career. He has owned five award winning restaurants and that has fueled his passion for “thinking out side of the box”. His restaurants have received accolades including “Top 100 in America” and Steve was named the State of Maryland’s “Restaurateur of the Year”. Steve has a passion for Philanthropy and his Restaurant Group has helped to raise over 7 Million Dollars for Charities. He is passionate about writing, public speaking and Maine Lobster with drawn butter.