The Beauty of Independent Restaurant Owners

By Jenny Brooks

Do you read Seth Godin’s blog? He writes about marketing for all types of businesses with an eye toward cutting through the BS, orginality and not just going through the motions.

The post that I’m directing you to is about what tiny businesses do well. The line that really spoke to me is under No. 5, the one that closes out the post:

“So, don’t pretend you have a policy. Just be human.”

When I read that I immediately thought of independent restaurant owners.

There are so many reasons people patronize independent restaurants, one of those being that customers aren’t numbers, but people. It’s all about authenticity – in your service, your prices, your menu, your ingredients, what you offer.

If you treat them as people, with authenticity, you’ll keep them forever. Consider their complaints and frustrations your own. Remember their dollars are your dollars. If they’re not satisfied, forget your “rules.” Do what needs to be done to satisfy. That’s the beauty of being an independent restaurant owner. You have that flexibility.

And this also comes in handy when you find yourself faced with an opportunity to avoid bad publicity. Your customers are your best PR, so if you bend to accommodate them, they’ll spread the word. They’ll tell their friends. Treat people as individuals and your PR will benefit.

Jenny Brooks is a public relations professional providing expert and strategic tactics for businesses trying to increase awareness about themselves and their products. She is also the editor of SMART Systems Insider, a monthly newsletter from Restaurant Expert David Scott Peters. Questions about PR and how she can help your restaurant? Email her.