NPL had their last client meeting two weeks later. The following were our final proposed ideas:
Repositioning – Consider changing the theme of the restaurant to something that the patrons can identify with. While paintings by Jonathan Green may be beautiful and colorful, the people in Hampton, SC may identify with more traditional art. Pick pieces that can help to generate a local atmosphere.
Change the look and possibly the items offered in the menu. Not everyone is going to be interested in having fresh New England clam chowder, but they might be interested in simple shrimp and grits.
Qualitative marketing research – A simple questionnaire or even non-focused face-to-face discussions with her patrons while they are eating could provide powerful insights. From what patrons like and don’t like to community groups and how her restaurant could become involved.
Community outreach – NPL strongly suggested that she become involved with the local schools, farmers and government officials. She could offer the restaurant as a meeting place or possibly special discounts for target groups. NPL thought that it would be a nice idea for the home economics class to have a lock-in at the restaurant to learn about cooking.
The client stated that while these were all good ideas that they simply didn’t have the time or money to invest in these changes.
The restaurant eventually closed and the client returned to Charleston to manage a successful five star restaurant.
Sometimes location can be very important, but other times a poor location can be just as bad as no location. Think about that the next time you are organizing your offer or looking to open a new location.
Soon to come… How product placement and location can be used to be brilliant for your audiences.