Differentiation is the act providing a point of difference and it is becoming the increasingly popular secret weapon in restaurant marketing. We are seeing a lot of successful restaurants who are moving away from cuisine as differentiation towards much finer types of offerings. If you look at cuisines, such as Mexican, Thai, Indian, Burger or Fish and Chips, there is usually a lot of competition within the local area. By differentiating, you increase the acttractiveness to a more defined target market. This is something that we see a lot of our restaurant customers asking us about and we know that restaurants are increasingly picking targeted markets are aiming for those markets through differentiation.
The differentiation can be around time, product, price, experience. Differentiation can also involve target multiple groups. Some restaurants do a great job of this with their Search Engine Optimisation and we see a significant increase in the amount of traffic that these restaurants receive. Think Gluten Free, Family Friendly, Vegetarian as the most basic types of differentiation and go from their to take your restaurant marketing to the next level, because the more differentiated you are, the more excited your target market will be to find you and the more likely they will be to share with people in their social circle also in that target market.
David Zhou’s Oriental Tea House does an great job of being the No 1 Tea House in Melbourne. Great Food combined with the Tea House marketing ensures that the restaurants are often full.