In this podcast we look at what the Key Performance Indicators (KPIs) are for your Restaurant Marketing. What gets measured gets managed, so we want to make sure that your are measuring the right KPIs in for your marketing.
Remember – you don’t want to have the best Restaurant that no one has ever heard of!
We will look at some metrics from a business and profitability point of view because they are the start of your marketing plan.
We look at how your target market impacts on the types of marketing that you need to do and also we talk about what a Restaurant customers long term customer value is, how you calculate it and how you work to increase it.
We’ll take a look at metrics for Facebook marketing, email marketing and making sure that your website is working as hard as it can to find more customers and turn them into repeat customers.
- What is a KPI?
- What are the KPIs you should be looking at?
- Profit KPIs
- Revenue KPIs
- The cost to acquire a customer.
- Restaurant Long Term Customer Value
- Web traffic by channel
- Emails in your database / open rate
- Tweet Deck / Twitterfall
- Vue de Monde Chef’s table
- Restaurant Facebook KPIs that matter
- Email marketing KPIs Open Rate, click through rate
Mentioned in this Podcast:
Saffron – a top 100 Restaurant in Arrowtown, just out of Queeenstown.
Podcast transcription on Episode 18 – Restaurant Marketing KPIs to increase your profitability
James Eling: Hey, it’s James from Marketing4Restaurants and welcome to episode 18 of Secret Sauce, the restaurant marketing podcast. Marketing KPIs for your restaurant.
James: Hey everyone, welcome back. Well, I was really, really surprised with the reaction that we had from our fish and chip shop marketing episode. I was a little bit hesitant about doing it because of the fact that fish and chip shops, they don’t really get a lot of marketing love. There’s not a lot of people who talk about fish and chip shop marketing. But the response that we’ve had from it has been absolutely amazing. Lots of emails in from people and a lot of downloads, as well. So, that’s been really exciting. And one thing that I’ve been amazing at, I didn’t realize we had so many listeners in the United Kingdom, that is super exciting.
So, yes, thank you for all of the feedback. We’ll definitely keep up all of the good work and, yeah, good luck with your fish and chip shop marketing. Incidentally though, and we did get some feedback on this, how good was the idea about real estate agents? It’s a great little idea. It’s an idea that can work for a lot of different types of restaurants, and it is one of those things that really does help to pick up those customers, particularly the ones that are going to be loyal customers with a very, very long tenure with you. And they’re the kind of customers that you want, because they’re nice and easy to get. So, a little bit of news since we recorded the last podcast.
The first one was in the United States there has been the first drone flight in an urban area, which is really exciting. So, Flirty was the company that did it and they had a drone that delivered some food and water and a first aid kit to someone in an urban environment. So, they’re the first one to get effort AA approval and they’ve done some work already in Australia and New Zealand. This is going to make a massive difference for any restaurant that does deliveries. So, we’re in two minds about what’s going to shake up the delivery space first, whether it’s going to be self-driving cars or drones. Drones may have a little bit of an edge, they’re going to be cheap I think by the time that they actually get to commercialisation stage. You know, I think you’ll probably be looking at $2,500, $3,000 which is going to be very, very cheap when you compare the purchase price of a car and the fact that you’re not going to have anyone driving it. So, you may actually be able to have two or three drones at once, which will dramatically enable an increase in the number of orders that you take, which will be very exciting.
And I know, for some restaurants, getting the deliveries out, they much prefer pick up because they can, there’s less effort in actually driving the meals out. That is the limitation. If your kitchen is running at 100% capacity then there’s no point in getting any more orders, but if it’s delivery that’s causing the bottle neck this is an exciting development. I received a really, really interesting email from Trip Advisor. And I wrote a bit of a blog article on it because I think it really is a significant concern for all restaurant owners, we talk to a lot of restaurant owners and that’s one of the big concerns is that fake reviews, reviews from people who’ve never been in the restaurant. Or, you know, really bad reviews from people who aren’t really overly educated in restaurants. So, the email from TripAdvisor basically said, “Hey, James, we know that you’re in Melbourne, would you rate the following eight restaurants for us?”
Now, the interesting thing was I’ve never been to any of those restaurants and all you do is you click on one and it takes you to a page. “What was the food like? How good was the meal? What was the service like? Do they have toddler high chairs? I don’t know, I’ve got no idea and even if I had eaten there, you know, we don’t have anyone who sits in a toddler seat anymore. So, I probably don’t know. This is one of the really big concerns about companies like TripAdvisor that solicit these reviews and, of course, they had some point scheme there so I could get 100 trip collective points, who knows that they’re worth, I don’t know. But they’re offering me 100 points in return, so I could have got 800 points by just clicking on the eight separate links and just, “Yeah, the good was alright. Yeah, it was good, bad, indifferent. Who really cares?” No real effort to make sure that it’s actually a legitimate review. I’ve spoken to some restaurant owners and I know just how stressful it is. I think the scary thing about reviews is that someone goes out and, look, sometimes they do spend good money.
So, that is one point. But they go out and, you know what, the food might be a little bit late in coming out or the kitchen may not be on top of their game. And so, they think that, you know, it’s their right then to, you know, say that it was the worst meal that they’ve ever had and they’re never coming back, blah blah blah blah blah. From my point of view though, what they don’t see is often it’s that one night that the restaurant owner has decided to take a night off, it’s the one night of the week that he’s not in the restaurant and he’s gone, you know, he’s spending some time with his family. This is a person who might be working 60, 7—you know, heaven forbid—80 hours a week, trying to run a restaurant, trying to put food on the table for his family, trying to Build his business. And that one night that he takes off he gets two or three bad reviews.
And that message is not that the food’s no good, or not that he’s running a bad restaurant. He knows he runs a good restaurant when he’s there, it’s the message is you can’t take a night off. That’s soul destroying. Before this was available, if it was that bad I did one of two things. If it was really bad, I didn’t say anything. I just never went back. Something got under my skin. If it wasn’t any good and it was worth complaining about, I would just say something. “Look, you know, the meal wasn’t very good,” or, “You know, wow, the front of house wasn’t that good tonight. You know, what was it?” You know, you can always sort of pick the person who’s running the show, and they’d say, “Look, we’re terribly sorry.” You know, they go through that process and I would often say, “Look, you know, that’s fine it doesn’t matter. I run a small business, I just wanted you to know. Here are some honest feedback. This is what I was thinking.” You know, and look, I think that that’s the decent thing to do. I think that that is the thing that we should be trying to get all of our customers to do, you know. Have a word with the restaurant. This is one of the features that we built into our websites, was to actually helps you to take the feedback from the customer.
And that way, if it’s a food review, you can publish it, if it’s a bad review then you can work on it. And one of the important things to remember is that bad feedback is not bad. Bad feedback is awesome actually, because it enables you to build a better restaurant. “What was it that you weren’t happy about? Why did you feel that way?” And you know, particularly when it’s face to face you can go that one step further. “You know, so what did you think of the menu? What did you have tonight? Why did you choose that? What did you think of it? We’re trying something new, would you come back?” All of those sort of things. That’s why it’s good and often, you know, it might be a 5- or 10-minute conversation. Because whoever’s running front of house is really keen, they might even get the chef out. “Have you got a few minutes? I’d really like you to have a word with the chef, he’d like to hear this.” That’s the way that it should be, and that’s what I sort of try and encourage is that people should have a word with the restaurant owner, rather than leaving, you know, their dirty laundry out for everyone to see which can be really bad.
But the thing that really concerned me about this TripAdvisor email was that it was inciting, I believed, it was inciting fake reviews, you know, “We’ll give you 100 trip collective points if you leave a review on a restaurant. We’ve got no idea if you’ve ever been there before, but that probably doesn’t really matter that much.” There was one little terms and conditions box and it was more, “I have no relationship with this restaurant.” Well, damn straight I’ve got no relationship with the restaurant, I’ve never been there. I’m not sure what makes you think that I’m qualified to actually write a review, but anyway. So, interesting. And hopefully TripAdvisor will sort of learn with that, because they do need to do something, I think, around making sure that the reviews that people are putting up are actually legitimate.
Lastly, we finally, finally have got the Secret Sauce app in the iTunes app store. Little bit of backwards and forwards for various reasons, but it’s finally in the app store which means that if you’ve got either an Android or an iPhone now, you can download it. Or, a tablet, you can download it from either the app store or the play store, we’ll start putting some links on the show notes and the main page of Secret Sauce. It makes it a really easy way that you can just download the new episodes when they come out, and because of the way that we produce the show, when it comes back from the producer I’ll listen to it and make sure that it’s good. It’s then good to be put up, but it then, if I haven’t been proactive which sometimes happens, I’m waiting for artwork from our graphic design team, so it might be a few days before they get that back to us especially if we’re working on some customer things. Our things always go second to the customer work, so it can be a few days. So, it’s a quick and easy way to make sure that you all get the podcast before everyone else. So, today’s topic. Restaurant marketing KPIs.
So, first off, what’s a KPI? A KPI is a key performance indicator. So, generally it’ll be a number of something. So, you’re going to go out and measure something. Why do you want to measure something? Because in any business, what gets measured gets managed. And so, we have a series of KPIs in Marketing for Restaurants, you know: the number of people who go to the website, our conversion rate, you know how many people sign up for the five minute a day restaurant marketing NBA, how many people sign up for Free Restaurant OnLine Ordering system (FROLO), how many people sign up for FORBS. And we’re always measuring that so that we can sort of test and adjust to make sure that we get our, that we’re always optimizing our processes. So, for you, they’re going to be a series of KPIs, because, and this is one of the big things that’s always been the downfall of marketing. You know, there’s the old saying% of your marketing budget works, and % of it doesn’t. The trick is knowing which is which.”
And it can be really, really hard, and the really, really unfortunate thing is that there’s a lot of people out there who, you know, marketing consultants who have come from the old fashion world where, so, back in the day when Yellow Pages was around there were people who would help you with the Yellow Pages ad. And the interesting thing was it was very hard to sort of test and measure because of the fact that it only happened, you only put one ad out a year and it was very hard. Unless you actually had a separate phone number, you wouldn’t know how many people were calling. And so, there was always that excuse then, “Well, you know, it’s just the economy’s down a bit, that’s why revenue’s down.” Or, you know, “The ad must have worked really well because I’ve done a great job on it.” The interesting thing with online is that it’s a lot easier to be accountable. So, a couple of hours ago I started running a Facebook campaign and I will know probably in three or four hours how good that campaign is. So, I’ve got the first numbers back about how expensive it is to drive someone to the website, I like to let those numbers sort of settle down a bit for a few hours, but within six hours you’ve got an idea about whether you’re running a good marketing campaign or not.
Now, if you’re looking at those sort of numbers, you get to learn what’s good, what isn’t. So, in today’s episode we’re going to go through the numbers that you should be thinking about so that you know if your marketing is working or not. And, of course, that presupposes that you’re actually doing some marketing. So, hopefully you’re out there trying all sorts of interesting and innovative ways of getting, finding new customers and turning them into repeat customers. But what we’ll do, so how do you actually measure how that’s going? So, the first one that I like is sales revenue. What is the amount of money that’s coming in? Too many people run marketing campaigns that don’t have a dollar driven objective.
Now, it may be a secondary objective, like you may want to build your community in Facebook, or you may want to do some branding. I’m not really a big fan of a lot of those things, because of the fact that you should be, for most restaurants, your call to action is pretty simple. You know, “Come and have a meal with us.” So, for most people what you want to be doing is you want to be having a clear call to action that people can understand and that works for them. That should translate into revenue.
Now, the next thing that you want to be thinking about is profit. Now, why profit? Profit, that’s the most important thing. Without profit you’re going to go down the tubes and you’ll have to close your restaurant. But revenue is one thing and, you know, remember the old saying, “Revenue is vanity, profit is sanity.” You know, you can go insane with a large, imagine, you know, working really, really hard. You’re full every night, you’re working really, really hard, extremely long hours, but at the end of the day there’s no profit. That is not an ideal situation. So, profit is an important metric, because it’s an indicator of how things like are you attracting the right customers, do they have the right spend, are they spending it on the right product? And so, you know, this comes back to one of the restaurants that we covered in Restaurant Autopsy a few episodes ago. Great little restaurant, did sort of Fijian type food, sort of Pacific Islander type food, a little bit of Indian. A few bits and pieces, they did a breakfast which was really good.
My wife, Tina, said that it was the best Eggs Benedict, she’s an Eggs Benedict fan, best Eggs Benedict that she’d ever had, she loved it there. The kids loved it, as well, they had some innovative desserts there. And the first time we spoke I said to the guy, you know, “There’s a few things that you could do better, particularly around the website,” he had a pretty ordinary website. And he said, “You know, we’re concentrating on Facebook and we don’t have any budget.” He said, “We massively over spent on fit out and we had some issues with the council, so we’re six months behind and we don’t have any money for marketing. And so, things have been going alright on Facebook.” That’s okay, we kept on going in and because he knew that I was in restaurant marketing, he’d sometimes ask a few questions. And one night, just as we were paying for the bill, I was looking at the menu and I said, “You know one thing I find interesting about the menu is I don’t know what your hero item is, I don’t know what your driving me towards. You know, what’s your highest profit margin item on the menu?” And he goes, “You know, it’s funny that you mention that because I’ve just say down this week and I’ve started running the numbers, and yeah, we need to put our prices up 30%.” And because he hasn’t done any menu engineering, he hadn’t costed any of the items, he wasn’t driving anyone to it.
So, revenue was actually pretty good, these guys were doing a fairly good job on Facebook, they could have always been, it was an average restaurant as far as revenue I think but there was no profit there, because he hadn’t costed it. He put his prices up 30 percent, and do you know what happened? Nothing. No one said, “Oh my God, it’s too expensive.” People loved it, it was a real, he built a real good community around the local area of people who liked eating there, but he’d made that massive mistake of not having costed everything out. He missed out on the fundamentals of menu engineering. So, he built a menu on very, very sloppy foundations. And I’m actually, I’m in the process of working on a podcast around menu engineering. It’s a fascinating topic, but it’s probably going to be bigger than Ben Hur. I’ve been working on this for probably four or five months now, because there is so much in menu engineering that people need to think about. But that’ll be a story for another day. But so, profit. That is something that you really need to be thinking about. Profit, profit, profit.
Now, the next thing that you want to be thinking about, if you’re spending your marketing budget is you want to tie it back to an action. So, if you run a Facebook campaign or an AdWords campaign, you’re going to be looking at your cost per acquisition of customer. In the show notes I’ll include a link to the online ordering podcast that we die with Tye from Seagulls Greek Tavern. And so, he ran an AdWords campaign, he spent $50 on marketing that night on one Saturday night, and it was so busy that he almost ran out of food. Now, that’s an amazing effort, more so because of the fact that it was fairly untargeted, we could definitely get the cost to acquire a customer down. But it was an amazingly profitable campaign. When you’re thinking about the cost for acquisition, there’s a couple of thing that you need to think about, because a lot of people say, you know, “So, there was an AdWords campaign that we ran and it was costing us this much per click through to the website.”
You need to go a bit further, what you want to do is you want to tie that into the actual people who ordered or made a booking. And it can be a little bit tricky because of the fact that, you know, some people might make a phone order. So, it might be a phone order, they might make a phone booking, or they might just walk in. They’ll see the ad, and that’s always a little bit tricky, one of the things that you can do to sort of help close the loop there is to offer some sort of coupon, you know. “Mention this campaign and get a free dessert,” or something like that. Now, it’s not actually discounting, it’s actually trying to make sure that your marketing is accountable. How many people redeemed the free dessert offer? You know, “We had 20.” “Okay, so we spent $100, it cost us $5 per person to come in.” Add in the cost of the dessert, you know, it might be $3 or $4 there, and so that’s $8 per booking that you got. And then you work out, you know, what each booking is worth to work out if you’ve made money or not. Don’t forget though that when you’re working on something like that you want to add in an allocation for your time, you know. Your time is hideously expensive because you don’t have a lot of it a lot of the time. The wages on people who have been working on it, consultant’s costs if you had any consultants in on it, the price of the campaign. Put all of those sort of things to try and bring it back.
One other thing that you need to be thinking about is your long-term customer value. And we talked about this in the fish and chip shop podcast, because of the fact that fish and chip shops have a very high long-term customer value. And it’s the same for Indian restaurants, your local sort of your local cuisine orientated Thai restaurant, pizza restaurant, all of those sort of ones. They can have a very high long-term customer value, so you’re looking at things, what you want to do is your average sale per customer multiplied by the average number of times a customer buys from you, multiplied by the average length of time that a customer’s with you. So, if they buy 5 times from you and, you know, your normal check size is $100, they come back 5 times a year and you normally keep a customer for two and a half years. That works out to be X number of dollars. That’s what the average customer is. Then, of course, you can subtract your variable costs from that, so your food costs, your linen costs, and that gives you the profit for each of those customers. And that gives you an idea of how much you can spend.
Because if you’ve got a very high long-term customer value, you can then actually spend quite a bit of money in your marketing campaign to win those customers over. And that’s why you often see restaurants that are a bit ordinary but have a very marketing spend are often more successful than restaurants that are awesome and have a low marketing spend, because these people understand that their long-term customer value is very high and they’re prepared to spend a portion of that to get those customers in. Now, I know what you’re going to say, “I don’t know what our average sale per customer is.” Now, you should be able to pull that out of your POS, that’s a fairly easy number to get. I don’t know what the average number of times a customer buys per year is. And, once again, there may be a loyalty offer there and, of course, the problem with loyalty is that your decreasing your long-term customer value every time you give them something if they come back. But it’s one of those things that I think, whilst it may be a metric that you may or may not measure, it is one of those things that you should work on.
So, the average sale per customer. Now, that is going to be what they order multiplied by the number of people who are there. So, what are you doing to get more corporate jobs in on a Wednesday night? So, business customers who are going to have, they might do a presentation to all of their customers. Do you encourage those people to come in? Do you encourage birthday parties to come in? Do you encourage buck’s nights? What is it that you’re doing around that? So, we’re increasing the average sale per customer. The average number of times that the customer buys per year, what is it that you’re doing to get the people who have bought from you to come back? You may be doing nothing? So, if you start doing something, that number should go up. So, you may not measure it, but you should still be thinking about it.
And retention time. A restaurant that is awful is going to really struggle with retention, whether front of house is awful, whether you know the food is just really bad or it’s hideously expensive for what it is. What is it that you can do to make sure that front of house is running smoothly, the great food, great value, great experiences? The three Gs of restaurant marketing. They’re the things that you need to be thinking about, because that’s going to increase retention. So, and of course, it’s always context sensitive. So, we went to Alinea. Now, that is probably the best meal I’ve ever had, we probably won’t go back there. The food was the best I’ve ever had, the service was by far the best I’ve ever had, and the value, like we went there when the Aussie dollar was doing averagely, it’s doing quite badly now. It was still very, very, very expensive for us. But I think it was one of the best value meals of my life ever. Amazing food, amazing experience, and amazing value. But it’s one of those restaurants that, you know: A.) It’s a long way away from Melbourne to Chicago, and B.) It’s quite a lot of money.
So, we may go back there once or twice, but it would be very hard for a customer like us for them to, and they could send out an email, they could send out offers. It’s going to be hard to get us to come back. Now, the other component that very much ties into this is your target market. And a really, really good example of this is Bombay Palace in New Zealand. So, a great little customer of ours, awesome Indian restaurant in Queenstown and Frankton. Now, Frankton is four or five kilometres out of Queenstown, maybe not that far. Close to the airport, for those of you who have been to Queenstown. If you haven’t been to Queenstown you should go there, have an Indian meal at Bombay Palace. Have a Fergburger, as well, you’ve got to have a Fergburger, amazing. Saffron down in Arrowtown, it’s a foodie paradise, Queenstown. The interesting thing about Bombay Palace though is that there’s a very transient population in Queenstown, so a lot, it’s a holiday destination. An amazing place, I love Queenstown.
So, people come and go. So, they struggle to get people to come back because of the fact that they’ve gone. Their email database is less important for them. Compare and contrast with Frankton, five kilometres away. That is where all of the locals live. And so, very much driven to get repeat customers, so very different marketing strategies for them. So, even though same cuisine, same owner, same a lot of the things there but their marketing plan is very, very different because they’re targeting, even though they’re just five kilometres away, that five kilometres makes a massive difference for them in their marketing because they are targeting too very, very different demographics. So, now the next one, and this is one very, very close to my heart, is web traffic. So, you’re going to be looking at visitors, the number of people who go to your website each month. And you’ll want a break down of these by channel, and by channel, I mean how many of them came from other websites, how many of them came from search engines, predominately Google, how many of them came from social, how many of them went direct, and how many of them came by email.
So, you’re doing email marketing, aren’t you? Hopefully you are. And one of the things that we find that restaurant owners struggle with is knowing what are good numbers. So, what we will do is I spend a lot of time in the data mines, you know, we aggregate all of the information together for our customers and every month we do some comparative analytics for them. So, we send out an email that says, you know, for instance, “You got X number of visitors to your website, you are above average or in the top 10% or you are below average for our customers.”
Now, so the median restaurant website gets, well, actually before I tell you that I was talking to a restaurant owner probably about 12 months ago now and he said, “I don’t need a new website.” And it’s like, “That’s good. Why is that?” And he goes, “My website’s amazing, I get a huge amount of traffic from it.” It’s like, “Okay. Do you know, off the top of your head, how many people go to the website?” And he said, “Yup. I get 100 people a month to the website.” And I said, “Wow, that’s okay. That’s good, I guess.” And I said, “Would you be amazed if I told you that we have a customer who gets that many visitors to his website,” and this restaurant owner was being completely fair dinkum about this. “Would you be surprised if I told you that there was a restaurant that gets that many people in a day?” And he said, “That is, that’s mad,” he said a few things actually. But effectively he said, “That’s madness. Websites don’t get that much traffic. Who is it?” And I told him who the restaurant was. And he goes, “Him. He’s really busy.” I was like, “Yeah, because maybe he’s got a website that actually works for him.” And so, this guy signed up shortly afterwards. But one of the big things that restaurant owners struggle with is that they don’t know what a good number is. They look at it and they don’t know.
So, the first thing you want to do is you want to compare what it is this month, and you want to try and make it better next month. What I will tell you though is that the average restaurant in the Marketing4Restaurants, actually, sorry, the median restaurant, gets 1,100 visits per month. Now, there are some who get well, well, well in excess of that. Some who, for instance, celebrity chefs, you know, someone with a TV show, they get massive amounts of traffic to their website. People who are aggressively marketing through, you know, various channels and using the website as a platform to capture that detail, they can get a lot more traffic. People with multiple sites, you know, they get a lot more traffic.
And it’s interesting though, I was talking to a franchise owner and they said, you know, “Yeah, our website obviously is, you know, it’s quite large, you know, we get 20,000 visits per month to it.” And I said, you know, “That’s fantastic.” Because, of course, a single restaurant has got a benefit of location. So, people are going be looking for that cuisine in a suburb. And so, obviously a certain amount of traffic is going to come to that and I know some people don’t believe me when they say that websites work. Have a look at Narre Warren Indian. So, if you Google Narre Warren Indian, you will see a website for a restaurant. Well, it’s not actually a restaurant. It’s our test and demo restaurant, so it’s not actually a restaurant. But there’s a website there and it’s set up and it’s got the barest of bare details that we would put into a website. And it says that, you know, that this is a demonstration website, not a real website.
We still get the phone ringing from people wanting to place an order or wanting to make a booking. It’s really amazing, and we have actively tried to make this an ineffective website because of the fact that we don’t want people to be disappointed when they can’t find an Indian restaurant in Narre Warren. But we actually get people calling us up and saying, “I’d like to place an order.” It’s like, “It’s a demo website, I’m really sorry.” Same thing happened with Rooster Burgers, that’s one of our other test ones. So, you know, a lot of people do find websites and they make bookings through them, as well. So, about 1,100 visits per month is the median value. Like, we know, of our customers, one of the things that we do is the bottom 10%, we sort of go through and, even though they might be on the basic package, we’ll give them a call and just say, “Look, we’re really worried about your numbers.” Because one of our KPIs is that average number, we want that to be higher.
So, we do work for all of our customers in improving the system, but those bottom 10%, some of them, you know, they might have pushed the website live without actually having worked out what niches they want to target or there might be some critical information. Or, they might have gone in and deleted some stuff because, for whatever reason, and then Google sort of, you know, let them fall of the face of the planet. So, we’ll go in and try and help those people. But yeah, so about 1,100 people is the average and interestingly enough about 70% of the traffic to the average restaurant website will come from Google. So, those are people who are looking for information like, and so Narre Warren Indian is called Narre Warren Indian for the very simple fact that people look for Narre Warren, which is a suburb, cuisine type. They’ll put that into Google and Google looks for it.
And Google, even though like it’s probably got bad reviews and people have tried to tell them that it’s shut and all of those sort of things. Google still puts it there because of the domain name, domain names are a very powerful component for search engine optimization. So, you want to see how many people are coming, you know, from other websites and, of course, to get traffic from other websites you need to be listed on other websites. That’s a little bit tricky for a restaurant, but you may have suppliers that would put a link on their website, newspaper reviews, or local business networks. Social, of course, you know, the big one there being Facebook but Instagram all sorts of other ones, as well. Direct is where it’s either from a campaign that isn’t coming up, so sometimes Google can struggle to work out where the traffic’s coming from. Some of them can be a bit tricky.
So, LinkedIn is one that doesn’t often appear in Google, but we know that traffic does come from LinkedIn but it doesn’t report on it very well. Or, you’ve sent an email that just has a link that isn’t tagged as coming from an email, so, that doesn’t have a campaign code in it. And we’ll talk about that in a later podcast. So, yeah, that’s one of the things that we do for our customers, we provide them with comparative analytics so that they know what part of their marketing is working. Now, another thing to think about with your website while we’re looking at visitors. Because so much traffic does come from search engines, particularly Google, is your website optimized for mobile?
So, about probably 12 months ago now, Google made a significant change to their algorithm. If you are searching on a mobile phone, and hint more than 50% of people looking for a restaurant looking on a mobile phone, and you don’t have a mobile optimized website you’ll actually come further down the listings. That’s a scary thing. So, you need to make sure that your website’s optimized for mobile. So, have a look at it, you know, jump on your website on your mobile phone and have a look at it. That’s what your customers are going to be looking at, and does it work? It’s important that it’s optimized for mobile. Usually it’s not too expensive to get it fixed up.
The other thing that you want to do just quickly to have a look at that is your search engine results page. What is that people are looking for and where do you come up in that? Now, one of the things that SEO consultants will do is that they’ll get you to search for it in a browser. So, as the business owner you’ve probably been to the restaurant a few times. You might go there once or twice a week. Google will know that you like that website, so when you look for Narre Warren Indian restaurants, because I go to Narre Warren Indian because it’s a test website a lot, it will come up very high. One thing that you can is to go in incognito mode or private browser mode or use a different browser, use a different computer. Because Google doesn’t know who you are.
So, these are the search results that it’s sending out to other people. And I’ve seen people who will, SEO consultants who will come in and say, “Let’s just have a look. And when I type in this random search term, look you’re number one.” And then when you do it on a, I was sitting in the back of one of these presentations once and I Googles it on my phone for the exact same search term was on page three. Now, it was because the consultant had been to that website a lot of times, and they were doing it on a desktop. The website wasn’t overly optimized for mobile and I’d never been to the website before. So, that can make a big difference, as well.
Now, the big thing that you want to be doing with your website is if you take bookings, and remember, we think that the gold standard is not to take bookings, have a queue out the front. But if you’re not in the, you know, top two or three percent that can have a queue out the front, and so you are doing bookings, then you want to be doing bookings online. And it’s critical that you’re doing bookings online, you shouldn’t be paying for it and this is why we built out restaurant booking system and it’s why we built the online ordering system. Just one thing, we’ll be doing a bit of a press release about this, but our online ordering system, so it’s grown this month to last month, so we’re still going this is March 2016 now. Just before the end of it, so we’ve still got about four or five days. And we’re looking like we’ll be 30% up on order volume, which is, that’s on last month. So, that’s a huge result, even accounting for the fact that February was a short month. Massive growth, and that’s because more and more restaurants are coming on board and more and more customers are getting used to wanting to order direct from the restaurant. That’s big results, so don’t know what the final result will be, but probably around 25, 30% month on month increase. That’s really exciting.
But what you want to be doing is you want to be taking bookings and you want to be taking online orders on your own website, so that you can A, build your database and, of course, if you’re using one of our free widgets then it’s obviously free. But what you want to do is you want to track the conversion rate. So, one of the things that we see is people will have their booking widget on a page that’s entitled ‘bookings’, or they’ll have it in the ‘contact us’ page. Now, that can be a little bit confusing for people. And we know that if you don’t have it on the front of the page then you can actually decrease the number of people who will make a booking. Some restaurants, and we think that this is pretty good practice, as well, have it on all of the pages just down the bottom. Particularly because you’ve got to think about.
So, your website needs to be doing two things, you need to be doing marketing and sales in that order. So, the marketing is having the right text there so that people, they do a search, they’re looking for a restaurant, an Indian restaurant in Narre Warren. They type it in and up comes your website and you think, “Yup, that’s good. That’s exciting.” They click through, that’s the marketing done, okay? That’s going to be, the component of that is the visitors. If you’ve got high visitors then that means that your marketing component of your website is working from an SEO point of view, obviously you might be driving them from social or email, whatever. How many people are making a booking though? And that’s a very, very interesting number because that is your conversion rate. So, do you have a hero photo of your signature dish on the front page? That’s the meal that, you know, “Oh my God, I need to eat there. That looks amazing, that’s what I want to have for dinner tonight. I’m going to go there now because that looks completely awesome.” And so, that’s going to be the steak with, you know, the steam coming off it. You know, and the juices coming out of it with the, you know, the awesome marbling. Or, it’s going to be the, you know, I always like sticky date pudding, you know, with the sauce just oozing down the side. Or, is it an amazing dessert? What is it that you’ve got there? That is part of the sales.
And, of course, your menu, and we’re coming back to menu engineering here. Your menu, how is it described? Is there something that, because your website it’s out there and it’s asking for the sale. How does it ask for the sale? “We’ve got steak and yeah, we’ve got mashed potatoes. And we’ve got desserts, as well. And we’ve got some locally imported beers.” Or is it, you know, “Grain-fed Wagyu steak from King Island!” That’s been, however, you treat it, whatever the chef has done specifically for that. Is there some description that you can put in there that can help people stop saying, “I’m trying to work out I’m going to work out what I’m going to do for dinner,” and say, “This is what I’m going to do for dinner.” Because this is the big thing. You’re trying to sell here, and the awesome thing is your website is selling 24 hours a day for it. You do get some time off, you do get to go to bed every now and then. Your website’s still selling for you, but some people just let their website get away with such a weak sales proposition. “Download the PDF,” well, on a mobile phone half the people can’t even find where the PDF got downloaded to. So, “I don’t even know what’s on the menu. It’s all too hard.” Or some people, there’s the images there of it that stop people in their tracks and go, “Wow, that looks awesome. That is awesome.” Whether it’s the photo, and I think it’s much, much easier to do with the photo, or and it can be the little things.
The little things, you know. Fairy bread. You know what, my kids love fairy bread. My daughter particularly, Will’s getting a little bit old for fairy bread now. But if she sees fairy bread on a menu then it starts, “Daddy, daddy, daddy, can we go there. They’ve got fairy bread, fairy bread.” And so, now I am placed in the situation where, “No, we’re not going to go there because I don’t like fairy bread and there’s nothing on there that I want,” or it’s just going to be easier, you know. What have you done to turn like, not the decision maker in the process but definitely a recommender, what have you done there? You know, how much have you done to, there’s 101 ways to do this, you know. Which is really exciting. This is what makes some restaurants really successful and some not.
What is it that you’re selling? Because too many times people just say, “It’s food.” Well, it’s not food a lot of the time. Is it the opportunity for the kids to go into a play area, they can have some, you know, cheap kid’s meal so it’s not going to break the bank? Because a lot of parents hate going out and they order something for the kids and then the kids go, “I don’t like it, I’m just going to go off and play.” You know, so something that’s small, doesn’t break the bank, the kid’s menu with a playground because that, what are you selling there? An hour of peace and quiet between a husband and wife to be able to talk and sit down and just relax and de-stress after a busy day and there’s no washing up. No food preparation, no thought goes into the meal and they can just sit there and talk. That’s what you’re selling. Do you sell that on your website? Have you got a picture of the kids in the high chairs? Have you got a picture of the playground? How many restaurants are out there that are children friendly that want the kids to come, that have got the colouring in books, that have got the playground and they never even mention it on their website? Those people are going to the restaurant that’s got the page that says, “Kid-friendly restaurant.”
So, you want to be looking at what your conversion rate is because you want to have something there that stops the process of and converts me from, “I am looking for somewhere to eat tonight,” to, “I am going here to eat tonight.” So, conversion rate. That’s a really important one. Now, let’s have a look at some of the channels. So, social media. Twitter. Are you using Twitter for your restaurant? Is it working for you? If it is, you know, drop me an email. I’d love to talk to you because, in all seriousness, don’t get me wrong, I love Twitter.
For my business, I love Twitter. So, a couple of things that I use, I just use Tweet Deck, I don’t do it on a mobile phone because, yeah, if you have a look at my Twitter. In fact, I’ll actually put a picture up of Tweet Deck so that you can see exactly what it is. But I’m looking at notifications, I’m looking at activity from the people that I follow, I’m looking at the times that we’ve been mentioned, users, all of those sort of things. That’s pretty interesting. The other thing, and I’ll tweet from there. I have an automatic set up, so that anything I do on Facebook will go to Twitter. Is that best practice? No. But at least we’re doing some stuff. What I love about Twitter though, is if there’s someone that I want to talk to I will do a bit of research and I might hit them up on Twitter. We’ve had articles written in national newspapers because I’ve read an article and I’ve tweeted someone and said, you know, “Great article. I’ve got an interesting spin on that topic.” And they’ve gone, “Okay, send me your email address. Send me your phone number and I’ll call you. So, we’ve had major publicity by using Twitter, but that’s for reaching out for one person, you know. And there’s a lot of talk about is Twitter going to be around. I love it for what it is that I do.
The other thing that I think is awesome about it is looking at the conversation that your competitors are having. So, I use an app called Twitter Fall, and every time one of our competitors is mentioned it just comes up. And so, I can sort of see it, I’ve got a whole heap of key words that are in there that help me with that. So, for me, Twitter’s great. I’m yet to see a restaurant that is getting a really good return out of Twitter marketing. Apart from fine dining, okay? So, we wrote a blog article years ago about Shannon Bennet at Vue de monde, and he tweeted that he had a chef’s table I think it was for four had fallen through 24 hours to go. Now, Vue de monde probably booked out two or three months in advance. So, hard to get into for dinner, particularly chef’s table. Everyone loves a chef’s table, particularly in a fine dining restaurant. And so, he tweeted, “Table of four fell through for the chef’s table. Let me know if you’re interested.” And within half an hour bang, gone. Now, he was going to lose $1,000. That tweet made him $1,000. That works if you’ve got a massive waiting list and, you know, someone will have seen that, someone with a spare $1,000 would have gone, “You know what, I’m going to impress people by ringing them up and saying I’ve got tickets to, do you want to go to Vue de monde tonight? I just got in, you know.”
Sounds pretty impressive when there’s a place with a three-month waiting list and you just, “No, no, I decided I’d go tonight and yeah, hey, it’s me, you know. I’m that good at getting tickets in.” That’s something that’s tweetable. But the big problem that you’ve got to have is that you’ve got to have a three-month waiting list, so that doesn’t really work for 99.9% of restaurants. Please, though, send us an email, hit us up on Facebook if you are using Twitter with actual measurable results because I’ll be super keen to hear about that. Instagram on the other hand, yes, Instagram. So, there’s a couple of things with Instagram. Once again, it can be a little bit difficult to work out if traffic is coming to you. One of the things I like to do is to set up a specific Instagram landing page.
So, Instagram, yes, we all know it’s a bit of a pain because you got to do it on your phone or your tablet, you can’t actually do it on a website so it’s a little bit hard to get work done there. It works for some businesses and not, so we did that Instagram sort of thing where we were talking about, you know, our Instagram account. Got to tell you, I surrendered on that one. I really found it a struggle. It was difficult, we were putting a lot of effort into creating the content and my theory was that I would create a whole heap of awesome pictures of celebrity chefs with their great inspirational quotes, and we’d but them up on Instagram and chefs would love it, and that would be building a community for us and building our brand. That was the theory. I just couldn’t make it happen. I don’t know why that is. Would I have been better off with food? Possibly. Probably.
But my issue was, and so this is the thing you’ve got to be thinking about with any of your social media is I’m interested in dollars, I’m interested in sales. I’m not interested in a large following. So, if I put food up people are going to go, “Wow, look at that steak. Look at that dessert. Look at that,” whatever it is that I’ve put on there. And all the foodies are going to jump on board. Now, they’re not our target market, so I’m not really interested. Would some chefs come across? Maybe. Maybe, I don’t know. But for me it’s a defocusing of the targeting, and I like to focus like a laser with any of my targeting. For a restaurant owner though, very, very different story. And the big thing here is, so we come back to menu engineering. And seriously, it’s going to be epic when we release it. There’s so much in menu engineering. It’ll probably be a two parter I think, because it is an epic topic to talk about. But what is the meal that looks great coming out of the pass, coming out of the fryer, coming out of wherever you prepare the food, coming out of your garden? Coming out of all of these things. What is it that looks awesome on Instagram? And if you don’t have something that looks amazing on Instagram, then you need to start working on it, you need to start thinking about the lighting. You need to start thinking about what menu item you can do something with to make it look completely awesome. Because people on Instagram are killing it with this. So, there are a lot of people out there who are doing amazingly well with this. The big thing to think about this, though, is that the rules will change.
I know a lot of people were big fans of Facebook and then, of course, Facebook became pay to play in a lot of respects. You know, you now have to run paid marketing campaigns and a lot of people resented that because they spent a lot of effort building up a loyal community of people. And that disappeared, you know, it was very hard to reach them now because they have to run a paid campaign. I’ve got a bit of bad news for you because Instagram’s done the exact same thing. Sorry, Instagram is owned by Facebook. So, that’s going to create some problems I think further down the track as they make it more difficult for you to reach your community. But Instagram’s still a very powerful tool at the moment. The other set back with it is that you can only put one link in your bio. So, one of the things I like to do is if you have an Instagram landing page you can have a very targeted call to action. And more importantly, you know that people are finding that page from Instagram.
Moving onto Facebook. Now, Facebook. KPIs for Facebook. This is a very interesting one. A lot of people say, you know, “Look, we’ve got 1,000, 2,000, 10,000, 100,000 people liking our page.” Fantastic. That’s not really the KPI that we want to be looking at though, is it, really? And people sort of struggle, “Well, you know, but I’ve got 25,000 likes on my page and I’ve worked really hard to get there.” Okay, but can you meet payroll with Facebook likes? Can you buy food from your suppliers with Facebook likes? Probably not. This is one of those vanity metrics, which too many people focus on. You know, if you’re worried about that, that’s fine. Just go and buy some cheap likes, you know. No one cares. It’s not going to help you though in any way, shape, or form. In fact, it could be detrimental to you because of the fact that one of the things that I always find amazing is that you can see a restaurant that’s got 100 or 200 likes and they’ll put a picture up of, you know, they’re doing the best practice thing of something, a meal’s come out, the chef’s done a really good job, it looks amazing. They’ll take a quick photo of it and pop it up and say, “This is what we’re cooking tonight.” You know, “Dish of the day,” whatever it is. And they’ll get 10 or 15 people liking that. And then you’ve got people who’ve got 2,500 people who are liking it.
They’re putting the exact same image up, you know, well not the exact same image but they’re doing the exact same thing and no one likes it. That’s a dead community. You got to remember with Facebook, you’re trying to build a community of people who have been with your, ideally, they’ve been to your restaurant, they know something about you. They want to know what the story is. So, Facebook is great for telling that story, building that relationship with them, reinforcing it so that when they decide that they are going to go out for a restaurant, you’re going to be in the mix, they’re going to be thinking about, “You know, probably would be good to go back to them. You know, they got a new chef on, he’s got a new menu. Yeah, why not?” It can be great for running offers. You’re going to be taking bookings or orders through Facebook or driving people to your website so that you can grab Facebook.
So, you’re looking at one of the big metrics I look at is how much does it cost you to run a campaign in Facebook? Because that’s an idea of how good your marketing is, is the thing I love about it is how good is your audience, how tightly targeted is your message? If you get the targeting right, so, an awesome offer with an awesome photo, you’ve got to have photos in Facebook I’m a big believer. And I don’t think, I did one personal post yesterday that was text only, that’s probably the first text only post I’ve done in probably the last six months. Got to have a photo in there, very, very important. So, have you got the right image? Have you selected the right target audience and whether it’s people who like your page, or people who have been to your website or you know, people in the right demographic? And have you got right offer, the right call to action? You get all of those sort of things up and the price of running down a campaign can be, you know, I’ve seen campaigns, I’ve run campaigns that are literally one cent an interaction. Now, that’s pretty amazing, that’s really, really cheap marketing. And that’s why it’s really exciting. Because the thing that Facebook gives you this massive database of people’s demographics. And you’ve got to remember, Facebook is the second-best database that you will ever use, right?
The second-best database that you will ever use. The first best database that you will ever use is your email database, okay? You don’t own Facebook’s database, they do. And they set the terms and conditions by which you use it, and are they going to change it? Probably. They change it all the time. This is the big thing that came out. People spent all of this effort building a massive community with, you know, thousands and thousands of likes, and then Facebook made it really hard to reach those people unless you paid for it. I’m sorry, Instagram, and people are saying, you know, “Facebook’s so hard, I’m going to Instagram.” Well, the same thing’s going to happen there. Exactly the same thing will happen. So, the one database that you own is your email database.
And this is why we build the free online restaurant booking system, we build the online ordering system. For our customers we’re starting to give them that integrated picture of how many times a customer’s ordered from them, what kind of ordering they do. Do they order every week? Do they order every, you know, once a year? Do they make a booking for 20 seats? You know, are they an above average size online order. All of those sort of metrics which are really exciting, we’re beginning to surface that. And that’s making it a massively powerful CRM (customer relationship management) tool because you can start segmenting people. One of the campaigns that I think works really, really well is if you know the birthday of someone, say you’re targeting corporate. And so, there’ll be someone who, you know, it might be the personal assistant to the CEO who makes a booking, and they make a booking for, you know, 20 people. And they might do it once a quarter.
One of the things that I found really, really powerful is giving them a free dinner for two for their birthday or at Christmas time or something like that as a thank you. Now, when you think about it, the real cost of that is 30 percent for your food cost, you know, 30, 40 percent. So, it’s not costing you, if it’s a $200 voucher or it’s going to cost you $80. If they’re booking quarter and they’re booking for 20 seats, and it’s corporate, they’re probably coming in on a Wednesday night. You’re probably having an awesome Wednesday night because you’re getting 20 people in and the business is trying to impress people, so it’s the fancy wine that’s coming out and it’s the big steaks, you know. Big per seat values. It’s massively worthwhile to identify those people and send a little bit of a campaign to them. That’s what we’re sort of opening up. This is the really powerful thing.
So, the metrics that you want to look at, the first one is your bounce rate. So, how many times has the email gone stale, you know, hasn’t worked, the email address has been wrong? That gives you an indication of what the quality of your database is. What’s the open rate? Open rate is all about your subject line. So, subject line is the old heading, you know, when you’re doing your Yellow Pages ad. You know, have you come up with an awesome subject line? Is it something that and, you know, as you send out more you’ll get to test and measure, you know. I’ve seen people who send out an email that’s, you know, “July Newsletter.” Well, sorry, but I would probably get 150 newsletter type emails every month. It’s really hard to get me to open stuff. You know, I try really hard to say, delete, delete, delete, delete, delete, because I’m trying to get some work. I don’t want to read every damn email. So, have you got a great subject line? That’s, the quality of subject line will show in the open rate. Then your click through rate.
So, what’s the offer? What are you trying to get people to do? What’s the call to action? “Book on Wednesday night and get a free whatever.” Or, “Come in on Wednesday night because we’re running a special wine tasting, and we’ve got a sommelier in.” Whatever the campaign is, how attractive is that? That’s going to be your click through rate. And, of course, if you’ve got an integrated marketing system you’ll be able to tell that an email campaign resulted in 20 bookings, and then you’re going to know, “Well, you know, the average customer spends $50 with us.” So, you can then workout, and this is how we see restaurants who are sending out, you know, $1,000, $2,000, $5,000 email campaigns. And we’re talking $5,000 in profit after they take their variable costs out. Would you like an extra $5,000 in your pocket every month? Probably, yes. Start building, you’ve got to start building your email database. If you don’t build your email database then you’re going to struggle. You’re aiming for a high-quality list, ideally, people who have expressed interest in your restaurant or have eaten there. Ideally, people have eaten there. You’re providing great food, great value, great experience. We know that. We just want to be top of mind, we want to give people a reason to come back. We want to increase, remember, and sort of try to bring it all together now, remember how we talked about long-term customer value? The number of times that a customer books for you.
Could you run a series of, you know, quarterly special events that you can drive people towards? That’s going to, you know, and if your food’s great you might take someone who’s going to say, “You know what, I’ve eaten there. The food’s great but I like to go and try other food.” You can give them a reason to come back. Now, that might be a person who’s going to eat there once or twice a year. You might get them to eat four times a year, hurray. So, you’re looking for the quality of the list. The other thing, though, is that quantity, when it comes to email marketing, quantity has a quality all of its own. So, I’m not saying you should go out and use all sorts of crazy ways to build an email list. You know, like rent one from someone else. That doesn’t work.
What I’m saying, though, is that if you’ve got a list with 1,000 people in it, that’s 1,000 people that you can email out to. It’s really interesting, I was having a conversation with a restaurant owner last week and he said, “Yeah,” so, he’s doing a redesign of his website. With us originally, and so we’re saying, and so, you know, we’ll do online booking. And he goes, “You know, I’m not a big fan of it, I don’t think it works that well.” And I said, “Well, you know, I am a big fan of it. I tell you what I’ll do, I’ll find out how many bookings that you’ve had.” And he had had 1,500 bookings. That’s 1,500 emails. And he was like, “Are you serious?” And I was like, “Yeah. You can email out to those people.” And it was interesting because it’s the son who’s taken over form the father, and the father, you know, he knows how to run a restaurant. He’d been running email campaigns. The son, obviously there wasn’t a great handover in the way that the marketing was being conducted. He just didn’t think that people were booking online, and he was like amazing. “You know what, hey, I just found 1,500 emails.” That is really cool. So, just think about it.
If you had an email list of 10,000 people and you sent an email out and had a 10 percent open rate, and a 3 percent click through rate, and a half a percent purchase rate. That’s 50 bookings. The average booking we see is about for 2.4 people, that’s 120 seats. Average cost per seat, say, $50. That’s $6,000 from one email. Run that every month, that’s $72,000 in revenue. Take out your food costs and your variable costs of, say, 30%. That’s $50,000 in extra profit every year. Now, what would you do with an extra $50,000 in your back pocket? Now, I know what you’re saying, “I don’t have an email list of 10,000.” Well, some people do. And that’s the scary thing. People are only going to go out a certain number of times in a year. If they’re getting the email with the certain offer that’s bringing them in, then that’s why you’re not seeing them.
A lot of this marketing, you know, in the good old days when it was Yellow Pages, everyone could see what marketing was getting done. Everyone knew what was happening. Now, a lot of marketing happens that’s unseen. This is why you get this really big difference between people who say, “You know what, the economy’s really bad,” and other people who say, “I find it really hard to find good staff because our restaurant’s so busy, and it’s pretty hard to work here.” You know, they’re the people who are actually sending out those emails. 10% open rate. Now, that’s pretty pessimistic. The average is higher, and we’ve seen 30% with a great offer. We’ve seen higher than 30%. Three percent click through? We’ve seen a lot higher than that. We’ve seen 10%. It’s not unusual to see two and a half or even five percent if it’s a great offer, purchasing. A five percent conversion rate. Now, if you did that, that’s 500 people on a 10,000-person email list. That’s 500 people making bookings, that’s an extra $60,000 people in a month. That’s $720,000, that’s half a million in a year, alright? That’s the whole point of having those KPIs and knowing what is possible. So, hopefully, you’re going to start thinking about the KPIs.
Now, we’ve covered a lot of ground, oh my God, I’ve spoken for an hour and ten minutes. I hope I haven’t bored you silly with all of this sort of stuff. What I’m hoping that I’ve done is that I’ve inspired you to start thinking about this sort of stuff. Even the fish and chip out there, you know, what is there that you can do when you’re super busy on the weekend to drag some people into the quiet times? So, what is it that you can do with your marketing? Now, I’m working on another podcast which is just going to be for general restaurant KPIs, as well, because there’s a lot of things, you know, that you need to be working on, as well, to sort of get all of this sort of, to get your business harmonized.
But really start thinking about the number of people who go to your website, the number of online bookings and online orders that you’re getting, so your conversion rate and what you can do to improve that. This is what we spend a lot of time working on is trying to get the best conversion rate for our customers. How many people in your email database? That is a really, really big one. And then, as you start working on those ones, your sales revenue and, more importantly, your profit. So, wow, we’ve covered a lot of ground. Hopefully you’ve gotten something out of it.
So, we finally, hurray, got the Secret Sauce app in the app store for iPhones, and in the play store for android. So, have a look for Secret Sauce, the restaurant marketing podcast. Download the app. It’s the easiest way of getting the podcasts. If you have got something out of this, then please leave a review on both of the stores, that would be great. Because it helps us get the word out. The other thing to do is to share it. If you’ve got friends who run restaurants, tell them about Secret Sauce. You know, we’re all in this together and I think that’s a really big thing. I’ve got an upcoming podcast with Bruce Irving and that’s going to be really exciting, because we’re going to be talking about mentor groups. And that’s one of the things that I think is really interesting, because it’s about getting people together who run restaurants and talking about the issues that you have, you know. Bit of geographic separation so that no one’s getting too close, but, yeah, we’re all in this together. The problems that we have are all pretty common. And, yeah, any questions or comments, Facebook or send us an email email@example.com. Or, you can email me, firstname.lastname@example.org.
Really keen to get all of the feedback that we get through, I read all of it, I try and reply to as much of it as I can. Most importantly, if you’re running Twitter and you’re actually having some financial success with it, I’d be super keen to talk to you with how that’s working and maybe even interview you on the podcast. Because that would be exciting. Apart from that, goodbye. Have a busy day. Bye.