Attract new customers while continuing to win over your most loyal customers. Add to this the need to differentiate yourself from your competitors, and you have the challenge that you share with so many restaurateurs.
That's why we've come up with 10 tips to help you stand out from the competition in the foodservice industry and identify your competitive advantage(s).
1. Know your market and analyze your competitors
One of the first steps you need to take if you want to stand out from the competition is to carry out a complete competitive analysis. Start by listing the establishments with which you are in direct or indirect competition. Then ask yourself a few questions:
- What products do they offer?
- What offers/formulas are available?
- What's their concept?
- How many place settings do they serve?
- How are they positioned in terms of price?
- What brand identity have they built?
- What type of customer are they targeting?
- What is their sales/marketing/communication strategy?
All this information will give you valuable clues for building your competitive advantages .
2. Choose the ideal location
The choice of location is crucial in the race to win over your target audience. It must be visible to passers-by, cyclists and motorists, and easily accessible. Nearby public transport stops, parking for bikes and cars, access for people with reduced mobility - all these factors will work in your favor!
Restaurants located in an area with other businesses are also particularly popular.
👉 To go further: How to find the perfect space for your restaurant?
3. Put unique dishes on the menu
Another way to stay ahead of the competition is to offer unique dishes that customers won't find anywhere else. These signature dishes can be renewed weekly or monthly. By regularly changing your menu, you'll win over curious customers looking for something new. To do this, you'll need to rely on the talent and imagination of your chef, who will ensure that your dishes are consistent with the concept of your establishment. The seasonality of products and the culinary trends of the moment will also help him to create recipes that will encourage customers to push open the door of your restaurant.
4. Rely on quality to stand up to the competition
Quality is always a winning bet! This unstoppable selling point can be expressed just as much in the kitchen as in customer service. Here, the skills, qualities and experience of your staff, as well as the quality of the supplies and premises made available to them, play a huge role. The training policy applied within your establishment is also crucial.
Smiling, polite, available staff, a menu mastered to the last detail, quality products, meticulous presentation of dishes - it's by focusing on these that you'll add real value to your restaurant. "The service is fast and efficient", "you're always well received", "I've never tasted a burger sauce as delicious as this one" - these are the kinds of comments you should be pursuing.
👉 Further information: Restaurants: 7 tips for quality customer service
5. Improving the customer experience with digital
You can also make your mark by getting a head start on your competitors in terms of digitalization - in other words, by equipping your restaurant with digital solutions.
You can offer different consumption methods: on-site sales, takeaway, delivery, click & collect, which are particularly popular with customers, especially in the fast-food sector.
To improve the customer experience and offer a seamless customer journey without queuing, you can install digital solutions:
- a cash register to help your teams,
- a QR code or an order terminal to delegate order-taking.
6. Offer attractive prices
Your differentiation strategy can also be based on price. This is known as price-competitiveness. By offering unbeatable prices, you'll attract all those customers for whom price is a key factor.
How do you put affordable dishes on the menu without sacrificing quality? By focusing on the quality of local produce and working to balance flavors and harmonize tastes. There's no need for luxurious dishes or food from the other side of the world to seduce your customers' taste buds.
And don't forget to renegotiate contracts with your suppliers in order to maintain decent profit margins. Finally, make additional savings by achieving economies of scale. To do this, why not place group orders with other restaurants?
This means you can offer significantly lower prices than your competitors for the same product quality. Your value-for-money advantage will certainly not go unnoticed by your target audience.
👉 To find out more: How to set menu prices for your restaurant?
7. Take care of your loyal customers
Loyal customers are important allies in your battle against the competition. You've already won them over once, now you need to win them over over the long term, or even better, make them spokespeople for your establishment. In addition to adopting the initiatives mentioned above, you can also take a number of measures to attract this clientele. Organize special events, improve your loyalty program, do something nice for your VIP customers! Don't hesitate to ask them about their expectations, their sensibilities and what they'd like to find in your restaurant. This shows that you're listening to them, and will help you create a strong bondthat will dissuade them from turning to the competition.
8. A good e-reputation for improved competitiveness
One of the best competitive advantages in any business is the rating or number of stars obtained on review platforms such as TripAdvisor, The Fork, Google and so on. Who hasn't consulted the comments left by previous customers before visiting a restaurant? According to a study by Partoo and Happydemics, 70% of Internet users do. In fact, they have the power to persuade someone to choose your establishment or the one next door. Combine this with an active presence on social networks, good SEO and an effective marketing and communications strategy, and you'll have every chance of your establishment being preferred to the competition.
👉 To find out more: How to get reviews for your restaurant on TripAdvisor?
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9. Adapt to the competition
When you launched your business a few years ago, you may have had little or no competition. But since then, a number of restaurants have sprung up around you, and are now overshadowing you. There's only one word for it: adapt.
So take the article from the beginning. Start by analyzing these new competitors to find out what options are available despite a similar offer and price range to yours. You're bound to have something your neighbor doesn't! The freshness and quality of your ingredients, the friendliness of your staff, the reputation of your chef, your special children's menu, the benefits of your loyalty program - it's up to you to find out what it is!
10. Set up an original decoration
Decorating a restaurant helps it stand out from the competition by creating a unique and attractive ambience for customers.
The decor should be in keeping with the concept and theme of your restaurant. Whether you opt for a modern, rustic, exotic or other style, make sure that all decorative elements, such as furniture, lighting, colors and patterns, complement each other to create a coherent visual identity.
Look for creative and unique ideas for your decor. You can draw inspiration from current trends, but don't be afraid to stand out from the crowd by adding an original touch. For example, you could incorporate artistic elements or unusual objects that arouse the curiosity and interest of customers. For example, Alfi has installed a pinball machine in its restaurant. How original!
Small details can make all the difference. Make sure every decorative element is carefully chosen and maintained. Cutlery, crockery, tablecloths, napkins and even staff uniforms can all contribute to creating a pleasant overall experience for guests.
👇 Below is an example of an original decoration in the Alfi restaurant!
11. Extend opening hours
If all that doesn't help you stand out from the crowd, you've still got one trump card up your sleeve: extended opening hours. The longer your restaurant is open, the more customers you'll attract. Of course, it has to be worth it - in other words, the cost of extended opening hours has to be lower than the benefits.
You can therefore decide to open every day of the week, welcome customers earlier and close later, as long as you respect employees' rest periods and arrange their working hours.
If you've noticed that your main competitor closes its doors at 9:30 p.m. every evening, take up the challenge of closing yours at 10 p.m.. You'll score points with those who like to extend the conviviality of the restaurant. Have you considered opening an hour earlier and closing an hour later than your competitors on weekends? Every day of the week deserves to be scrutinized.
By way of conclusion, remember that in a constantly changing sector like the foodservice industry, dealing with the competition will require three key qualities: adaptability, responsiveness and listening, all of which will help you stay one step ahead of your competitors and offer the best possible service.
👉 To find out more: How to attract customers to your restaurant?
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