Donald Burns explains why restaurants fail when they market only on food photos. The "Restaurant Marketing Machine" uses 13 emotions—nostalgia, humor, education, family, community, charity—to create varied content that actually converts customers.
So when we teach marketing, we have a program in our TRC methods called the Restaurant Marketing Machine. We teach a thing called the 13 emotions of marketing. And I'll tell you that I found that is a big game changer for people because most people, when they're marketing, they only play one or two emotional cards. And they would be like, you know, it's like you have two cards and like you're playing poker and you only got two cards. Like, I can't even win because I only have two cards. So we try to give you more cards that you can play that way. You're playing, like, different emotions, like nostalgia, humor. Maybe you're doing, like, education. Maybe you're talking about, you know, maybe you're talking about food. Maybe talk about culture, maybe talk about family, talk about core values, maybe talk about community. We're talking about charity. We have a lot of different emotions that we play. How has that helped you as far as, like, coming up with content for your marketing stuff?
It helps a lot, actually, because it's a good guideline. And there's a worksheet that you gave us that helps also, as we're mapping out our marketing for the month to use the 13 emotions and how to stack them too. Because like you said, to use more than one or two is key. Because then you're hitting kind of multiple spaces out there.
Yeah, yeah. Because if the only card you play is just the food and beverage card, which, like, you go to, like most restaurants, social media posts, it's just a plethora, a feed of just food pictures and drink pictures. That's it. Now, if I'm hungry and thirsty, it might work, but I'm not hungry thirsty. Right. Then I just. It's just noise and I just kind of tune it out.
Yeah, right. Gotta be different.
Gotta be totally different.
If your restaurant only works because you work 80 hours a week, it doesn't work.
