The Empty Restaurant

by Richard Feldman
www.liqui-site.com



My friend, a restaurateur, read a journal essay on "The Empty Restaurant" a few weeks ago. It inspired him to share the marketing lesson below. I think you'll find it useful – no matter what business you're in.

"Some time ago, our cafe participated in a rib contest. Our ribs are great. Well, many people were going to the other 20 rib stands. But not so many were coming to ours. It took me a while to figure out why. The other booths had lines, and ours didn't. We didn't have lines because my staff was so fast. Lines were forming at the other rib places because they were slow at plating the food and slow in making change. I had my crew slow down, and a line formed. The rest of the weekend we worked just slow enough to have a line and just fast enough so customers didn't have to wait too long. We did very well. Folks say that they don't want to wait, but I guess they do."

Moral: Your website is essentially a line to your rib stand, filled with real people who may become your customers or clients. Use it to learn all you can about the behavior of those who buy your products or services. Then, make your changes, accordingly.

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