As independent restaurants face competition from rapidly growing chains, it becomes increasingly necessary to identify and promote the things that make your restaurant unique. Remember that a little flexibility, positive attitude and creativity can go a long way. These ideas may help you get started. . .

Specialize - don't imitate, be unique and offer a specialty product or service that your competition does not.

Menu alternatives - Offer some low fat, low calorie, low cholesterol, trans fat free menu choices and promote them to your health conscious customers.

Create "your own" dipping sauces - for appetizers, fries, fresh chips - start with the basics and create your own version - go with theme of your establishment - ie, Cajun - Mexican - Italian - Sports etc.

Add to your condiments - Spice them up - specialty mustards, flavored ketcups / mayos - add roasted garlic, sun dried tomatoes, chipotle, any of the nouveau flavors, ginger, wasab, cilantro etc.

Know your customer - Learn about and meet the demands of your customer. Many chains do not have the flexibility to do this.

Encourage small group gatherings for retirement clubs, bowling teams, womens clubs ...etc. Offer an incentive such as a free appetizer, dessert or a discount.

Birthday Parties are fun for everyone. Make them feel special. Kids love it and adults love to embarrass their friends. Have your staff sing happy birthday, provide a free instant picture. Include a birthday cake, they will remember and come back.

Daily specials - Try many, keep the ones that work and then be consistent. This is a good way to develope repeat business as customers return anticipating their favorite specials. 

Go  for "The Most" - use superlatives - THE BIGGEST, BEST, HOTTEST, COLDEST ...etc. Have your staff promote it to your customers.

Ambience - It is very important to make your customers feel comfortable. Lighting, cleanliness, decor and air quality all play important roles. Background music is always a nice touch when kept at a level that promotes and allows conversation.

Clean restrooms - Make them as cordial and accommodating as possible. Add a little decorating and always keep them clean, well stocked and well scented. Make a regular maintanence schedule. Women as well as men will appreciate it. And as an added bonus, clean well kept restrooms tend to attract less vandalism.

Join forces with other independents in your area and share the cost of a print media campaign encouraging diners to patronize independently owned local restaurants. Remind local diners that quality independent businesses are essential to a vibrant local economy. 

Stay informed - Take advantage of the many web resources available for local independent businesses such as Dine Originals or the American Independent Business Alliance. A small sample of some other resources include the Restaurant Blog, BusinessWeek, Chef2Chef, Slashfood, Simply Recipes and of course our Recipe of the Week and Foodservice Section. 

Enlist local help - If you would like assistance in improving your establishment - feel free to call on us for a consultation with one of Albert Guarnieri & Company's foodservice or marketing specialists. Our annual trade show is also a good source of information and ideas.