Selling Eating: Restaurant Marketing Beyond the Word

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Selling Eating: Restaurant Marketing Beyond the Word "Delicious"

Should your restaurant exist?

This book dares to ask that and many other fundamental questions about getting customers to care about your brand.

Hopper draws on twenty years of restaurant communication experience to offer recommendations on everything from brand positioning to advice on communicating motivating, compelling, sales-building "deliciousness" without merely repeating the word "delicious" a bunch of times.

Do you know "The Seven Very Specific People Your Restaurant Needs to Reach?" Do you know the "Three Things Every Menu Should Do," or the "Fifteen Forbidden Food Words to Never Use" when marketing restaurants? Selling Eating has the answers to those questions and many more, and contains tips for avoiding the clichÃ© terminology common to ads in the restaurant category.

Branding. Advertising. Food photography. Content marketing. Social media. Kid's programs, packaging opportunities, TV ads, point-of-purchase materials, dealing with online reviews: it's all here, along with answers to bigger questions of positioning and brand personality.

With a forward by Russ Klein, former Global President and CMO of Burger King, Selling Eating contains a variety of perspectives. You'll hear from experts ranging from celebrated food photographer Michael Somoroff to renowned researcher Bob Drane. Throughout, Hoppers holds up campaigns from Domino's, Jack in the Box, Outback, Panera, Burger King, Applebee's, Wendy's, Ruby Tuesday's, Taco Bell, Texas Roadhouse, Subway and many more-and points out strengths and weaknesses, drawing lessons and offering insights all along the way.

Country	USA
Author	Charlie Hopper
Binding	Kindle Edition
Edition	1
EISBN	9780989861922
Format	Kindle eBook
IsAdultProduct
Label	Young & Laramore, Inc.
Manufacturer	Young & Laramore, Inc.
NumberOfPages	272
PublicationDate	2013-12-06
Publisher	Young & Laramore, Inc.
ReleaseDate	2013-12-06
Studio	Young & Laramore, Inc.

Selling Eating: Restaurant Marketing Beyond the Word "Delicious"

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