Marketing guru Tom Peters suggests sixteen ways independent restaurants, cafes and bars can compete with multi-unit operators - and win.
1. Niche-aimed and never "all things for all people'.
You know the customers you can serve best, so be a little 'less available' to the others instead of turning yourself upside down to please the odd exception. Business people know you've got the right place for an uninterrupted meeting, or mothers know you're stroller-friendly and casual. But not both at the same time.
2. Never attack the monsters head on!
Don't complain about how small you are and how hard life is - no-one likes whining. But every chance you get, talk about your great new cinnamon cake, or how popular the pineapple frappes have been. You'll be much more famous for your organic juices, ginger pudding, cinnamon buns or local sausages than by trying to offer every new soft-drink the cola salesman suggests. Success is always more interesting.
3. Dramatically different.
It's not hard to be a legend in your own area - most of your competitors are asleep at the wheel. Fresh clean uniforms, nicely groomed staff who notice that you've finished your meal and may want another coffee. Clean, fresh toilets. It's warm when outside is cool (and vice-versa). The same-old, same-old cakes are sold by everyone else, not you. When a customer opens their laptop, their online for free. The service is fast, not valium-speed.
4. Compete on value/experience/intimacy, not price (because you won't beat the big boys on costs).
You'll be surprised how often customers don't look at the prices when they know your pasta, desserts and coffee are memorable. Bake more and make more in-house. Fresh juices not fizzy cola. Coffee so good it becomes a religion.
5. Emotional bond with customers and suppliers.
Does everyone dream of having their own book shop or drycleaners? No. But most have a dream about their own café or restaurant, so enjoy the envy you attract. Dress well, speak positively and don't swear too much. Share your (non-political) opinions. Remember names and teach your staff how to hold a conversation with people different to themselves (i.e. older or younger). Pay suppliers on time and ask for their support (!).
6. Hands-on, emotional leadership.
Be careful with the managers you choose - warmth and big smiles will come ahead of machine-like efficiency (you add that through systems). Teach them how to be a 'firm but fair' leader on their shift. Be a 'firm but fair' boss - when did you last praise someone?
7. A community star!
Plenty of targeted neighbourhood support - gift vouchers for school fund-raising, awareness of local issues, free space for meetings etc. Local produce, local suppliers, local recipes - tell us all about it on the menu and the website.
8. An incredible experience, from the first to last moment-and then in the follow-up!
It's great from the minute you walk in, and includes 'goodbye' as you leave (now that's rare!). Music, taste, smells, volume, temperature, speed - all just right. When they sign up for your mailing list - they get mail (or email), not silence.
9. Design!
Good looks doesn't have to mean big dollars - eye-catching colours, lighting, fabrics, art, comfortable chairs and a great choice of music that's well-amplified. Smart advice can make your $5,000 budget look like you spent ten times as much.
10. Employer of choice.
You're not a large faceless corporation with no room for individuals, and neither do you suffer from the common problem of most small operators - disorganised, unfair hiring and shift allocation, questionable pay rates. Staff don't just work there, they also learn and grow smarter.
11. Sophisticated use of information technology.
Your POS gives you the same up-to-date information as the big operators, but they usually do more with it. Use the data to find out what sells (and what doesn't) and act accordingly. A smart phone system, online and rapid response to email inquiries. Crunching numbers with your spreadsheet. Recipe software so the costings are always right.
12. Web-power!
The internet can make very small look very big, and your smart, friendly website adds to the brand. Good photos, plenty of information, downloadable menus, maps and a local 'what's on'. Up to date and easy to find with Google.
13. Innovative!
Just like a garden, your business needs regular weeding and new plants. Fresh paint, new menu ideas, the occasional event, a change of uniform - customers notice these things. Email reminders keep them up to date on the latest news. A calendar has them anticipating the next special dinner.
14. Brand Maniacs!
The brand is much more than the logo and colours - they're just the 'place-holders'. Rock solid reliability in the service, the smiles, the flavours, efficiency, value and atmosphere create enduring connections. Don't let other brands hijack your good name - watch out for excessive coffee and beverage signs!
15. Focus on women-as-clients.
You know all about your customers - are there more female than male, older than younger, more families than singles, asian than aussie? There's no 'one size fits all' approach to service and offers, so your staff have the flexibility and training to make everyone feel that you designed the place for just them.
16. Excellence!
As Tom says, 'a small player has no right or reason to exist unless they are in 'Relentless Pursuit of Excellence'. You earn the right - one client experience at a time - to beat the Big Guys in your chosen niche! A small operator doing a great job is definitely something to talk about. A large one doing the same thing - that's just what we expect. The public prefer you to win, but won't wait around for long if you're practicing on them. You get their first vote - don't waste it!