A few years ago, I was the marketing manager for a Hawaiian restaurant group. My goal was to sell restaurant franchises. But I faced a few major problems.

differentiating. With numerous Hawaiian BBQ restaurants out there, it was hard differentiating from the competition. Sure, we can hire a live Hawaiian band or bring in fresh palm trees to heighten the ambiance, but it was not enough to give us an edge over the competition.

accurate market. Many aspiring restaurant owners don’t have an accurate picture of the industry, hence they fail. While many restaurateurs see their competition as other Hawaiian restaurant, the more accurate picture is that they were competing with every other restaurant.

Customers are king and they have options, so give them something worth talking about.

Located in Singapore, the Clinic is a restaurant that serves food with a hospital theme. Seated in wheelchairs, customers are greeted with a menu full of creative food items.

Not surprisingly, the Clinic has generated word of mouth marketing + buzz in the restaurant industry.

Top 2 Hints to Getting Press
1. Differentiate. Writers need stories, but describe in your press release how you are different from other restaurants.
2. Story. Did you sell your wife’s wedding ring in order to finance your restaurant. Give them a story that is entertaining or simply creates emotion.