Restaurant & Bar Marketing: The No Bullshit Guide to Improving Guest Counts
by Erik Shellenberger
Erik Shellenberger cuts through the hype and tells you what really works—and what doesn’t—to bring more customers into restaurants and bars. Before getting into the tactics, he presents his ocean versus fishbowl concept.
The fishbowl includes people who follow you on social media, who subscribe to your email list, etc. “The ocean—NOT the fishbowl—is where you improve guest counts… People who have no idea you exist. People who are looking to branch out and try new places to eat and drink in their home city… The tourist economy is almost exclusively an ocean environment. It includes the person using Google or online reviews to find a business like yours.”