{"id":16549,"date":"2014-02-10T00:01:29","date_gmt":"2014-02-10T08:01:29","guid":{"rendered":"http:\/\/danoday.com\/blog\/?p=16549"},"modified":"2014-02-10T00:59:54","modified_gmt":"2014-02-10T08:59:54","slug":"dumb-restaurant-marketing","status":"publish","type":"post","link":"https:\/\/danoday.com\/blog\/2014\/02\/dumb-restaurant-marketing\/","title":{"rendered":"SHOOT YOURSELF IN THE FOOT MARKETING FROM HAMBURGER HAMLET"},"content":{"rendered":"

\"restaurant<\/a>This is from the dinner menu at Hamburger Hamlet, a Southern California restaurant chain that has dwindled away to a very small number of locations.<\/span><\/p>\n

Obviously, they are eager to attract “happy hour” business at their bar, which they encourage by offering $9 appetizers for $6.<\/span><\/p>\n

But that’s only<\/strong> at the bar. Not in the restaurant.<\/span><\/p>\n

Yet the restaurant menu promotes the happy hour appetizer specials.<\/span><\/p>\n

Imagine this:<\/span><\/p>\n

You’re seated at a dining table in the restaurant, try to decide what to order.<\/span><\/p>\n

You know those appetizers aren’t particularly healthy, but what the heck. Might as well treat yourself to some pot stickers or nachos to go with your burger.<\/span><\/p>\n

But wait. According to the menu in front of you, just a few feet away at the bar you can get those appetizers for just $6 \u2014 1\/3 less than you’ll pay if you order them with your dinner.<\/span><\/p>\n

A sign in the restaurant declares, “Happy hour prices apply only to food served at the bar.”<\/em><\/span><\/p>\n

So you can’t order it at the bar and bring it over to your table.<\/span><\/p>\n

You were ready to pop for the nine bucks for the unhealthy appetizers\u2026but not if it means they’re going to treat you as a second class patron.<\/span><\/p>\n

(Someone once pointed out that Americans don’t mind being ripped off; we just want to be ripped off equally.)<\/span><\/p>\n

So you choose not to be a sucker, you forego the appetizer, and the restaurant loses an upsell.<\/span><\/p>\n

Dumb, dumb, dumb.<\/span><\/p>\n

Is the dwindling number of Hamburger Hamlet locations due solely to its bad restaurant marketing<\/a>?<\/span><\/p>\n

I don’t know. But it can’t help.<\/span><\/p>\n

Question for Radio People<\/span><\/strong><\/p>\n

Do your radio station’s promotions<\/a> actively alienate some of your audience?<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

This is from the dinner menu at Hamburger Hamlet, a Southern California restaurant chain that has dwindled away to a very small number of locations. Obviously, they are eager to attract “happy hour” business at their bar, which they encourage by offering $9 appetizers for $6. But that’s only at the bar. Not in the […]<\/p>\n","protected":false},"author":22,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":{"0":"post-16549","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-uncategorized"},"yoast_head":"\nSHOOT YOURSELF IN THE FOOT RESTAURANT MARKETING FROM HAMBURGER HAMLET<\/title>\n<meta name=\"description\" content=\"Restaurant promotions seeking to attract more casual business shouldn't alienate loyal guests. 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