5 LSM Mistakes

Local Store Marketing  is the best, lowest cost and most effective way to market your restaurant.  It is critical that the execution of LSM strategies comes from the local level.  Unit managers  must be engaged and completely commited to seeing the program through.

Common mistakes always pop up with a newly implemented LSM strategy.  Be on the look out for these:

1.  Many times a Local Store Marketing program begins with a manual, and that is as far as it gets.  The manual gets stored on a shelf in an office never to be seen again.   The successful role out of a local program must include one on one or group training to accompany the manual.  And it doesn’t end there  – communication and follow up from the home office or owner are key.

2.  If the folks at the top don’t support LSM philosophies your program won’t work.  All levels of management must support the LSM program by letting the “rank and file” know how much a local program can lead to the overall success of the company.

3.  Having unrealistic expectations about how fast results will be seen.  LSM success does not happen overnight.  It takes commitment and constant effort.  It is not unusual for a restaurant to wait 3 – 6 months before they see increased customer counts and sales.

4.  LSM is not a cure all for poor sales.  If your operations and customer service are not excellent – marketing your restaurant will do more harm than good.

5.  Local Store Marketing is not something you do occasionally.  Most LSM programs fail because of inconsistent execution.  You must put together a local marketing plan for the year and follow it day in and day out.  Make sure that you are consistently putting your name in front of the customers in your neighborhood.  The tactics are not as important as the commitment.