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Commercial Food Processors: Know What To Buy

Food processors and mixers have evolved considerably in the past decade to become more versatile and more powerful; meaning, they can satisfy a growing number of food preparation tasks in greater capacities.

A food processor has a central motor, usually self contained, that drives a shaft to which a blade or other cutting implement is affixed.

Food is either processed in a bowl for sauces, soups, or finely diced vegetables, or through a continuous feed chute that allows sliced or shredded vegetables to be ejected quickly into bins.

What to Look For When Purchasing a Food Processor

  • Be sure to size your new food processor to the task. If you overwork the processor by constantly pushing its capacity, you could shorten its lifespan and effectiveness. Manufacturers usually list this information for each model.
  • Some units have more than one bowl size, allowing you to change the capacity according to what you are processing.  This is especially useful if you have medium and small size processing tasks.
  • Variable speed units are more versatile and can handle foods of different densities.
  • Look for units that come with multiple attachments. The more attachments a unit has, the more food preparation tasks it can perform in your commercial kitchen or restaurant.
  • Safety features that prevent kitchen staff injury, especially with new or untrained help. The most common is an automatic shut-off feature.

Types of Food Processors

Robot Coupe R2B CLR

Robot Coupe R2B CLR

The most important factor in choosing the correct food processor is to select a machine that is right for the type and quantity of food you want to process.

  • For maximum versatility, a Blixer, or combination mixer and blender, is ideal, with emulsifying and liquefying options that can blend sauces and soups without too much aeration plus the normal chopping and grinding features of a food processor.
  • Bowl mixers chop or grind relatively small amounts of core ingredients like garlic, shallots, or basil.
  • Combination models feature a variety of cutting blades and can perform multiple tasks, such as slicing, shredding, kneading dough, and julienne, plus normal chopping and grinding functions.
  • Vegetable prep models have a continuous feed chute that allows you to chop, dice, shred, grate, or julienne large amounts of vegetables at a time.
  • Heavy duty floor blixers and food processors are designed for large operations and can mix, blend, or process up to 1,200 lbs. per hour.
  • Vertical cutter mixers feature a continuous feed chute and a large capacity stainless steel bowl, have a variety of blade attachments, and can process larger volumes than a standard bowl mixer.

Caring For Your Food Processor

Food processors should last seven to ten years if used and maintained properly.  Typically, a food processor does not require much maintenance, since the motor is usually a sealed unit.

However, a few basic steps can be taken to maximize your food processor’s life:

  • Wash food processor bowls, attachments, blades, covers, and pushers regularly.  Most are dishwasher safe.
  • Always use the food pusher that comes with your unit to guide food into the processor.  Not only is it unsafe to use other objects or hands, but damage to the unit could also result.
  • Don’t overload the machine. It’s important to size the processor according to the types and quantities of foods you wish to process.  Too small of a machine or one without enough horsepower for more dense foods will not last as long or work as efficiently as a larger one.
  • Blades and attachments become dull over time and should be replaced.

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Repairing Overhead Warmers

An Overhead WarmerOverhead warmers are fairly simple devices.  They are typically used to keep food that is ready to be served warm before it goes out on the server’s tray.  Overhead warmers have three main parts:

1. Element
2. On/off switch
3. Infinite Control

Warmers come in different voltages such as 120V, 208V, and 240V, and they are made in different lengths.  Always remember that it’s crucial to have the correct voltage on the unit, because severe damage can happen when the unit is introduced to the wrong voltage.  There are two types of elements in most overhead warmers.

1. Cal-rod (metal) type
2. Quartz glass type.

These elements vary in wattage and length.  When replacing an element, it is helpful to provide the following information to ensure you get the correct element.

1. Overall length of the warmer
2. Model Number
3. Serial number
4. Voltage

This information can be found on the name tag that is attached to the warmer.

There are two ways to determine if an element is bad:

1. Visual Inspection. On the Cal-rod element, inspect the outside for burn marks.  On the quartz element, inspect the filament or wire coil inside the glass tube.  If it is separated in any way, it is burnt out.A Nemco Overhead Warmer Element

2. Continuity Testing. A continuity tester can determine if an element is defective.  Remember to disconnect the power! For either element (cal-rod or quartz), first remove at least one wire connection or remove the element if it is a socket type.  If you have a Multi-Tester set your tester in the continuity position and touch the leads to the element.  If there is no digital read out on the display the element is no good.  If you’re using a lighted tester and the light does not light up, then the element is not good.  In either case, the element needs to be replaced.  The element is still good if you get a digital read out or the lights does light up.

A General Use Rocker On/Off SwitchOn/Off Switch

To test the on/off switch, disconnect at least one wire from the switch and perform a continuity test with the switch in the on position.  If you do not get a reading, then you need to replace the on/off switch.

Infinite Control

To test the infinite control, there are multiple wire connections on the back of the control.  These wire connections are marked as follows:  L1 and L2 are the power wires coming in the warmer.  H1 and H2 are the connections for the element wires.  On units with a pilot light there may be a HP connection or a P connection, P meaning pilot light connection.  A General Use Infinite Control

Disconnect at least one wire from any of the H connections and perform a continuity test across the H prongs with the control in the on position.  If you did not get a reading or light it is time to replace the infinite control.  On an infinite control make sure to determine if it is a  screw mount or nut mount before purchasing a replacement.  Screw mount controls screw into the overhead warming unit; nut mount controls bolt onto the unit.

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Food Safety: Controlling Insects And Pests

Food Safety Controlling PestsThe primary focus of any food safety program, and rightly so, is on the temperature of your food product.  Heating food to the proper temperature and storing it at the proper cold temperature are vital to preventing contamination.  But allowing foreign objects like hair, metal, and insects or pests to contaminate food can be just as much of a food safety headache for your restaurant and making somebody sick.

Pest mitigation should be a regular part of your food safety program – just like checking to make sure chicken breast is cooking at 165 degrees.  Fighting pests takes two forms: preventative measures and reactive measures.  The goal is to have enough preventative measures in place to minimize or eliminate ever taking reactive measures.

Preventative measures include:

Keep it clean. Pests want to be in your restaurant for two reasons: shelter and food.  And while your kitchen will always be a warm and inviting place, you can do a lot to make sure it’s not particularly filling.  The standard place to start in your effort to make your kitchen a hungry place for pests is with the trash.  Take it out every day, wash out containers regularly, and use a plastic liner.

You’ve already got those bases covered.  More important to preventing pest infestation is to make sure everything makes it into the trash that should before you take it out.  That means food bits and debris from every corner of the kitchen.  It can be easy to miss the many corners and hidden crevices where pest dinner tends to collect, so make sure there is a regular top-to-bottom cleaning schedule with hefty enforcement.  This goes for the front of the house as well.

Run a tight ship.
The best way to keep pests from making your restaurant their new home is to make it very hard for them to break in.  Use caulking, screens, and other patching materials to stop up holes wherever they occur.  The most common areas where holes occur are around doors, ventilation systems, pipes, and plumbing installations.

Ingredient BinAlso make sure particularly sweet or strong-smelling ingredients are stored in airtight ingredient bins to prevent pests from using them for meals and breeding grounds.

Set the trap. After you’ve made your restaurant as inhospitable as possible by storing foods properly, sealing entryways, and cleaning regularly, it’s time to set some traps to catch any brave pests that still insist on making your restaurant their home.

For mice and rats, standard snap traps will work well enough.  If you start catching mice and rats, it’s time to investigate further and find out where they’re nesting and how they’re getting into the building.

For insects, an insect control system that uses UV light to attract and trap anything with wings is very effective.  The Paraclipse system is an easy-to-maintain way to keep flies and other bugs out of your food and in the trash instead.Insect Control System

In the case of cockroaches, don’t try to solve your problems with cheap residential-strength traps.  Call an exterminator right away.  Cockroaches are one of the hardiest creatures on earth, and it is going to take several rounds by a professional to eliminate the problem.  This will surely be expensive, but all it takes is one cockroach sighting to turn a customer away from your establishment for life.

If you’re vigilant about these preventative measures, then hopefully you’ll never get to the reactive measures stage, which usually involves you, your checkbook, and a licensed exterminator.  If you do discover an infestation problem, then address it right away with the help of a professional.  The risk to your business is much larger than the expense of extermination.

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Handle Bulk Vegetable Oil The Smart Spout Way

A Bulk Oil Pour Spout: The Smart SpoutIf you’ve got a restaurant, you probably deal with a lot of oil.  Between changing the oil in fryers, making dressings and sauces, and cooking on the line, the only person moving more oil in the neighborhood is the local mechanic.  And, like any restaurateur, you probably buy the stuff in bulk containers so that it’s a little easier to handle and a little cheaper to buy.  And we all know how annoying those bulk containers can be to handle.  They’re, well, bulky.

The Smart Spout is exactly what it sounds like: a smart idea that makes a restaurateur’s daily life a little easier.  It’s simple, functional, and easy to use.  What does the smart spout do?  It allows you to pour bulk fryer or vegetable oil easily without spilling.  Simple as that.  Anyone who has stepped on oil on the floor in a commercial kitchen can attest to the dangers even a small spill can create.

The Smart Spout fits 1, 17.5, and 35 gallon bulk oil containers.  It swivels so that oil can pour freely in any direction.  It comes in red and green so you can tell fryer oil from ingredient oil.  It’s washable, sealable, and reusable.

The Smart Spout reminds me of old gasoline cans.  20 years ago they had a screw cap and that was it.  Then somebody got smart and invented a pour spout so you didn’t spill gas everywhere, which is both costly and dangerous.  Now every Jerry-can in the world has a spout.

I don’t know if every bulk vegetable oil container in the world will have a spout one day, but they should, for the very same reasons every gas can now has one.  If you deal with those bulk oil containers, make your life a little easier.

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How To Price Local Foods On Your Menu

Local Food Restaurant MenuIf you’re in the food service industry then you’ve heard about “local food” – ingredients sourced locally that are usually marketed as fresh, organic, and environmentally sustainable.  And while local has fast become a red-hot trend in the restaurant business, some in the industry have wondered how to make local profitable.  Food cost is usually higher for local ingredients, and in an era of price wars and mass discounting, margins have become razor thin as it is.

Well, at least according to one recent study funded by the Leopold Center for Sustainable Agriculture at Iowa State University, consumers are willing to pay somewhat more for meals that are sourced locally.  In the study, restaurant patrons were given the choice between locally and non-locally sourced meal selections.  When the two options were priced the same, customers showed no significant preference one way or the other.

But when the locally sourced option was priced 18% higher than the non-local one, customer preference for the local option soared.  This doesn’t mean you can price locally sourced entrees wherever you want, however.  At 36% above the non-local option, customers went with the cheaper selection every time.

So what does this mean? Well, customers obviously value local food up to a point.  This most likely stems from the perception that local food is fresh and more sustainable.  If you’ve started sourcing some or all of your ingredients locally, then this study indicates you have some wiggle room on pricing, especially if you employ the Menu Engineering Theory of Relativity.

On the other hand, going through a major menu revamp just so you can offer local ingredients may not make a whole lot of sense.  Remember that consumer tolerance for large price hikes on entrees with local ingredients did not do well.  So unless there are readily available local ingredients that fit naturally with your menu and concept, the slightly higher value consumers place on local foods may not be enough to make economic sense.

This rings especially true when another aspect of this study is taken into account: that consumers did not seem to have a special preference for restaurants that offered locally sourced food versus those that did not.  That means consumers place a higher value on local ingredients when they encounter them, but those ingredients do not seem to change buying habits in any significant way.

Therefore, sourcing food locally makes sense for restaurants only when ingredients that are easy to incorporate into an existing menu at a reasonable price.  If you focus on keeping it simple, then local ingredients can mean some extra margin.  Finding that sweet spot will take some experimentation, but it can definitely pay dividends provided your pursuit of local ingredients doesn’t interfere with the bread-and-butter options on your menu.

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What Are Your Restaurant’s Perks?

The Stew blog, written by the Chicago Tribune’s food beat staff, posted an interesting article recently talking about the little perks that make a restaurant meal a more pleasant experience.

Yet as great as these perks are, they seem pretty generic – best practices that any restaurant worth its salt should employ.  What about the perks that make coming to your restaurant a completely unique experience?

Great service, a killer menu, and a nice atmosphere are the three things every successful restaurant has.  Most of the time, these are the things you do very well as a restaurateur, but that doesn’t mean you’re the only one around who does them well.  Developing an X Factor, a thing that makes your restaurant unique, is what sets you apart from your competition.

That means you give your customer some intangibles (or perks) they just can’t get anywhere else.  Everyone should have purse hooks and reading glasses, and if you want families to ever return to your establishment, some crayons and paper are a must.  These things make up a baseline of quality service good restaurateurs already meet.

What makes your restaurant different?

Here are some ideas that many restaurants have had success with:

The cult of personality.  This one has worked well for some celebrities, especially washed-up athletes.  It has also

Jake La Motta (portrayed by Robert Deniro) had a successful Miami restaurant

Jake La Motta (portrayed by Robert Deniro) had a successful Miami restaurant

worked for people who are not celebrities.  It works like this: the owner of the place gets to know just about everyone who comes in the place.  He asks about their kids.  He personally serves their second bottle of wine and jokes about the server with the guests.  He is the face and personality of the restaurant, and the perk for regulars is the familiarity they feel when they dine there.  That familiarity gives the customer a VIP feeling they can’t get anywhere else.

The tableside show. Magicians, belly dancers, comedians, mariachi bands – whatever the act is, this perk gives the customer an intimate show that adds an element of entertainment they can’t get anywhere else.  If you give your customers a choice between an enchilada plate and a band singing “Cielito Lindo” just for them before those enchiladas arrive, they’re going to choose your restaurant every time.

The VIP club. One of the hottest trends in fine dining is throwing “underground” events – chefs from well-known restaurants all over the country are picking an unusual setting (e.g. a warehouse, a wine cellar, etc.), developing a unique prix fixe menu, and inviting a select group of regulars to attend an exclusive one-time event.

You may not feel like going that far, but you can develop ways to create a club with an exclusive feel around it for your regular customers.  The funny thing about a club is that once others find out about it, they’ll want to be a part of it too – and the more people want to be in the club, the more valued the people already in feel.  The key is to give your VIP club perks that carry a lot of value.  A couple comped appetizers isn’t going to hack it here.  You need to provide something no one else can get.

Whatever perks you settle on for your customers, two keys will make you successful: make it unique and make sure it has real value.  It might be easy to copy someone else’s idea or cheaper to just offer a 10% off coupon, but your patrons will see right through half-hearted attempts to win them over, and in the end you’ll get what you pay for.
A genuine effort to reward your customers simply for walking through your door will have a lasting impact that is difficult to calculate.

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Don’t Take Coffee For Granted

CoffeeEvery restaurant serves coffee.  It’s one of those standard beverages that any food service establishment takes for granted: restaurants of all kinds have always served coffee, and will continue to serve it forever.  But unlike other standard beverages like Coke or Pepsi that are made by a third party, coffee is almost always brewed in house.  That means the quality standard varies widely from restaurant to restaurant, and any customer who orders a cup knows it’s usually a crap-shoot on how the coffee will taste.

With the rise of Starbucks and the rest of the specialty coffee industry in the past 10 years, consumer’s tastes in coffee have become more refined, even as most restaurants still employ the same old standard pour-over coffee machine they’ve always had.  And even though Starbucks has been getting killed lately as consumers cut back on $8 lattes, their taste for quality coffee remains.  The fact is, customers want a better cup of coffee at a good value.

Restaurants are well positioned to provide good quality for a good price, and serving good coffee can lead to better sales and better profits for any restaurateur who takes the time to invest in a quality coffee brewing system.

That’s because not only can you make a tidy profit on coffee sales alone, but customers who enjoy good coffee are more likely to order other after-meal items like desserts and drinks.  You can also use good coffee to boost sales during slow periods during the day like late afternoon.  A reputation for great coffee plus a few simple appetizers or desserts off the menu can become a popular afternoon happy hour very quickly.

So how do you brew great coffee?  Here’s some basics:

Water. Coffee is mostly water, so if the water you use doesn’t taste that great or is hard (full of minerals), your coffee isn’t going to taste that great either.  You should always use filtered water to brew coffee.  This is also important because a water filter will remove minerals from the water that build up in your brewing equipment and cause machine failures and bad taste problems.A coffee thermometer

Temperature. The ideal brewing temperature for coffee is between 195 and 205 degrees Fahrenheit.  Water temperatures outside of this range can result in weak or bitter tasting coffee.  Use a thermometer to measure the water temp in your coffee machine.  Modern digital coffee machines allow you to adjust the temperature of the water with the push of a button.  Older machines may need to have parts replaced.

Time. This is the most important factor in determining how the coffee will taste.  The longer water is in contact with the coffee grinds, the more the soluble elements of coffee are absorbed into the water.  This is what gives coffee it’s taste, but the best tasting elements are usually absorbed at the beginning of the brewing process.  The longer water is in contact with coffee grinds, the more compounds that give coffee a bitter or strong taste are absorbed.

Clean surfaces. The surfaces the coffee comes into contact with inside the coffee machine and outside, like decanters, airpots, and cups, can all lend bad tastes to coffee if they aren’t cleaned properly.  The most common problem is lime (mineral) buildup in the coffee machine.  The best way to prevent this, as mentioned above, is to use filtered water.  However, these surfaces should be cleaned regularly to ensure quality coffee every time.

Coffee grounds. The granule size of ground coffee will affect how long it takes to brew.  Very finely ground coffee brews much more quickly than coarsely ground coffee.  Experiment with different coffee grinds until you find one that results in optimum flavor.  The depth of the coffee ground bed in the brewing basket also affects taste.  A bed depth of 1-2 inches is ideal.  A shallow bed will result in weak coffee.  A deep bed will make the water percolate very slowly, which results in bitter coffee.

Stay tuned to The Back Burner this afternoon as I will be posting the second half of this article, which will cover the coffee brewing equipment basics you need to know to make sure your restaurant is brewing good coffee every time.

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How To Cut Bar Inventory Losses 20%

precision poursWe’ve all been there.  The bartender is super busy and splashes some alcohol in your glass before topping it off with whatever mixer goes with your drink – and you end up with a strong one or a weak one.  And of course flirty girls and good tippers regularly expect – and get – a good pour on their refills.

The problem is, inconsistent drink pouring can account for as much as 20% in lost revenue for a busy bar or restaurant.  Drink taste can also vary widely with different amounts of liquor, which means mixed drinks have to be one of the most inconsistent products you sell in your establishment.

No one would tolerate such variation on a prime, high margin entrée, and increasingly bar managers are using technology to gain control of their liquor inventory.  Precision Pour spouts measure exactly how much alcohol is poured in each drink using a 3-ball measuring system that is both accurate and smooth.  The result is the  elimination of over and under pouring.

In addition to putting an absolute clampdown on waste and theft, Precision Pour spouts allow bartenders a chance to upsell stronger drinks for customers.  Since bartenders don’t have the option to pour drinks stronger or weaker, customers wanting a stiffer drink can purchase a double instead of just plunking a couple extra bucks in the tip jar and getting a nod from the bartender.

Competition has always been tight in the bar and nightclub scene, and profit margins can be thin, so many owners perk up when they hear about ways to cut costs and generate more upsells.  But taking care of good customers is something anyone who wants to succeed in the restaurant industry had better excel at.  The tradeoff with more control is reduced intimacy with customers because everyone gets the same pour, no matter if you’ve been coming to that bar for years or tonight is your first time.Precision Pour Spout

The flip side of that argument is that stronger drinks also mean drinks that don’t taste as good.  The hottest trends in the industry are all pointing towards craft cocktails that give the consumer a taste that’s at least as good as the buzz.  That makes precise alcohol pours even more important if you want to address the customer’s new expectations when it comes to taste.

That makes Precision Pour spouts a good investment from and inventory control and a quality control point of view.  The Precision Pour can fit in almost any liquor bottle, is easy to clean, and can handle even the thickest liqueur.  You can get Precision Pour spouts that dispense various amounts of alcohol, measured in ounces and milliliters, and even color code the spouts to make it easier for bartenders to find bottles during the rush.

Simply put, you’re losing money and negatively affecting quality if you don’t accurately measure the amount of alcohol in each drink you serve.  The Precision Pour spout is a great way to knock out both those birds with one stone.

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How Black Board Eats Helps You Control The Foodie Crowd

Black Board EatsAh, yes, the capricious foodie: that enigmatic character who can turn 100 people into loyal patrons with a glowing mention of your restaurant at every dinner party – or become the bane of your existence with nasty reviews on sites like Yelp or a sarcastic blog post.

Especially in competitive urban markets like L.A. or New York, courting the foodie crowd is an essential part of becoming a successful restaurant.  As any veteran restaurateur knows, that courtship can be difficult.

Pleasing the foodie once they’re in the door is one thing. That’s up to the countless hours you’ve already spent developing a menu and a kitchen that can produce your culinary vision.

Getting those foodies through your doors is an entirely different matter. I’m sure you’ve heard it all – create buzz about your restaurant online, through social media, with smart marketing, etc. etc.  For every 10 strategies out there designed to help restaurants get the opinion makers of the local foodie population in your door there are 25 restaurants that have gone under having failed to do so.

Black Board Eats, founded by the former food editor at Yahoo, is a concept so simple in design and application that it Black Board Eatsmakes one wonder why it took so long for anyone to think of it.  It works like this: Black Board signs up as many foodies as it can to its email newsletter.  Then they go out and get good restaurants like yours to offer an exclusive promo deal.  Some common examples include 40% off lunch or a free flight of wine tasters.

Black Board sends these deals out to its network of foodies, who respond to the promos they like and get a coupon that’s good for 30 days.  Soon you’ve got a rush of young, connected customers buzzing about your establishment.

Restaurateurs who have used the service report a surge in customer traffic after sending out a promotional deal through Black Board.  And while repeat customer business after the promo fades (those Black Board foodies are chasing the next deal), the buzz and word-of-mouth referrals you gain during your time in the Black Board sun can be priceless.

A service like Black Board seems to work best for new restaurants and for established businesses looking to promote a new service or feature.  Being able to tap into an existing network like the one Black Board has put together is priceless; and while you might not do it to gain a slew of lifelong customers, you can definitely benefit from having the place bursting at the seams when its important – during opening week, after adding a new dining area, or after revamping your lunch menu.

Being successful can be a lot like a popularity contest, and Black Board gives you an easy way to win the competition, if only for a day.

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Community Based Restaurant Marketing: Get Some Real Bang For Your Buck

restaurant weekFine dining restaurants in Denver, CO are pooling their resources this weekend to kick off Denver Restaurant Week, an annual event that allows diners to sample the city’s fine cuisine over the course of a week for an incredible price: $52.80 for two.  Tons of restaurants are participating in the promotion in an effort to draw new customers.

This year’s restaurant week has been extended to two weeks, and the Denver Conventions & Visitors Bureau has also worked with city hotels, museums, and theaters to provide weekend getaway packages for really good deals.

As many of you know, The Back Burner is based in Boulder, CO, which is just outside Denver, and we’ve been hearing about this year’s Restaurant Week for a couple months now, and it got me thinking.  Any town, city, or burg could really benefit from holding an event like Restaurant Week, and more importantly, any restaurant that can get a restaurant week going would stand to benefit.

Feeling skeptical?  I understand. Who wants to offer a cut rate to diners, much less the same cut rate your competition is offering at the same time?

Well, consider some of the benefits of pooling your marketing resources:

Get diners to try something new. Every restaurant worth its salt has a loyal cadre of customers.  The problem is, most diners, especially when they are going out for a nice meal and expect to spend some cash, tend to stick to what they know.  That makes it hard for you to attract new customers.  Restaurant Week is the perfect incentive to get new people in your seats to try out your cuisine.  The prix fixe arrangement means they don’t have to worry about being disappointed, and you’ll have a chance to impress.

Get the community involved. When you’re trying to advertise by yourself you’re on your own.  Organizing a community-wide event like a restaurant week means you can get help in your marketing efforts from all kinds of places.  Denver’s restaurant week set up a dedicated website, Twitter account, and Facebook page for this year’s event.  They also advertised in local media and got the word out on the internet via press releases.

All of that might sound expensive, but it’s really not, and even the smallest community should be able to put together a similar program.  The only difference is scale.  Additionally, smart local governance should be willing to provide incentives or marketing dollars to help attract customers to the area.  After all, a boost in sales taxes helps them out as well.

You should also consider coordinating community events with your restaurant week that will encourage people to show up downtown and dine out.  The prospect of boosting local business should be enough to get any mayor energized and working to organize.

Brand appreciation. Finally, the positive reinforcement your restaurant’s brand will get out of being associated with a community wide event is incalculable.  Weaving your restaurant into the community fabric doesn’t have to be a shameless marketing ploy.  For many restaurateurs, it helps define who they are and brings great satisfaction to both their business and personal lives.

Marketing your restaurant doesn’t always have to be about competition.  A community-wide approach that benefits everyone can help you stretch your marketing budget and really get some bang for your buck.

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