2. Encourage action

The main purpose of your newsletter is to get your customers to respond. Once you have grabbed their attention with your catchy name and graphics, you need to follow through with specific offers that will entice readers to visit your establishment. Tell your readers about a new menu item that they must try, or offer a money-saving coupon or a special meal deal that is happening only for a limited time. Get your readers to sign up and attend special events you are holding, like cooking classes or wine appreciation nights.

3. Get personal

Write personal stories about yourself, your staff and your restaurant. Tell your customers about why you decided to open your restaurant. Tell them about how passionate you are about the foods you create. Talk about where you source your products, share your environmental goals, and reveal the plans you have for the future of your establishment.

You can also create a section in your newsletter profiling a different staff member in each issue. Make it light and funny, and include interesting information and anecdotes about their background. Be sure to include photos of yourself and your staff so that your customers can recognize and identify you and your staff by name.
Allowing your customers to get to know you and your staff more intimately helps to build customer loyalty. It also creates familiarity and comfort, which will keep your customers coming back.

4. Offer useful tips and recipes

In order to get your customers to continue reading your newsletter, you also need to offer information that is useful and beneficial. Have your chef create simplified recipes of your signature dishes for your readers to create at home, or share “insider” cooking tips and secrets. If you are comfortable doing so, you could write about food safety and food handling, or how to store leftovers. You can also educate your readers on local wines and cheeses they should try (with a focus on those that can be found at your establishment!).

5. Reach out to your community

If your restaurant sponsors a particular charity or local sports team, talk about what you have done for that charity, how much money you have raised, and how your readers can help you reach your next goals. Share the good deeds you have done for your community – like donating excess food to the food bank, or helping out someone in need. Show your readers that your restaurant reflects the personal values of you and your staff, and that you’re not just in the business to make money.

6. Pass on newsworthy information

Your newsletter doesn’t have to be all about you and your restaurant. You can also pass on interesting and relevant information that you read about somewhere else, whether on new food or product trends, or news stories that might affect your readers like a new tax or an impending strike.

7. Give props to your best customers

Give your most loyal customers a chance to feel special by featuring them in your newsletter. Interview them for the story so readers can find out what they like most about your restaurant and why they keep coming back for more. Be sure to include a photo. This is a great opportunity to spread good “word of mouth” via your own newsletter! If your restaurant uses comment cards, you can also create an area in your newsletter for testimonials, and highlight all the positive reviews you have received.

Good luck and happy writing!

© 2009 Chiasson Consultants Inc. All rights reserved.

About Diane Chiasson:

Diane Chiasson, FCSI, President of Chiasson Consultants Inc., has been helping foodservice, hospitality and retail operators increase sales for over 25 years. She is recognized as the industry leader in providing innovative and revenue-increasing foodservice and retail merchandising programs, interior design, branding, menu engineering, marketing and promotional campaigns, and much more. Contact her at 416-926-1338, toll-free at 1-888-926-6655 or chiasson@chiassonconsultants.com, or visit www.chiassonconsultants.com.