Secret Sauce - The Restaurant Marketing Podcast

We discover the ingredients of your Restaurant's secret sauce. SEO, Facebook, Twitter, emails, coupons, yield utilization, USPs, Menu engineering, direct mail, partnerships - there are many ingredients for creating your Secret Sauce and with the right Secret Sauce you can find more customers and turn them into repeat customers. We deconstruct the recipes, so you can increase increase turnover, increase profit and maybe decrease the amount of time you spend working in your Restaurant.
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Secret Sauce - The Restaurant Marketing Podcast




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Now displaying: January, 2017
Jan 30, 2017

Facebook Marketing - We look at the Facebook Marketing Report Card for Australia, and very few Restaurants are doing any Facebook marketing.  This is a huge opportunity for most restaurants.

Annual event marketing - We discuss a Restaurant that made a Meat Pie Burger for Australia Day. Sounds pretty ordinary, but it is an Aussie thing.  A great idea that got them mentioned in 

We look at how you to run a Facebook Live Video for your Restaurant.

Check out the Facebook Live Map, to get some ideas of the kind of streaming that people are doing.

Equipment -

Here are the makers of the phone holder that I use - Arkon.

Bright lights - we bought some cheapies of eBay.

Your phone - Android or iPhone.  It doesn't really matter, both do an excellent job.

A couple of tips - Rehearse, plan, and start with something exciting because the video will appear silent.  People need to engage with the video to be able to hear the video.

Pick somewhere quiet, make sure you have a good phone signal.

Be authentic - this is a great way to build your personal brand.

Types of content you can use in your Facebook Live Videos:

  • Food going over the pass
  • Food prep - tell the story of how you create your dishes
  • Sourcing the food - video from your garden, the market
  • Use it to do market research - what items do people want to see on your menu?
  • Go through a recipe

Aangan at Footscray prepare their own spices, that is a perfect type of video for Facebook Live.

We then discuss some ideas on how to best run an ad to your Facebook Live Video.

Tag us in on your Facebook Live videos. 

Connect with us on Linkedin to keep up to date with the latest Restaurant Marketing ideas.  

Jan 23, 2017

In this episode we discuss our Restaurant Facebook Marketing Report.  Less than 1% of Restaurants that we surveyed ran ads in the time.  A shocking statistic when you think that it is one of the easiest ways to increase revenue for your Restaurant!

We know that Restaurants aren't super interested in Facebook marketing.  The previous advanced Facebook marketing episodes haven't been downloaded as much as some of the others (Reasons Restaurants Fail was downloaded a lot more - maybe something to that :( ) But it is really important if you want to be successful to understand Facebook.  Even if you don't do it, your competitors will be and you need to know what is possible.

This episodes looks at using your email database to create a customer audience in Facebook to target your Restaurant customers.

We also look at budgetting.  How much should you spend per day on a Facebook campaign.  We look at the cost per 1000 impressions and also the cost per link click or engagement and give you some rough guidelines.  

We also go into what the cost of your campaign tells you about your audience reaction.

If you want more information on Facebook marketing - check out the legends at Perpetual Traffic.  Keith, Molly and Ralph delve deep, really deep into Facebook marketing.  This isn't for the faint hearted, but it is a great podcast if you want to crush Facebook marketing for your Restaurant.


Jan 16, 2017


We talk about Delivery Hero exiting Australia, and look at the implications for Restaurants who are doing 

We talked about the amazing technical expertise and innovation at Lume Restaurant.  Rated by Gault and Millau as the number 1 Restaurant in Australia, and amazing experience with some great technology, including the Tock booking system which has allowed them to cut no shows to virtually zero.

This episode covers process for creating an annual marketing plan.

1.  Review you monthly, weekly, daily and hourly revenue.  What are the quiet times and when are the busy times.  This helps you understand what work needs to be done to increase the profitability over the year.

2.  What holidays are there in your country?

3.  We go over the List of International Observances.  Got a quite period with no public holidays?  Look at this list and there are bound be to a few days around them that you can run a campaign around.  We look at some of the days that you can run marketing campaigns around.

4.  Look at your seasonal menu that you want to run.

5.  Start looking at partnerships that you can run to avoid the troughs in revenue.

6.  Look at targeting customers for each hour that your Restaurant is open.  Look at variable pricing throughout the day and week to maximise yield.

Have a  think about how you are growing your email marketing database and the events that you can use to market to that list.

We look at how your planning can help with your goal setting.


Jan 3, 2017

Technology and competition is dramatically changing the way that Restaurants operate.  We look at how these 2 mega trends are creating the 7 big trends for 2017 for Restaurant owners and chefs.

We have identified 7 major trends that will change the Restaurant industry in 2017.

1.  Restaurant Home Delivery - there has been consolidation with the online ordering companies like Just Eat and Delivery Hero, and new entrants like UrberEats providing delivery for Restaurants who would have never thought of doing delivery 12 months ago.  On top of this - we have Drones and Self Driving Cars - this technology is going to provide a lot of opportunities for Restaurant Owners.

2.  Marketing - It is becoming really hard now to not have a strong marketing strategy for your Restaurant, along with great execution.  You don't want to have the best restaurant that no one has ever heard of - because it is increasingly likely that you will go out of business if you do.

3.  Bigger Data for Small Restaurants - using Facebook and Comparative Analytics are a powerful way to use big data for small Restaurants.

4.  Automation - the rise of the Restaurant Robots.  Rising wages and increasing costs are meaning that more Restaurant owners will turn to automation to cut costs.

5.  Consolidation - For a small restaurant, going to 1 Restaurant to 2 is the hardest move, but it starts you on the path to get those economies of scale.

6.  Specialization - It is becoming increasingly difficult to run a generic cuisine based restaurant.  Many Indian or Chinese restaurants are struggling unless they are starting to specialize and give customers a reason to be loyal to them.  We look at some of the areas that Restaurants are going to be moving into.

7. Divergence - Restaurants that have their strategy in the middle of the profit mix will struggle - they will either be pushed to build a Restaurant built around low price, or specializing to  create value in niches.  Being a good restaurant with nothing specific will force you to start competing on price and that will make it harder for you to retain your quality.

If you want to read about the changes, check out our in depth report on the Restaurant Trends for 2017.

For your Restaurant to prosper in 2017, you need to be educated.  Check out our best Restaurant podcasts of 2016.  There are 19 must listen to podcasts from the thought leaders of the Restaurant Industry.

Look at the free tools to market your Restaurant and start to differentiate your Restaurant from your competitors.