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Mark Laux
http://www.hotoperator.com
Entrepreneur, marketing expert and profit pioneer
Interests: music, marketing, dining out, movies, webinars, business building, acim, restaurant menus, menu design, teleseminars
Recent Activity
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HotOperator® has designed four new Valentine's menus that you can edit yourself. And they're really easy to use. If you can open Google, you can edit these menus and be ready for one of the best nights in the restaurant business. Continue reading
Posted Jan 30, 2016 at HotOperator® Restaurant Menu Builder
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Here is the before and after for Jake Hafner's sandwich page. The website menu offers a background, text and not much else. The HotOperator sandwich page uses Positioning, Highlighting, Mental Anchoring, Strategic Pricing, Professional Copy Writing, Expert Design and Restaurant Product Consulting based on experience with thousands of well engineered menus. Continue reading
Posted Dec 14, 2015 at HotOperator® Restaurant Menu Builder
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Here is a list of the top ideas we use that will help reintroduce your restaurant business to a wider range of customers. Keeping in mind, inducing trial can garner long-term customers, so spending a little make that happen needs to be compared with what the restaurant customer might spend over the course of a year or two. And if your food and service are good, introducing your business to new guests will result in many of those guests 'sticking' and becoming regular customers. Continue reading
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Here are 7 ways to respond to social reviews that will help keep your business looking great on social media and defusing situations before they escalate. Continue reading
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Because so many restaurant operators go cheap on the menu, the single most important point of differentiation has become a stamped out, same-as-the-next-guy piece of paper that cannot, for the life of it, tell a consumer why they should value the food that is about to come from a restaurant kitchen. Continue reading
Posted Sep 29, 2015 at HotOperator® Restaurant Menu Builder
What you need most in your business is an objective viewpoint. You need a marketing partner that can look at your sales, analyze your margins and come up with a better restaurant menu marketing plan than you’ve ever had before. Continue reading
Posted Sep 27, 2015 at HotOperator® Restaurant Menu Builder
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HotOperator Restaurant Marketing Expert Mark K. Laux explains the 8 Laws Of Restaurant Marketing Brands. A great read for any restaurant operator responsible for the brand personality in your restaurant. Continue reading
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There are two money related comments I hear consistently from restaurant operators that are self fulfilling prophecies presented as facts. The first is: My customers are really cheap and can’t/won’t/don’t spend much or as much as they used to. And the second is: my restaurant can’t sell items over $10.00 at lunch and $15.00 at dinner. Continue reading
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Here are five ways you can improve (make for the first time?) your restaurant marketing calendar and make it the go-to document to help you maintain a busy, profitable restaurant all year long. Continue reading
Posted Dec 18, 2014 at HotOperator® Restaurant Menu Builder
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McDonald's thinks its decline is about the food. And while that might help, the real problems that they face is about their public image. Continue reading
Posted Dec 17, 2014 at HotOperator® Restaurant Menu Builder
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Don't make that mistake. When your agency (or your distributor for that matter) says they know all about that menu engineering stuff, look them straight in the eye and say: "Huh, I don't think so." That simple sentence is worth a few hundred thousand dollars to you over time. Continue reading
Posted Nov 14, 2014 at HotOperator® Restaurant Menu Builder
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All this is dependent on the product itself. According to no less than half a dozen experts on the subject ranging from Olson and Dover, Smith and Seinyard, Tellis, Wright and Lynch, all point out that product usage experience dominates advertising influence on beliefs, attitudes and behavior. Continue reading
Posted Nov 12, 2014 at HotOperator® Restaurant Menu Builder
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The result was the restaurant patrons who received the engineered menu spent 16% more on their visit than the guests who received a regular menu. So if group A had an engineered menu, and Group B did not, Group A would spend $1.16 for every $1.00 that group B spent in the same restaurant, the same day, same food items and the same, well everything else was the same. The cooks, the food, the offering, it was all the same. Same everything except the menu. Continue reading
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So here's what Taco Bell is doing with Sriracha, and if you care at all about your brand, why you may want to find a new product to differentiate your business. It's only being offered in Kansas City at the moment, but if it goes well, who knows. Maybe now is the time to update your recipes. Continue reading
Posted Oct 16, 2014 at HotOperator® Restaurant Menu Builder
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hen your new restaurant menu is ready to launch, make sure you communicate the changes to your staff and your guests. It is essential that everyone know you made changes and why. Because the last thing you want are a lot of questions right after the menu has been launched. Here are a four of things you can do to limit the amount of pushback you can expect when making a price increase. Continue reading
Posted Oct 14, 2014 at HotOperator® Restaurant Menu Builder
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So mental anchoring occurs when your restaurant customers use an initial piece of information (a mental anchor point, or a higher price) to make subsequent judgments. Once the anchor is set, the consumer is likely to interpret other price information on the menu based around the anchor. If the anchor is set too low in the restaurant, the guest is likely to make a menu selection that is lower based on that interpretation. Continue reading
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This is a question I get a lot from restaurant operators. Do I recommend ending prices in 5 or 9? There have been a lot of studies done on price points with regard to what works and what doesn’t for restaurant menu pricing. After reading a lot of articles on the subject, the best advice I can give is the difference between ending a price in 9 or 5 is 4 cents. Continue reading
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When you hire a designer, you’re paying him or her to spend time on your brand. The more you pay a designer, the more time this professional will spend. It’s as simple as that. All good professional designers are coin-operated. And to get the best design for your restaurant menu, it sometimes requires spending the right amount of time. Continue reading
Posted Sep 23, 2014 at HotOperator® Restaurant Menu Builder
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Each of these processes for restaurant business growth requires the right tools, and with this final method of business growth, you will need to couple a well-design-engineered menu with the proper server training to make sure your waitstaff understands how to use the menu. Here are some server training tips we offer to restaurant operators when they launch their new menu: Continue reading
Posted Sep 17, 2014 at HotOperator® Restaurant Menu Builder
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All of this gives Doug a very nice point of difference that he can use to separate his business from every other Mexican restaurant in Texas. And it has a fun, socially responsible position that he can use to open more restaurants in other parts of the country without ever worrying about another restaurant in that town having a similar name and position. Continue reading
Posted Sep 14, 2014 at HotOperator® Restaurant Menu Builder
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Here is a note from Kevin at Breakers who recently got his menu from HotOperator. As evidenced by Kevin's comment, the entire process was paid for in about a day in added income to Breakers restaurant. How well did your last menu work for you? "Thank you! Looks good. By the way our sales are up. Last week, as an example, we were up over $10,000 from the same 7 day period last year." Continue reading
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Marketing for restaurants is also a skill that not every restaurant operator is great at. A skill that marketing people go to school to learn and apply professionally. Marketing can be a talent. Like football, or baseball, some people are naturally better at it than others. But it's also a skill that requires experience and education. A skill you can hire. Continue reading
Posted Aug 24, 2014 at HotOperator® Restaurant Menu Builder
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A well-engineered restaurant menu can bring a significant increase in profits to your restaurant. This is important, so I’m gong to say it again. A well-engineered restaurant menu can bring a significant increase in profits to your restaurant. Now having said that, I can also tell you that most restaurant operators, when told that, will still ask if they can get a discount. Asking for a discount been drilled into their brains for so long that I think they may have lost sight of their ability to reason beyond the price. Continue reading
Posted Aug 19, 2014 at HotOperator® Restaurant Menu Builder
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Or maybe, and this is what I think drives their reluctance, they’re afraid to raise prices. Maybe they think: ‘If I take a price increase, all my customers will get angry and never come back.’ So instead of getting professional help and engineering a menu to help insulate against the current price fluctuation, they keep plodding along, day-to-day, hoping they can squeak out a profit. Here’s a wake up call: You won’t make it that way. It’s impossible to have year-over-year increases in cost of goods and not take a price increase to offset some of those costs. Continue reading
Posted Aug 14, 2014 at HotOperator® Restaurant Menu Builder
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If you believe Bloom, and if you have even the slightest understanding of his ideas, you realize just how important your restaurant menu is to your restaurant business. Rather than a price list, or even a self-made essay on your food, you start to get the idea that some thought and expertise should go into your restaurant menu. Continue reading
Posted Aug 12, 2014 at HotOperator® Restaurant Menu Builder