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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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While these restaurant operators think they are ‘saving money’, the reality is that designing a customer experience is more than just looking at the rational, logical steps of the experience and making a product list. To create a fantastic experience requires focusing on every aspect of that experience, and that includes the menu. Continue reading
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Few people truly understand value. They mistakenly believe that value is about low price. A value shopper, by that definition is a person who will always be drawn to the lowest price. And while this idea has very strong anecdotal evidence to support it, the truth of the matter is more complicated. Continue reading
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The science of menu engineering is essentially based on a few important structural ideas that are proven to have an impact on the way consumers order food when they look at a menu. They include Positioning, Highlighting, Mental Anchoring and Pricing. Continue reading
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There are four basic areas in which design has an important role to play in value creation on a restaurant menu. The first is connecting the guest with the restaurant on an emotional level. When a consumer eats at a restaurant, it’s like a mini vacation, and the menu needs to enhance the experience in a way that offers your guest a feeling of excitement and fun. Continue reading
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Of course, you can say that spaghetti is spaghetti, but I’ve made a successful career out of making food products stand out from one another. And this goes for everything on the menu and the restaurant itself. What the consumer sees, what they read, how they feel about the food and how they describe it to other people is directly related to the menu. Continue reading
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7 Refreshing Hip Summer Drinks That Drive Profits. Summers are a great time to sell premium, trendy drinks at your bar or restaurant. Here are 7 Refreshing Hip Summer Drinks That Drive Profits. Continue reading
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One of the best ways to increase checks and profits for your restaurant is to offer premium drinks at all times during the day. Here are 7 Summer Premium Drinks Without Alcohol that will offer a much higher return on investment and keep your guests happy all summer long. Continue reading
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12 Hot Appetizers To Lift Sales In Your Restaurant All Summer. Your customers are looking for the Hottest Appetizers In The business all summer long. Here are 12 Hot Appetizers To Lift Sales In Your Restaurant All Summer. When summer is gone, so are these featured appetizers. Continue reading
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9 Summer Entrees To Romance Your Restaurant Guests. Your guests eat differently in the summer. They want light, spicy, flavorful foods that fill them up but don't weight them down. Here are 9 Summer Entrees To Romance Your Restaurant Guests all summer long! Each entree will bring a terrific plate contribution and new guests looking for something tun to enhance their summer. Continue reading
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Summertime for restaurants can be a great time to increase your profits as long as you have the right items on your menu. Here are 11 Sandwiches & Wraps To Make Your Summer More Profitable. Names and descriptions are all set with suggested menu prices. Continue reading
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HotOperator has developed restaurant menus for restaurant operators for more than 25 years. Here is a list of 7 Summer Restaurant Salads For 2016 that you can use to grow your restaurant, and fully editable summer restaurant menus for 2016 Continue reading
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Few restaurant customers walk into a restaurant just to browse. In fact, it’s one of the very few businesses that when a customer walks in off the street, you can be sure they will buy something, and probably an entree or sandwich. What’s more, they want help deciding what to eat. Think about that, they want to know what you recommend, which gives you a lot of power in the purchasing process if you choose to engage your customer in the right way. And restaurant menu highlighting is one of the very best ways to help recommend what’s good at your restaurant. Continue reading
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When your potential customers watch a video online, they're obligated to sit though the first few seconds and then they can skip the ad if they don't like what they're watching. So the first 4 - 6 seconds of your online advertising has to be able to tell the whole story. Here is an example of what Hardee's might do to introduce their new Aunt Anne's Breakfast Pretzel Sandwich in the first 6 seconds... Continue reading
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You often hear that restaurant breakfast is the most important meal of the day because of the long-term energy it provides. Breakfast food may also energize your restaurant business … no matter what time of day it is served. The popularity of restaurant breakfast as a comfort food is just exploding right now. In fact, restaurant breakfast sales are even outpacing lunch and dinner items. This is a trend (not a fad), and it will continue. Therefore, it makes really good sense to offer breakfast items, even if your restaurant doesn’t open until 11:00 a.m. Continue reading
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This question keeps restaurant operators awake at night. And for good reason. Having great food in a high-traffic location is no longer enough. The cost of real estate for many chains is skyrocketing. That means they need more sales just to break even. At the same time, the income of the middle class is basically at a standstill. If customers don’t have a lot of cash in their pocket, they aren’t going to buy much food. And when those people do go out to eat, they have so many more choices Continue reading
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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
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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
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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
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
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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
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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