Earlier this week I received an inquiry from Katie Riese of Richmond Public Relations requesting a copy of the employee manual I send out. The firm had a client who is opening a Vietnamese Restaurant in
Morton’s Steakhouse is one of the best restaurant groups in the world. The atmosphere is classic, the staff professional, and the food is consistently stellar. With over 75 locations, many would assume they could open their doors, daily, and just wait for their clientele to arrive. And, they probably could. Yet, they leave nothing to chance. They market and promote and publicize their restaurants and have numerous special events regularly to entice their customers to place Morton’s top of mind.
Notre Dame Alum, Paul Berrettini forwarded and email to me this week that he received from Morton’s. We all know the affect Monday Night Football has on the restaurant biz. Every August, restaurant owners across the country scurry frantically in an attempt to reconfigure their spaces to accommodate a wider, wide-screen. The move is a preconceived assault on the 32 inch screen competitor three doors down serving dollar-hot dogs and a crystal clear picture.
Once again Morton’s is beating all the wide screen competition. This
According to Lynette D’Arco, marketing and sales director for the
“It’s all about knowing your target market. A majority of our customers have season tickets, they have country club relationships and we focus on their passions”, said D’Arco, a twenty year veteran with Morton’s.
“Knowing your client’s passions and bringing that into the fold is very important,” D’Arco added.
The group, however, doesn’t only rely on stars to attract customers. In a more recent Berrettini email, Morton’s is promoting their Holiday Catering and Event menu. And, they are accomplishing this through cyberspace. A cost effective way to entice customers. And although one would think of a Morton’s holiday event menu as expensive, the menu offers something for everyone. But they don’t stop there.
For those who lokk at Morton’s as a “”high priced steakhouse” should look again. The group offers top of the line steaks, chops and seafood. Yet, if you want to meander in from a long day of City by the Bay shopping at
“We look at the restaurant as having three revenue centers: Dining, events and the bar. And, they are all equal. We began that bar bites menu a few years ago and it has been a huge success,” said D’Arco.
Morton’s is a leader in the industry for numerous reasons. They continuously market to their clientele, they promote their catering and event division, and their price points appeal to a wide array of customers whether they are seeking a romantic dinner, a business gathering, or simply a bite at the bar.
So whether you are opening a Vietnamese Restaurant in
Just like Morton’s captured Berrettini’s.