The Restaurant and Bar "Profit Multiplier System" Interview | Golden State Web Consulting | Law Firm Digital Marketing 888-764-4624

Drew:

I’d love to welcome everyone to the Restaurant Growth Secrets Show. 

On the show we talk with the world's top experts at growing Restaurants and Bars.

Today we’re talking with Scott Duncan. 

Scott is the Owner and CEO at Golden State Web Consulting, an online marketing firm focused on growing restaurants and bars using digital marketing.

In this interview, Scott is going to walk us through the unique way that they’ve been able to help their Bar and Restaurant clients grow their monthly revenue using a unique and strategic online marketing Strategy.

Hi Scott. Welcome to the Show!

Scott: Thanks Drew, it’s an honor to be here and to get to share with your audience all the fun stuff we are doing. I’m excited to get into it!

Drew: Ok first big question.
What led you to starting Golden State Web Consulting and why do you focus on working with restaurants and bars?

Scott: Well Drew,  during Covid I began to notice how restaurants were really struggling to survive, many of which didn’t survive. A lot of restaurants don’t have a strong online presence or a system for marketing to their existing customers.

So I started digging into how I could help restaurants and bars with digital marketing.

I realized many restaurants that had been in business for a number of years have a database of customers. 

I already had clients in other niches that we were having a tremendous amount of success

marketing to their client list, so just applied what I had learned to restaurants. The results have been outstanding! 

Drew: So what kind of bars and restaurants do you work with specifically?

Scott: We typically work with restaurants and bars that are located in bigger cities that have been in business for at least 3 years and have a list of customers of 500 or more.

We focus on getting those customers that already love our restaurant clients to come in more often and spend more when they do come in. It’s easier and more cost effective than getting a brand new customer.

Drew: I love it. So let’s get to the part everyone is waiting for. I’d like for you to walk us through the exact strategy that you put in place for all of your restaurants and bars that “multiplies their profit”.

What is the core framework of your system?

Scott: We call it our “Profit Multiplier System” and we focus on overhauling 3 core components in every restaurant or bar that we work with.. The 3 components that make up that funnel are the Website, Social Media, and getting Google Reviews. 

Underneath each of those elements we have systems in place that get us to our ultimate goal of getting existing customers to come back more often and spend more when they do. 

Drew: Ok so, how do all of those pieces fit together?

Scott: First let’s start with the Website.

So a lot of our focus is making sure the branding on the website is insanely attractive when a new person visits it. But more important than that even is making sure that the website is a lead collection tool. We equip every site we build with a way to collect leads and the bait to get them to sign up for something. An example of that bait might be a free dessert or a discount off of their first meal. It also might be something as simple as a way to sign up for alerts for the location's event calendar. 

And once we have those people on an email or text marketing list, we can send them all kinds of reasons to come in. And most of those emails and text messages are automated… so the owner or managers don’t have to do anything to make it continue to work for the business.


From there, we dig into social media.

Potential patrons go to your website to get the vibe of the place. They go to your social media to get a peek at what’s going on inside of the restaurant and bar. 

The first key with social media is that we make sure the branding looks professional and consistent with the overall branding of the business and website. 

The second key is that we are posting regular content that relates to all of the things going on in the business that week or month. 

So many businesses lose out on customers because people weirdly assume that if a social media page is dead that the business is also dead. What we’ve become really good at is making sure to keep a businesses social media pages posting good content, without adding any workload on to their staff.

We accomplish this through a 90/10 rule of what to post.

10% of the content that we post is new content. 90% of what we post to a restaurant or bars page is what we call “rotated content”. This is content that catches people’s eyes and gets them excited about the business but is repeated over and over again. This gets the job done of making the page active without it being a huge time or financial cost for the business.

The big deal with social media is that it’s also always pointing people back to the website, where we are collecting leads (and then marketing to those leads via email and text).

Finally, there is review marketing.
One of the most effective tools for growing any restaurant or bar is just what the general public is saying about your restaurant and bar. Your Website and Social Media are your opinions about your place. Google Reviews are what other people think about your spot.

Most business owners hate Reviews before we start working with them because they are leaving their reviews to chance. The reason behind that is because usually the only reason someone leaves a review is when they have a bad experience and need to vent.

The key is to implement systems so that your biggest fans have a reason to leave reviews and that outweighs the occasional bad review. 

Both the website, social media, and your staff should constantly be asking for reviews. That can be hard if you don’t have a system in place. We have tools on both our client’s websites, social media, and cards that the staff hands out that encourage reviews from happy customers. 

A quick trick for every one listening.
We use QR code and NFC cards in all of our client’s businesses. When someone is obviously having a good experience, the staff member presents that card and asks for a review for the business and to mention them in it. If the customer isn’t having a good experience, we take care of that the best we can in house, but we don’t present them with a card. This, and what we do online, results in tons of new positive reviews each week.

When someone new is looking for a place to check out, all those positive reviews add up fast. On top of that, it also helps our restaurants and bars rank higher in google faster for the keywords that they are after.

Drew: I love all of that. So what do you consider a successful result of this system at the end of every month? 

Scott: Our goal within the first two months of implementation is to add 5 to 10 times what they are spending with me to the bottom line of our restaurant and bar clients. After that it’s just keeping that number steady and adding to it little by little as the reviews and marketing list grow.

Drew: Ok… so lets say that a restaurant or bar wants to get started with your system.
Where do they go to sign up? 

Scott: We are pretty busy at this time, but If anyone wants to apply to become a client all you have to do is go to goldenstatewebconsulting.com and message me using the Contact Box. I will get back to them within 48 hours.

Drew: What happens once a new restaurant or bar signs up? What is the onboarding process like? 

Scott: The day someone signs up with us, we have them select a point of contact in their business. This is going to be our connection to the business and someone who can handle getting us everything we need. 

This helps because it takes the pressure off of busy managers and owners so that they don’t have to be that person. We collect brand information and start designing mockups right away. 

Typically we are ready to showcase a “Profit Multiplier System” for a business within two weeks. That’s website, social media assets, and review systems. The point of contact approves the stuff they like and then lets us know what doesn’t work. We fix any issues and are ready to go within 4 weeks of initial sign up. 

From there, we get everything live. Over the next month, we monitor everything to make sure everything is working. We tweak anything that isn’t connecting and work closely with our point of contact with once a week meetings. After we get it dialed in, we typically only have to talk with the business once a month and that’s just us checking in. 

The best part of our “Profit Multiplier System” is that once it gets to working, it's pretty hands off for the business owner, manager, and the employees. We take care of everything and it just brings in a lot of new business.

Drew: If you could give any piece of advice to a restaurant or bar owner who was looking to grow using the internet besides all of the good stuff you’ve already laid out… what would that advice be?

Scott: My advice to the restaurant and bar owners out there is to just get started and try to make a little bit of time for it daily… even if it’s not an hour and only 15 minutes.

Drew: I love it!!
And to everyone listening, I hope that you’ve learned a ton from our interview with Scott today. I’ve got a bunch of notes that I’ve been taking as we go and I can’t wait to share this with a few of my buddies that are bar owners.

Scott, thanks for being with us today on the show.

And like Scott said, if you have any questions, you can find Scott at goldenstatewebconsulting.com

Thanks for listening to the Restaurant Growth Secrets Show. We’ll see you next time.