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Selling Eating: Restaurant Marketing Beyond the Word Delicious, by Charlie Hopper
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Should your restaurant exist?
This book dares ask that and many other fundamental questions about getting customers to care about your brand.
Hopper draws on twenty years of restaurant communication experience to offer recommendations that range from brand positioning and the “The Seven Very Specific People Your Restaurant Needs to Reach,” to actionable advice like “Three Things Every Menu Should Do,” “Eighteen Separate Restaurant Marketing Moments,” “Fifteen Forbidden Food Words to Never Use,” and many more insights.
“This is a great read for those in the business who need a refresher, or people who are just starting out,” says Kim White, CMO of White Castle. “Sometimes those of us who do this every day get set in our ways—Selling Eating helps us see our competitor’s advertising through a fresh lens…. I’m giving copies to everyone on my team.”
Selling Eating is all about how to communicate motivating, compelling, sales-building “deliciousness” without merely repeating the word “delicious” a bunch of times.
Brand Personality. Advertising. TV ads. Food photography. Content marketing. Social media. Kid’s programs, packaging opportunities, dealing with online reviews: it’s all here, along with advice about answering bigger questions of positioning and branding course correction. Selling Eating also contains extensive examples of the power of language in restaurant marketing, including ways to avoid the cliché terminology common to ads in the restaurant category.
Hopper introduces you to restaurant marketers, ranging from celebrated food photographer Michael Somoroff to renowned researcher Bob Drane. He holds up campaigns from Domino’s, Jack in the Box, Outback, Panera, Burger King, Applebee’s, Wendy’s, Ruby Tuesday, Taco Bell, Texas Roadhouse, Subway and many more—and points out strengths and weaknesses.
With a forward by Russ Klein, former CMO of Arby’s and Burger King, the book has received praise from prominent restaurant industry figures.
Paul Barron, CEO of Foodable and author of The Chipotle Effect, says, “I regularly see restaurants struggle with the exact issues this book covers… Fun to read, and instructive.”
- Sales Rank: #790305 in Books
- Published on: 2013-12-06
- Binding: Paperback
- 272 pages
Review
“The whole time I was reading Selling Eating, I almost felt like Hopper had been a voyeur, watching what I’ve encountered in my career over all these years. [The book] shows a breadth and a certain comprehensiveness that I think is the right way to think about what the possibilities are for any given brand…. It’s the kind of book that you want to read and re-read.” --from the Foreword by Russ Klein, former Global President/CMO for Burger King
“I regularly see restaurants struggle with the exact issues this book covers…. Fun to read, and instructive.” --– Paul Barron, CEO of Foodable and author of The Chipotle Effect
About the Author
Charlie Hopper is a principal at Young & Laramore advertising, and has been marketing restaurants for over 20 years. He teaches advertising and writing at Butler University, blogs at SellingEating.com, and has spoken at the National Restaurant Association’s annual trade show about effective restaurant communications.
He’s also a contributor to Food & Drink International and Adweek, and has a column about the role of food and restaurants in works of fiction at The Onion’s A.V. Club website. His work for restaurants—especially his long tenure as creative director and writer for Steak ’n Shake restaurants—has been featured in The New York Times, Communication Arts, and Nation’s Restaurant News. He’d been creative director for Steak ’n Shake restaurants for many years at the point Nation’s Restaurant News said of the agency’s work, “They respect the intelligence of consumers. They set Steak ’n Shake apart from the competition without resorting to gimmicks or stale jokes.” Six different CEOs and CMOs credited that work as the main engine of growth as the chain went from 150 restaurants to over 500 while the agency handled everything from TV ads to chili pepper bottle labels.
Hopper lives in Indianapolis with his wife and three kids, all of whom prefer different restaurants.
Most helpful customer reviews
5 of 5 people found the following review helpful.
Delightful. Truly.
By Shawn Wilkie
Over the years, I've read any number of highly-recommended business books. While many offer valuable insight and advice, I've found most of them dry and less-than-enjoyable to read. Finally, there's a book that draws upon the author's experience and expertise to provide meaningful, actionable direction for those considering how to market a restaurant...but does so in an engaging, entertaining way. Hopper's prose is conversational and approachable; it's easy to imagine sitting down with him (possibly at your favorite restaurant?) and having an incredibly interesting discussion about what's right and wrong with the place. Whether you're an entrepreneur considering opening a restaurant; an independent mom-and-pop; a small, regional brand; or someone responsible for the marketing of a much larger, well-known company, the insights Hopper has gleaned and shared in this book will help make you more successful in your pursuits.
I'm purchasing copies for everyone on my staff and making it required reading.
5 of 5 people found the following review helpful.
I'm stuffed.
By Bart Cleveland
What Julia Child did for those who want to cook well, Charlie Hopper has done for those who want to sell what's cooking. The book tears down the myths of restaurant marketing and replaces them with the facts. Namely, that branding is the secret ingredient to selling your eats. Hopper exposes the pitfalls of restaurant marketing, showing how to avoid cliché marketing and clearly separate your brand from the competition. All of this information is written with wit as well as wisdom. Anyone in the restaurant business, particularly franchisees, should read "Selling Eating."
4 of 4 people found the following review helpful.
Food for Thought
By juliedallas
This book offers an entertaining glimpse into the world of restaurant marketing and delivers a veritable How-To guide for those who are (or want to be) in it. In an easy-to-consume conversational style, Hopper provides deep insight into every step of the process and includes real-world examples, first-hand accounts and interviews with industry luminaries. He covers everything from branding to promotions to social media to the best way to write a menu. Everyone who ever wanted to open a restaurant should be required to read this first. If they did, maybe so many of them wouldn't fail.
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