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  1. Map out your current marketing position and any existing strategies and tactics in use.
  2. Map out your target market.
  3. Map out your point(s) of differentiation.
  4. Build your story.
  5. Map your current experience from every guest and staff touchpoint, guest and staff  perspective as well as every line item on the P&L.
  6. Measure your current guest experience levels through a Voice-of-the-Guest (VoG) program.
  7. Measure your current employee experience levels through a Voice-of-the-Employee (VoE) program.
  8. Look for touchpoints in both, where you can significantly add meaningfully differentiated value to each experience.
  9. Analyze guest and employee feedback to understand all sets of expectations – yours, your staff’s and the guest’s.
  10. Embrace the cultural change necessary to add a meaningfully differentiated value perception to the guest experience.
  11. Coach and inculcate staff with the understanding necessary to be successful with the new strategies and tactics.
  12. Measure your effectiveness using your VoG & VoE programs. Revise your story in terms that facilitate your guest’s perceptions of your brand.
  13. Wash, rinse, repeat.


By , , , , , , , , , ,

I am a 31 year veteran of creating, operating, Coaching and consulting with successful restaurant & hotel concepts that include national, international, franchised and independent brands. Besides helping clients achieve success by working with them one-on-one, I frequently speak at and attend numerous industry events as well as at local, state and national small business groups in order to share my passion for the business of food and hospitality. My Full Profile. Call me toll free at 888-998-744 for a free consultation.

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