#490 - The Death of Discounts (ENCORE)
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When you DISCOUNT your food, you're marketing with just one assumption... that the only reason people aren't coming to you is because of the cost. And that couldn't be more wrong. People don't patronize your restaurant for tons of reasons:

They don't like the food
They're not in the mood for that food tonight
The service is bad
They're not in the mood for that kind of vibe tonight
It's inconvenient to get to you
They don't have enough time for the full experience

Or simply because... 

You're not top of find when it's time for the to decide where to eat!!!

Stop discounting and start marketing with authority. 
 
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