Catered4

PRESS TALK

Strategy clinic (15 June 2006)

QUESTION: "A good competitor is opening near to me. Should I see this as a positive, or as a negative ?"

SOLUTION: By Carl May, Catered4
In many city centres restaurants and bars are grouped together to create a destination for great dining.

Ludlow in Shropshire has proved this and has seen a tremendous growth of fine restaurants, all within a stone's

throw of each other.

However, don't sit back and do nothing, thinking it won't affect you. Take a close look at your own business with a

fresh pair of eyes, or seek the opinions of an outside professional.

What are your unique selling points and how can you modify them and keep all aspects of your business looking fresh?

How long have you been running the same menu?

Why not implement all those little marketing ideas you have.

Find out what style and price range the new competitor is offering but don't fall into the trap of of changing your

product offer to match it - use the information as a guideline.

Intorduce yourself to your competitor. It's probably just as concerned about you as you are of it, but you have the advantage of being established.

If you have any doubts about your product, seek some help.

No doubt your rival will run an advertising campaign, so why not get in first and advertise your new

summer menus etc. Try small but regular advertising as this is more effective.

As long as you're convinced that you're offering the best your staff and business can, then think positive.