Was This Death Necessary?

A local bistro has closed its doors.

During the past 18 months, this café provided a fine dining experience with European décor and wonderful food. They even installed a delightful French bakery, and SHOULD have been able to make a go of it.

Yet despite good reviews on Google and YELP, 18 months of hard work and investment are gone.

Significant traffic drives hourly through their shopping center and the major intersection at which this restaurant lived, so it’s not the location. Especially when considering another restaurant lived at that site for 24 years.

Considering their lack of community presence, though, I’m not terribly shocked at the demise.

Never did I see a coupon, print ad, or postcard. No social media links trailed me, nor did reminders of their existence pop up on Pandora.

I can’t remember bumping into the owners at Chamber of Commerce networking events, never heard them speak at my Rotary club, and didn’t see them at Taste of Poway.

Unicorn Jewelry’s Fred Nasseri reminds me people buy from those who invest in the community. This establishment’s owners apparently missed that memo.

Admittedly, need for family time or an investor’s ill health may have prompted the closing. However, my money’s on the lack of marketing.

People do business with those they know, like and trust. Whether you’re selling home repairs or croissants, customers must feel comfortable with you before they’ll buy from you.

Had there been a reception introducing this restaurant to the local business community, their fortunes might have gone better.

If they’d hired a community representative, struck partnerships with the area businesses, or just been more visible…they’d probably have triumphed.

I figure they focused on day-to-day challenges associated with running any business.

Yet they ignored a simple fact; though they were the only restaurant in that shopping center, countless others within 5 miles beckoned.

And they didn’t differentiate themselves enough.

Building a business in a small community is about more than dollars and cents. It’s about becoming an integral part of the local fabric.

But from these folks we never felt love, and saw little reason to make dinner reservations.

Still, I wish the owners well in their next venture. They’ve undoubtedly learned a costly lesson towards building future successes.

With that said, I wish you a week of profitable marketing.

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Learn to properly market your own business at www.marketbuilding.com.