Yes, yes, saying that real marketing is about focusing on customers and not on non-customers makes one feel like the voice in the wilderness. At least I'm not alone in the wilderness… I'm going to order this Jaffe book right away.

RIA Unplugged: An Open Challenge to Chefs, 2010-Sep-13, Ellen Malloy

I am feeling as though I'm having a harder time actually painting the picture of what restaurants "should" do. I allude to focusing on current customers and clarifying the brand and image.  And I will forever contend that restaurants that are vague or try to be something they are not (mostly this is fine-diners trying to be casual spots) generally end up in a no-man's land of restaurant purgatory. But I am not sure I gave anyone any specific to-dos.

So I was happy when I found Flip the Funnel: How to Use Existing Customers to Gain New Ones by Joseph Jaffe. Because in that book, I found a to-do and even a challenge.