You are as big as you perceive yourself to be. Next Post I wanted to comment on the recent articles on both service and group advertising for independents. I have been in the rest. And like the writer of the service letter, I have seen 'much'. It continues to baffle me why operators moan over the lack of customers, and blame it on the advertising muscle of the chains, as nothing could be further from the truth.
Advertising has little, if any, direct impact on the success of a restaurant.
How about I introduce you to a concept called marketing. Advertising is generally considered an element of marketing, but in my experience, it should be a very small element. Advertising of the paying kind is used specifically to 'get the message out', no more, no less. Marketing is the message. Too many operators do not recognize the power of this simple comparison.