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. When an operator believes in advertising, and the sales are poor, they spend more on advertising. They skimp on portions, or buy a lower grade of beef to cut cost so they have more money to advertise. But it seldom works. When an operator believes in marketing, they find out exactly what their potential customers want, and find a way to deliver it.