Write a Cookbook – Small Biz Tip

Sep 28, 2012 by

Write a Cookbook – Small Biz Tip

I firmly believe in getting the story of a small business out into the hands of the public. For people who own a restaurant, writing a cookbook is an excellent marketing tool to bring in more business and to establish a solid feeling of loyalty among your existing regular customers.

Using the cookbook as a marketing tool for your restaurant, you can have book signings. You can tell people, whoever buys your cookbook and brings it in for you to sign will get a free dessert on the house. There are many ways you can market yourself using that cookbook that you created based on your restaurant.

Listen, it does not have to be a big cookbook. In a previous article I suggested writing a cookbook that shared stories about how some of your recipes came about. Here’s another approach.

In this article, I want you to consider writing a cookbook based on a set of recipes designed for a special meal, similar to a menu that is featured in a magazine, only these recipes are for your customers because you make them, you created them, or they were passed down through the generations of your family.

Write a cookbook for a special meal featuring a special appetizer or hors d’ouvres or two or three that might go well together. If it is appropriate consider suggesting a wine pairing. If you don’t run that kind of place, talk about your favorite drink to have with the appetizers. It could be soda water and lime, or it could be your favorite beer.

Move on to your salad course and share, again, why this particular recipe fits this menu and when a good time of year to serve it would be. Perhaps you have a suggestion or two about the best produce to use and where to get it. Remember, people like stories and when you can include even a story about the farmer who runs the organic farm down the road where you buy organic lettuce for such a salad will strike a chord with your customers.

Next you want to discuss your main entree or a choice of two or three entrees. Perhaps you could include a beef dish, a chicken dish, and a fish or other non-meat entre so that your customers can meet the tastes of any guest they wish to invite to their event.

Don’t forget the dessert section. At most restaurants, you have a choice of at least three desserts, and this should be reflected in your cookbook.

A cookbook that would do extremely well would be one that features the recipes that are included in a wedding reception menu. Usually there are several choices for each course to meet the tastes and needs of each guest who will be attending the event.

Remember, I do not suggest that you give away your trade secrets to your most famous recipes. But by giving something of yourself to your customers, you are forging a strong bond with them. For the most part, they will try one or two of the recipes. But the longer-lasting result will be that they will show that cookbook to anyone who will listen. If that person is not a current customer of your restaurant, they soon will be.

Writing a cookbook does not have to be a long and involved project. It doesn’t have to be extensive. It is just something that you can hand to your customers and say, “Here, I wrote this for you.”

That will virtually guarantee customer loyalty from anyone who loves you and loves your restaurant.

Everybody wins!

Kathleen Birmingham

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