yeah so I run a barbecue restaurant in Kentucky and you guys are marketing geniuses both of you so just you know what advice do you have for small guys like me you know competing with the big guys out there John before you answer that Chandler can you give us a little more context how many years what kind of revenue like give us something to give you a real yeah we could give real good answers to that question but here we are right let's go let's go ebrill further give us a little more context how long
you open yeah how'd you do in sales sure so we started as a food tent a couple years nice worked away through a gas station after that we actually just closed that location open our next location which is a real location now so yeah with you about a million dollars in sales yeah so you know we're just we've done a lot of social media stuff to this point but you know it seems like I don't know I doubt we hit a plateau yeah like we're we're getting ready to bring a video guy on full-time we
show on YouTube how you feel about your location our new location is really strong but you know I'm one of those guys like what we're doing now is plenty to make enough money the problem is that we're just like I always want more you know what I mean I'm always trying to get better I don't wanna get complacent I really feel like we just hit what so because today what's your traffic count the road we're on probably 15,000 or so okay so so you're on a road that we qualify for a national franchise so he's
got some good potential based on a traffic on that road you know I would say something yeah I think Gary's gonna agree with me you know we're not in the in the content business we're not in a restaurant business you're not in a barbecue business we're all in the business of creating reactions when it creates a reaction it works doesn't it when it creates nobody it doesn't work so the post isn't a product the reaction is the product a post is the vehicle to you barbecue isn't a product the barbecue is a vehicle the product
is a reaction our people reacting well will they sitting up when the food hits the table their feet tapping to the music you're playing how are your guests reacting to what you're doing yeah everything reaction was has been fantastic you know they're all my the recipes all homemade we like to joke she was farm disabled before with hip you know she grew up on a farm in South Georgia but yeah I mean people loved the food so you had a story yeah yes sir yeah you have a story in the most powerful asset to marketing
particularly to Millennials these days is to have a story is that story online do people know that story your mother's recipe are you creating curiosity online and in a marketplace to try your mom's recipes I think we're on prime time the guy that doesn't marketing I'm probably dropping the ball on not really hammering home the mom started not not only that you're not hammering home [ __ ] because you haven't posts of an Instagram in four days uh you are you are right about that I'm aware and so to me you hit you know hitting
a plateau from a marketing standpoint like you as somebody who's got such a great piece of you food for Instagram like you've been given a gift I'm working with people that have concrete companies I like like fencing like doorknobs you have barbecue food in Kentucky like you should be brush think four times a day on Instagram right and and and you're not so for me you haven't tapped out anything you haven't even started but it's even more than that all right I'd be posting pictures of the smoker the products smoking the raw product you know
making real quality statements in what you're doing you've got to create curiosity so people want to walk through the front door and taste it and channel when you have a baby that ridiculously cute sitting next to you and working on the business like this is you so you wait a minute you've got barbecue in Kentucky which allows you to speak about a lot of things like sports and other things it doesn't have to always be about the food right you could talk about the basketball team and things of that nature the recruiting so you think
people like upset brother you if you literally post and use the hashtag whoever Kentucky recruited and I promise you five of them are superstars and you use their hashtag of those five I promise you that people going to discover that because they're clicking that hashtag Kentucky best basketball it's religion so yeah I already do like when I look at your Instagram and and great job by Andy here like pulling up your stuff like we haven't even begun here right and I could do one day just on the beans one day just on the coleslaw like
one day just on the beans like four varieties of content just on the beam or the beans good I mean that's so easy to do too I mean your hundred cent right because it's all made from scratch so the essence of making stuff from scratch is a story so you can see the path there yeah I mean there's [ __ ] beans on the plant dude I love beans and there's a bottom left picture which I got to tell you guys is one who takes professional food pictures that picture sucks and the reason why is
you're showing little unimportant things you got to come in on the meat you got to show the juiciness the thickness of the ridge up here on this one right like what is that a hush puppy right but you're getting closer to the product you can see the crisp the flavor try to make these ranchers a little closer try to get people to connect those are okay what that's almost looking at clothes there you go that's some [ __ ] right there moving from US Air Force is there a base nearby I know not here listen
and this post on May 14th the one that said happy Mother's Day right you know you've got the Mother's Day hashtag but there's no other hashtags that you used right you could have run so I'm like you gotta get into best practices too and remember right you're cold in that means you know me and I always say watch what I'm doing not what I what I'm saying and like you know that I'm treating my Instagram very differently than you're treating your Instagram right right yeah I guess I am I guess I just had the double
down on I mean I'm not I guess for our market I'm just not believing in Instagram but that's probably don't so I mean we speak with ton of Facebook advertising and really go into that but yeah look look it's not about being dumb or not or it being dumb or not it's it's it's mapping your output to your ambition you've achieved something really about it well explain you've achieved something incredible most people will never build a business that does a million dollar years in revenue right and I've known what million plus god bless to me
to me I just heard from you you open this and let's rewind it that said you're still hungry and like yeah yeah I'm listen you got a little one at home I'm not telling you how to do your work-life balance I'm not telling you do you here's what I can tell you by looking at your Facebook and YouTube and Instagram in a 20-18 environment around food culture that is completely being dominated by consumption online I don't think your actions are speaking to you being hungry okay so what I I know your answers always do everything
right yes to everything but you know obviously Instagram yes what are the two other things I can do in 2017 to set us up right for 2018 so again I think you know watch what I do and and not what I say I think you should be bright I think you should literally get an intern from a local high school or college if you can't afford it or if you can't afford it or you have a relative I think they should literally film you every single day and you should put out a piece of content
for third you know three minutes seven minute video on a day-to-day basis Lyle's barbecue day-to-day every single day from those videos I think you should do four posts on Instagram seven on Twitter five on Facebook and I think you should start a barbecue podcast Kentucky barbecue podcast and put out a show once a week on audio above and beyond working everyday and taking care of your little guy if you're as hungry as you [ __ ] say you are but if you were then you would have posted up and that Ford a gap wouldn't exist
I stood by John I'm empathetic he's the jailers deemed that you know that's not as important Facebook ads are working better and sharing you know it's fun to talk to you is you know my spiel which is like fine that's doing better now but it's also because you're not doing your RAM well right now absolutely you're right about that we we just need to go back to doing some homework and and get into practicing your hundred percent right I want to add one thing if I can for you you can increase your guest frequency by
one visit a month that's a 12 to 15 percent increase in revenue right one visit more per month as 12 to 15% views you need to work on that is well so you need to have the frequency programs in place you need to have programs to get people that come midweek back on weekends people have a propensity to come on weekends to come back midweek you need to work this in a more immediacy type of a way you've got to increase frequency as well especially in a market like yours we can only get too many
so many new customers you got a lot of barbecue in your area sure yeah absolutely so sometimes it isn't a question of adding more customers sometimes it's a question of adding more customers and more frequency and that's the combo that together will make you much more successful there's also the insight in restaurant business you know pricing is key now and I know like with us being a fast casual restaurant Jon where do you think the price point needs to be average ticket wise you know I'm under the belief that we're cuz we make everything from
scratch we're price just a little bit higher and you know we do a lot to try to differentiate ourselves with marketing and and telling stories on Facebook and things but we're gonna have to do better obviously it sounds like but what price point do you think and does that play into it at all well let's say you was selling a stake for a half the price of somebody else and somebody comes up to you and says your steak is too expensive they're not saying it's too expensive because they pay twice the price for a steak
someplace else they're telling you your steak is not worth the price so I don't think you should ever lower your price you need to make the statements that provide the value commence repair at that price so are you saying the things recipes spec our best ribs are the best in the world the media sit falls off the bone you got you don't have an absolute value issue you have a value perception issue and there's a difference between perceived value and absolute value that's like your I wouldn't know you price I would build my value statements
I just thing about that advice is there was something in the way that you were communicating about Facebook versus Instagram I would highly recommend you think about branding versus sales to many people when they're right it's it's you know - well yeah you know if that's the case yeah I can just tell that you're smart enough man to know a shitload of eyeballs are on Instagram right yeah so you know know no I was gonna say they are I guess I'm just I I don't know I'm doing that stupid thing where people like justify that
it's not happening in their area or but it's happening everywhere yeah this is this whole notion that ran through your mind nobody in [ __ ] Lexington Kentucky is on Instagram is ludicrous you know honestly right what you're doing is you're assuming an excuse which is worser than making an excuse in and of itself yeah I mean you don't assume anything until you know it that's what's exciting about this environment and the things that you're doing is you can test all of these and it's not only what you do is how you do it as
gary saying to make it war work effectively but don't make the excuse out of the gate because then you're gonna discount your initiative and your effort before you start it so it's interesting I believe so much in driving people to you if you've got quality the cost of acquisition is something that is fascinating to me so for example we're about to do something at Wine Library my family business we have a huge gourmet department I want to continue to build it rip and we're about to create something called free food Friday like we're gonna give
away a fuckload of free food like just like mono show up between this three hours and we're gonna give you a $20 food gift certificate and through this the cost of acquisition for us that $20 because we know our business is so much better than a lot of other people business that we can make that ry+ in a two or three year window I am Facinelli make that lease for him gonna do the exactly the same thing in a different way if you buy a guest through traditional media the cost of that guest is typically
40 to 80 dollars if you so let's say your rib dinner cost you five dollars food costs the ribs the potato the platter the whole thing I would give out a hundred coupons for a free rib dinner to people that have never been there before no restrictions so now Gary walks up to the front door with a coupon I got a coupon for a free rib dinner never been here before come on in first of all I don't pay till they come second I'm paying four dollars and sixty-five cents not forty to sixty dollars for
each customer and then here's something that nobody else will tell you if somebody goes to a restaurant for the first time it has a flawless experience the statistical likelihood of them doing a second visit is about 40% they come you know I believe and have a flawless experience the statistical likelihood of a third visit is still about 42% the third time they come the statistical likelihood of a fourth visit is over 70% so I've got a market to three visits not one visit one front rib dinner you sit him down put a red napkin on
a table not a white one identify him as a first-time customer connect with him and work to get him back a second time in the third time once they're there the third time you own them mention that the red napkin thing is genius because you know in a fast-casual environment we're not hitting that table honey let me give you okay so you put a red napkin at the table Gary sits down he's eating dinner now he's getting his free rib dinner orders water costs them nothing I know you're a first-time customer cuz he's got a
red napkin when he's leaving the manager comes to the table writes on the back of a business card five dollars off chicken did you like the ribs love them you gotta try my chicken come in for the chicken now I'm prompting a second visit not with a printed or handwritten card now he comes into the second visit drops the business card on the table everybody knows this is a second visit because red napkin was the first visit second visit finish the meal you go up you say so how is the chicken it was freaking great
are you full totally stuffed man next time you gotta try my cheesecake peas free piece of cheesecake now three visits ribs wait a piece of cheese flavor cheesecake I was like that's [ __ ] brilliant the chicken was a washout that's really the discounts right the cheesecake is a dollar thirty five for about six hours you got three visits out of them with a 70% likelihood of a fourth that's the way you're mark in a restaurant with that you were the bed let me listen let me give you one more for the road mister was
a very interesting thing that John said because I grew up in that environment too and John's from the traditional marketing world that we grew up in from pulling from his world notice how he said first time stomer I'll give it to you because the traditional retail and bar thing is like look it's more like you've already got somebody in the funnel the cost of acquisition for a new buddy is very very very powerful I used to do that too but it was tricky right because now some of your old time customers may see that and
they've got that angst of wait a minute why am I being not treated that way as a loyal customer you just want new people and it's always been a put ass friction for us right in the reach right now I just went to Instagram right I tucked in Lexington Kentucky got it yeah I'm looking at nine posts right now that are top posts and ungodly amounts unlimited amounts of people's posts that are from Lexington Kentucky I went down all the way down and that's from 48 minutes ago 40 pictures down 48 minutes ago thousands of
people are posting right now on Instagram from Lexington Kentucky I go to the top 9 posts I click the middle one it's a nice little cute couple right they got 298 likes Abby she's got she's from somewhere she's part of a sorority it looks like she has 2387 followers there's a triple dot in the top right corner on Instagram I hit it and let me send her a message I send her a message a b c or lexington we love being part of lexington here's a $20 off coupon $10 off coupon free chicken only she
sees it you're grabbing somebody who has a big social media profile you've not heard any of your loyal customers like me and John had to back in the day she comes and she posts a picture of the food and creates word-of-mouth now that five dollar acquisition created no friction to loyal customers and because she's now media she amplifies it and you're getting an eighty five hundred four thousand dollar media amplification against your five [ __ ] dollars and last one thing don't discount people get addicted to discounts they don't get addicted to free that's right
so yeah I know that that's the one thing we probably done right then we've never wavered on with discounts I mean that's like you know cheapen the product for sure well guys I appreciate this and I just want to say one thing you know when I separated from the Air Force three years ago now I watched a ton of our rescue and I watch a ton of Gary's content and you guys in the content you put out really helped me build this business from literally we were a tenth on the side of the road to
now we have our brick and mortar business with very little bet on it and that's something you guys helped me with so I am eternally grateful if you're ever in Lexington first rack of ribs on me and no red napkin needed and and and and an all end would thank you what for what you've done for this amazing country that has created a framework for us to be all able to do this that's right all right and if anybody out there YouTube wild barbecue company check us out good plug at the end [Music]
