customers provide. If you are expecting a slow day, you can use the database of customers to send out a lunch special at 10:30 as a last-minute reminder to visit your restaurant for lunch. Everyone has informatThe lines are blurring between segments - we've seen fast-casual and full-service restaurants with drive-thrus begin to challenge the competitive advantage traditional quick-serves once had. Taking a diversion from the usual focus of this column on training and service, let’s look at what you can do outside to bring more customers inside.

Get online. Make it even easier for customers to get their meal from you. If you can minimize the ordering process at the unit, you save labor and the customer saves time. Yes, you might have to create an express line, but to have orders placed online, instantly print in the kitchen, and be paid directly into your merchant account saves tons of time when the guest arrives. Additionally, no one has to pay attention to the fax machine! The real benefit, however, is the database of information these customers provide. If you are expecting a slow day, you can use the database of customers to send out a lunch special at 10:30 as a last-minute reminder to visit your restaurant for lunch. Everyone has informat

om the usual focus of this column on training and service, let’s look at what you can do outside to bring more customers inside.

Get online. Make it even easier for customers to get their meal from you. If you can minimize the ordering process at the unit, you save labor and the customer saves time. Yes, you might have to create an express line, but to have orders placed online, instantly print in the kitchen, and be paid directly into your merchant account saves tons of time when the guest arrives. Additionally, no one has to pay attention to the fax machine! The real benefit, however, is the database of information these customers provide. If you are expecting a slow day, you can use the database of customers to send out a lunch special at 10:30 as a last-minute reminder to visit your restaurant for lunch. Everyone has informat

ou can minimize the ordering process at the unit, you save labor and the customer saves time. Yes, you might have to create an express line, but to have orders placed online, instantly print in the kitchen, and be paid directly into your merchant account saves tons of time when the guest arrives. Additionally, no one has to pay attention to the fax machine! The real benefit, however, is the database of information these customers provide. If you are expecting a slow day, you can use the database of customers to send out a lunch special at 10:30 as a last-minute reminder to visit your restaurant for lunch. Everyone has informatbe paid directly into your merchant account saves tons of time when the guest arrives. Additionally, no one has to pay attention to the fax machine! The real benefit, however, is the database of information these customers provide. If you are expecting a slow day, you can use the database of customers to send out a lunch special at 10:30 as a last-minute reminder to visit your restaurant for lunch. Everyone has informat customers provide. If you are expecting a slow day, you can use the database of customers to send out a lunch special at 10:30 as a last-minute reminder to visit your restaurant for lunch. Everyone has information but only a few choose to use it!

Get to know them. Really get to know the businesses in a 1-2 mile radius --- they are your core lunch customers. Visit them and find out who controls the communication and distribution in the office, as well as who is responsible for placing catering and large orders. Invite them in for a free meal or, better yet . . .

Edible business card. Pick a local business per week or day and deliver a surprise lunch attached to your business card. Not only is it a nice surprise, but it will also create a buzz for your brand and keep you top-of-mind when the employees are hungry. Treat your local businesses like friends and they’ll repay the favor with their loyalty.

As a reminder, marketing should be the step that happens AFTER your operation is running top-notch. There is no sense bringing in