Offers Marketing Strategies for Struggling Independent Restaurant Owners

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Local, independent restaurant owners, who have been icons in communities across the nation, are struggling to survive in the face of intense pressure from chain restaurants with deep pockets. With the help of, they cannot only survive but can actually thrive by implementing contrarian and renegade restaurant marketing strategies.

They can do things that that the chains with their bureaucracy and franchise constraints cannot do.

Many independent restaurant owners are scared. They see their business slumping off a little more each year as more and more of the big chains come in and “scoop” up their customers. They know the chains are spending big dollars on advertising and sparing no cost to train servers. The independent restaurant owner is left wondering how they are supposed to compete given their limited resources.

“Actually, the independent restaurant owner can make it and they can make it big,” says Lane Fox of “They can do things that that the chains with their bureaucracy and franchise constraints cannot do.”

Fox defies conventional wisdom and tells independents to “Stop worrying about keeping food costs down and fretting over rising utility costs and instead get focused on restaurant marketing.”

Given this perspective, it’s not surprising that Fox describes a kind of marketing that’s different from the usual restaurant advertising and marketing fare. He tells owners, “Don’t waste your time trying to create a traditional, textbook-style restaurant marketing plan.”

In reality, there are a thousand ways to market a restaurant. But, behind all of these different ways, there are just a few simple core concepts that don’t ever change. And, once independents understand these core restaurant marketing concepts, marketing their restaurants will no longer be challenging.

“Dump the desire to do restaurant advertising like that of the chains. You don’t want ‘brand-awareness’, you want customers!” Fox says.

Instead, Fox tells owners to implement low-cost to free restaurant marketing strategies that are designed to bring customers through their doors every time they open and to get customers to come back again and again.

Independent restaurant owners wanting more customers who dine more frequently are encouraged to benefit from Fox’s renegade kind of restaurant marketing by signing up for his free, full-featured restaurant marketing course at


Lane Fox

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