Teaching People about Dining at Buffets

Do you remember many years ago when buffets became popular?    It started at various hotels and then the concept progressed to independent restaurants.   In my previous article, I talked about “teaching” an audience to enjoy Xiao Long Bao.   When the buffet was first introduced, its concept was also new and foreign to the consumer.    Restaurants, particularly high-end ones, were known for high quality, personal service with individual plates and multiple courses.   The idea of a long table laden with chafing dishes, large platters, and bowls where you served yourself was new and different.

As is with all new products, it had to be “sold,”  and people had to be taught how to explore a buffet.   I was a young salesman in the hotel business when the buffet took the stage.   I remember spending time with the General Manager and Food and Beverage Director to review this revolutionary concept.   Consumers were familiar with sit down service but to serve themselves was new.    We had to teach the public the concept of a buffet, how to navigate the variety of items displayed, and above all, understand the most important and relevant “all you can eat” phenomenon.

Imagine what the consumer thought about a buffet.  I can hear them saying, “What’s in it for me?” 

1.     “There is a Great variety and abundance of good food, lots of choices and All one can eat which equals Great Value for Money.”

2.     “There is no rush to eat all that is available and I can sit as long as I want, let the food digest and eat more which equals I can eat more than the price of the buffet.”

3.     “It is inexpensive for the amount of food I will eat, one price for everything which equals they will lose money with me eating so much.”

And the REAL BENEFIT is “ It is my gain and their loss.  I will make sure I am stuffed and I will take advantage of their generosity and eat them out of house and home.   I will pay $29.99 but eat $1,000 worth of food.”

THIS IS WHAT THE RESTAURANT WANTED EVERYONE TO BELIEVE!

This was the sales strategy.   The buffet was sold as a total win for the consumer, a deal that he cannot refuse, and his loss if he doesn’t take advantage of it.   The truth is very few can eat as much as they think.

Did you ever notice the shine in the eyes of diners at a buffet?  It is a glare of victory and anticipation, winning even before it begins.   Diners all believe they will get the better of the restaurant.  That is how people approach buffets.  The more they believe this, the more successful the restaurant will be.   The buffet concept exploded in popularity and today, it is a norm in many hotels and restaurants.

If we want people to buy our product, we must convince them that it is to their Benefit.   Think about how you “teach” your audience to buy your product.