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What if I told you there’s a huge group in your community eager to support your restaurant, but they’re not currently showing up? It’s not your food, your service, or the atmosphere. It’s the connection with them that’s missing. And here’s where The Dream 100 comes in.
So, What’s The Dream 100?
This concept has its roots in B2B marketing, but I’ve adapted it to work wonders for restaurants. The Dream 100 is all about building relationships with the influential people in your community—people who already have a voice with your potential customers. We’re talking local business owners, community leaders, high school coaches, and anyone with a sphere of influence. Instead of waiting for them to approach you for a donation, or only reaching out when you have something to sell, we’re flipping that script.
The Dream 100 is not a quick fix. It’s a long-term strategy. I’m six years into my own Dream 100 journey, and it took a few years to get traction, but now it’s a powerhouse. Let’s talk about how to get started on your own Dream 100 journey.
Who Should Be on Your Dream 100?
Start with those who hold influence over your audience. This could be the high school football coach who’s loved by players, parents, and fans alike. Think about local businesses like banks, car dealerships, and laundromats—places your customers are already visiting. And don’t forget community leaders and school officials. Get creative, make that list, and see who you can start connecting with.
Giving More Than You Take
Here’s the twist: the Dream 100 isn’t about you getting something from them right away. You’re giving. You’re promoting their cause, building their audience, and shining a light on their story. And you don’t need fancy equipment to do this. Use your smartphone, grab a tripod, and record them talking about what’s happening in their world. This isn’t about your food or promos. It’s content about what’s happening in the community, and it’s something they’ll want to share.
For example, interview the owner of the local car dealership or bank about their latest initiatives. Share their stories on your Facebook page. Their audience will see it, engage with it, and may discover your restaurant in the process.
And Yes, You Can Feature Other Restaurants!
If you’re a pizza joint, give a shout-out to the local burger place or sandwich shop. Why? Because people don’t eat the same thing every day. Your customers have variety in their weekly routine, so why not be the restaurant that brings the community together? You’re showing them that your goal is bigger than just sales—it’s about supporting the whole community.
The “Hidden” Influencers You Might Be Overlooking
One of my favorite examples? The high school band director. They have influence over not just the students but parents, grandparents, and fans. You’re looking at an audience reach of hundreds, if not thousands. Imagine if they’re running a fundraiser—you could offer more than just a check. Host them on a Facebook Live, share their story, and rally your audience around their cause. When they’re ready to celebrate a win, where do you think they’ll be dining?
Play the Long Game
This isn’t about instant results. You might not see a spike in customers next week, but this approach will build a network of loyal followers over time. Imagine interviewing a different community influencer every week for a year. In just a couple of years, your restaurant could become the spot people talk about because they feel connected to you.
Around 2018, I started my Dream 100. At first, I thought it meant going after people who needed my product. But with a little help, I redefined my approach. I found people with influence over my audience and gave them value without asking for anything in return. And years later, that approach has led to lasting connections and customer growth.
The Dream 100 is about giving value, building relationships, and leveraging the power of community. If you do this right, your restaurant will have an audience bigger than you ever imagined.