5 Things Your Restaurant Can Learn From Man vs Food
We have all seen Man vs Food on the Travel Channel. A heavyweight eater by the name of Adam Richman tours the country battling the mightiest of food challenges. Season 1 aired in St. Louis at the World Famous Crown Candy Kitchen:
The Challenge: Dominate 5-24oz Milkshakes in 30 minutes.
The thought of slurping down 5 ice cold malt milkshakes is enough to make any man shudder. Many brave warriors have battled, and only around 30 people have tasted sweet victory since 1913 (according to wiki). That’s a food legacy! Let’s just say food won this battle of Man vs Food.
So what gives? Are we such an obese country that we get off watching a guy devour 8000 calories? My first reaction is to say “hells yes!” But that’s half of it…The other side is watching what food challenges restaurants dream up. Is your restaurant a legacy?
The idea of a food challenge is fantastic marketing. They made a hit cable television show just based around it! Here are 5 reasons why the concept works:
1. Elements of a Successful Food Challenge
For unknown reasons, the challenge of devouring massive amounts of food is appealing. It’s a sense of accomplishment, and freaking impressive. Here are the main elements:
1. Time constraints
2. Free food for winners
3. Winners = free t-shirt + spot on the wall of fame
Use these 3 elements, and watch customers start lining up!
2. Braggin’ Rights
Every food challenge awards the winners with a spot on the wall of fame. That’s braggin’ rights, and yes it motivates competition. The winners keep braggin’ for years to come (free word of mouth, duh).
3. A Shot at FREE!
How many times have you sized up a large plate of food? How many times have you heard of a food challenge, and guessed you could probably beat it? After all, if you win the meal is free, right? Hook, line, and sinker. It’s like playing the lottery…yes it’s only a dollar, but if you win the payout is huge! Hence many keep trying, but most will fail. That means you continue to collect payment for large meals.
4. Free Publicity
Media covers big news, especially local media. Start creating buzz by offering a ridiculous food challenge and watch the media take interest. Include it into your marketing budget. If the media covers your challenge, the business can be worth weight in gold. It will draw more attention than spamming Facebook.
5. Losses Cover Costs
The challenge should be difficult. Not impossible, but less than 20% of people should finish. This creates word-of-mouth legacy among diners. They want to be the next contender and prove their eating dominance. Since most fail, you will profit heavily off the losses. These profits can go into t-shirts and marketing for future challengers.
BONUS – Ultimate Food Challenge Example:
The Big Texan FREE 72oz Steak Challenge is the best food challenge known to man. Its copywriting genius mixed with a marketing know-how. Here are the key elements:
1. The steak is labeled FREE. This convinces consumers they have a free shot. Which The Big Texan takes payment upfront and then refunds the winners…genius?
2. 4.5lbs of steak is massive! 48,000 have tried, roughly 8,000 have conquered. Hence many try, most will fail.
3. The 72oz steak is so legendary, that Adam Richman accepted the challenge. He dominated, and The Big Texan landed a spot on The Travel Channel. That’s marketing genius!
Tags: adam richman, food challenges, free restaurant marketing ideas, man vs food, marketing ideas, Restaurant Marketing