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To Save or Spend
I know we’re not a trade publication, but I read something recently that I found extremely interesting in Today’s Restaurant News. This was an excerpt from Howard Appell’s letter from the editor in the last issue, “I just heard a story about how during WWII sugar was being rationed and in short supply. Pepsi Cola was an upstart company and Coke was the main soft drink Company. Coke pulled back most of their advertising, thinking they could not deliver anyway. Pepsi on the other hand increased their advertising and when the war ended they became a major player over night because of the name recognition and the demand they had built up.”
This definitely made me think. As many restaurants are struggling during the off season and because of the state of the economy, they often think that pulling advertising dollars is the answer. Is this the time to let things fall through the cracks, or is it time to step things up a bit and increase your share of the market? Definitely, a thought to ponder.
Photo Credit [248am.com]
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