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Selling Eating: Restaurant Marketing Beyond the Word Delicious Paperback – December 6, 2013


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Editorial Reviews

Review

“The whole time I was reading Selling Eating, I almost felt like Hopper had been a voyeur, watching what I’ve encountered in my career over all these years. [The book] shows a breadth and a certain comprehensiveness that I think is the right way to think about what the possibilities are for any given brand…. It’s the kind of book that you want to read and re-read.” --from the Foreword by Russ Klein, former Global President/CMO for Burger King

“I regularly see restaurants struggle with the exact issues this book covers…. Fun to read, and instructive.” --– Paul Barron, CEO of Foodable and author of The Chipotle Effect

About the Author

Charlie Hopper is a principal at Young & Laramore advertising, and has been marketing restaurants for over 20 years. He teaches advertising and writing at Butler University, blogs at SellingEating.com, and has spoken at the National Restaurant Association’s annual trade show about effective restaurant communications.

He’s also a contributor to Food & Drink International and Adweek, and has a column about the role of food and restaurants in works of fiction at The Onion’s A.V. Club website. His work for restaurants—especially his long tenure as creative director and writer for Steak ’n Shake restaurants—has been featured in The New York Times, Communication Arts, and Nation’s Restaurant News. He’d been creative director for Steak ’n Shake restaurants for many years at the point Nation’s Restaurant News said of the agency’s work, “They respect the intelligence of consumers. They set Steak ’n Shake apart from the competition without resorting to gimmicks or stale jokes.” Six different CEOs and CMOs credited that work as the main engine of growth as the chain went from 150 restaurants to over 500 while the agency handled everything from TV ads to chili pepper bottle labels.

Hopper lives in Indianapolis with his wife and three kids, all of whom prefer different restaurants.

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Product Details

  • Paperback: 272 pages
  • Publisher: Young & Laramore, Inc. (December 6, 2013)
  • Language: English
  • ISBN-10: 0989861902
  • ISBN-13: 978-0989861908
  • Product Dimensions: 8.5 x 5.3 x 0.8 inches
  • Shipping Weight: 1.1 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (6 customer reviews)
  • Amazon Best Sellers Rank: #335,564 in Books (See Top 100 in Books)

More About the Author

Charlie Hopper is a principal at Young & Laramore advertising, and has been marketing restaurants for over 20 years. He teaches advertising and writing at Butler University, blogs at SellingEating.com, and has spoken at the National Restaurant Association's annual trade show about effective restaurant communications.

He's also a contributor to Food & Drink International and Adweek, and has a column about the role of food and restaurants in works of fiction at The Onion's A.V. Club website. His work for restaurants--especially his long tenure as creative director and writer for Steak 'n Shake restaurants--has been featured in The New York Times, Communication Arts, and Nation's Restaurant News. He'd been creative director for Steak 'n Shake restaurants for many years at the point Nation's Restaurant News said of the agency's work, "They respect the intelligence of consumers. They set Steak 'n Shake apart from the competition without resorting to gimmicks or stale jokes." Six different CEOs and CMOs credited that work as the main engine of growth as the chain went from 150 restaurants to over 500 while the agency handled everything from TV ads to chili pepper bottle labels.

Hopper lives in Indianapolis with his wife and three kids, all of whom prefer different restaurants.

Customer Reviews

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See all 6 customer reviews
All of this information is written with wit as well as wisdom.
Bart Cleveland
What a refreshing read for those responsible for branding, positioning, and/or marketing a restaurant chain.
Brandon Hull
I'm purchasing copies for everyone on my staff and making it required reading.
Shawn Wilkie

Most Helpful Customer Reviews

3 of 3 people found the following review helpful By Bart Cleveland on January 9, 2014
Format: Paperback
What Julia Child did for those who want to cook well, Charlie Hopper has done for those who want to sell what's cooking. The book tears down the myths of restaurant marketing and replaces them with the facts. Namely, that branding is the secret ingredient to selling your eats. Hopper exposes the pitfalls of restaurant marketing, showing how to avoid cliché marketing and clearly separate your brand from the competition. All of this information is written with wit as well as wisdom. Anyone in the restaurant business, particularly franchisees, should read "Selling Eating."
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2 of 2 people found the following review helpful By Shawn Wilkie on January 13, 2014
Format: Paperback Verified Purchase
Over the years, I've read any number of highly-recommended business books. While many offer valuable insight and advice, I've found most of them dry and less-than-enjoyable to read. Finally, there's a book that draws upon the author's experience and expertise to provide meaningful, actionable direction for those considering how to market a restaurant...but does so in an engaging, entertaining way. Hopper's prose is conversational and approachable; it's easy to imagine sitting down with him (possibly at your favorite restaurant?) and having an incredibly interesting discussion about what's right and wrong with the place. Whether you're an entrepreneur considering opening a restaurant; an independent mom-and-pop; a small, regional brand; or someone responsible for the marketing of a much larger, well-known company, the insights Hopper has gleaned and shared in this book will help make you more successful in your pursuits.

I'm purchasing copies for everyone on my staff and making it required reading.
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2 of 2 people found the following review helpful By Chris Campbell on January 11, 2014
Format: Paperback Verified Purchase
This is a great book. It's a must read for anyone who works in a marketing or advertising function for the restaurant category, or in service of the restaurant category. It's filled with valuable lessons told in an amusing way. Something you'd expect from an author who's also a contributor on McSweeny's. Certainly worth the read.
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Selling Eating: Restaurant Marketing Beyond the Word Delicious + Full: A Complete Online & Offline Roadmap to Marketing Your Independent Restaurant + Restaurant Marketing in the New Economy
Price for all three: $41.57

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