From Facebook marketing to customer loyalty programs, restaurateurs have a variety of methods at their disposal to help fill the café tables. As novel new approaches are emerging every day, though, it becomes necessary to think outside the box when creating promotional materials. One emerging trend comes in the form of culinary entrepreneurs publishing their own restaurant cookbooks. This can serve as a revenue generator and marketing tool, but there are a few things every restaurateur should know before going this route.

Read Lots of Cookbooks
Some restaurateurs have already decided to write a cookbook, and if this is the case, they need to start by reading a variety of their predecessors. Of course, this isn’t to steal recipes. Instead, it’s to get an idea of how these books are written in a way that appeals to the consumer.

It’s important to keep in mind that the “patrons” in this situation aren’t occupying the café tables and enjoying the ambiance of a restaurant. They need great recipes, images and writing that will keep their attention. Restaurateurs should take a look at how others have done this and come up with their own voice before starting.

Don’t Give Everything Away
Just because a culinary entrepreneur is writing a cookbook doesn’t mean they have to give away all their secrets. Is the most popular item at the restaurant a secret family recipe? If so, people will understand not giving out this secret. In fact, not every recipe in the book even has to be offered on the menu. Just because someone runs an Italian restaurant doesn’t mean they don’t know how to make a delicious tamale.

Don’t Plan on Getting Rich
While publishing a cookbook can certainly bring in a few dollars, it’s important not to set expectations too high. After all, restaurants tend to make their money on the people at the café tables rather than those slaving over a stove at home.

Instead, the cookbook can be used to generate engagement on social media, in blogs, via email and a variety of other marketing outlets. If it seems crazy to charge $20 for a cookbook written by a local culinary master who doesn’t have their own syndicated show, that’s because it is a little crazy.

It’s important to recognize what this cookbook is—a marketing tool—rather than grandiose ideas of what it could be.

Don’t Be a Food Snob
Every eatery owner has special ingredients they know will keep their restaurant furniture full. When including dishes featuring these ingredients, though, it’s vital to consider whether the item is easy to find. After all, restaurant suppliers often have a larger variety of ingredients on hand than the corner market.

If an item isn’t readily available or easily found, restaurateurs should make a point of describing how to come by these ingredients. Does a specific item have foreign writing on it due to being made outside of the country? Then a picture should be included. It’s important to make sure readers are able to obtain everything they need to appreciate a great meal.

While a restaurant cookbook won’t likely be the silver bullet that gets patrons in the café tables on Day 1, it can be a powerful tool that gets the word out. Of course, this shouldn’t be a haphazard undertaking. Restaurateurs who decide to create a cookbook need to put in the effort, and in the end, it will be well worth it.