You know you have to set your restaurant apart from the competition, but what can you do?

You can imply that there is something better and unique about your restaurant.

Consider this example. I'm not a big fan of hot sauces, but if I did like hot sauce, I would buy Pace Picante Sauce. All Picante sauces taste pretty much the same, but Pace makes their sauce in Texas and their main competitor makes their sauce in New York.

Pace's USP is, "We're from Texas where Picante Sauce originated. Now you tell me -- who's going to make a better Picante Sauce. A bunch of New York sissies or some Texas guys who know what Picante Sauce is all about?"

They didn't say their Picante Sauce was the best, but they sure made me believe it was. I'm sure you've seen these TV commercials.

If you had a pizza restaurant, you could say, "Why settle for some assembly line fast food pizza chain's pizza that tastes like cardboard, when you could have the original old world (or Chicago or New York) style pizza made with real cheeses and fresh ingredients in a real wood-fired brick oven?"

You didn't say that the other guys didn't use real cheeses or that they didn't use fresh ingredients, but you implied it. As a lawyer would say, you gave customers and prospects a cause for reasonable doubt.