Most restaurant owners waste money on "glossy" flyers that people throw straight into the trash. To win, you have to bypass the "marketing brain" and hit the "curiosity brain." The Execution 1. Buy 100 cheap, colorful envelopes (think bright yellow or red—not white, which looks like a bill). 2. Hand-write on the front: "Found this outside—is it yours?" or simply "For the neighbors at [House Number]." 3. Inside, place a "Golden Ticket" or a high-quality "Member Card" (not a paper coupon). 4. The Message: > "We were doing a neighborhood walkthrough and realized we haven't seen you in a while. This card is worth one free [Your Signature Appetizer or Drink] for you and a guest. Just show this to your server. No strings attached—we just want to meet the neighbors." 5. The "Drop": Have a staff member (or yourself) walk a 5-block radius around the restaurant and leave these in mailboxes or tucked into front doors. Why This Is "Cool" (The Psychology) - The "Found Object" Effect: When someone sees a handwritten envelope that looks personal, their brain treats it like a letter from a friend, not an ad. The "open rate" is 100%. - The Reciprocity Trigger: Because it looks like you "found" something or went out of your way to deliver a personal note, the customer feels a subconscious psychological need to "repay" the favor by visiting. - The "Neighborhood Hero" Vibe: It positions you as a local human being, not a corporate entity. The Math (Why it's High Value) - Cost: $20 for envelopes + 2 hours of walking. - Result: If 10 people come in, they aren't just getting a free appetizer; they are buying 2 entrees and 4 drinks. - ROI: One "Secret Wallet" run can easily generate $500 - $800 in immediate revenue and create 5-10 lifelong regulars.