Most marketing pitches fail because they aren't laser-focused. Assuming that it will attract more customers to their restaurant, most restaurant owners create a broad restaurant marketing pitch. And when you try to market your restaurant to everyone, you end up marketing to no one.

One challenge with having a vague marketing pitch is that you are willingly opening yourself up to a lot of competition.

For example, if your marketing pitch was that you have a "world-class chef and fine imported wines", you have instantly differentiated yourself from every restaurant only claiming to be a "fine dining establishment".

Additionally, if potential customers don't know what sets your restaurant apart from your competition, it will be exponentially less likely that they will be inspired to try your restaurant. And perhaps worst of all, existing customers and staff will have a difficult time explaining what is so great about your restaurant, when in reality, a great marketing pitch would do that job for them.