I would also suggest you consider the importance of maintaining a separate existence for you and your business in terms of social media. I really dislike, and will generally stop going to a business that tries to ram their ideal political world down my throat. This goes either way in terms of political thought. The exception is gun shops, don't ask me why.
I also agree with not talking down the competition, not because it makes you look petty, but, everything you say about other places could insult your customers who just might like the other place too. There is nothing like telling someone that their current go to place sucks and only a moron would eat their swill.
I'm feeling bearish, and I'm packing a Wusthof Grand Brisket slicer from MABA
"I'm Armenian...perhaps...but then again...maybe not..."