Everyone knows that stimulating demand through promotions and special offers is a working way to increase not only the flow of visitors to a catering establishment, but also the average check. Especially relevant during a period of decline in sales and force majeure.
Depending on the life cycle of your institution or seasonal periods, promotional offers will perform different functions:
If the institution has just opened, it is stimulating interest for the first acquaintance, attracting guests, and forming loyalty of visitors. The main goal is to inform the guest flow.
Updating menus or seasonal offers to increase the attention of visitors to new dishes.
During a decrease in revenue, force majeure - promotional offers are involved in increasing the average bill and help to urgently take measures for profit opportunities.
The launch of shares should not occur on an ongoing basis. Diversity, regularity, control and accounting are important here.
Also, do not forget about the profitability of your shares. Be sure to monitor their effectiveness so that you can extrapolate events with good returns for subsequent periods.
In the theory of restaurant marketing, there are 3 most effective tools for creating special offers:
Act!
Calling the visitor to take some action to get% or profit from the institution. These can be calls to download the application to your phone, register on the site, share the link with your friends in messengers, etc.
Clearly and on business. Did - got a "candy".
The institution receives coverage, the visitor receives “thank you”. Everyone is happy.
Advantageous offers from the menu.
It is important here to clearly define your target audience and combine offers based on public requests. The emphasis on special offers is important to do on those dishes that need to ensure turnover, and at the same time they should not be high at cost, but super-marginal.
Wine + dessert, first course + salad, etc.
The introduction of artificial restrictions.
Limited supply creates crazy demand. These may be some separate seasonal items or unique products.
For example, smelt week in St. Petersburg, oysters “overseas”, Pancake week, etc.
In addition, special offers may vary depending on:
- number of guests (offer for company, banquet, etc.)
- time of day (weekdays or weekends, breakfast / lunch / dinner)
- categories on the menu (first courses, salads, desserts, etc.)
- customer status (for regular visitors, on cards, etc.)
What proposals can be used to increase revenue in the institution?
Consider the options:
Announcements of shares, advertising
In order for your potential visitors to be aware of any of your special offers, it is necessary to inform them. For this, it will be enough to make an announcement and advertising.
Consider the location of your target audience and, based on your budget, start an advertising campaign. It can be either offline events with posters and banners, or online (e-mail, targeting, social networks) .:
Marketing activity for the announcement of shares should be planned in advance and spelled out in the budget, in the worst case, there is a risk of wasting money and not getting a result.
Coupons
Often food manufacturers release a novelty and attract buyers to try it at the expense of a promotional offer. Super-discount lures people, they are happy to take. However, when the stock ends, the product may sink sharply in sales due to the fact that buyers are not ready to lay out a large amount of money.
So in the restaurant. If you will lure people only for LOW PRICES and CONSTANT shares, then people may not be ready for the usual standard price.
Use coupons for certain sets of dishes for which you need to stimulate demand, work out products with expiring expiration dates and avoid unnecessary write-offs. Alternate sentences and limit them by time.
I do not recommend resorting to coupon sales services, because you run the risk of filling your place with discount hunters.
Special Offer Kits
Favorite business lunches, a chef's dish, lunch + drink, salad + compote, discounted breakfast, etc. are suitable in this category.
As well as various offers for banquet services. Due to such offers, you provide yourself with a constant load of establishments even not at popular times.
Order 2 dishes and get 1 "as a gift"
To increase the amount of the average check and stimulate the guest to receive a GIFT. You can offer an option with cards and stickers for regular guests - 4 times you buy a business lunch, and the 5th you get as a gift.
Online order = discount eligibility
Also a good option for obtaining LEADS to further stimulate and maintain demand from a warm audience.
When registering on the site - the visitor has the opportunity to receive a bonus in the form of a discount, and the institution replenishes the customer base, which can be affected in the future.Take with you, it's cheaper
Savings on maintenance and service due to discounts on “takeaway dishes”. The institution receives the proceeds from the purchase, but saves on working capital.
Try different promotions and offers to stimulate demand in your establishment. This is an important and integral part of the marketing strategy of any food service outlet.