A common practice in the restaurant industry to increase the guest check average is have the guest order an extra side, additional drinks, and desserts. The result is an increase in gross sales and tip pool for the staff.
But with Covid and the chaos it has created, I believe the strategy should be more about repeat purchases not about squeezing every dime and done.
A repeat customer brings stability and is much more sustainable for long term sales, profitability and ultimately survival. But to obtain and maintain a steady stream of regular guests there must be more than just the meat and potatoes.
How or what can operators do to increase the value and experience of their products and services? What can be done “on the side” to grow long term sales beyond the meal, particularly in Ontario, when most are consumed in the home?
Loyalty programs are becoming predominate, everyday I get discount flyers in the mail or and I have received numerous bounce back coupons. Surprisingly, many sales tactics have not changed, considering how much the conditions have changed. And yes, I am aware of the grocerant and the ability to sell liquor, but still I think much more can be done for very limited resources.
I understand that the operators are dealing with many issues: supply and staffing shortages, increased costs, indoor seating closures… but more than ever, now is the time to get out of proverbial delivery box thinking.
From my 3D perspective [1/X-Marketing Director for Kelseys and Montana’s 2/Owner of a foodservice focused marketing agency and 3/frequent restaurant customer], there are many easy and effective ideas that will create recurring long-term sales:
partner with other like-minded local retailers in a cross promotion
provide a small sample of another meal or side dish with the order
leverage key suppliers for incentive and promotional programs
develop a value menu
friends and family program for staff
look to other industries for different ideas
Although many operators are thinking day to day, the courage to look to tomorrow will result in greater sales on the side for many more months.
What unique tactics and strategies are you aware of or can recommend garnering long-term repeat customers?
Scott Moore, President of Stir Creative Communication Inc., has been helping foodservice and hospitality suppliers and operators increase sales for over 30 years. For innovative and revenue-increasing programs, marketing and promotional campaigns and much more, contact Scott at 905-484-3094, scott@stircommunications.ca, or visit www.stircommunications.ca.