Promotion of a Restaurant
What types of promotions are “frequency-builders” and how they can be implemented? Prior to making any decisions about what promotion to run, one must first ask how well the customer is known. If a business does not understand the target audience, they will never run the most effective or efficient promotion. If the motivations of the customers are understood, it will be much easier to develop positive marketing programs which are both effective and cost efficient. If a business does not know their customers, it is time that they learn about them. Get to know what triggers their visit. Get to know what they think about the inside, the outside, the employees, and the management.
Understand that the entire customer area, as well as the customer-visible areas. Items as small as table tents or table stands, successful color coordination of the seats, the window treatments, the carpet or floor covering, the wall covering, the menu covers, employee uniforms; all of these items have a subconscious effect on the customers, and can impact their decision to return. Items such as the choice of music, even items such as the temperature of the dining area and the smells coming out of the kitchen can intensify the customer experience.
Having an excellent training program can be beneficial, great staff can be very effective in bringing customers back repeatedly. It is no surprise that customers return more regularly when they know the staff on a first name basis. Having the staff greet them cordially--more as guests than as customers will encourage them to return. Another thought is to be certain the employee-training program is the best program possible. Find ways to encourage employee retention by offering in-house incentives to drive tenure and retention rates upward.
After determining the promotion most appropriate to drive frequency put a plan in