Any time a guest enters your restaurant, they want to feel like they’ve gotten the deal of a lifetime. The best type of marketing that a restaurant can have is a customer that loves your brand so much that they become an ambassador, telling their friends and family about how wonderful your product is. This is the true goal of any restaurant marketing: get guests in the door so they can experience what you do and what you’re about, says Jeremy Threat, Vice President of Marketing at Vine Solutions, a restaurant consulting firm.
“Marketing is your opportunity to say, ‘This is who we are,'” Threat continues. As someone who has worked in the restaurant industry for much of his career, he has seen first-hand how promotions can be a great way to bring in new clientele and improve a bottom line.
While working as a manager at a restaurant in Sacramento, he noticed that happy hour service was slower at his bar than at his competitors, so he created a promotion to increase sales. He created a “$2, $3, $4” happy hour promotion featuring low-cost appetizers and drinks and waited to see how his customers reacted. “We saw a 200% increase at the bar and people got to try our product,” Threat remembers.
Promotions and marketing can be a great way to tell the public who you are and what you stand for, but how can you be sure that it was worth the time or money you and your team invested? Here’s how Threat uses four key metrics to measure the return on investment for restaurants, and other lessons he learned from running his own promotions. [Read more…]