4 Tips for In-Store Marketing
As you plan for success in Q4, it is important to make sure your restaurant’s in-store experience is clear, focused, and aimed at helping your maximize the customer experience while building sales. Here are four tips to help make sure your efforts don’t go unnoticed.
Build Your Email Database
We have already talked about the power of your email database and given you a few ideas to build your list. Make sure that your in-store experience is offering something enticing in exchange for adding your customer’s email to your list. The now-ubiqutous fishbowl is a great method to get started.
Be Clear and Focused
So often in our restaurants, we have far too many competing messages without a clear focus. If you have a QSR, pizza, or takeout focused restaurant, it is vital that you are telling the customers what you want them to do and feel about your business. Do this by having an easy to read menu, clear promotional signage, and not too many competing messages. Have you ever been in a restaurant and seen 5 different promos, 10 highlighted menu items, and a confusing to read menu? Keep it simple by asking yourself: “what do I most want my customer to do and think then they are here?” Then look at your space and make the message match that wish.
Maximize Impulse Buys
If you have a host area or take out counter, make sure it includes some of the last minute add-ons your customers might enjoy. If you sell desserts, this is a great place to advertise that. If you have two-liters of soda or bottles of water, this is a great place to stage a few easy pickup.
Your customers may be dine-in customers now, but what about next week when they want to order in? Make sure you are getting the most out of your delivery and carryout business. Include a discount for first-time online orders with each check. Offer a dessert togo if the customer isn’t interested right now. Make sure signage is clear that offers togo and delivery as a choice.
— Mike Ganino | Mike is a restaurant veteran having served as COO at Protein Bar and in key roles at Yum! Brands, Lettuce Entertain You, and Potbelly Sandwich Shop. An in-demand speaker and trainer on restaurant and hospitality industry, Mike advises ChowNow on developing the strongest online ordering solutions for restaurants.