A Three Point Focus

A Three Point Focus
By Dwayne Reno

Foodservice operators have a lot to think about when it comes to operating their restaurant, bar or cafe.

With each day presents a new challenges, very quickly you can find yourself forgetting to implement your marketing plans or continuing to use outdated ideas that are not working. I always find that having a three point focus can help to paint a clear picture of what marketing strategies are working and not working.

What is a three point focus?
Three point focus is focusing on three ideas that will help your restaurant, bar or café increase cheque averages, frequency of visits and new trails. Having a three point focus makes it easy to spot what is working for you and what parts of your marketing requires updating. With the holiday season fast approaching and the weather still relatively mild, here are some three point focus suggestions to help drive foot traffic to your restaurant, bar or café.

Increase cheque averages

• Gift cards: A gift card is the perfect stocking stuffer. They increase cheque averages at the time of purchase and is a great way to say “thank you” during the holiday season. By offering a free gift card with a small amount will assure a quick return visit and increase cheque averages when used by the customer.
• Seasonal Menu Items: I recently did an article on seasonal food items and how they can help your restaurant, bar or café stand out with customers, here. By adding a seasonal drink, appetizer, main or dessert to your menu as a LTO (Limited Time Offer), you can increase cheque averages and create positive word of mouth marketing.
• Train your staff to upsell: The holidays are a great time to upsell drinks and desserts. Get servers involved by offering a prize for the most upselling per day.

Increase frequency of visits

• Holiday Food Drive: A holiday food drive is a great way to get current customers returning and spending more. Everyone is in the mood to give so give an incentive that is good for a very short time to customers who support your holiday food drive – and it is a good way to engage and give back to your community.
• Live Events: Advertise live events focused around the holiday season and your seasonal menu items.
• Loyalty Programs: Upsell your loyalty programs. Also creating a holiday theme to your loyalty program is a great way to keep customers coming back i.e. The Twelve Days of Christmas Coffee.

Increase new trials

• Walking Billboards: A great way I have found to increase new trials is with a walking billboard. A billboard that walks and talks to potential customers. This simply requires a staff member and some menus or flyers. Passing out flyers or menus outside your restaurant or around your restaurant neighbourhood is a great way to attract hungry customers.
• Office Holiday Catering: The holiday season means office Christmas parties. Find out who is having an office party and sell them on catering services. Or host a live Christmas event for the office members at your restaurant, bar or café.
• Social Media: Fire up that laptop and start posting to social media. Holiday messages, seasonal menu items, LTO, promotions and specials. If your target audience is on social media you should too. 

Until next time your customers want to know why they should spend money at your restaurant bar or cafe. So give them the goods!

Need inspiration? Checkout some of our services.