How to Use Restaurant Promotions Effectively For Online Orders
October 18, 2020
Article Overview10min read
An offer too good to miss out on could be the defining factor that convinces someone to place an order from your restaurant or put together a quick homemade sandwich for dinner.
There is certainly an art to running a good promotion that convinces and entices undecided consumers. To pull it off successfully, your restaurant marketing plan needs to include what you plan to offer according to current trends and quite importantly, how you will promote it.
Keep reading for a quick rundown on creating an offer campaign that your guests cannot refuse.
A Flat Percentage Off The Bill
Giving your customers a certain percentage off the total tab is one common promotion to consider. Its popularity is an indication of its success but you must set a minimum order limit as this will encourage your guests to order more. This way, you discreetly convince your consumers to spend more. This means that when the discount is applied, the final bill averages to the amount they’d normally pay.
Instead of the entire bill, you could also offer a percentage off on certain items, especially dishes that you have too much inventory for. Alternatively, offering a Buy 1 Get 1 promotion on specific dishes can also work to increase your sales as well as customer interest in your menu.
Instead of offering a percentage off the bill, you could offer add-ons for free. This could be a free starter or a dessert when the guest purchases a certain variety of main courses. You can be creative here and offer free upgrades, beverages on the house, and so on. However, do make sure that your add-ons pair up well with their respective complements. Not everyone wants a salad with their burger but most would love a fizzy drink to go along with it.
Offer A Specified Figure Off
Instead of offering a percentage, you could choose to offer patrons a flat amount off the total bill. Common advice by hospitality consultants is that you must have a minimum order set in place otherwise you may end up giving food away for free.
Advertising a flat amount off the bill is definitely a better promotion than the aforementioned percentage deal but it is not feasible for all restaurants. Similarly, you could offer this discount on dishes whose inventories are high and bundle them with other dishes or serve it as a standalone.
When should you run a restaurant promo? You could actually run promotions whenever you want but, if your guests notice that you are offering promotions frequently, they will expect to never pay full price again. Due to that, it is recommended that your restaurant offers discounts only on special occasions, festivals or to reward customers that are loyal to you.
For restaurants, the concept and target audience will give an idea of the promotions they can run. A BBQ joint could benefit from cookout weekends like the Fourth of July. Go through your inventory as well as your sales list and look for ingredients that are difficult to move as well as dishes that are not selling well. And when it comes to deciding on a stellar promotion, pushing your creativity to new limits is always a welcome change.