Marketing & Promotion

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Comments (15)

Arron Johnson
Jul 21, 2011 3:41 PM

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Jerry Radtke
Jun 20, 2011 6:52 PM

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Shannon Panaro
Nov 5, 2010 3:02 PM

This is strong title, although an informative article, I think it needs to be toned down a bit. Working for a large group buying company who is Groupon's closest competitor, I think you should use a more realistic number like 500 vouchers, which means 1000 new customers in your door. You make back your money by getting your partnership check back. I am a local on the ground marketing consultant, not some kid in a huge call center in Chicago. Upsell 20 percent on the total value, get each of those customers to come back one time by offering them a return discount of 20% off next visit. Profit. If only 20% of them come back one time, Profit. not to mention the advertising for no cost to the rest of the members in the market. In Buffalo, that can be anywhere form 50-70,000 people you are reaching in one day.
If people like your food when they come in the first time and they come back, group buyers will too. You will get a percentage of picky people with coupon or not.
Challenge your staff to upsell them, each and every one of them, and make them happy. They will bring back friends and spread the word for you. Also use this opportunity to add these people to your facebook fan page, to market to for free afterward. Track your results diligently. Write the upsell on each voucher. You would be surprised to see how fast 5.00-10.00 adds up on a 1000 new customers. Each site has a different demographic, the one sited above, for groupon seems a little stretched.
18-35 making 100,000 plus? Not in this neck of the woods. I would say upper middle class professionals for sure, but more 35 plus for my company. So, if you work with a qualified consultant that is invested in helping you growing your business at a pace you can manage with limits and creativity, this will help your business. If your business is in trouble already, than a company like the ones above do not have your best interest at heart by even approaching you. Due diligence pays off! If you you want to grow your business, there is no question. Other than word of mouth, if this is done correctly with a qualified consultant and strategy, this is the most cost efficient way to get guaranteed feet in your door, traffic to your website and fans to your Facebook page. Good Good Good! Also, beware of exclusivity agreements, fees and live commenting on site. P. S. We don't have any of those!

George Schaeffer
Feb 18, 2010 12:01 PM

Another way to put it - you eat at home, when you go out, you dine.

Jim Nolan
Jan 8, 2010 11:01 AM

Hospitality is indeed key. But it is not so simple. The chains drill it into their staff. This is why chains are successful. It's not about the food. It's about the service and when we say that, what we mean is that the customer has a preconceived notion that if they go to x chain they receive x level of service,usually. With independents, it can be hit or miss.

Joe Harvey
Jan 7, 2010 10:21 PM

Editor's second note... RBP = Repeatable Best Practice. We believe consistency is the key to success. But, hey. what do we know...

Sarah Dulaney
Jan 2, 2010 8:48 PM

Hello there! I found this post to be very informational. Thank you. If you wouldn't mind, I'd like to syndicate a portion of it on A4R's Points of Sale Blog. Please let me know. Happy Holidays!  (http://www.anything4restaurants.com/blog).  Sarah 

Phil Ridolfi
Dec 14, 2009 6:18 PM

It's exciting to see what's happening in NEO. . .let's not forget the great places in the 'burbs, in Akron, in Canton, etc. The chefs may not be that well known, but their food sure is!

George Schaeffer
Dec 11, 2009 9:30 AM

The Rue Franklin has been as consistent as any restaurant in my opinion. Wonderful food that follows the seasons, is creative, and Joel Lippes and his wife absolutely make you feel as if you are dining in their home.

Joe Arico
Dec 10, 2009 9:45 PM

Still, it's only a handful of restaurants/chefs that are contributing--and great for them and Cleveland--but, always a but, for every Symon, there's 25 quacks. While Sawyer's going local, the rest are buying cheap and inferior. Cheating for profit, cutting costs and deceiving the public. You know who you are. Thanks, Joe, for shining the light and watching them grow. Also, it's only a matter of time before The Rocco takes over and becomes the next giant celebrity chef! Emeril who?

Joe Arico
Nov 18, 2009 11:28 PM

How about adding subliminal messages during Hall & Oats twin spins? Or, maybe, Fortune burgers? I love the "back of the stall" idea. (I just had to erase my thoughts on this for obvious reasons.) How about serve a quality product and then train your people to sell it?

Joe Arico
Aug 11, 2009 2:45 PM

Any server who can't sell desserts can't sell. Fire the server.

Jennifer Lingenfelter
Aug 10, 2009 2:08 PM

I find that if servers just mention the fact of dessert prior to ordering dinner, 8/10 customers will save room for dessert! I used to say..."and don't forget to save room for our delicious dessert ...."

Joe Harvey
Aug 3, 2009 10:48 AM

Just had to add this... Dan Aykroyd's famous Julia Child impression via HULU: The French Chef 

Joe Arico
Jul 21, 2009 9:48 PM

Great wine from Ohio. Ah. Kind of like "outstanding oysters from Kansas."