| POSLeader.com |
Effective Restaurant Marketing and Promotion
Three Ways To Increase a Restaurant's Revenue
Regular and Effective Advertising
Regular advertising and promotion is expensive and absolutely necessary to build a restaurant's
business. Point of Success provides reports that analyze every promotional activity:
Continuing Effective Advertising and Promotion
With Point of Success it's easy to decide which promotional activities, offers or publications generate
the most financial benefit. Informative reports support every marketing spending decision with facts
rather than guesses.
Create a list of currently available coupons, discounts and promotions. Track customer
response, redemption details and effectiveness of every promotion.
It's Easier to Keep a Customer than Get a New Customer
It is a commonly held belief that a business will spend five times more to get a new customer than it
needs to spend to get comparable revenue from an existing customer. Point of Success gives a
restaurant the information it needs to continually communicate with existing customers, encouraging
them to order more and order more frequently .
Lifetime Value
The value of a new customer is important, but the lifetime value of an existing customer is even more
important. Many restaurants expend a great deal of time and money to get new customers to the
exclusion of improving relationships with customers they already have.
If a restaurant spends $500 to get 30 new customers who each place a $15 order, the total new
revenue will almost meet the cost of the advertising. The problem is that if 25% of these new
customers order again, these new customers are profitable only if each retained new customer orders
three or more times. Balancing new customer marketing activities with offers directed to existing
customers is vital to a restaurant's success. Restaurants using Point of Success software know their
customers and their buying habits, giving them the power to emphasize existing customers in their
business-building activities.
Consistent, Reliable Source of Orders
Every restaurant manager recognizes their customers who order consistently. They know that the
majority of their orders every day are placed by existing customers. Existing customers are the most
consistent, reliable source of regular business.
Make Good Customers Great Customers
Point of Success pinpoints good customers so you can communicate with them more frequently and
more effectively! Identify customers by their longevity, their order frequency, their lifetime value and
more. A good customer is worth the extra care it takes to keep them coming back again and again .
Entering discounts and tracking promotions is easier with Point of Success' coupon and discount
tracking features. Each coupon or discount is created with valid days, dates and times, how to
calculate the discount, and the items to which the discount applies.
Add-On Order Promotions
Point of Success makes it easy for a restaurant to encourage add-on of extra items with every order.
When offering incentives to servers or order taking staff, sales achievements can be tracked for add-on
items.
Customer Retention and Satisfaction
Restaurant managers are sometimes unaware that customer relationships are critical to a successful
restaurant. The loss of a dissatisfied customer is a huge cost.
When a customer disappears the most controllable cause is dissatisfaction. Contacting an inactive
customer repeatedly and with increasingly attractive offers to become active again is the most effective
marketing expenditure a restaurant can make.
When Active Customers Become Inactive
Point of Success offers reports detailing which previously active customers have not ordered in a
specific period of time. This information permits contacting of customers with coupons and other
enticements to order again. When active customers stay inactive even though they have been offered
generous incentives, it's time for a manager to contact the customer personally.
Early Warning of Food Quality or Staff Problems
Inactive customer follow-up gives a manager first-hand experience with customer complaints. An
informed manager can easily judge the quality of their restaurant's food and service, then make
changes to keep customers happy. Generous problem-solving attention from a manager is often all
that's needed to transform a dissatisfied customer into a raving fan.
Managers Stay Involved
Keeping managers informed and involved is the best way to improve a restaurant's success. Busy
managers spending time operating the restaurant are far less effective than managers who are in
touch with their customers!
---------------------------------------------------------------------------------------------------------------------------------------------
Get more information about customer satisfaction statistics, relationship building, and the importance
of customer satisfaction on these web sites:
intelliGRAPHICS - www.killermarketing.com
Australian Financial Services Directory - www.afsd.com.au
SBA Online Women's Business Center - www.onlinewbc.gov
---------------------------------------------------------------------------------------------------------------------------------------------
Three Ways To Increase a Restaurant's Revenue
- Raise prices
- Increase customer quantity (gain new customers through advertising and increase repeat
purchases while retaining existing customers) - Increase the average ticket with add-on selling and upselling (selling, marketing and product
merchandising)
Regular and Effective Advertising
Regular advertising and promotion is expensive and absolutely necessary to build a restaurant's
business. Point of Success provides reports that analyze every promotional activity:
- Coupon redemptions
- New customers generated by a promotion
- Lifetime value of customers by promotional activity
- Analysis of orders (average order size, total orders) by promotional activity
Continuing Effective Advertising and Promotion
With Point of Success it's easy to decide which promotional activities, offers or publications generate
the most financial benefit. Informative reports support every marketing spending decision with facts
rather than guesses.
Create a list of currently available coupons, discounts and promotions. Track customer
response, redemption details and effectiveness of every promotion.
It's Easier to Keep a Customer than Get a New Customer
It is a commonly held belief that a business will spend five times more to get a new customer than it
needs to spend to get comparable revenue from an existing customer. Point of Success gives a
restaurant the information it needs to continually communicate with existing customers, encouraging
them to order more and order more frequently .
Lifetime Value
The value of a new customer is important, but the lifetime value of an existing customer is even more
important. Many restaurants expend a great deal of time and money to get new customers to the
exclusion of improving relationships with customers they already have.
If a restaurant spends $500 to get 30 new customers who each place a $15 order, the total new
revenue will almost meet the cost of the advertising. The problem is that if 25% of these new
customers order again, these new customers are profitable only if each retained new customer orders
three or more times. Balancing new customer marketing activities with offers directed to existing
customers is vital to a restaurant's success. Restaurants using Point of Success software know their
customers and their buying habits, giving them the power to emphasize existing customers in their
business-building activities.
Consistent, Reliable Source of Orders
Every restaurant manager recognizes their customers who order consistently. They know that the
majority of their orders every day are placed by existing customers. Existing customers are the most
consistent, reliable source of regular business.
Make Good Customers Great Customers
Point of Success pinpoints good customers so you can communicate with them more frequently and
more effectively! Identify customers by their longevity, their order frequency, their lifetime value and
more. A good customer is worth the extra care it takes to keep them coming back again and again .
Entering discounts and tracking promotions is easier with Point of Success' coupon and discount
tracking features. Each coupon or discount is created with valid days, dates and times, how to
calculate the discount, and the items to which the discount applies.
Add-On Order Promotions
Point of Success makes it easy for a restaurant to encourage add-on of extra items with every order.
When offering incentives to servers or order taking staff, sales achievements can be tracked for add-on
items.
Customer Retention and Satisfaction
Restaurant managers are sometimes unaware that customer relationships are critical to a successful
restaurant. The loss of a dissatisfied customer is a huge cost.
- On average, 50% of dissatisfied customers will complain to a front-line employee
- Only 1% to 5% of dissatisfied customers will escalate their complaint to a manager
- 91% of dissatisfied customers will not buy again from a company that displeased them
- Complaining customers whose complaints are satisfied are significantly more loyal than
customers who have never been dissatisfied
When a customer disappears the most controllable cause is dissatisfaction. Contacting an inactive
customer repeatedly and with increasingly attractive offers to become active again is the most effective
marketing expenditure a restaurant can make.
When Active Customers Become Inactive
Point of Success offers reports detailing which previously active customers have not ordered in a
specific period of time. This information permits contacting of customers with coupons and other
enticements to order again. When active customers stay inactive even though they have been offered
generous incentives, it's time for a manager to contact the customer personally.
Early Warning of Food Quality or Staff Problems
Inactive customer follow-up gives a manager first-hand experience with customer complaints. An
informed manager can easily judge the quality of their restaurant's food and service, then make
changes to keep customers happy. Generous problem-solving attention from a manager is often all
that's needed to transform a dissatisfied customer into a raving fan.
Managers Stay Involved
Keeping managers informed and involved is the best way to improve a restaurant's success. Busy
managers spending time operating the restaurant are far less effective than managers who are in
touch with their customers!
---------------------------------------------------------------------------------------------------------------------------------------------
Get more information about customer satisfaction statistics, relationship building, and the importance
of customer satisfaction on these web sites:
intelliGRAPHICS - www.killermarketing.com
Australian Financial Services Directory - www.afsd.com.au
SBA Online Women's Business Center - www.onlinewbc.gov
---------------------------------------------------------------------------------------------------------------------------------------------
800 - 379 - 8260
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