The mistake many restaurant managers make is to view a particular promotion as an end in itself. Effective restaurant marketing, however, isn’t a one-shot deal. Think of a one-two combination of punches in boxing when developing your restaurant marketing strategies. Don’t be satisfied with just getting guests inside your restaurant. You have to sell them something while they’re there — and do it in a way that enhances their experience. Here are a few ideas to get you started:
- Waitstaff training on add-on sales and upselling are key components of generating “One-Two Traffic.” In a restaurant environment, it’s important to train front-of-the house employees, especially greeters, servers and bartenders, to suggest appetizers to go along with the beverage orders, upgrade cocktail orders to include premium spirits, and recommend extras that complement entrees. Also called suggestive selling, the practice is perceived by guests as attentive and better service. Remember: If customers don’t know the special deals you offer, they can’t participate.
- When adding on and upselling, servers should always be polite, not pushy. Their goal isn’t to clean out the wallets and purses of customers. It’s to enhance the perceived quality of their purchase, whether it’s sautéed mushrooms on a strip steak or premium alcohol in their drink.It’s better to execute a mediocre idea properly than to botch a promising idea. To get the most out of your servers and bartenders, you have to train them daily, especially in areas that support your marketing endeavors.
- Once you’ve attracted new customers and trained your staff to maximize its service and sales potential, consider using bouncebacks to generate repeat business. Bouncebacks are promotional offerings that are good the next time guests come in. Make them compelling and create a sense of urgency to redeem by making them good for only a short time.
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