Leverage Your Restaurant’s Points of Opportunity

By Larnie Higgins, president, Planet Studio

When is the best time to grab a customer’s attention? It’s when they are already at your restaurant. Although it may be tempting to focus on traditional advertising, social media or local community relations, don’t forget that in-house marketing can yield substantial results. Take advantage of the real estate your guests are exposed to. Leveraging such points of opportunity can reinforce your foodservice establishment’s brand, deliver key messages and announce news — all of which can drive sales and repeat visits. 

Points of opportunity are the “hot spots” near and within a restaurant where promoted information can stimulate patrons’ interest, trial and purchase decisions. Consider activating your:

• Street Chalkboards — Capture the attention of those passing by or lingering near your entrance. Seize the opportunity to entice customers with news of 2 for 1 offers, happy hour or seasonal specialty beverages, and “all you can eat” dining experiences.
• Entrance — Make a good first impression on guests. Give them something to think about as they enter or settle in. Permanent signage, banners, a dry erase board and window clings are great communication vehicles.
• Printed Menus — Compelling visuals and mouth-watering food and beverage descriptions are essential components of your menu. Yet, the printed piece also is the ideal place to communicate about take-out, catering or private event services your restaurant may offer, as well as social media platforms it uses. You may even want to place a laminated or enlarged copy of your menu in the window to tempt onlookers.
• Table — By the time guests are seated, they are truly a captured audience. Try using tabletop items such as tent cards, the sides of napkin dispensers or condiment holders to tout your food and beverage specials.
• Take-Out Zone — Tempt on-the-go customers to add beverages to their take-out order by positioning easy-to-transport bottles, cans and multi-drink carriers in plain view. Desserts are another item worth putting in front of patrons as they place their orders.
• Guest Check Holder — Make the most of customers’ last moments in your establishment. Well-designed comment cards or information about a loyalty program can create a good final impression.
• Bar Area — Since guests often linger in the bar area, it’s another great in-house location where information can be displayed. Signage and tent cards, as well as bar guns, napkins and coasters with logos can help reinforce your brand.
• Waiting Area — In addition to the marketing communications tactics suggested for your entrance, look for ways to further engage patrons as they wait for a table or in line. Provide access to menus, set out a stack of event flyers or sample higher-profit items such as appetizers and signature drinks.

An in-house marketing plan is only as successful as its execution. So, don’t forget to look beyond written communications. Fully prepare and engage your best brand ambassadors, your front-of-the-house staff. Keep managers, hosts and wait staff informed about marketing activities and restaurant features. Help them recognize what an upsell opportunity looks like and how to respond appropriately. 

Points of opportunity provide a myriad of ways to enhance communication between your organization and its customers. Build the ideas suggested in this article into your marketing plan and reap the rewards.

BIO
Award-winning creative strategist Larnie Higgins founded Planet Studio in 1994. His background in entertainment as creative director at The Discovery Channel and his hunger for new technology drive Planet Studio to forge new ground in brand integration. Larnie provides thought leadership for clients related to product strategy, message development, media and marketing plan execution. For more information, visit:www.planetstudio.com.

Disclaimer: The article’s author provided these tips as thought-starters. You may wish to consult an attorney for legal guidance before implementing marketing efforts.​​​​