Marketing Technique

**slick4591**[$] · #1 11-02-2003, 09:07 PM

I'm planning on implementing this in the near future:

Quote:

Win a Free Lunch!

Three times a week (not including Saturdays) we will tape several "The BBQ Corner" business cards to the bottom of randomly selected food trays. If your tray has a card taped to the bottom, simply peel it off at the cash register and you will win the complete lunch you have already selected, if the card says “Free Lunch” on the back.

This offer is valid for the card holder’s lunch only and not a complete party.
Management reserves the right to disqualify anyone manipulating the rules of this offer.

I'm hoping that this might increase how many times my lunch people show up during the week and also the amount they purchase each time.

I'm wanting some ideas from you folks on how this will actually work for my customers and my business.

Considering that I have a small serving area and trays are almost under my nose, cheating and picking through trays to find cards should not go undetected.

I'd appreciate your ideas good or bad.

**amykhar** · #2 11-02-2003, 09:14 PM

Maybe on a plate that you guys distribute instead of the trays?

Amy

**slick4591**[$] · #3 11-02-2003, 09:23 PM

I've thought of that, Amy. The plates are behind the meat cutter and are visible to the customer. We were afraid that might influence the customer on what they might order.

Magick1 · #4 11-02-2003, 10:45 PM

What about just something like the 20th person through the line?

I mean, like every 20th person....sorry!

**slick4591**[$] · #5 11-02-2003, 11:27 PM

That would mean my employees would have to be able to count to 20. Ooops! Sorry, just kiddin'. That would be a consideration, but it would put a burden on them during the peak times of having to keep count. I also have times when there are 20 or more in line and most of my customers can count that high.

theeye · #6 11-02-2003, 11:31 PM

I don't know how your place works logistically, but if the customers take their own trays from a pile of trays, you're going to have problems with people searching through the pile for the cards.

Even if not, you might have some wise guys complaining that their tray is defective in some way and asking for another.

If there's a way to game the system, someone will.

**mrisch**[$] · #7 11-02-2003, 11:38 PM

You have 20 people in line? Dude, that great (except of course that you don't want people to wait too long)! I know that system has worked well at the deli we go to.

Another idea is to put such things on the bottom of soda cups, especially if you serve the soda. This might encourage people to buy sodas, which are high margin sales.

**slick4591**[$] · #8 11-02-2003, 11:41 PM

Quote:

theeye said

I don't know how your place works logistically, but if the customers take their own trays from a pile of trays, you're going to have problems with people searching through the pile for the cards.

Even if not, you might have some wise guys complaining that their tray is defective in some way and asking for another.

If there's a way to game the system, someone will.

Yep, been think that, Eye. The trays are directly in front of the person that cuts the meat, so if someone is gaming it should be observed. There is another person at the register (10 feet away) who could also be watching. But as a safeguard to me, even if someone did manipulate, I'm only giving a certain amount of free meals a day anyway. Even if it's not exactly fair to everyone else because of an asshole.

**slick4591**[$] · #9 11-02-2003, 11:47 PM

Sodas are a great idea, Michael. Very much a consideration as with take-out boxes which have give-a-way coupons on them. Mickey D is not the only one playing the game.

**mrisch**[$] · #10 11-02-2003, 11:59 PM

Quote:

slick4591 said

Sodas are a great idea, Michael. Very much a consideration as with take-out boxes which have give-a-way coupons on them. Mickey D is not the only one playing the game.

Yeah, and you only do it on a large soda to get people to upsize - even more margin for you.

**slick4591**[$] · #11 11-03-2003, 12:09 AM

You may not believe it but I only have one size. $1.25 and all the refills you want.

**Joubert**[$] · #12 11-03-2003, 02:11 AM

Rather than a free meal, can you give them a coupon for a free meal at a future date? Lots of good ideas on how to implement, but redemption rates are notoriously low. You still get the credit from the winner, but you may not see the coupon ever again.

eris esoteric · #13 11-03-2003, 08:52 AM

Quote:

slick4591 said

That would mean my employees would have to be able to count to 20. Ooops! Sorry, just kiddin'.

No, you're not. Don't lie to me. I deal with food and beverage people.

Quote:

slick4591 said

That would be a consideration, but it would put a burden on them during the peak times of having to keep count. I also have times when there are 20 or more in line and most of my customers can count that high.

Does your register number the receipts? If it does, that would make the "every twentieth person in line" thing that much easier.

**taurusmoon** · #14 11-03-2003, 09:04 AM

I'll go with George on this one. Give them a coupon for a free meal (set a limit on the maximum value) to be presented at a later date.

This way you don't lose money on a meal right off the bat. You don't have to worry about who ordered what and how much credit to issue. And, you stand a chance that they come back to redeem the coupon and purchase additional meals along with the freebie.

And rather than plant coupons, see if you can afford to give them away to everyone as a promotion. Set limits such as free meal with purchase of a second meal. Or give away desserts or drinks instead of a meal.

Another idea is a punch card. Give out a card where each time a person buys a meal they get a hole punched in it. After the entire card is punched (you figure out how many punches you can afford - 5? 7?) they get a free meal.

That encourages repeat visits.

How about a Thankgiving promotion? Equal rights for pigs.

Offer some sort of after holiday deal for people who are sick of leftover turkey. Free pork or beef sandwich with the purchase of a second one or something like that.

Remember, your goal is not to give money away (ie crediting a sale already made) but to encourage repeat visits.

Figure out how much you can afford to spend in promotional food and supplies and think in terms of what will get people to come back or get them in for the first time.

Sara

**mtomm**[$] · #15 11-03-2003, 09:46 AM

I use the card my local Mexican fast food restaurant offers. You purchase $4 in food and they punch your card after six visits I get a free menu item up to $4 in value. Its called an "Honored Guest Appreciation Card." Keeps me coming back.

Marking the bottom of your cups for a free drink would also be a fun incentive.

**theworm**[$] · #16 11-03-2003, 09:51 AM

I like Margo's idea. Frequent diner cards work. Also - if you do the coupon - maybe do one for come back, buy one entree, get the second (of equal or lesser value) for 50% off. Then people will come with others. You'll be the hot spot for date night.

**conradd** · #17 11-03-2003, 04:07 PM

Or put a fishbowl on your counter and ask folks to drop in their business card or name/phone number for a weekly drawing for a couple of free lunches. That way, you collect some information about your customer base too.

Deb
happy to mail a business card

**slick4591**[$] · #18 11-03-2003, 06:36 PM

Quote:

eris esoteric said

Does your register number the receipts? If it does, that would make the "every twentieth person in line" thing that much easier.

Don't know, Eris. I do well just to punch the correct buttons.

Quote:

conradd said

Or put a fishbowl on your counter and ask folks to drop in their business card or name/phone number for a weekly drawing for a couple of free lunches. That way, you collect some information about your customer base too.

Deb
happy to mail a business card

The former owner did this and I stopped it because it wasn't fair to anyone without a card. I want something that will include everyone.

These are some great ideas, folks.

murasaki · #19 11-03-2003, 07:01 PM

I like the punch card idea because I think it encourages repeat business.

As for exclusions on the coupon for a free meal, I would also exclude liquor (I'm assuming you have a liquor license, or will have, and serve beer). Or maybe some sort of restriction like "free entree" but the customer would still pay for their drink and/or dessert, etc.

--naomi

eris esoteric · #20 11-04-2003, 11:22 AM

Quote:

slick4591 said

Don't know, Eris. I do well just to punch the correct buttons.

*shudder*

Quote:

slick4591 said

The former owner did this and I stopped it because it wasn't fair to anyone without a card. I want something that will include everyone.

That's easily fixed. Have some pads printed up with Name: blank, Phone: blank, email addy: blank. That way, everyone can play.