Question

Topic: Strategy

Weekly Restaurant Traffic Building Ideas

Posted by Anonymous on5/20/2006在10:35 PM ET 125 Points
I am looking for effective and successful ways to drive traffic and sales for lunch and dinner during the weekday to one of the highest volume restaurants in America. It is a weekend destination full of festivals and parties but business lags during the week. I am thinking about a perks club with double points during the weekday? Could someone please shed some insight into someting that has worked to drive traffic to a restaurant on weekdays. THANKS.
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  • Posted bywnelsonon5/20/2006在11:07 PM Member
    Might I suggest that your restaurant isn't in the right "brand" for a lunch crowd and the weekday supper crowd? Most lunches are not festivals and parties. They are quick in-and-out affairs - lunch to get back to work, dinner so as to not suck up a ton of limited evening time. I would recommend that maybe versus grasping for a silver bullet, maybe it's time to get back to basics for your restaurant. Not all promotions are transferable across geography and restaurant fares. If you want to attract weekday lunch and dinner patrons, why don't you ask the patrons what would get them in. Do your marketing homework - with analysis up front. What are the needs of the weekday lunch and dinner patrons? How do they find out about weekday lunch and dinner options? What words and images influence them to make a choice? Are the patrons of the weekend the same segment as those for the weekday? How do the competitors satisfy those needs and how do they miss the needs? What isyourcore competencies - what do you do better than the competition? How can you structure your offering to better meet the needs of the customers versus your competition? What is your position statement - how you are positioned in the market place versus competitors, versus which customer segments? Whatisyour branding strategy and what does it need to be to be consistent for both the weekend and week market? What does your pricing strategy have to be? Given all this, what are the right mix of marketing activities to promote your restaurant toward the weekend staple crowdandthe weekday crowd? Put together a cohesive, comprehensive marketing plan based on sound analysis and strategic actions with goals and metrics that you can review periodically to see if you are on track and take actions to bring it back on track. This will benefit you far more than trying several suggestions you may gain and if they work or not, not knowing why they might have worked or not or how long they may work.

    I hope this helps.

    Wayde
  • Posted byFrank Hurtteon5/21/2006 at 6:14 PM Member
    Weekday lunches are either

    Business People or Retired/Pre tired/Non-working

    Business people need quick turn around.. Sales People especially dread taking a customer to lunch and then not being able to get them back to work on time. This tends to dampen the whole purpose of the lunch.

    Retired/Pre tired/Non-working are looking for price.

    I suggest thinking about the business folks if there are enough in your area.
  • Posted on5/21/2006 at 8:19 PM Accepted
    Hi Kwoods,

    Congratulations on your success on driving weekend business to your restaurant. You must have a cool restaurant! In order to drive business during the week, the following proven actions could be traffic draws for your restaurant:

    Lunch during the week--business customers

    1. Establish a lunch menu in which they can have their lunch in 10-15 minutes or the lunch is free

    2. Map out all businesses within 15 minutes from your restaurant and drop off promotional coupons to try your new menu--and perhaps give them a buy one/get one free incentive to try your new menu

    3. Insure you meet all of the above expectations and manage to results---Your lunch business will increase as business customers return

    晚餐在星期

    1. Establish a take out service; customers can call you before they leave work and you will have dinner ready for them so they do not have to cook when they get home. This is a huge trend and a favorite among working parents.

    2. Establish an incentive for customers to stop in and dine with you before 6, by offering an early dinner special

    3. Insure you meet all of the above expectations and manage to results---your dinner business will increase as customers return

    You must market for the weekday customers differently; we do not know if your weekend customers dine out during the week --but we do know the business customers around your location do!

    I wish you the best of luck and lots of weekday business.

    Best,


    Sandy Riedel
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