turn coupons into opportunities 23
continued from p. 17 SOME IDEAS:
Get an email address. Don’t give coupons away for nothing! While you would much rather get full price on check amounts, a discount doesn’t have to be a complete loss. That email address can be worth a lot of extra visits to you if you plug it into an effective email marketing program.
Limit the coupon then work the upsell. Groupons aren’t going to
allow you to give discounts on specifi c menu items or times of the week, and that’s why you should develop your own coupon pro- gram and cut out those margin-eating mid- dlemen.
Don't ignore food trucks
19
Yes, they have multiplied like flies across every city and town in america, and for good reason – people love them. Whether you want to try out a new concept or find some new marketing channels for your existing restaurant, food trucks are the perfect vehicle for hitting the streets with your brand in 2012.
21 22 28 20 Go induction
Induction ranges are energy efficient and don’t need to be vented which means you can place them in some creative places in your restaurant. They do require stainless cookware to work but they are also much faster at heating up whatever you’re cooking.
see page 24 for vollrath induction cookers Cook with quinoa
Quinoa is a grain native to south america that is becoming increasingly popular in the u.S. It’s high in protein, relatively cheap to buy, and very versatile when it comes to preparation. If you’re looking for some new flavors and textures for 2012, quinoa is as good a place as any to start.
Shrink portion sizes
Smaller portions are all the rage since the great recession hit the american economy. That’s because a smaller portion means less cost to both you and your customer. And in an increasingly health-conscious world, smaller portions mean you can still use decadent ingredients without blowing up calorie totals.
Tundra Specialties 888.594.4183 Buy some iPads
Some restaurants have begun using iPads as menus or wine lists. Turns out the interactive nature of tablets is an extremely effective marketing tool, with some restaurants reporting a 30% jump in wine sales after introducing an iPad wine list. Obviously, the cost is pretty steep but digital ordering is definitely the future.
p. 40 Management
send out your own coupons to regulars. That gives a discount on
your high-margin menu items then set your servers to work upselling on everything from appetizers and cocktails to desserts. Alter- natively, offer a blanket coupon, but only for the slowest night of the week.
advertise to customers. While you’re paying dearly for their presence. Those deep discounts hurt your margins but they do at least give you an opportunity to advertise yourself to a captive audience. Menus, waiting areas, bathrooms, receipts, servers, and tabletops are all great areas to subtly but forcefully advertise how great your restaurant is and inform guests about upcoming events and deals.
without sushi
Sake is gaining mainstream appreciation in the U.S., And not just when people go out for sushi. Try adding a couple premium sakes to your drink list for variety. You might be surprised how many people order it up.
24 Serve sake
2012 trends resolutions
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