Restaurant marketers have plenty to worry about. You are in charge of driving traffic to the restaurant and ensuring consumers are aware of its presence and offerings. However, while generating traffic is key, it's also important for marketers to pay attention to building the average check, which necessitates point-of-purchase (POP) initiatives. While POP is a great way to get guests to spend more while already in a restaurant, POP creative is only as effective as the strategy behind it. In fact, it's key for restaurant marketers to spend time developing a specific POP strategy in order to effectively increase per-person average (PPA). Why does it pay to have a merchandising strategy for your restaurant? Because without a plan…
As a marketer for a restaurant, there are specific goals that your organization wants to achieve, which affect your marketing strategy. Perhaps your restaurant wants to be the most popular destination for a particular style or become the guest's most favored option within your category. These specific goals vary by restaurant, but there's one that you and your competitors all share: increasing revenue.
In your role as a restaurant marketer, it's not enough to ensure current marketing efforts and resources are being used effectively. You must also constantly look for the latest innovations and techniques that can take you to the next level in terms of building your PPA (per-person average). Particularly when it comes to advances and trends in POP, or point of purchase, it seems like we're always searching for the elusive "next big thing."
Although user experience may be most identifiable with software and technology, considering a user's needs and desires to design the ultimate experience is as relevant to your restaurant as it is to a website or mobile app. In fact, getting a guest to walk through the door is just the first step. Just like getting someone to click on a website is no guarantee that they are going to stay on the site, buy something or return at a future date, getting a guest through the doors of your restaurant is no guarantee of how they will behave once they sit down or after they leave. In the restaurant business as in the digital world, it all comes down to user experience.