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.
While sales can be increased by bringing in more guests, the easier, more effective method is boosting your per-person average or PPA. Getting a new guest can cost six to seven times more than keeping the loyalty of a current one. Finding the right approach to increasing revenue at the point of purchase is critical for any restaurant marketer.
Focus on Sales: A Problematic Trend
Many restaurants choose to base their POP efforts on sales numbers alone. When sales are down, POP creative, such as tabletop materials and even tablets, are often determined to be ineffective. On the other hand, minor success with one POP element can encourage marketers to embrace and execute all possible tactics, causing clutter and confusion for the guest.
A Better Approach: Listen to Your Guest
The right point-of-purchase strategies that will effectively boost your PPA are as unique to your restaurant as your menu and your guests. As a result, you will be far more successful in POP efforts if you pay attention to guest preferences and feedback. While there are many different ways to increase sales, your guests are the best source of information on what they would like to see and what will entice them to buy. Although some feedback you can simply observe, just asking open questions at the right time can provide a wealth of information. This can be done through guest experience surveys or guest intercept surveys in the restaurant.
The Value in Balance Over Volume
Even if feedback from guests indicates that several different additions to your point-of-purchase techniques could be effective in increasing sales, you don't want to get caught up in attempting too much all at once. Balance is critical in adding the guest-focused features that will increase sales while still providing the high-quality service that will keep them coming back. Instead, change your POP approach over time and provide adequate time for testing before moving to the next.
This simplified strategy will not only allow you to give each POP tactic your best efforts -- and plenty of time for analysis -- but will also provide you with more accurate information on the techniques that truly work to increase your restaurant's PPA.