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."
Cutting Through the Noise
Modern technology, with its rapid changes and unending line of new developments, has enabled a world of possibilities for restaurants. As an added bonus, guests are more receptive than ever toward trying new experiences that blend online and offline worlds, even in restaurants.
From the other side, technology means your restaurant guests are more distracted -- there are more apps, notifications and messages competing for their attention. The right POP strategy and system, one that is specific to your restaurant and your guests, will effectively cut through all of that noise and positively affect your guests' decisions. What works for one situation -- even your direct competitors -- may not necessarily be the right choice for your restaurant.
Always Start with the Guest
We've learned, through performing the CheckUp, not to look for a one-size-fits-all innovation for our clients. Instead, we search through innovative POP materials, processes and technologies that create a solution to very specific problems. For Mooyah, this meant installing simplified, digital menu boards that eliminated guest confusion, made ordering more efficient and increased average per-person sales.
Innovation for the sake of innovation alone will never be the right approach for your restaurant -- it will cost you both time and money, for very little return. Be wary "the next table tent" or "the next big thing in menus," instead look for the guest perspective. If it isn't part of the agency's pitch, you'll need to find that information yourself.
This requires spending time with guests, listening closely and reading between the lines for what is missing in their experience at your restaurant. They may not be able to tell you precisely what they want, but by asking open questions and listening carefully, you will gain more and more insights over time. Your guests will be comfortable enough to tell you, for example, that "I would have ordered another drink, but the server took my menu!"
In short, "the next big thing" already walks into your restaurant every day. It's your guest. Are you listening to them?
Contact us today and get the CheckUp, the guest-centric way to build PPA.