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…
Guests get Confused
If all of your POP is thrown together without a strategy, your restaurant risks confusing guests. This doesn't only mean they won't buy (although this is a drawback), It can also lead to bottleneck service. Also, guests who make quick decisions they ultimately regret often become guests who choose not to return.
You Can't Measure Success
If you lay out a merchandising strategy, you can designate your goals for that strategy, then measure the ROI of all of the marketing efforts. If you don't have a plan, you can't measure your success to see if your techniques are working, or whether you should try something else.
You Can't Hold Your Wait Staff Accountable
When you create a merchandising plan, you can include communications for servers. That way, you can hold them accountable and ensure that they're communicating to guests in an acceptable and effective manner.
If you plan to enter into a promotional window for your restaurant soon, don't just jump into an endeavor. Instead, take the time to develop a strategy for your merchandising and ensure that you are setting yourself up for success.
If you need help developing a POP plan, get in touch with us today. With our CheckUp tool, you can take advantage of the guest-centric way to build PPA.