4 Effective Restaurant Marketing Campaigns

Here’s an article from Pizza Marketplace.
They make very good points about the restaurant marketing services that we provide.
They’re talking about the pizza industry and how selling pizza-by-the-slice has its challenges in marketing and ROI.
These same marketing practices go for other non-pizza restaurants as well.

Best practices for marketing pizza-by-the-slice to customers
The strategy behind marketing pizza-by-the-slice comes down to grasping one big-picture perspective (true for marketing any item with a low price point and high level of customization): Every tactic used to market pizza-by-the-slice should focus on increasing customer visit frequency.

Big picture, getting a customer to buy just one slice of pizza will not get you anywhere. Sure, aggressive acquisition marketing will drive more foot traffic, but if none of those individuals comes back, you can’t break even — new customer acquisition is too expensive to cover the cost of a pizza slice. Moreover, a focus on increasing average check size won’t work — by definition, you’re marketing an item attractive because of its low price.

Instead, focus on increasing visit frequency to find success. Every incremental customer visit you add counts as a huge win.

Here are four strong starting points for effective, frequency-focused marketing campaigns:

Incentivize existing customers to visit at different times
Send an incentive to current weekend customers to stop by during off-peak weekday hours (and vice versa for weekday customers coming in during off-peak weekend hours). Inform frequent dinner customers about lunch specials (and again, vice versa). In addition to filling your restaurant during off peak hours, which drives passerby traffic, you’ll also work toward establishing a different (and additional) type of habitual behavior from your loyalists.
SLGD: With our online ordering services, we can track their ordering habits and steer them to continue to order at that same time by offering discounts via email or txt.

Deliver bounce-back promotions to earn immediate repeat business
Oftentimes, pizza operators mistake a single sale as a job well done. In fact, the work has just begun. The day a customer makes a purchase, send them an email or push notification not only thanking them for coming by, but inviting them to come back in the future. Add an incentive to this “bounce-back” promotion if you want to sweeten the deal, as customers who feel appreciated inevitably visit more often.
SLGD: With our online ordering services, we can automatically send email and or txt messages to customers  anytime after they make a purchase for a bounce back deal.

Use location and time-based marketing to grab spur-of-the-moment traffic
Location and time-aware promotions are ideal for increasing visit frequency. Notify loyal customers via social or mobile (email is not preferred given longer response time), about last-minute or flash deals at their favorite locations. Geo-fencing is no longer the “Big Foot” of marketing (i.e. often-talked about, seldom seen), as beacons have made geo fencing a reality. Simply install beacons in your store and use them to trigger mobile notifications to passersby about daily specials or bring-a-friend promotions.
SLGD: We are currently researching beacon companies as an add-on service to our current online ordering services.

Launch a VIP program for highest frequency customers
Rather than establish a VIP program for your highest monthly spenders, provide VIP benefits according to frequency. Deliver unique incentives and treatment for your top 15 to 25 percent of customers according to monthly visits. By rewarding frequency as your desired behavior, you align incentives — a hallmark of any effective marketing campaign.
SLGD: With our online ordering services, we have a loyalty program that rewards our highest monthly spenders to encourage frequent visits and a higher ROI.

So here it is from 2 professionals. Our online ordering services for restaurants is the new age of food purchases.
Contact us today for an in-person demo if you are in the Richmond metro area otherwise we may be ready to travel if you sign on more than 1 restaurant for our services.
Give Samuel a call today – 804-601-0545.

Article resource from Kane Russell is the head of marketing at Thanx, a technology company based in San Francisco that makes customer marketing easier for multi-unit pizza brands.

Us vs Them: Restaurant Online Ordering

With our restaurant online ordering system, members sign up and you get the customer’s contact information to remarket to them unlike other restaurant online ordering services.
Think about it… These other online order services that put your restaurant menu online and get a cut for every sale, are they sharing the customers contact data info with you? Most likely not. Why? Because when customer’s use their system they keep ALL of the data…customer contacts AND their buying habits.

Our restaurant online ordering services are different.
Your restaurant online ordering website is a stand alone website via desktop, tablet and or mobile. We provide you with all of the data and use it to remarket to your customers. It’s easier to keep a customer than to get a new one. We offer many benefits with our restaurant online ordering website. We manage your website, checking analytics for customer buying habits and how to get a better return on your investment. Yes, we build your database and we can remarket to your customer base via email and txt (SMS) messaging with messages and coupon offers. AND we have a loyalty program that rewards customers to keep them coming back.
Our restaurant ordering service has LOTS to offer.
Schedule a demo with us, you’ll be glad you did. Contact Samuel Little at 804-601-0545 or on this webpage.

The article from a professional that speared this post:
If you offer online ordering, make sure you are managing it. Those customers’ details are a great way to build your database and not someone else’s!
When someone places an order online these should be feeding directly into a database for you to market to, through email or SMS.
Check your online ordering system today and find out where your customers details are being stored and who is using them. Many third party online ordering businesses, do not pass on the email address to you and use it to benefit other restaurants!
Take control and start building your own database today and reap the benefits of marketing directly to your customers.

Rise of mobile ordering

Earlier this year, Domino’s CEO Patrick Doyle said 50 percent of its U.S. sales come through digital channels, including smartphones and tablets. The company even has an app for Android Wear and Pebble smartwatches that allows customers to place and track orders.

With Domino’s as a model for success in mobile ordering, many restaurant sectors have added the feature to become more competitive and increase revenue.

Kevin Sanders, vice president of brand marketing for Pita Pit, told audience members about the impact mobile ordering has had on its business and how the feature helps consumers interact in a new way with the restaurant. Because Pita Pit lets guests customize their orders in a variety of ways, a mobile order-ahead feature is a timesaver for the chain’s busiest locations.

“The ability to condition the consumer to order ahead of time, skip the line and pick up their meal has a huge impact for us,” Sanders said. “If you can get people to do that, that’s the difference between making or breaking that day potentially because you’re only going to be able to move that line so quickly.

“The stores that focus on it and understand it and can promote that to their customer base are really seeing a significant increase [in use and sales] because they make consumers think differently about the way they purchase their meals.”

Mobile ordering can be considered one of the few features attracting consumers to try mobile payments because of its intrinsic value, according to some of the panelists.

Source: FastCasual.com
Dine In or Take Out Ordering – Skipping The Line

Can mobile boost the digital ordering experience?

By Noah Glass, founder and CEO, Olo
July 30, 2015
Source: http://www.mobilepaymentstoday.com/blogs/can-mobile-boost-the-digital-ordering-experience/

Digital ordering has gone through several waves of evolution over the past 15 years, starting with online ordering as the only ordering channel and now spanning multiple ordering channels, with mobile shining in the spotlight. But is mobile the key to digital ordering success? The brief history of digital ordering helps to shed light on the rise of mobile and its role in digital ordering today and in the future.

Digital ordering in the restaurant industry began with pizza. In the late ’90s and early 2000s, the big three (Domino’s, Pizza Hut, and Papa John’s) found a new way to capitalize on the rise of home dial-up by letting hungry customers place orders over the World Wide Web.

Online ordering was a natural fit for pizza customers, who were used to calling their local stores and placing orders for home delivery by phone. Instead of dialing in only for the phone to ring and ring, be put on hold, or get the dreaded busy signal, pizza lovers could now log on, pull up the menu and pricing of their local store, build their customized orders and submit for delivery. The whole process was quite similar to a typical e-commerce purchase. Ordering online from Amazon.com would kick-off a process of warehouse employees assembling and packing an order and then shipping it from the warehouse to the customer’s front door. Ordering online from Dominos.com would kick-off a process of restaurant employees assembling and boxing an order and then delivering it from the local store to the customer’s front door.

The convenience of the consumer experience was only half of the story. The increased efficiency and accuracy of the operational experience was the other half. Together, these created both an improved customer experience and a more profitable restaurant operation. It’s no surprise that the big three have all seen digital ordering climb to over 50 percent of their transactions, becoming their primary business channel.

The VIP Experience

Not all food holds as well as pizza and enjoys such delivery demand, so what about digital ordering for non-pizza restaurants? Fast casual brands saw a different opportunity for digital ordering. Instead of focusing on how digital ordering could improve the experience of the food going to the customer (delivery), they focused on how digital ordering could improve the experience of the customer going to the food (takeout).

In an effort to compete with fast food brands on speed of service and convenience while still providing high-quality, made-to-order products, fast casual brands saw that digital ordering could make them faster than their fast food competitors. Customers could order online and schedule a pickup time. The online ordering platform could fire the order into the kitchen just-on-time, so that the order would be prepped and bagged at the perfect time: synchronized with the customer’s arrival at a special pickup area where they could have a VIP experience and skip the line to collect their order.

Contemporaneous to the rise of fast casual brands, Steve Jobs introduced the iPhone in June 2007, and mobile took a great leap forward. The reality of American consumers walking around with web-enabled, location-aware devices in their pockets became very real. Smartphone ownership will hit 85 percent by the end of the year. The smartphone has become the most personal technology device that we have ever known, with smartphone owners checking their phones 150 times per day. And beyond just owning smartphones, customers familiar with services like Uber that allow them to magically hail a car to their precise location at the tap of their screen have come to view smartphones as remote controls for the world around them.

The final foodservice frontier

This mobile shift has taken digital ordering to its final foodservice frontier: the majority of the restaurant industry represented by coffee and fast food brands. Many thought that digital ordering for coffee — an extremely perishable product —  was crazy in digital ordering’s early days. Not so today: Starbucks just rolled out its “Mobile Order & Pay” initiative in 20 more states, following successful market tests in Portland and Seattle. In the spirit of the observed exponential growth curve of technology, some suggest that the mobile-led digital ordering of today will propel digital ordering to over 50 percent of all transactions at non-pizza restaurants by 2022 – that is, in half the time that it took pizza restaurants to reach 50 percent digital.

Why is mobile so key to digital ordering success? There are three main characteristics of mobile that make it distinct from online ordering:

Smartphone are always with us, on our physical person, at all times of the day (in fact, 83 percent of Millennials sleep with their smartphone in reach). That opens up the ability to use the smartphone to order at any time, not just when one is sitting at an Internet-connected computer
Digital ordering apps are housed on the customer’s smartphone and so maintain the customer’s logged-in state that gives him/her access to favorite/past orders, payment credentials saved securely on file. That means a more convenient ordering experience that requires fewer clicks, which makes many customers prefer ordering through a mobile app even when they’re sitting at an Internet-connected computer.
Combined with the smartphone being on the customer at the time just before and at pickup, the fact that the smartphone can communicate its location back to the digital ordering service, and thus stay in sync with in-store operations, enables reimagined experiences for curbside pickup and delivery for restaurants of all kinds.

Despite the ubiquity of mobile, one must remember that desktop ordering still has its place. Catering orders and invitation ordering, one customer starting an order and inviting a large group to join that order (e.g. for a business meeting) are best experience on a larger screen. And interfaces for in-car navigation systems, smart TV’s, in-store kiosks, gaming systems, call centers, and wearables all represent emerging opportunities for digital ordering. Digital ordering is about letting customers truly order from anywhere in the new bring-your-own POS world.

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