Archive for August, 2016

Back to School Promotions To Boost Your Restaurant’s Bottom Line

School zone signs are flashing, commutes are taking longer, and the yellow buses are hitting the road. It is hard not to notice that school will soon be back in session, if it hasn’t already started. You’ve probably received flyers in the mail promoting the latest back to school sales on clothes and office supplies. If you are wondering how to bring these back to school promotions into your restaurant we have some ideas for you; thoughts on how to reach out not only to students but parents and teachers as well.

Getting the Family Involved

Back to School Promotions to Boost Your Restaurant's Bottom Line;Back to school is a busy time for most families; they are getting back into the swing of things and creating their routine for the year. Why not make your restaurant part of that weekly routine? By offering families a quick take out meal option, you can cut out the stress of dining-in for families with younger children. This small step makes your restaurant an option for families on those busy days of running from school, to activities and trying to cram dinner somewhere in-between.

Another promotional idea that helps get the whole family into your establishment is running an “apps for backpacks” special. Families receive a free or discounted appetizer when they bring in a receipt proving the purchase of school supplies. Not only does this show your customers that you support education but encourages patrons to order an appetizer they might not have previously considered. Who knows maybe it will become a new family favorite they simply can’t pass up, even after the special has ended.

We have compiled a list of things that you can do to reach parents, students, and teachers, the main groups that hold the keys to increasing your business during back to school season.

 

Parents

Drinks

    1. 1.When thinking of back to school promotions it is important to focus on parents. One way to reach out to parents is by offering Parent’s Day Out lunch specials. Market it as being able to enjoy quiet time away from the hustle and bustle of family life.

2. Additionally, a great way to market to parents is with buy one get one parent meals. Perfect for any date night, this deal will encourage parents to call up their baby-sitter and spend a night out taking advantage of your restaurant’s back to school promotion.

3. Back to school season involves a lot of shopping but it also involves quite a few meetings. A good way to keep your business on parent’s radar is by sponsoring some of the back to school meeting. You can have a coupon or promotional flyer be part of their welcome packet or offer to cater in exchange for some ad space in the schools yearbook or other bulletins.

4. Once school is in full swing, if you have the space, consider setting up a student super star area. A section of your restaurant decorated specifically for patrons to take pictures of their star student. You might even want to have a signature hashtag that parents can use when bragging about their superstar on social media. This would be a great way to have customers promoting your business by word of mouth.

Students

Student Studying

1. A great way to get your promotions to students is by utilizing social media. Social media is one of the

tops ways to market to millennials. Pictures of food are one of the most searched for subjects in social media, so go ahead and take a nicely arranged snapshot of your weekly special and post it. The best part is that it is free unless you make the decision to boost your posts for a few extra dollars.

2. Another way to reach students is by offering coupons to students with perfect attendance. Many schools give out certificates each semester to students who haven’t missed a day. So why not get them in the door with a perfect attendance promotion. Consider offering half off of dessert with validation. Restaurants like Noodles & Company and Red Robin are already getting students in their doors by offering free meals for those students with perfect attendance.

3. An often forgotten about group of marketing to students is college students. Yes some students have meal plans but that doesn’t mean they don’t get tired of the food, or are looking to treat themselves every now and then. And a large percentage of college students live off campus and don’t have a meal plan. A great way to reach these students is by offering lunch combos. Perfect for grabbing between classes this special will garner the attention of any test stressed college student.

Startup Stock Photos

    1. 1. Are you concerned with how to get your name out to college students? Consider sponsoring orientation. You can provide food or simply provide cups with your logo on it. Good for one free refill. Sounds simple enough but students will keep those cups long after the free refill and be reminded of your restaurant every time they use it. Make sure that the cup is branded and decent quality. You wouldn’t want your logo to wash off in the dishwasher.

2. If you are still concerned about getting your name out there to students there is always the old standby. Flyers with coupons. It is a tried and true method. 96% of students would be more likely to make a repeat purchase from a brand that offers student discounts. A lot of times college students are trying to stick to a budget and offering them a coupon or student discount increases chances of them picking up the phone or walking through your door.

3. Do you have a design major as part of your staff? Why not utilize their skills to create a snapchat geofilter. For a few dollars you can create a fun filter just for your building. Students using the app, about 100 million people use it every month, will see your filter and possibly use it when sending pictures to their friends. It is a great way to get the word out about your business or any promotions you are running. Taco Bell was one of the first restaurants to jump on the Snapchat ban wagon and have been benefiting ever since.

Teacher’s Pet

Teacher asking her students a question at the elementary school

1. Who can forget about teachers! Back to school is an exciting yet hectic time for them as well. Consider having some promotions geared directly for them, like a free dessert with a valid teacher I.D. Most schools require teachers to have badges, simply ask them to show it and voila a free dessert. Pizza Hut offers 10-20% off your order with a valid teacher I.D.

Chipotle Teacher Deal
2. Or you can run an “Apps for Teacher” promotion. Say that instead of giving the teacher an apple give them a free appetizer. Students or parents can come in and purchase a coupon set at certain price that they can then give to their teacher to redeem for a free appetizer next time they stop in. Teachers will appreciate the change of pace from the usual apple themed gifts. Fast casual giant Chipotle has offered teachers a BOGO deal on burritos.

3. Before students return to school, teachers often have to spend a few days preparing for their arrival. Why not cater a lunch for them? That way next time they are too busy to pack a lunch they will remember your delicious food and give your restaurant a call.

Back to school is a big time of year for not only students, but parents and teachers as well, making it a great opportunity for your business to reach out to the community at large. By reaching out to these three groups through different promotions and marketing techniques, you have the potential to greatly increase sales. Ultimately, you know your business best. Choose a promotion works for you and run with it. Whether it is free apps for teachers or sponsoring a school event, don’t miss out this back to school season.

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How to Market Your Restaurant to Millennials: Getting Social

Millennials

United States millennials span the ages of 18-35 and are a force to be reckoned with. This generation, also known as Generation Y, has surpassed the baby boomers (1946-1965) and now number 75.4 million.

Even with millennial numbers increasing, they don’t have control of the market at this point. Baby boomers still hold the buying power in today’s market; almost 50% of retail sales can be traced back to this group. But, millennials’ spending power will only continue to increase as they begin to earn more.

The true difference lies in how these generations communicate with businesses and brands. Generation Y is made up of extremely vocal consumers that are inter-connected and are not afraid to let others know what kind of experience they had at a business.

The millennial generation is often described negatively by their predecessors, but millennials are socially conscious and creative individuals that are becoming an increasing power in the market. This group’s craving for their peers’ opinions can often dictate many buying decisions, including where they choose to eat or drink.

Learning how to market to this rising group should be a priority for restaurant owners. By understanding the mind of a millennial, restaurateurs can uniquely tailor their marketing communications for this generation. Some call them self-oriented or naive, but millennials are changing best practices of the restaurant industry.

Social Media

Social media is an essential tool for restaurant owners to use when marketing to millennials. Restaurants that don’t use some form of technology platform to reach out and interact with customers seem out of date in today’s constantly changing society. Social media can give your business validity to those searching on the internet.

Celebrate what your business has to offer with your social media. Food is a visual commodity. Those who love to eat don’t only want flavorful bites; they want an aesthetically-pleasing experience they can share with others. Tailoring social media to your restaurant, guests, and mission can further brand your restaurant among many. For example, the “food and drink” category on Pinterest is the most pinned and browsed of all the categories and 90% of pinners are saving food and drink recipes on their mobile devices. This is a great indicator that these are items that people have interest in, so cater to it and get guests inspired by your selection.

You can promote events, menu additions, and even new staff on social media to give your business a face. Encourage your guests to check-in, tweet, post, and pin about your restaurant. Restaurants and bars that take the time to create quality content in their social media interactions can increase top of mind awareness and brand recognition. According to the State of Inbound Marketing, social media has a 100% higher lead-to-close rate than traditional outbound marketing. Use that to your advantage!

Although it is on a larger scale, Chipotle does this very well and it is a brand that millennials want to follow on social media to see what they will post next.

Chipotle

Think of your business as a lifestyle brand that you need to promote. Consumers want to learn more about you and your company’s background and be able to relate on a personal level. Whether it’s about the latest rules on food safety or what your lunch specials will be, creative content about your business and its industry makes you an authority on the topic. Millennials appreciate the diverse but relevant subject matter and your business becomes a reliable resource your niche.

Do's and Don'ts of Social Media

Social Experience

Millennials are constantly branding themselves. By sharing their organic mango and black bean salad on social media, this generation expresses more than just what they’re having for dinner. When looked at closely, these actions say this consumer supports the story behind their food and that this is the type of restaurant they frequent.  Millennials brands themselves to coincide with the identity of the business. They are proud of their decision to eat out, and they want to share their experience with others. Of course, an Instagram feed is often a very skewed perception of reality but still presents a rose-colored lens for the rest of the world to take a peek.

Because of this show-all, tell-all way of thinking, millennials are buying experiences at restaurants instead of just food. Restaurants and bars take on a form of escapism where they can get away and have a gastronomic adventure. Going out to eat is seen as an event by millennials, so always try and exceed their expectations with your restaurant practices. For example, Jimmy Buffet’s Margaritaville has risen far above the standards of just being a restaurant chain; it’s now a lifestyle choice. This may seem like an overwhelming feat for a small business but it is possible! Rosarito’s Fish Shack (Williamsburg, New York) does a great job as a single location restaurant that brands themselves as a lifestyle. From its tasty Instagram pictures to the nautical exterior, Rosarito’s Fish Shack transports guests straight to the New England coast for a seaworthy experience.

Be proactive with your customer’s experience by training and communicating with your staff appropriately. A restaurant’s staff can make or break whether customers enjoy their stay. Take the time to show them the over-arching goal of the restaurant and your expectations of the team. How you train and communicate with your staff can be the difference between a good and bad experience for your customers. It is these little things that seem insignificant that truly add up in a consumer’s decision to visit a restaurant again.

Do's and Don'ts of Social Experience

Social Responsibility

Consumers can evoke change in the way that restaurants do business, especially consumers that are as vocal as the millennial generation. This generation is extremely cause-driven and wants to see their patronage to a restaurant have a deeper meaning.

Generation Y customers feel the need for a greater value proposition in purchases; they want to know they are making a difference in the world. As science and communication have improved, sustainable movements have been center on the world’s stage for the lifetime of millennials.

Eco-friendly activities strike a chord with this generation quicker than their predecessors. Millennials want the food and restaurant industry to share these same values.

To narrow down what works the best for your restaurant, you have to know your situation. What’s best for your theme, customer, and price point could be completely different than the restaurant next door to yours. This being said there are lots of ways to improve sustainable practices in your establishment. Use local meat sources, beef up recycling efforts, take steps to reduce food waste, find ways to reduce energy output, and visit farmer’s markets for produce.

Millennials are willing to spend more to support businesses that have these values in mind. Whether this way of thinking is selfish or not, Generation Y makes decisions that will increase self-esteem, which, in this case, works to the benefit of the environment. There are multiple ways for you to get involved in your community while also using it as an edge to market it to millennials. It’s not only social responsible for you to consider local and organic options for your restaurant, it could be lucrative as well.

Do's and Don'ts of Social Responsibility

Social Cause

The millennial generation is a melting pot of beliefs and cultural traditions. The widespread effects of social media have made them more aware of the world around them. This drives millennials to search for a greater purpose of community, which restaurants can get in on as well.

More and more restaurants and businesses are using cause marketing as a strategy instead of just an added bonus when you buy that certain product. This technique is attractive for both business owners to increase patronage and also millennial consumers that have deep interests in bettering the community around them. Cause marketing can inspire people to eat at your restaurant because you stand for something, especially if it is a cause already near and dear to that particular community.

For example, Rosa’s Fresh Pizza in Philadelphia started a movement where for a $1 you can prepay for a pizza slice for a homeless person. Rosa’s has championed single location cause marketing that has reached national recognition, with over 10,000 slices pre-purchased for others. This helped grow and aid the Philadelphia community to be more aware of others.

Another example of restaurants doing good (and through pizza) is the mission behind Malawi’s Pizza. This pizzeria’s “Pizza with a Purpose” tagline promotes the restaurant’s buy one, give one strategy. For each meal purchased here, another is given to a child in Malawi.

Pizza

Both of the restaurants are great cases for the success of what combining cause marketing and community can do. Championing a cause is a great way to actively earn free advertising but also allows customers to feel good about eating or drinking at your place of business.

Cause marketing campaigns can help your restaurant differentiate from your competition and do good deeds at the same time.

Do's and Don'ts of Social Cause

As they grow older and acquire more disposable income, millennials are becoming more of an influence in the restaurant industry. Restaurants need to know how to incorporate this demographic when making decisions. The connection that Generation Y feels for the world around them is unique, and it presents a great opportunity for restaurants to appeal to them. As these millennials become bigger consumers, it will be crucial for restaurateurs to craft their businesses to what is important to this generation.

Mobile Wallet Basics for Restaurants

Mobile Wallet Basics

Your smartphone is again evolving in usefulness.  At a point when you likely can’t imagine not having this device which serves as your phone, computer, planner, and social connection, it can now be your wallet.  In the restaurant industry, this concept poses a new adventure for owners because as with any new technology, the increased appeal to customers creates a massive adoption of the latest fad and convenience.  Your best bet is to become familiar with this concept and decide if you want to jump on the bandwagon to offer this new convenience to your customers.

What is a “mobile wallet”?

Termed “mobile wallet” or “digital wallet”, your smartphone, tablet, or smartwatch becomes the digital equivalent to that bulky wallet you carry around in your purse or back pocket.  Instead of pulling out a credit card to make a purchase, you just pull out your smartphone and pay with it.  This concept offers consumers two main benefits: convenience and security.  These benefits, as explained in a great article called Contactless Payments are Here. Are You Ready? by Brant Schelhaas from Vantiv Integrated Payments, are detailed as follows:

  • Convenience
    • No longer digging through a purse or bulky wallet to find cash or a credit card. Just grab your smartphone for payment.  Smartphones are more readily accessible these days than a card.
  • Security
    • More secure due to the fact that the technology uses encryption to help securely transmit data. Encryption is the process of encoding messages or information in such a way that only authorized parties can read it.
    • The customer never has to hand over a physical card therefore less likely to leave their card behind
    • Many contactless payment methods offer advanced identification technologies, like fingerprint readers
    • Payment networks that process contactless payments have the ability to detect attempts to use the same transaction information more than once
    • Contactless payments do not require the cardholder’s name to be passed between the card and the terminal
    • Many contactless payments do not use the customer’s actual account number when processing a payment

In addition to these customer benefits, Brant Schelhaas discusses the benefits to business owners.

  • Due to the benefits that are offered to customers, there has been and will continue to be a large increase in customer use. For those businesses that accept this new technology that customers are embracing, they will have a competitive edge over those who do not.
  • Contactless payments process faster than traditional payment methods. This means shorter lines and better customer service especially through peak times.
  • Contactless payments make business owners less vulnerable since they do not transmit the customer’s card information to the POS system.
  • Other benefits not listed in the article include:
    • Less wear and tear on your equipment due to no contact
    • Paper receipts are not required (unless requested) so there is less expense for you
    • More focus on selling versus handling cash or a card which can lead to more unplanned purchases
    • Less cash flow through your business

How do mobile wallets work?

A wallet begins with the download of a smartphone app that holds and stores debit, credit, and even loyalty card information for purchases in-store and through any virtual avenue.  Some smartphones already come with a wallet for your convenience but other apps can be downloaded if you prefer to not use the one on your phone. Below is a chart listing and offering basic information about some, but not all, of the best mobile wallets for 2016 ranked from bestcompany.com, an online company who reports real, unbiased reviews based only on consumer ratings, opinions, and experiences.  We have included the top seven of nineteen wallets listed in the article for your review in addition to some other apps on the list that are quite popular and frequently used:

Samsung Pay
  • Payment using a compatible Samsung Galaxy device
  • Swipe up to launch the app, secure with your fingerprint, and hover over the card reader to pay
  • Ability to add membership and loyalty cards
  • High-quality security
Apple Pay
  • Payment using an iPhone, Apple Watch, or iPad
  • Setup is easy with Wallet, preloaded on several apple devices
  • High-quality security with Touch ID
  • If your device is lost or stolen, use Find My iPhone or iCloud to stop the ability to use your phone for purchases
Android Pay
  • Payment using Android devices
  • Ability to add membership and loyalty cards
  • Setup is easy as it comes preloaded on some Android devices
  • High-quality security
  • If your device is lost or stolen, use Android Device Manager to instantly lock your device and secure it with a new password
Moven
  • Available on iOS and Android devices
  • Moven provides a digital bank account paired with an app to help you track your finances in real time and manage your spending
  • Can pair with your current Moven bank account and cards or you can link to your current bank account and cards
Level Up
  • Payment using iPhone, Android or Windows Phone
  • Get an instant digital receipt
  • Offers rewards for use so you can save money when you try new places and upon return
  • Engineered for security
PayPal
  • Pioneer of mobile payments
  • Send and receive payments using your desktop or iOS, Android, or Blackberry device
  • Compatible with lots of apps to make fast payments
  • Send a request for money with an e-mail or phone number
  • High-quality security
  • Free sign up, link bank info, debit and credit cards

 

Other popular apps that are frequently used:

Google Wallet
  • Send and receive money using select Android and iOS devices as well as on your desktop
  • Linked to your debit card or bank account
  • Google Wallet Fraud Protection and a PIN number for protection; high-quality security
  • If your device is lost or stolen, you can instantly remove access to your account at myaccount.google.com
Capital One
  • Payment using select Android or iPhone devices
  • Full access by Capital One credit card customers in good standing.  Capital One Bank and Capital One 360 debit card customers can use the app to receive real-time notifications, digitize gift cards, and view account balances and transactions; Wallet was designed to complement their app.
  • Instant purchase notifications and receipt capture

Once the chosen app is downloaded, the next step is to input personal payment information into the app for future use.  This can easily be done by following the instructions within the app paired with having access to your debit, credit, and/or loyalty card information as well as with your bank account number and routing number.

When loaded up with your personal information, your mobile wallet is ready to use.  Yet, not all stores/restaurants accept contactless payment.  Search on-line or in the app as to find out which establishments accept these types of payments.  Or, ask ahead.  You can also look for the contactless payment symbol within the store or restaurant as shown below.

To complete a mobile wallet transaction, the transaction requires two things:  a smartphone and an industry standard point-of-sale terminal that uses Near-Field Communication (NFC), a wireless connectivity technology that enables devices to communicate.  The smartphone just needs to be placed within 2-4 inches of the terminal and payment is completed.  Most smartphones are now equipped with NFC technology yet not all stores and restaurants have the equipment for this communication.  As time passes, this will most likely change.  With the concept of mobile wallets on the rise, customers are looking for convenience and speed with payments therefore requiring stores and restaurants to conform to these new payment trends.

How can my restaurant start accepting payments with mobile wallets?

With mobile payments on the rise, restaurants are looking to take the steps needed to adopt this new technology.  Here are some steps you can take to get the ball rolling:

Review your average sales traffic, customer base, and demographic area that you serve to determine if contactless payments are right for you.

Contact your payment provider to determine if your current point of sale terminal is already NFC/contactless payment-capable. If it is, ask your provider to enable it so that you can begin accepting contactless payments.  If it is not capable, find out what you need to do and the cost involved in changing out your equipment so that you have the ability to offer contactless payments.

Once the decision is made to offer contactless payments, develop a schedule of implementation and train your employees on how to use the contactless payment equipment and systems. Demonstration is always a great way to train so a mock set up to this process is ideal.  This would also be a great time to test the process to make sure that if any changes need made, they are done before offering it live.

When you are ready to offer contactless payments, it’s time to let your customers know! Send out an e-mail blast, communicate on all of your social media platforms, and order decals for the different payment methods that you are offering to put them up in your establishment’s windows.

These steps may sound simple but the process does take time and effort on your part to adopt.  Your current payment provider will be your biggest asset in this transition so working with them to assist you during your transition is key.

Will you jump on the bandwagon?

Mobile technology has really changed our lives.  Our phones have become more of a need than a desire because of the increased usefulness that it offers to our daily lives.  Because of this, you rarely find anyone without it.  When you add the option of using your phone as a wallet, an even closer attachment to a phone will be found and the benefits that it offers will guarantee it.  As a restaurant owner, will you jump on the bandwagon and accept contactless payments in your restaurant?  It’s a serious option to consider and one that offers benefits all around.

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