Customer Party Size
When I do my `MarketView’ within markets, at multiple units simultaneously, one of the more interesting `facts’ that emerges from the research is the `party size of the transaction’. Frequently at one restaurant you might find a `low’ figure such as 1.61 customers per transaction and for others you might find that the figure might be 1.9 or even 2.1 customers per transaction.
Obviously, this shows the potential for `focused marketing’ at the unit with fewer customers. THOSE are the restaurants that the special `two sandwich coupons’ (two sandwiches/two fries for a bargain price) should be distributed to the customer base — preferably ONLY to folks that are coming by themselves. This is the idea of targeted marketing dollars.
Those are the customers we want to have bringing in their co-worker next time — or buying for them at the drive-thru. And, it is this type of information that becomes available when one does total full market research at every unit. It is also one of the easiest ways to increase store sales - and NOT to waste marketing efforts at stores with less potential to increase party size.
Want to know more about my MarketView? — then please go to my Trade Area Website at www.squidoo.com/tradeareasurveys.
Today’s Restaurant Links
“McDonald’s Could Sniff Out New Ground With Yappy Meals”
http://adage.com/columns/article?article_id=130402 Yes, the article is referring to having `pet meals’ and the possible market niche. And, as a person who has literally seen folks ONLY reason for stopping was to get rover a bite (at a drive-thru) the idea is not stupid at all and could influence some purchases. Are you creating goodwill? Three minute fun article.
`VALUES Meal’
http://www.newsreview.com/chico/Content?oid=746582 More and more articles are talking of gaining customers by GOING LOCAL with suppliers of products and understanding that some folks KNOW the value of `going green’. Interesting article about how these chains gain advantage by doing so.
“It’s Still NOT ok To Idle”
http://telegraphjournal.canadaeast.com/magazine/article/395758 Evidently, Canada has pulled the idea of turning off engines on idles over 10 seconds and the fast food industry may be the culprit. Interesting read.
“In Car Microwave”
http://www.geek.com/in-car-microwave-lets-you-create-hot-meals-on-the-road-20080813/ The next competitor? Naw.
“Burger King Worker Cleans Up In Kitchen Sink”
http://blogs.usatoday.com/ondeadline/2008/08/burger-king-fir.html And the video made the internet. Yes, he was fired. You have to see this picture.
“Togo’s Cut’s Building Costs”
http://www.nrn.com/breakingNews.aspx?id=357868 By 30% — Find out how.
