Marketing To The `Light’ Customer
Hello, welcome to Restaurant Trade Area Research (RTAR) - today’s topic is the `light’ user. NO, I’m not talking about the infrequent user this time - I’m talking about the customer who purchases `just’ one item. This typically will be the `sandwich and water’ purchaser, the `drink only’ purchaser or the `dessert only’ purchaser. And, in this economic environment - many are forced to `price down’ to even go to FF restaurants.
So, what are you to do as a FF operator to `bump up’ these folks? Actually, this is a real easy group to directly market. After all, you already know their order - so, let’s say that you have your typical inside customer who is a `sandwich and water’ person: to that person goes a bounceback 49 cent drink offer with sandwich purchase. And, for the drink only purchaser - yep - 1.50 off their next combo or similar offer (1.00 off order over 4.00). The dessert purchaser - a buy one dessert get one at half off. You get the idea.
So, simple marketing 101 - directly work with your actual customer base - and - directly target segments to produce higher ticket totals. Also, having that coupon burning in their pocket may even make that next visit sooner.
Other links:
Customers given too many choices are 10x less likely to buy
http://sivers.org/jam Very insightful research into purchase patterns.
http://www.idsgn.org/posts/pizza-the-hut/ Pizza Hut — The Hut - does a re-design of image.
