Small market station that only has a couple restaurants in town open during evening hours. Talked with the restaurant owner who had been running regularly but stopped ad and all advertising to work on budget, and he said that they were running number on what they would do in future but would like something that generated business during evening hours. Lunch is packed everyday, but more nights aren't the greatest from what I understand. Hoping for some ideas on a campaign or some suggestions on how we could help the restaurant drive customers there at night and get them back on a regular schedule.
Any help would be appreciated.
They currently are doing a trivia game sponsorship during morning show where they give away a $20 gift card to the restaurant every week.
You are doing your job - getting people there. Are they offering a bounce back for evening meals? a coupon of some sort that's valid for 2 weeks and good only for DINNER? it's a thought.
The bounce back is a great idea.
I know of a restaurant in a small dtown area that was facing the same thing. They were a diner type place. They finally had success in the evening hours with a Steak Night. Initially, they were only open on Thursday night. The menu was simple: 6oz filet, 12oz ribeye, or chicken breast. All came with salad, baked potato, and bread. They kept everything close to $10. They did a lot of volume because the menu was simple, service was fast and the price point was good. After about a year, they carried the concept over to Friday and Saturday also.
It's sort of a Cajun restaurant...they serve gumbo, jambalaya....but also offer more traditional items like burgers, steak, salads, fish, chicken....similar to an Applebees/Chili's
They have a bar area separate from the regular dining area and a front patio....TVs all around the place reminiscent of a sports bar....but people dont really go there to watch entire games
When you say bounce back....like say a 10% off coupon or free app if they come back within 2 weeks and present the coupon?
The owner like doing the trivia but from what I understand he doesnt see alot of the return during the evening hours, more so at lunch
That's right. I would make it a strong offer -- $2 off an evening meal...maybe even buy one get one. That way they will see results (or not) sooner. And ONLY valid evenings that they really need the extra. You already have the customer, get MORE from that customer.
I'd be changing the time of their voucher give away for a start. By moving it to an after lunch hour you are promoting the business for their Dinner trade.
Promoting trade for restaurants is a tough one unless you really have a good point of difference. Have you asked about running a drink special with dinner. These usually cost the business nothing if done correctly, post mix is like .30 per cup and a beer or wine cost the business $2 on average. Offer the first round on us every Thursday......?
