Search


My QuickPicks
Register now to activate

Contents At A Glance

Chain Leader ó Editorial Archives ó 2005 ó October 15 ó Contents

October 15, 2005

Driving Traffic
Whatís Working
With this special issue, Chain Leader sets out to find the best ways to increase customer counts and which methods are worth the investment. This issue presents case studies on different advertising media, e-mail campaigns, local-store marketing, community goodwill, menu changes and promotions, service initiatives and more.

Exclusive Research
Driving Traffic: By the Numbers

Primary research reveals the most successful methods operators use for growing guest counts.

Advertising
Claim to Fame
Known for using higher-end ingredients such as halibut and Black Angus beef, Arctic Circle has run a TV ad campaign for the last four years that has focused on the quality of its menu. Since launching the ads, the Midvale, Utah-based QSR has not only improved its brand image but has seen sales and traffic go up in the process.

Join the Club
Flat Top Grill launched an e-mail loyalty club in 2002 to increase guest frequency and drive business.

Keeping Up
Dallas-based Dickís Last Resort perks up slow nights by advertising special events and food promotions in local newspapers and niche magazines.

Community
Free Enterprise
Raising Caneís Chicken Fingers builds brand awareness and traffic in new markets by giving away its signature combo meals via employee paychecks from local businesses. The neighborhood-marketing tactic has boosted customer counts by as much as 20 percent.

Old School Marketing
Mimiís Cafť rewards good grades by handing out gift certificates for a free kidís meal to local schools.

Field Trip
Uno Chicago Grill allows elementary-school kids to visit the restaurants, where the kids make their own pizzas and learn how the restaurant operates.

Menu
Something New
To get customers in the door, Fazoliís develops limited-time offers that center around new flavors and new categories of food. The menu tactic helps customers feel like they have the opportunity to get in on something special and encourages them to act quickly.

Special Delivery
Breadsmith lets its customers dictate what the chainís monthly specials are going to be and then promotes them to its e-mail club.

Service
Satisfaction Guaranteed
R.J. Gatorís Florida Sea Grill & Bar helps create customer loyalty and raise frequency with its 110% Guarantee program. It promises guests 10 percent off their check and a free meal for their next visit if they are not satisfied on several service fronts including cleanliness of the restaurant and speed of service.

For Good Measure
Taco Bell franchisee Northwestern Restaurants constantly measures and improves speed to provide better service.

Supply Side
Max & Ermaís Show and Sell

Departments
Editorial: Measure by Measure



Copyright© 1999-2006 Reed Business Information, a division of
The Reed Business logo, Restaurants & Institutions, R&I, Chain Leader, Foodservice Equipment & Supplies and FE&S are registered trademarks. All rights reserved.
Use of this web site is subject to its Terms and Conditions of Use. View our Privacy Policy. .