Driving Traffic What’s 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.
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.
Dallas-based Dick’s Last Resort perks up slow nights by advertising special events and food promotions in local newspapers and niche magazines.
Community Free Enterprise
Raising Cane’s 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
Mimi’s Café rewards good grades by handing out gift certificates for a free kid’s meal to local schools.
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, Fazoli’s 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.
Breadsmith lets its customers dictate what the chain’s monthly specials are going to be and then promotes them to its e-mail club.
Service Satisfaction Guaranteed
R.J. Gator’s 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.