What's Working
How do chains increase customer counts, and what’s worth the effort? Here are some answers.

One sure way to improve the bottom line is to increase customer counts. Restaurant companies use many methods to attract more guests: television ad campaigns, direct-mail coupons, price discounts, new menu items, promotions with national consumer brands, frequent-diner programs, community involvement—the list goes on. But which methods are worth the investment?

With this special issue, Chain Leader sets out to answer that question.

First, we conducted primary research to reveal the many methods chain operators use to increase traffic and those which have been the most successful.

But Chain Leader readers want real-life solutions, not just numbers. So we found chains using some of those successful methods and asked them to share their stories, explaining the steps taken in the process.

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. The solutions come from both large national chains and upstarts, fast-food feeders and casual-dining leaders.

Of course, these are just a few of the great examples of restaurant chains’ successful efforts in driving traffic. But we hope they will spark your imagination and that you’ll share your own traffic-building stories with us.