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A RECIPE FOR SUCCESS - Fast Casual Marketing


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The recipe for fast casual restaurant success requires more than delicious food. It must include direct marketing that continuously attracts new and repeat customers, while also increasing the transactional value of each purchase

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A RECIPE FOR SUCCESS - Fast Casual Marketing

  2. 2. 2 Combine the following ingredients to create a direct mail campaign that increases redemption rates and sales revenues by: 1. Increasing new customers 2. Increasing customer’s average transaction value 3. Increasing purchase frequency The recipe for fast casual restaurant success requires more than delicious food. It must include direct marketing that continuously attracts new and repeat customers, while also increasing the transactional value of each purchase. A Recipe For Suc
  3. 3. 3 Target Best In-Market Buyers Mirror the demographics and geography of your existing customers when choosing a list. You can even request neighborhood postal route maps from your mailing partner to highlight the streets you want and avoid locations that will not visit your restaurants(s). For Example: Use a 3-5 mile radius around your restaurant(s) of homes and apartments with children, and/or income filters. A Recipe For Success
  4. 4. 4 Use Influential Design & Content Feature mouthwatering images of the most popular and newest menu items to create a craving only your restaurant can satisfy. In addition, use “Trigger-Word Vocabulary” that is known to induce mental states of thirst and hunger. View Trigger-Word List A Recipe For Success
  5. 5. 5 Maximize Redemption Rates Give people a compelling reason to visit your restaurant immediately. Freebies, discount coupons, seasonal menu items and special events entice your customers to take action; while “Scarcity Statements”, like expiration dates encourage them to act quickly. View Scarcity Statements A Recipe For Success
  6. 6. 6 Make It Personal Use variable printing to personalize each mail piece with the recipient’s name, your restaurant’s closest location, neighborhood names, etc. For Example: Your mailing partner may print variable neighborhood names and cross streets that are associated with the recipient’s address, like: “Now Serving Nichols Hills on The Corner of 63rd And Western!” A Recipe For Success
  7. 7. 7 Branding Details Always include your logo, website, phone number, and location map to make it easy for customers to find you and learn more about your restaurant. Remember, you may print these variables as one “print-run” even when you’re mailing for multiple locations. A Recipe For Success
  8. 8. 8 Coupon Offers-More Is Better! Increase average sales transaction value and order frequency by including more offers. 10,000 postcards x 2 offers = 20,000 redeemable purchases for your customers 10,000 postcards x 8 offers = 80,000 redeemable purchases for your customers You pay the same price for 80,000 offers as 20,000 offers, yet significantly increase the number of times a customer will likely visit your restaurant. A Recipe For Success
  9. 9. 9 Tangible reminders Remind customers to make return visits to your restaurant by including items they will retain and reuse in your various direct mail formats. For example: Loyalty Cards MenusMagnets A Recipe For Success
  10. 10. 10 Consistent Cadence Set a consistent mailing schedule to create brand recognition, reinforce messaging stated in complimentary marketing efforts, and boost your conversion rates. Offering a range of special offers that change monthly will keep your restaurant top of mind, and bring you repeat customers. A Recipe For Success
  11. 11. 11 Track&Measure Redemption Rates&Sales Revenues Utilize coupons, PURL’s, website and social media forms, call tracking or other appropriate means to track response rates. Record every redeemed offer on the mail piece with a cash register key that is tied to those incentives making it easy to measure results and determine your ROI. A Recipe For Success
  12. 12. 12 About Allegiant Marketing Group (AMG) Partner with AMG to significantly increase sales revenues with proven Fast Casual marketing campaigns. AMG works as an extension of your business. You can depend on us to: n Provide you with the best lists possible, n Leverage our extensive knowledge of USPS regulations to get you the biggest impact for the lowest price, n Print your piece to your specifications, and n Mail your piece with quality control and on time. • 800–648–3107 • View the Fast Casual Dining Case Study