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Dr of BBQ
First of all fast food operations like Pizza chains work on a value equation, but they spend large sums of money studying motives for buying pizza like taste, peer pressure, convenience and so on. But you and I can’t afford to do that. The national chains buy their ingredients (meat, buns, spice, paper wares etc) at largely discounted prices thru volume and again we can t afford to do that. Hell where would you store a truck load of anything? LOL
I again don’t offer discounts and just read two reports about how discounts may hurt rather than help. And someone in a chain paid big $$ to have this analyzed and this report written so I agree with Foodbme ride their coattails and learn from it.
Here is the heart of the reports.
Promotional pricing slashes perceptions of brand values.
Consider that you’ve priced your product at X all year long, but now it’s available for X minus Y. You can see this as offering a consumer benefit — they’re getting more for their money — but consumers can easily come to perceive it as the “correct” price for what they’re getting. The net effect is that the experience can leave your brand less valuable, if not changed outright.
In the consumers mind they may well figure that you re selling X at an inflated price most of the time but now that you ve offered the discount that s what it s really worth.
If you took your family to a restaurant you had never been to before and weren t aware of any specials or advertising and on the menu a T-Bone steak was $10.00 and returned in two weeks and the same steak was $15.00 you d most likely not come back. Heck it was a good $10.00 steak but not a value at $15.00.
Generating sales is dependent on place, time, crowds, weather and other variables. So don t trash all the good things you want consumers to associate with your operation. Stick with good food and service, at a fair price.
Just my thoughts