As consumers search the stores for the best Black Friday deals, operators can be thinking of ways to capitalize on the increased traffic and attract those customers. Studies show that 79 per cent of shoppers visit a full-service or quick-service restaurant while shopping, so there is an opportunity for restaurants to interest busy shoppers.
While you don’t want to lower profit margins, if this is a quieter time of year, there may be an opportunity to raise revenues and get more visits this Black Friday.
Boost traffic
Given that so many people visit a restaurant during their Black Friday shopping, what can operators do to increase traffic? Celebrate the holiday with happy hour to encourage crowds to gather, appeal to busy families with sharing menus and value meals, or offer special menu items for one day only. Get the word out on your social media channels, on your website, and ahead of time for dine-in and takeout guests to ensure that customers know what you’re offering. 44 per cent of Gen Z customers look for restaurant deals on social media, so get attention with the right promotion.
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Leverage loyalty
Including an incentive as part of your loyalty program can offer members an additional perk, piquing their interest and adding value to their membership. Offering a small discount for orders placed through the app may draw in existing customers and encourage new customers to join your loyalty program. You might also make value meals or special menu items available for members, adding exclusivity and increased value to their visits.
Promote gift cards
While people are shopping for holiday gifts, get them thinking about purchasing gift cards from your restaurant. To make it more enticing, consider an offer that will help you stand out from the competition. You could offer a one-for-you-one-for-me-deal, where the purchaser also gets a gift card when they buy one for a friend. Or, you could add value to the purchase by offering an additional $10 on the gift card when $50 is spent. Gift cards raise revenues and increase visits so focus on a strategy to boost sales this holiday season.
While Black Friday is typically a day for shopping bargains, savvy operators can also capitalize on the day to maximize margins, stand out, and drive traffic.
