Marketing
The big idea Sometimes you need to think outside of the box. Take note of these successful marketing tricks ... Then find a way to turn them around into something you can use in your own restaurant.
GETTING THE MOST OUT OF YOUR LIMITED TIME OFFERS When considering your Limited Time Offers (LTOs) the first thing you need to do is set your objective. • How long do you want your promotion to run? Novelty items (like a Glitter Unicorn Doughnut) can quickly build a buzz and drive traffic, but only for a short time. On the other hand, mainstream ingredients, such as a riff on a new burger has longer staying power. • Who do you want to draw in with your offer? Males will gravitate toward meatier items — and will prefer LTOs of burgers, ribs, meat-heavy pizzas and burritos. Women lean towards cheesy items (think mozza sticks, nachos, cheesestuffed potato skins. Females will also be lured in more easily than males with creative and innovative items. Gen Zs (teens and early twenties) tend to eat on the go and will seek portability with their food. Bowls and handheld items are good options. Get descriptive You don’t have to list every ingredient in your promo, but make sure the ones you do list sound appealing. “Two hand-pressed, 6-oz all-beef burgers, topped with fresh lettuce, crunchy pickles and melted cheddar...” sounds a lot more tantalizing than “Two 6-oz beef patties topped with lettuce, pickles and cheese...” Consumers are also drawn in by words such as fresh, made-fromscratch, premium, natural, and real. • Will it have broad appeal? Niche items, which usually use unique items and flavours, will generate excitement with a smaller audience, but they also have the ability to attract new customers. Niche items can set you apart from other restaurants by making you appear trendy and innovative.
~R.I.B.A.
14 | THE BOTTOM LINE September 2021
Fall is full of LTO opportunities Take advantage of the plethora of National food days and holidays coming up in the next three months by offering up some unique LTOs. School is back starting in September, and for those of you in areas with returning University/College students, now is the time to advertise student specials to draw them in. (Student meal deals, reward cards for students, grab-and-go morning coffee and a muffin) And don’t forget to honour the teachers on World Teachers’ Day (Oct. 5). We all love Hallowe’en and the treats that come with it. How about creating your own special Hallowe’en dessert. Or hand out some Hallowe’en coupons for those little trick-or-treaters. The first day of Fall comes on September 22 this year. Populate your menu with some fall comfort foods — think Pumpkin Spice Lattes, Cranberry Scones, Apple Cider, hot chocolate...mmmmmm) SEPTEMBER 1: National Gyro Day 5: National Cheese Pizza Day 6: Labour Day 6: Rosh Hashana 7: First Day of School 12: National Grandparents Day 15: National Linguine Day 15: Yom Kippur 15: National Guacamole Day 18: National Cheeseburger Day 19: Talk like a Pirate Day 22: First Day of Fall 23: National Key Lime Pie Day 25: National Lobster Day 26: National Pancake Day 28: National Drink Beer Day 29: National Coffee Day OCTOBER 1: World Vegetarian Day 1: International Coffee Day 4: National Taco Day 4: National Vodka Day 5: World Teachers’ Day
11: Thanksgiving 14: National Dessert Day 16: World Bread Day 17: National Pasta Day 18: National Chocolate Cupcake Day 22: National Nut Day 28: National Chocolate Day 31: Hallowe’en NOVEMBER 1: World Vegan Day 3: National Sandwich Day 4: Diwali 5: National Doughnut Day 6: National Nachos Day 7: Daylight Saving Time ends 8: National Cappuccino Day 11: Remembrance Day 14: National Pickle Day 16: National Fast Food Day 26: National Cake Day 28: First Sunday of Advent 29: First Day of Hanukkah 30: National Mousse Day
