Modern technologies have opened more than one way for people to order food from restaurants. From conventional ordering methods to newly advanced digital services, the list goes on. However, it is observed through recent studies on market research that ordering online benefits the restaurant outlets more than in-person ordering. Certain in-store marketing strategies apart from the routine marketing that’s done outside the business area should be implemented in order to make dine-in customers order online.
In-store marketing is a strategy that promotes products and establishes connections with customers who have already walked into our restaurant. Unlike other marketing tactics, this strategy doesn’t aim to lead customers to our restaurants, instead it aims to market our product and service to them once they arrive. Thus, it is worth trying to encourage your regular customers to embrace the digital side of your restaurants using retail or in-store marketing tactics.
“I don’t want to be sold to when I walk into a store. I want to be welcomed”, says Angela Ahrendts, the Senior Vice President of Retail at Apple Inc. So there has to be a balance between marketing what you want and giving customers what they need in the best way possible. Here are a few such in-store marketing options that would drive the dine-in customers towards online ordering, making it more successful.
Special Window/ curbside displays is one of the most commonly used and efficient in-store marketing methods where exclusive curbside displays and window displays featuring the directions are kept that lead the customers towards ordering online. Display of QR codes as table tents or wall posters would also encourage the customers to embrace the easy digital mode for ordering their food. QR menu is the big revolution in F&B industry waiting to happen and integrating them with online ordering would make the process easier for customers, not to mention the benefits restaurants would receive out of it. Having QRs for easy feedback and suggestions would enhance customer experience which we previously discussed in our other blog (hyperlink). Tools from Magilhub help in this digitalization process of menu providing the restaurants with QR and platform support.
In-store merchandise is a highly effective tool of marketing that generates both hype/awareness and income. Coupons along with the merchandise that can be redeemed later in the restaurants would encourage customers to visit again. Promo cards, special coupons, offers and rewards for online ordering would help dine-in customers embrace digital ordering services. It is observed that take home marketing materials featuring these have proven to turn the tide in favour of the restaurants. Stickers and printed ads on the takeaways with vital information like offer code or QRs printed on them is also an innovative approach that seems to give us the desirable results.
Mickey Drexler, the former Chairman of J.Crew group states that, “People like consistency. Whether it’s a store or a restaurant, they want to come in and see what you are famous for.” so it is highly advisable to let your audience KNOW what you are known for. Digital signage and video displays on the walls of the restaurants would gather the attention of the majority of the customers where the management shall announce their offers, menu and special features. Research by Forrester says that one in five customer goes for an unplanned purchase after seeing the items being featured on digital screens with tempting offers accompanied and thus might lead to increase ROI by 30% if it manages to capture the customer attention.
Apart from these strategies, adding some extra smart features like free Wi-Fi connectivity, interactive feedback element in shop, customer walls etc., would contribute well to both the image and the profit of the restaurants. Even though the world has become largely digital and the trend is catching up in the F&B industry, using in-store marketing to make the dine-in customers go for online ordering is a tried and tested way to achieve needs. Magilhub is known for aiding restaurants by providing such tools and expertise. From digital setup for your F&B business to in-store management and marketing, Magilhub offers one stop solution and helps in restaurants’ seamless growth.
To know more, visit us at: http://www.magilhub.com
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