Driving Traffic: Count the Ways
Chain-restaurant operators get specific about how they build customer traffic.
By Staff -- Chain Leader, 10/1/2006 12:00:00 AM
The phrase you’ve heard and perhaps even used is inelegant but apt: not enough butts in the seats.
With this special issue, Chain Leader set out to help fill those seats.
We conducted a survey in August, asking chain-restaurant operators about the many methods they use to increase customer traffic: television ad campaigns, direct-mail coupons, price discounts, new menu items, promotions with national consumer brands, frequent-diner programs, community involvement—the list goes on. We also asked which methods have been the most successful.
To bring life to the data, we scoured the numbers looking for trends, then found operators to tell about their most successful methods, why they use those means, how they executed them and what the results were. We spoke to national chains and small regional concepts, fast-food operators and casual-dining players.
What follows is a textbook of sorts presenting case studies about broadcast advertising, freestanding inserts, e-mail marketing, menu innovation, price promotion, employee training, customer-service improvement, community relations, neighborhood marketing and more.
The restaurant concepts and business strategies profiled in this issue might not mirror yours exactly, but within them you will certainly find some gems that you can use to drive traffic in your own organization.
Hold Your Line!
05/28/2009What's Working
10/14/2005Driving Traffic: By the Numbers
10/14/2005
