Opening a restaurant means maximizing profitability, so you need to take care of every detail of your outlet. This is the principle of P.L.V. (point-of-sale advertising). What does it mean? In short, this means that to open your own restaurant, you’ll need to implement a number of strategies that will enable you to create a unique consumer experience with the aim of building customer loyalty. One of the most important aspects will be to create repeat business (customers who come back regularly). We spend a lot of money on the outside, starting with the inside.
Opening a restaurant:what are the main principles of point-of-sale advertising?
You need to keep the following thought in mind: ” Is my customer leaving my restaurant going to give me positive publicity? With this objective in mind, you’ll develop a mindset conducive to increasing the quality of your service within your restaurant concept. What to look out for in particular. Let’s talk about the first point, which is your external menu. This may be the very first link with your customer. I say “maybe” because it’s possible that they’ve visited your website before to get an idea of your service.
Have you noticed that all the outdoor menus of the various catering establishments are almost identical? It’s important to stand out, get noticed and win customers. Above all, if you have a low booking rate, your outdoor menu will help you increase your sales.
How can you make a difference at the point of sale in your restaurant?
You have the opportunity to make a difference with your outdoor menu. You have a tool that works 24 hours a day. So even when you’re closed, you have the chance to make yourself known to future customers who want to find out more about you. You’ll notice the same pattern in many restaurants, with the same list of dishes, prices and nothing else. Oh yes, many times the menu is dirty. This gives the restaurant an excellent image. Of course, I’m joking.
What’s the difference? You have a certain surface area, a visual to make the most of, to help you make a name for yourself and, above all, to encourage passers-by to come and eat at your establishment. You need to structure this surface. Today, it’s easy to take a photo with your phone to get the restaurant’s details or menu.
Why not publish a text course that tells a little about your company? your restaurant’s history, philosophy and cuisine. Visit people will have the opportunity to read and discover you. You must make them want to visit your establishment.
Don’t forget one thing: people are worried when they don’t know what to do. know the place. They don’t dare come in, so you have to give them trust. As you can see, there are several advantages to putting of your outdoor menu.
Opening a restaurant: how to increase traffic?
Successful outdoor advertising means :
- Increase your visibility,
- Increase your traffic,
- You’ll increase your sales,
- Communicate about your restaurant,
- Promote your philosophy and values,
- You’ll build customer loyalty,
- You’ll stand out from your competitors,
These are possible solutions and tools to implement for your POS (point-of-sale advertising for your restaurant). Point-of-sale advertising is carried out by is an integral part of your customer experience. What what other points and details do you need to consider? The first would be your menu.
How do you communicate your menu to your customers?
Speaking of your menu, have you thought about how you’re going to communicate it to your customers? What resources and tools will you be using? There are a number of options to choose from. You can choose to use the traditional method. This means handing over your menu in paper or other format when you welcome your customers to the table.
At this point, it’s important for you to know what communication and service strategy you’re going to build? For many restaurants, handing out a menu is a routine gesture, as well as a way of establishing chemistry with your customers. Especially if they are new customers entering your restaurant for the first time. This first time is important, because you want these new customers to come back to you regularly and provide you with an economic base.
Don’t forget, opening a restaurant means that your new customers don’t know you, and many of them feel insecure about your menu and your service, and ask a lot of questions like :
Is such and such a dish good?
Will I get my money’s worth?
Will I receive good service?
What’s the difference?
It’s a normal process. To answer all these questions, you need to be able to reassure your customer. The best way is to think in terms of your customer experience, creating a unique consumer experience and catering for every detail at your point of sale. When handing over your menu to your customer, what is the appropriate welcome word or phrase? Do you plan to suggest a homemade aperitif? Have you planned a gesture that will make a difference in your customer’s mind? You need to build a strategy. Every customer is a potential ambassador for your restaurant. In a way, it ensures you generate new customers. We often talk about the average bill established at the time of the customer’s meal, but we’re wrong.
However, the average bill should be based on the sales this customer will generate for the restaurant. To return to our menu, you need to inform your customer about a particular dish and explain the philosophy behind your menu, so that your waiter can establish a privileged contact with him.
We’ll be talking about employee training in a future article. This is a crucial point for your restaurant if you want to increase your average bill and sales.
One might ask about the pricing structure you’ve implemented. You may have the most beautiful menu in the world, but if your pricing strategy and structure are flawed, you’ll not only have a hard time keeping your customers coming back, you’ll also have a hard time increasing your average bill. Because the price on a card is another essential element in your success. which we’ll get to later.
How can I prepare for the arrival of my customers and build their loyalty?
Thanks to this inter-relationship you’ll create with your customer, you’ll make the difference in your loyalty strategy. Once again, you need to keep customer loyalty in mind at all times, as this is one of the keys to success in this business. POS also creates the famous “word-of-mouth” effect. As mentioned above. Your customers are your ambassadors.
At this point, it’s important for you to know what communication strategy and service you’re going to build into your POP. The first point to consider is employee training. Has your team received the necessary support and technical training to sell your menu? So presenting a menu also means welcoming the customer.
Your POS strategy consists in stimulating people as soon as they enter your restaurant. For example, we could ask ourselves the following questions.
The impact of your point-of-sale advertising
Don’t forget, in our business, sensory marketing is the key to success. very important factor. The first sense solicited by your customer remains the eyes. So as soon as you enter, you need to be stimulated. This can mean by a decorative element, the design of the square, but also by a smile, a warm word. It’s a whole.
It’s important that the information conveyed by the staff contributes to this experience. Advertising at your point of sale depends on many aspects and details, from the furniture to the décor, from the menu to the professional dress of your employees to your washrooms. If you really want to stand out from your competitors, you need to pay attention to the details that will characterize your ” point-of-sale advertising “. You need to think further about this vital aspect of your company’s success. And don’t be afraid to think outside the box, to be imaginative and creative, bearing in mind that creativity shouldn’t weigh down the management of your business.
As we can see, the benefits are numerous, so it’s impossible to underestimate your actions and their impact, as they form part of your company’s identity. Now think about what kind of experience you want your customers to have. Opening a restaurant requires a well thought-out strategy for a faster return on investment.
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If you need help opening a restaurant, contact CDERMontreal .
Philippe Bertrand holds a Master’s degree (2) in Hotel and Restaurant Management and a Licence Professionnelle (professional degree) in the culinary arts and tableware – specializing in restaurant creation and takeover, a BTS (advanced technical diploma) in hotel and restaurant management, tableware and service and a BAC pro in catering.