The Path By: Roy Bergold It’s time to answer the many e-mails I’ve received concerning how to increase sales in your restaurants on an individual basis. Here’s the way I did local store marketing when I was in the trenches. (Some of this you have heard before and some you have practiced, but here it is in one place.) Let’s make the assumption that your basics—quality, service, cleanliness, and value—are OK. If not, fix them quick. You can’t increase sales if it takes 30 minutes to get a clean fork, the place looks like a gym, and it takes two credit cards to pay the bill. Are you ready for the secret? It’s called Path of Least Resistance, or POLR. Always think POLR. Look for the easiest way to raise sales. Harvest the tree from the bottom. Do it the smart way. With POLR in mind, turn your attention to your current customers. After all, they already come to you. They will be easier to get one more visit from. But how?  Talk to them, find out what they want. Usually it’s rewards or excitement. Rewards could be anything from a free coffee once in a while to a frequent-dining club. Maybe they have never tried your breakfast; they only come for lunch. Maybe they only come during the week and never thought to come on the weekend. After all, we are creatures of habit. Give them a reason to amend their habits. A special timed promotion that’s good only on Saturday often works. If it’s excitement they are after, again, go POLR. What’s the easiest thing to do? If you’re lucky enough to have national or regional promotions provided by your licensor, take full advantage of them. Don’t just put up the point-of-purchase signs and give out the premium. Get into it. You have a professional promotion, add the local aspect. If it’s pirates, turn the whole store into pirates. Go to the local theatre and borrow their pirate movie posters, lobby cards, and whatever else they have. While you’re at it, put together a cross promotion making their ticket good for something at your restaurant within one hour of the end of a movie. Give the crew a costume contest with a nice prize.  Have a pirate coloring contest for the kids. Have a local history teacher give a talk about the history of pirates on Sunday afternoon. Ask the crew what they would like to do. Your crew is a constant source of ideas. After all, they know the customers. They see them every day. “What can we do to get old Pete in one more time?” The next easiest POLR is the store. Your restaurant is a huge sign that you can take advantage of. It is your package on the shelf. Make sure it is the most attractive one there. Spruce it up. A couple of potted plants can make a big difference. If you can, have an outside reader board talking about your latest marketing effort. Have a sign inside announcing the next promotion... Read More