Follow 3 Simple Steps to Produce Promising Promotions

Turn the routine discount process into something new and exciting for guests.

It’s common knowledge that promotions can bring in guests and increase revenue. Coming up with an attractive promotion can mean the difference between establishing a new customer base and wasting resources on a bad marketing idea.

Businesses often turn to tried and true deals, especially when it comes to seasonal offers like preset Valentine’s Day menus and holiday brunches. But it’s easy to get stuck in a promotional rut.

Instead of running the same old deals, consider rethinking your promotion process.

Coming up with fresh ideas that inspire repeat guests while attracting new ones isn’t out of reach, even if it feels like you’ve tried everything. Sometimes it’s as simple as going back to the basics:

Highlight what your unique brand is known for.
Brainstorm with staff and ask guests what they really want.
Create the biggest impact for the smallest cost.

Anyone can lower their prices, but knowing how to craft the most effective promotion takes the right strategy.

Here is a simple process for designing exciting promotions that keep your bottom line in mind while catering to your unique strengths.

1. Shine a spotlight on your best offerings

Why try to be what you’re not? If guests love a particular dish or your drinks are the best in town, the initial instinct may be to push menu items that don’t sell. Instead, show off what you already do best.

Fine dining restaurant The Capital Grille keeps guests visiting from July through September with their unlimited wine-tasting event The Generous Pour. This popular promotion allows guests to taste as much wine as they want from a variety of pre-selected bottles for only $35 a person. The price feels like a steal compared to the usual by-the-glass markup, especially when the wines are top-quality selections. Guests enjoy sampling as much of these wines as they want while servers educate them on the best pairings.

The Capital Grille is known for its incredible wine collection of over 350 world-class labels, and they bank on showing off this collection during what used to be a slow season.

2. Place yourself in the guest’s shoes

Want to know what guests really want? Ask them. Staff also knows best, as they’re the ones interacting and serving and connecting. Once you know what to feature, figure out how to do it the way guests want.

The Mai Kai Restaurant is a South Florida dining institution. Their Polynesian dinner show is incredibly popular, but despite their success, management discovered that by not having a happy hour, they were missing out on potential revenue. They didn’t do happy hour the typical way, though. Instead, they did happy hour the “Mai Kai” way by featuring their drinks exclusively in their Molokai bar, a separate area designed to resemble “a turn-of-the-century seaport saloon.”

To top it off, they add a Polynesian-inspired sushi buffet as part of the happy hour deal. Word has spread around town that you have to arrive early for any chance of grabbing a seat.

3. Make an impact with atmosphere

Adding beautiful visuals and cool vibes to your promotion goes a long way, and it doesn’t have to cost a lot. Enhance themes with props and interactive elements for the biggest pop.

One way to do this is to follow The Melting Pot’s example. This fondue restaurant with multiple franchise locations keeps reinventing itself with standout promotions, like its “Thursdate” night. For a set price, couples can enjoy the full fondue and self-cooking experience. But the best part isn’t the enormous amount of yummy food. Before the guests arrive, staff sets the scene with rose petals, candles, and a romantic love-themed quiz game. Reservations are required so there’s time to set everything up.

And no, in case you’re thinking it, this is not a Valentine’s Day special. It’s a way for couples to make any week a special one – all for the cost of a bouquet and a little extra effort.
All it takes is 3 steps

There’s nothing new about the concept of promotions. But there can be something new about how you plan your next one. Consider what you already do well, and take some time to talk to employees about their ideas. You never know whose feedback will lead to your next big marketing move.

The result of this innovative thinking will be an experience that sticks in guests’ heads and leaves them wanting more.

By focusing on your best products, listening to guests, and providing out-of-the-box fun, guests can create memories while figuring out when they can return for more of your amazingly original promotions.