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 allows us to use any criteria that we wish when we find guests for specific promotions. Here, we've found all vegetarians in the database. While this may be a small subset of your clientele, showing that you care about them and offer special dishes to cater to them can go a long way toward filling tables, increasing guest counts and increasing check averages.
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This example is from one of our clients, "Rasoi" from Pawtucket, RI, and is used with their permission, of course. Rasoi targeted 111 guests from their database, who indicated that they preferred vegetarian food. They sent these postcards offering the discount and the free gift, which was a coupon good for use on a future visit. They had a response rate of greater than 24%, with more than two guests per check, on average. The average check, after the 20% deduction, was more than $30.
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As you can see, the report for this promotion shows that including the $88.80 cost of the mailings, the $69.45 that was "given away," and the $281.67 non-promotional food and beverage cost, this promotion resulted in a profit of $388.53. That's a return on investment of $9.33 for every dollar spent on this promotion!
In addition to this immediate profit, the "free gift" has "pre-programmed" a significant amount of repeat business. |
