DALLAS Denny’s, a 1,500-unit family-dining chain based in Spartanburg. S.C., the focus is on developing dishes that diners can’t prepare at home, said Mark Chmiel, executive vice president and chief marketing and innovation officer, during “Promotions that Add Value and Grow Customer Traffic and Brand Loyalty.” —Unique dishes, discounts and experiences can differentiate operators in a landscape dotted with promotions, said experts on two marketing-related panels during the 50th annual Multi-Unit Foodservice Operators conference. At
“People are dining out less often, so we’re always asking what can we create that is fun and exciting that people can’t make at home or can’t make at home easily,” he said. —Unique dishes, discounts and experiences can differentiate operators in a landscape dotted with promotions, said experts on two marketing-related panels during the 50th annual Multi-Unit Foodservice Operators conference. At
He cited the chain’s Pancake Puppies, bite-sized fried pancake balls served with syrup, as an example. Denny’s also plans to introduce a mint version of the dish, which he calls “America’s first breakfast appetizer,” around the holidays. —Unique dishes, discounts and experiences can differentiate operators in a landscape dotted with promotions, said experts on two marketing-related panels during the 50th annual Multi-Unit Foodservice Operators conference. At
A free-spaghetti promotion significantly increased Web activity for Fazoli’s, said Carl T. Howard, president and chief executive of the 252-unit chain, which is based in Lexington, Ky. “Traffic to the home page increased over 200 percent within the first week; 30,000 pastas were given away,” he said. —Unique dishes, discounts and experiences can differentiate operators in a landscape dotted with promotions, said experts on two marketing-related panels during the 50th annual Multi-Unit Foodservice Operators conference. At
A baked pasta sold for $4.99 with a beverage has been “working well” at Fazoli’s because it is time-consuming to make at home and not easily found in grocery stores, Howard added. Conversely, a kids-eat-free promotion on weekends was a disappointment. “The results were OK,” Howard said, “but they were not fantastic.” —Unique dishes, discounts and experiences can differentiate operators in a landscape dotted with promotions, said experts on two marketing-related panels during the 50th annual Multi-Unit Foodservice Operators conference. At
A new ribs and whiskey promotion with Makers’ Mark has helped drive traffic and enhance the image at Marlow’s Tavern, said John Metz Jr., the executive chef and co-founder of Marlow’s and 12 other concepts based in Atlanta. —Unique dishes, discounts and experiences can differentiate operators in a landscape dotted with promotions, said experts on two marketing-related panels during the 50th annual Multi-Unit Foodservice Operators conference. At
Chris Jacobsen, vice president of Louisville, Ky.-based Texas Roadhouse, said a rib promotion tied in with “high-end stainless steel” grill giveaways helped to grow the 330-unit chain’s database by 300,000. —Unique dishes, discounts and experiences can differentiate operators in a landscape dotted with promotions, said experts on two marketing-related panels during the 50th annual Multi-Unit Foodservice Operators conference. At
Last year the chain also sold $32 million worth of gift cards during the holidays. “We plan to up that this year,” Jacobsen said. “Eighty-five percent of the cards will be sold at the store level.” —Unique dishes, discounts and experiences can differentiate operators in a landscape dotted with promotions, said experts on two marketing-related panels during the 50th annual Multi-Unit Foodservice Operators conference. At
During a panel called “The Customer Value Proposition: Where Do We Go From Here?,” Barbara Williams, vice president of performance analysis for Oklahoma City-based Sonic Corp., noted, “Price is only a portion of the experience.” People eat at any of the more than 3,500 Sonic driveins for the experience of being served by skating carhops, not for bargains, she said. —Unique dishes, discounts and experiences can differentiate operators in a landscape dotted with promotions, said experts on two marketing-related panels during the 50th annual Multi-Unit Foodservice Operators conference. At
The servers are “part of our DNA,” she said, adding that discount programs don’t always work as expected. For instance, anytime Sonic has offered coupons over the last four years, consumer satisfaction ratings declined, she said. —Unique dishes, discounts and experiences can differentiate operators in a landscape dotted with promotions, said experts on two marketing-related panels during the 50th annual Multi-Unit Foodservice Operators conference. At
“Price doesn’t drive loyalty,” said Bill Fromm, co-founder of Service Management Group, a Kansas City, Mo.-based market research agency. “The experience is what builds loyalty.” —Unique dishes, discounts and experiences can differentiate operators in a landscape dotted with promotions, said experts on two marketing-related panels during the 50th annual Multi-Unit Foodservice Operators conference. At
With an eye toward delivering both experience and value, Sonic recently rolled out a burger and shake special for $2.99 as a limited-time offer. The chain also rolled out “unique items,” such as a Fritos Chili Cheese Wrap, Williams said, and set up a “Happy Hour” in the afternoon to drive traffic during a typically slow period when overhead costs remain high. Happy Hour includes half-priced drinks and slushes every day from 2 p.m. to 4 p.m. as “our approach to value,” she said. —Unique dishes, discounts and experiences can differentiate operators in a landscape dotted with promotions, said experts on two marketing-related panels during the 50th annual Multi-Unit Foodservice Operators conference. At
While Sonic’s promotions increased traffic, they also had a “negative impact on check averages,” Williams said. —Unique dishes, discounts and experiences can differentiate operators in a landscape dotted with promotions, said experts on two marketing-related panels during the 50th annual Multi-Unit Foodservice Operators conference. At
Furthermore, almost every restaurant now offers discounts. —Unique dishes, discounts and experiences can differentiate operators in a landscape dotted with promotions, said experts on two marketing-related panels during the 50th annual Multi-Unit Foodservice Operators conference. At
“The value menus are all around us,” Fromm said. “That has been somewhat of a game changer because it has changed what the consumer expects, which is to get filled for $5 with the foot-long from Subway. I’m waiting for the $5 yard-long [sandwich.]” —Unique dishes, discounts and experiences can differentiate operators in a landscape dotted with promotions, said experts on two marketing-related panels during the 50th annual Multi-Unit Foodservice Operators conference. At
He suggested an age-old technique for building loyalty: “Talk to consumers frequently and at all dayparts.” Different times of the day may result in different answers, he noted. At the end of the workday, for example, many diners are at their most demanding. —Unique dishes, discounts and experiences can differentiate operators in a landscape dotted with promotions, said experts on two marketing-related panels during the 50th annual Multi-Unit Foodservice Operators conference. At
Soon he expects the price wars to reach a plateau. “I think we are at the end,” he said. “There is going to be a shakeout.” —Unique dishes, discounts and experiences can differentiate operators in a landscape dotted with promotions, said experts on two marketing-related panels during the 50th annual Multi-Unit Foodservice Operators conference. At
“There is not a lot more we can do” in lowering prices further, Williams said. “So the focus will be to deliver a unique experience.”— [email protected] —Unique dishes, discounts and experiences can differentiate operators in a landscape dotted with promotions, said experts on two marketing-related panels during the 50th annual Multi-Unit Foodservice Operators conference. At
