Drive traffic with innovation, not dollar menus
The restaurant industry often turns to dollar menus, bundled meal deals and appetizer specials during an economic downturn to reinvigorate guest traffic.
Industry watchers say that tactic is good for the short-term to lure consumers during the current coronavirus pandemic, where guest counts are still down even as dine-in restrictions are lifted in a majority of jurisdictions across the U.S.
According to the latest research by The NPD Group, total transactions at major U.S. restaurant chains decreased 12% for the week ending June 14, compared to the same week a year ago. During the peak of the COVID-19 crisis, transactions declined 43% in the week ending April 12.
As such, restaurants need to rally consumers, and often that means resorting ...
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