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Objectives of Sales Promotion
 Promote temporary sales to increase business during low
periods, such as Mondays, Early Evenings (happy hours), July-August
Increase Public
awareness
Sales during
Specific Period such as Happy New Year Eve, Religious Days
Attracting New
Guest
Making guest
happy to make them more regular guest
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Sales Promotion Techniques
Product Sampling
Contests
Packages
Combination
Menus
Premiums
Gift
Certificates
Discounting
Bonus
Special
Product Sales
Merchandising
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Couponing
A Coupon is a printed attractive offer for a given
period: Discounting or Bonus
The
aim is to attract New Guest or attract guest during low business
Communication:
Coupons can be distributed personally hand to hand, included in a direct mail, or printed
in Newspapers
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Product Sampling
Product sampling consist on passing around samples
of an aperitif or appetizer to all the guest, to interest them to order it in the menu
The
aim is to increase sales of expensive items that the guest is not used to consume, or to
promote a new item
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Contests
Dance, Best Costume, Drawing, or Beauty Contests
The
aim is to increase Public awareness, increase sales, attract new guest
Communication:
Contests can be printed in Newspapers or promoted by Merchandising
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Packages
Consist on combining several items at a discount
price. For example: dinner / theater.
Packages
are not Combination Menus.
The
aim is to increase sales, and attract new guest
Communication:
Packages can be printed in Newspapers or promoted by Merchandising
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Combination
Menus
Consist on proposing both an �� la Carte� and
�Table d�H�te� Menus. By Comparing both menus, the guest may chose the Table
d�H�te menu, as the total items listed on the �� la Carte� menu are more expensive
The
aim is to increase Guest Average Check
Communication:
Menu itself
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Premiums
Consist on giving a Gift for guest who pays the
regular price for a specific food item. A Toy for Children or a Mug or Glass for Adults
(with logo printed).
The
aim is to increase Sales
Communication:
Menu or promoted by Merchandising
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Gift Certificate
Consist on selling Certificates to People who wish
to give a Gift. The owner of that Gift Certificate will be allowed to use it as Money for
the amount printed
The
aim is to increase Sales
Communication:
Menu or promoted by Merchandising
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Discounting
Consist
on lowering the Price
The
aim is to increase Sales during low periods
Communication:
included in a direct mail, printed in Newspapers, Menu or promoted by Merchandising
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Bonus
Consist
on giving a bonus for Guest paying Regular Price. Examples: 2 Drinks for the Price of 1,
Coke free for Hamburgers
The
aim is to increase Sales during low periods
Communication:
included in a direct mail, printed in Newspapers, Menu or promoted by Merchandising
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Special Product Sales
Consist
on promoting particular products like: Children�s Birthday Menu, �Bayram� Menus, New
Year Eve menus
The
aim is to increase Sales
Communication:
included in a direct mail, printed in Newspapers, or promoted by Merchandising
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Merchandising
Consist
on promoting mainly visually Food, Beverage, or other Products sold in the
Restaurant
The
visual stimulation of Merchandising may include: Brochures, F&B for Gift, Shops, all
Food Display (salad bars, dessert trolley, self service counter), Display Cards, Panels or
Posters for promoting �Promotions�, mentioned above |
