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Want a Restaurant That's Always Crowded? Understand Buy One Get One First and How to Play It
Briantama Afiq Ashari
Have you ever wondered why the restaurant next door is always crowded? There are often lines, even on weekdays. One of the secrets could be because of the promotional strategy they are running.
Well, one of the most successful promotional strategies is the "Buy One Get One" promo. But what does buy one get one mean? Let's discuss it further!
What Does Buy One Get One Mean?
For those of you who are new to the business world, buy one get one means buy one get one free. However, actually, buy one get one means more than just a discount or price cut.
So, this is a psychological strategy that makes customers feel they are getting benefits.
Buy one get one means you give one additional product if the customer buys one. Now, make no mistake, this strategy does not mean you lose.
In fact, by giving something for "free", you can increase the number of transactions.
Seriously, this strategy can be a powerful weapon to make your restaurant even busier! Don't believe it? Read more below!
Read Also: What Are Birthday Treats? Smart Tricks to Turn Birthday Moments into Business Opportunities
Buy One Get One Strategy Is Not Just a Gimmick
Source: Freepik
Many people think buy one get one is just an ordinary promotion. In fact, buy one get one means a smart strategy to form a positive perception in the eyes of customers.
When people feel like they're getting more than they paid for, they tend to come back for more.
This strategy can also be used to introduce a new menu. For example, you have a new drink and it is still quiet.
Just put up a buy one get one promo, then give one free for every purchase of the old menu. Unknowingly, customers will try new products without feeling forced.
Why Is This Strategy Suitable For Restaurants?
Source: Freepik
In the culinary world, customer decisions are often influenced by curiosity and value.
Buy one get one means you are playing these two things at once. Customers are curious about the new menu, then feel they get extra benefits.
Restaurants can also use this strategy during off-peak hours. For example, the promo is only valid from 2-5 p.m.
Well, this can help to catch up with daily turnover and balance restaurant traffic. So, buy one get one means the right timing.
Understand How to Play, So It Doesn't Look Careless
This strategy is indeed powerful, but it still requires careful execution. First, you have to determine which products are included in the promo.
Don't give promos to all menus. Choose those with a large enough margin, so you don't lose.
Second, set a time limit, buy one get one means it is not a permanent promotion, okay!
If you make this promo continuously, the surprise effect will disappear. Customers will actually wait for the promo, not come because they like the food.
Example of Buy One Get One Play Style in Restaurants
Source: Freepik
Imagine a newly opened geprek chicken restaurant. They put up a big banner: "Buy 1 Geprek Package, Get 1 Jumbo Iced Tea for Free!". Buy one get one means that here it's not the main menu that's free, but the drink.
Well, this still makes customers feel like they are getting more.Or a sushi restaurant that wants to introduce a new menu. They make a promo: "Buy 1 Salmon Roll Menu, Get 1 Tuna Roll Free".
Here, buy one get one means a marketing strategy for a new menu. Once eaten, customers can compare the taste, then they might come back to order both.
The Importance of Making Buy One Get One Promos More Controllable
Oftentimes, buy one get one promotions get messed up because they are not managed properly.
Employees are confused, customers misunderstand, and you end up losing money. Well, buy one get one is also about operational control.
This is where technology plays a crucial role, you can use a system that helps organize all promotions neatly.
For example, each promotion is directly recorded in the cashier system, so there are no miscalculations. You can also monitor all the data!
Conclusions
Now many restaurants are starting to seriously build relationships with customers. Well, the buy one get one promotion strategy can be the first step to building customer loyalty.
We have been discussing buy one get one, the point is this is a strategy that can make restaurants more crowded.
However, you also have to understand how to play it, don't just give freebies. There must be clear calculations and controls.
If you want your restaurant to be a customer favorite, start with an effective promo.
Buy one get one can be more than just marketing. It can even be the beginning of a long-term relationship with your customers.
Oh yeah, don't hesitate to start using a loyalty system like this ESB Loop! ESB Loop helps you create a promo and loyalty program that makes customers feel at home and keep coming back.
Let's start transforming your restaurant, contact the ESB Team now!
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