Local BBQ Restaurant Smokes Out Business with Coupons on Candy Bag
Food & Beverage
What it was purchased for: Acme BBQ restaurant and catering needed a boost. They had just opened their doors and were receiving a modest amount of walk-in customers, but the owners understood that they had to ramp up their catering business to survive in this current economic climate. Not to mention increasing restaurant volume to reach near capacity. The owners of the Williamsport, PA establishment decided that they wanted to use a redeemable coupon for the summer months, when BBQ is in full swing, to help business. Acme felt that handing out just a standard coupon wasn't satisfactory; they hoped to put it with a snack to help advertise the restaurant. After some research and advice, Acme thought that their best option would be to use a promotional product to jolt business.
How it was distributed: Admints & Zagabor, one of the leading suppliers in the promotional product industry, was eventually offered the Acme job. After understanding the concerns of the restaurant's owners, Admints had drafted a list of possible products and presented them to Acme's distributor. In the end, it was decided to use the HB30, which is a 2 oz. candy bag with header card. The header card would contain the restaurant's information and address along with two coupons, one on the front of the card and another on the back. One coupon would be for the restaurant ("20% off any order over 15 dollars"), while the other would be for the catering service ("Summer Rib Special – Buy One Rack, Get the Next Half Off"). For the candy, Admints thought that the red, white, and blue tart stars were absolutely perfect for the summer months, including the 4th of July. The candy bags were distributed at the restaurant (to guests after they paid their check) and at several different local summer festivals and parades (where Acme gave away complimentary food samples and bags to passersby.)
Result or ROI: The promotion worked wonders for Acme's business. During the summer months, customers brought the coupons into the restaurant regularly. One of the owners of Acme remarked that during the early summer, almost every other customer at the restaurant redeemed the coupon, but during the latter half of the season most of the new customers came in by word of mouth. Also, the coupon produced a significant increase for the catering side of Acme. This is exactly what Acme wanted to accomplish; to use a promotional gift to boost the business. The idea was to hook the customers with a great deal and get them in the restaurant; once they are there they realize how fantastic the food is and then hopefully they will be continue to be customers of Acme. The owners of Acme said that they hope to work again with the promo product team in the near future.