Kelley responds to Nation's Restaurant News lead article

Naton's Restaurant News

 

To the editor,

 

We enjoyed your front page story (Restaurants don't discount deals' benefits, November 10, 2008) and couldn't agree more that couponing, even in hard times, does considerable damage to both short and long term brand integrity.

 

What we aren't seeing much of these days is marketing to guests when they are in the restaurant  -- via "from the chef" /amous bouche taste plates of signature appetizers or entrees, especially to encourage a return at a different meal time.  Of course, the challenge is to get guests into the restaurant first.  We would suggest, though, that when guests receive the unexpected, they will remember and return, either for something they've sampled, or for the next unexpected treat.

 

Key here is to do this on a consistent basis and serve food that is fresh and tasty, not just yesterday's left overs.

 

In-restaurant marketing works.

 

Sincerely,

 

 

Tom Kelley

Managing Partner

Concept Branding Group

Comments

[Larry]

I agree with your comments about coupons. They will come back to haunt the industry for years to come. The QSR's started the discounts and will suffer the most when this economic challenge is over.

What people are looking for is value. There are better ways to create value without mere lowering of prices.