To the Editor,
We enjoyed your story, "Restaurants don't discount deals' benefits," Nov. 10, page 1, 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, [such as] "from the chef" amuse bouche tasting plates of signature appetizers or entrees, especially to encourrage 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.
The key here is to do this on a consistent basis and serve food that is fresh and tasty, not just yesterday's leftovers.
In-restaurant marketing works.
Tom Kelley
Concept Branding Group
Washington, D.C.
