Promotions can be a great way to effectively drive trade, but care must be taken to ensure they don't reduce the focus on your core business.
Offering a free glass of wine with a main course, for example, would be an inexpensive and effective way to push sales of a new menu. But many customers choose to drink wine with their main mean anyway, so by giving them a free glass of wine you'd have lost the drinks sale.
Instead, try offering customers an incentive that they wouldn't normally purchase when dining. For example, an amuse bouche at the beginning of their meal or petit fours or a taste of a local cheese at the end. This way the customer still has that extra value, but you don't lose out.
By Catherine Hinchcliff, 3663 marketing controller
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