This article was published in Ontario Restaurant News June 1996.
When originally this article was written it was done so because all
to
often management just ignored the computer. To often it just stands
somewhere turned off. Even today (January 2000 )management believes
it is good business to lay people off if a computer can do the job.
A much smarter thing to do would be to utilize the newly available manpower
(resource) to create new products or services that presently
are not offered.
When employees are laid off, they probably end up working for
the competition. Much that they learned from the old place of work
gets transferred to the new place of work.
Technology can help gain more customers!
How often do you receive a flyer from a fine dining establishment? Probably
not too often. Many establishments today fail to make themselves heard
or seen. It is not just glossy brochures that get customers. Years ago
there was a trend in collecting business cards from customers for a draw
for a free lunch. What ever happened to those business cards? Did they
not end up in the garbage? The potential of these cards was missed by many.
There are many innovative ways one can use the fax machine or the personal
computer to increase sales with little cost attached.
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1.)
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How about faxing your regular and semi regular customers the daily specials
or promotion menus. (Make sure that you ask them first, it is illegal to
fax without permission from the receiver). This simple strategy does put
you on the minds of your customer before he or she thinks about going somewhere
else for lunch or dinner. Often your customer will bring a co-worker or
guest.
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2.)
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Are you faxing or mailing your customers for their birthday? This is a
special touch that shows appreciation and may lead you hosting the celebration
at your own establishment. Pre-printed cards are available for many occasions
and can be customized using your computer and printer.
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3.)
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Put the names of the people that gave you their business card in a database.
Mailing occasional flyers can be very effective.
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4.)
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Create your own coupons and gift certificates, print the customers name
right on the certificate.
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5.)
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On special Diploma paper print the customers name and the degree he or
she majored. Example: The 10th Visit; Eat the most Wings, One year a Regular
etc. Present these nicely framed certificates with fun and enthusiasm.
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6.)
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Using pre-printed business cards, print the customers name on it and your
logo. Add titles like "Executive Customer" or "Assistant Regular". Also,
put your phone number on the card and make at least 50 of these. You can
be sure they will be distributed to their friends and family.
All of these things can be done with equipment that every business uses.
Software to create business cards, birthday cards, flyers etc. are available
for less than $130.00. Using the computer creatively allows us to do things
fast and CUSTOMIZED at a reasonable cost. Years ago this was not the case.
Yet my experience shows that this area is not fully utilized by most establishment.
Many office suites software packages that are used by hotels and restaurants
include a presentation software. Why not make your own presentations for
customers. Little things like these go a long way!
Written by Marcel Schoch
Copyright 1996
Using
Technology
