Menu promotions can last for a few weeks or even a few months, but they always need careful planning.
First, determine what you want to promote. It may siound simple but don't just guess. Study your sales mix reports to detemine your promotion. Don't just look at the menu mix, factor in whether you are going to promote items at lunch or dinner - or both.
Compare your menu mix during the week to that of the weekend. By now, ytou'll see where the gaps are and have some idea of which direction your promotion will take.
Remember that a promotion is not necessarily a discount - a promoted item can sometimes be even more expensive than regular meni items.
Armed with your information, discuss your plans with your vendors to see what special deals they have avaiulable to you. Promotions should always be carried out in conjunction with your suppliers and they can also tell you about successful promotions they have been involved in previously.
Once your promotion is established, it's time to consult your design company. How are you going to advertise the promotion and what lead times does your design company need to produce those items?
If you are having printed pieces prepared, remember to allow for print and distribution times in addition to design time.
Do you need to book advertising space? Do this early in the game and make sure that your design company know the deadlines.
Get your staff ready by ensuring that the kitchen has recipes ready. Make sure that the hostess and serving staff are thoroughly briefed. Do you need to order any specific serving ware? Do you need to program your POS or registers so that the promotion can be evaluated? Make sure that you have staff incentives in place.
Meet your design company to create a meaningful name for your promotion. and they will get to work producing the materials you need. Make sure that all your marketing material, and your staff, are directed towards your promotion only. Avoid mixed messages.
Plan your promotions well in advance. It's December 2007 so it's likely that you have your Valentine's Day, Mothers' Day and Easter promotions on place but are you ready for the rest of the year?
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