It might sound basic, but creating an attractive To Go menu can increase traffic and boost sales. Most owners print To Go menus and have them sit idle in their establishment, never influencing sales. Instead, I use my To Go Menu as a marketing tool- I'll explain more in a second. Let's first talk about the components to include in your To Go Menu:
1. Your logo
2. An attractive picture of your business (inside and/or outside)
3. Photos of your delicious menu items
4. Hours of operation
5. Map of location & physical address
6. Website address
7. Phone number
8. List of daily food and drink promotions and/or features (ex: live music on Friday nights)
9. Full menu with pricing
10. Color printing - we want to grab people's attention, not lose them with boring black and white.
When you print the To Go menus, also create a business card that entitles the customer to one free appetizer. Make sure to choose an appetizer that has a low food cost - no giving away steak or seafood here, think more along the lines of bruschetta or queso. Stick to low cost items like bread, pasta, and chips. Include an expiration date with your offer (2 months is enough time), then staple the business card to the To go menu and let the marketing begin. Take the menus to every gym, hotel, and other high trafficked areas in town. You'll want to speak with a manager to see if you can leave the menus at the front desk.
So why is this marketing ploy a home run? The free appetizer offer brings customers through your door, and 99% of the time they spend more on extra drinks and/or more food. Plus the customer might bring a friend or 2 with them. The total cost for the promotion should be a couple hundred for printing plus some cheap food. So get moving!
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