4 Walls Marketing for the Restaurant Industry
There is much focus today on attracting restaurant customers through the website and social media platforms. While these are important, the best marketing is done while the customer is inside your restaurant walls. This is known as 4 Walls Marketing.
Upsell the menu by promoting additional drinks, desserts and offers on signage, tip tray flyers and counter cards. Make upcoming special events and music nights part of your culture by promoting them on signage and tv screens.
Whether it is an outdoor sign above the door or a simple backlit blade sign, signage is one of the first things that catches people’s attention and sets the tone for your restaurant. It conveys an image of energy or a lack thereof, and reflects the architectural style of your space.
Great four wall marketing programs focus on marketing to customers already in your establishment, or “marketing from within.” The menu, your staff’s uniforms and appearance, the way your restaurants look and smell, all play into how guests feel and what they remember about the brand promise.
Custom floor graphics and floor decals can help your restaurant promote its logo, upcoming events, specials or sales. Posters are affordable and can be easily changed out to reflect seasonal promotions or other short-term events. Ceiling danglers are also an excellent way to promote your restaurant from above.
Table tents, also known as tent cards, are an effective, inexpensive, classic way to promote restaurant specials, services, and events. They can also be used to facilitate the sale of other items, like catering menus or loyalty program enrollment.
Make sure that your most popular menu items, deserts or add-ons are prominently displayed on your tent card to increase upsell opportunities. Upselling can lead to increased check averages and customer retention.
Choose a company that offers flexible templates and design support so that your restaurant’s promotional messages are clear and effective. Look for a company with experience printing table tents that can offer advice and guidance on how to best leverage your marketing budget. They will know what designs and colors work well in your environment and which don’t.
Tent cards, similar to table talkers but a bit smaller, efficiently communicate specials and promotions in the dining area. They’re ideal for promoting themed nights and happy hours. They also work well to inform diners about dietary restrictions or allergies.
They can also promote your brand, highlight your values and showcase your local ingredients to create a more personal connection with customers. They can also be used to sign up for loyalty programs or to reserve a table.
Typically found in bars and restaurants, tent cards are versatile and effective for any customer-driven business. Display them prominently on counters or in waiting areas to keep your message visible. They’re also great for displaying social distancing guidelines and reminders to wash hands or wear masks.
A comment card is a great way for guests to share their thoughts about your restaurant, from food and service to cleanliness and amenities. It also provides an opportunity for your customers to express their interest in specific programs, like loyalty cards or a healthier menu.
The cards are often signed anonymously, but you can offer the option to provide personal contact information if your guests prefer it. Including the contact information lets guests know you care about their opinion and that you are committed to improving your restaurant.
Using tent cards to promote specials, live music and enrollment in loyalty programs is a silent form of marketing that can be very effective. Post these cards on tables, tv screens and in restrooms. Keeping these up to date is the key.
Take Out Boxes
In the restaurant world, there’s a lot of focus on generating business “outside the four walls,” such as community outreach programs, office catering, apartment complex pool parties, spirit nights for local schools and take-out/delivery services. But it’s just as important to market to guests while they’re inside the restaurant.
This type of marketing, known as four-walls marketing, can help increase frequency of guest visits, up sell or cross sell and can also renew the promise of a brand.
Restaurant 4 wall marketing pieces are a great silent selling tool for food and beverage specials, events, music and enrollment in loyalty programs. Tent cards can be used to promote these items and facilitate the customer’s conversation with the staff about these offers. Using comment cards can help restaurants gather valuable feedback to further develop the business.