Affluent Market Diners continued
age, sex, menu offerings and other factors.
• Take advantage of the Internet. A study conducted by the U.S. Postal Service shows that the affluent are likely to do their homework on the Internet before they make a purchase.
• Combine various media to heighten return on investment. A survey conducted by International Communication Research found that 73 percent of respondents prefer to receive new product announcements by mail and that fewer people discard unsolicited direct mail, compared with email. However, using direct mail to direct people to a Web site in an integrated program can significantly increase response rates and sales, as well as allowing the restaurant owner to track and analyze response rates.
• Loyalty programs work. The affluent expect to be treated well, so loyalty programs that include memberships and special privileges are effective in gaining and retaining customers. However, programs must be carefully crafted to differentiate the marketer and encourage customers to spend more. Mark Colbath, manager of The Palm Restaurant in Tampa, explains that The Palm’s 837 Club, named after the original restaurant’s street address in New York, captures the restaurant’s spirit as a club that is the “member’s” favorite place to dine. Members of the 837 Club accumulate points on a dollar for dollar basis that they can redeem for meals, gift certificates, travel and other special gifts.
• Quality matters. When marketing to affluent homeowners, it pays to convey a sense of quality, particularly when it comes to fine dining, where quality and a positive customer experience are paramount.
All in all, an economic downturn offers great opportunities for the savvy restaurant owner who is willing to invest in marketing that differentiates the restaurant and continues to communicate its messages of value and positive customer experiences. Restaurateurs who take advantage of the competition’s lack of marketing during this period will ultimately receive the benefits of higher sales, both now and in the future, and will gain a new following of loyal diners.
Larry Golden is co-CEO of Tampa, Fla.-based RSVP Publications (
www.rsvppublications.com), a high-quality, national direct mail program that generates sales leads from the top 18 percent of homeowners in more than 125 markets across the country.
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Ice Bar continued
hues of blues, specialty lighting, a stunning crystal chandelier, beaded shimmer walls and custom designed furnishings, guests will be surrounded in a luxurious Nordic setting. VIP areas are available with advanced reservations and there is no cover charge to enter the Chill Lounge. The Polar Patio is a great outdoor entertainment space for our guests looking to enjoy the great Florida
ICEBAR Orlando can accommodate corporate functions, holiday parties, weddings, bar and bat mitzvahs, bachelor and bachelorette parties and special events for up to 475 guests. ICEBAR Orlando is located at 8967 International Drive. Top
Thanksgiving continued
of Americans have their Thanksgiving Day meal at a restaurant. Consumers living in smaller households and households without children are more likely to dine out on Thanksgiving. Males are more likely than females to
eat at a restaurant on the holiday. Generally, younger adults are more likely to use restaurant takeout items as part of their Thanksgiving meal at home.
Some restaurants opt to close on Thanksgiving Day, but will still offer takeout options: Giving thanks through community service Restaurants serve more than meals — they serve their communities too. In fact, year-round, nine out of 10 restaurants are actively engaged in some type of charitable activity and Thanksgiving provides yet another opportunity to underscore their commitment to their neighbors. The National Restaurant Association, founded in 1919, is the leading business association for the restaurant industry, which is comprised of 945,000 restaurant and foodservice outlets and a work force of 13.1 million employees - making it the cornerstone of the economy, career opportunities and community involvement. Along with the National Restaurant Association Educational Foundation, the Association works to represent, educate and promote the rapidly growing industry.
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