Eatertainment: The New Nightlife
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Mother’s Day is May 12th, which means families are going to be dining out and spending more to celebrate Mom. According to the National Retail Federation, the US alone is set to spend over 20 billion on this annual tribute to Mothers. You should get your piece of the pie.
That's why we put together 3 Mother’s Day marketing ideas to help you maximize revenue this year.
Idea 1: Offer Upgrades.
Upgrades allow guests to add-on services, gifts and special menu items to their reservation to customize their dining experience.
Using a system that allows you to offer upgrades during the booking process and collect pre-payment is a great way to earn additional revenue before the guests even walk in the door. Plus, it’s a convenient and easy way for guests to know they’ve handled this treat for Mom before their arrival.
Examples of Upgrades include:
Here's what the upgrade process can look like in real life when using a reservation system that has upgrade offerings pre-built into the platform:
Idea 2: Offer Unique Experiences.
We know guests are always looking for the next experience - something different than their normal dining outings. Food is still the focal point of a restaurant, but the total ‘experience’ is quickly becoming just as important. This is especially true when you think about who will be making reservations for Mother’s Day: Millennials. According to a recent study, nearly three out of four millennials prefer to spend money on experiences rather than material goods.
So how do you make an experience out of Mother’s Day?
There are endless opportunities to wow your guests on this special holiday. From offering a special menu and throwing in a complimentary photo of the table, to including a small chocolate tasting at the end of the meal -- it’s easy to make this day extra memorable for guests. Even better, send mom home with a box of chocolates that she customized herself based on her favorites from the tasting.
The most crucial step is making these experiences known to the guests during booking. Customize what your guests see when they search for reservations on May 12th, highlighting specific time slots where your Mother’s Day experience is available, and showcasing details on the offering including a description, pricing and photos.
If you are featuring a special dish or seasonal items, allowing your guests to pre-purchase gives you insight into how much of those items you will need and can help cut down on over-ordering or food waste. Ensure that you have set cut off times for pre-purchasing experiences to ensure a sufficient amount of inventory is available.
To see other types of experiences in action, check out SevenRooms’ guide, 3 Tips for Driving More Revenue from your Reservation Book.
Idea 3: Send A Targeted Marketing.
You can’t forget to tell your guests all about how you're making Mother's Day special this year. It’s important to share with the world, but it is a nice perk for your most loyal guests (i.e. your VIPs) to let them in on the news first. When you communicate with your most loyal customers, you will often see the best engagement and help continue to build their commitment to your restaurant. Consider these channels to broadcast your Mother’s Day Marketing Ideas:
Pro Tip: Some reservation and guest engagement platforms, give you the option to send personalized messages at scale without having to send each email one-by-one.
When you're setting up these campaigns across your channels, we recommend using a special URL or adding parameters to help you track the campaign's success. This helps you know which channels showed the best return on investment (ROI).
These are just a few ideas of how to creatively maximize your reservation book this Mother’s Day. The Mother’s Day marketing ideas described above can be applied to any holiday where people are thinking about dining out. Plus, upgrades and experiences can be a year long offering. For example, a kitchen tour is an experience people will always be interested in. Or offer guests the opportunity to add a wine pairing to their meal during the booking progress to drive revenue before their visit.
Good luck this Mother’s Day! For more information on how to make experiences and upgrades a part of your booking process, check out a demo with SevenRooms.