How can I improve lunch sales? The Caterer - 10 February 2006

We're busy for dinner most nights of the week, but lunch covers are always low. How can I improve lunch sales?

Guy Holmes, Captivate Restaurants

The first thing to do when starting any new marketing activity is decide who your target market is. Is it office workers; students; ladies who lunch; retired people; tourists or another socioeconomic group? Once you know the target market, formulate a strategy to not only appeal to them but also to communicate your offer in a way that will attract them in. Here are a few general tips to get you started.

• Contact local clubs and associations that your target markets will belong to. Offer a discount just for members of that club or association. For example, if you'd like to attract retired people then target bridge clubs, bowls clubs, etc. Such an offer can be promoted with posters on notice boards, and you may be able to arrange for a mention in the members' newsletter.
• Lunch customers are generally more sensitive to price, so give discounts and special offers such as two courses for £10.
• Take pre-orders for meals by phone or e-mail so there are no long waits. This will help to attract office workers who don't have much time for lunch.
• Offer special discounts to large local employers. For example, if you have a large company nearby, offer employees 20% off and ask the company to promote the offer on its intranet system and put up posters in the staff rooms.
• Give out money-off vouchers for lunch to dinner customers.
• Make sure you stock take-away containers so busy office workers can eat your food at their desk if they're short of time.