We have run the 2 SGD Monday promotion for 2 weeks now, and for those of you who come to this blog to see a little “behind the scenes” action, I figured I would let you know how the promotion is going and why I decided to hold it.
It’s no secret in the food and beverage industry that the first half of the week is notoriously slow. At 8 Queen Street our Monday lunches tend to be popular but dinner is quiet. I’ve been thinking about how to convince people to come to the restaurant on a Monday night, increase the awareness of Standing Sushi Bar, and spur some of the alcohol sales.
For awhile I was fixated on the idea of 1 SGD oysters. Personally I love raw oysters and I’ve been to a couple restaurants (notably Cocotte and Seafood Paradise at the Flyer) that were running 1 SGD oyster promotions to draw in a crowd.
Alas I wasn’t able to find an oyster supplier that made it feasible to offer 1 SGD oysters. Now I realize why these other restaurants had strict rules and only a limited time for the promotion. At a buck an oyster the loss per oyster is pretty high.
Oh, in case you’re not sure why a restaurant would have such a promotion it’s to get people in the door and then make up for the loss on the promotional item by encouraging the customers to order other non-promotion items.
I shouldn’t have fixated so much on oysters and it was an obvious face-slap moment when I realized that instead of looking for oysters why not just use one of our existing items for the promotion? I thought about which item; admittedly I was a little worried about using salmon sashimi since it’s one of our most popular items, why offer it at such a promotional price?
I decided that instead of being tentative, we should dive in and really aim for giving the customer what they would want. I tried to put myself in the customer mindset – would 2 dollar salmon sashimi and 1 dollar sake be something I would make a trip for? Yes! (Sidenote – I think it’s getting harder and harder to view things through the lens of the customer versus that of a restaurant owner).
To the results! Definitely exceeded my expectations… of course we’ve only had two Mondays with the promotion so far so we’ll see how it evolves, but currently it’s boosted the sales by 55% compared to the average of previous Mondays. Guest feedback has been positive, so all in all I think this has worked out well.
Now to brainstorm what we should offer on Tuesdays…