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Dining Out (Customers (Choice (Eating out is a popular pastime in…

- - - - The report found that price and convenience are the most important factors in determining which fast food chains Australians visit. (Holroyd, 2014)
    - - “Taste” was ranked as a key choice by only 8 per cent of people (Holroyd, 2014).
    - - Considering whether a fast food restaurant offered healthy choices was a key factor for 28 per cent of respondents. (Holroyd, 2014)
- - - - The average happy hour check is $8 more than the average daypart check (Arnett, 2019)
      - Data says yes. Data from a Nielson report showed that happy hours are the busiest times of day for bars and restaurants that serve alcohol. In fact, the data showed that bars and restaurants in the U.S. generate as much as 60.5 percent of their average weekly sales during happy hour alone. On top of this, the average happy hour check after discounts was $8 more than the average check during other times of the day. Even with discounts on the table, guests tend to spend more on food and drinks during happy hour than any other time. (Arnett, 2019)
      - US bars and restaurants generate 60.5% of average weekly sales from happy hour (Arnett, 2019)
      - This promotion is intended to boost business during slow hours in a day. Happy hour is usually in a late afternoon Monday through Thursday, and often taking place at some period between 4 PM and 8 PM. In most cases the “happy hour” lasts longer than one hour.Let your customers enjoy happy hour food and drinks prices after a long working day! Make a happy hour menu with half-price wine lists, cheap cocktails, and side dishes and you guests would happily pay and eat much more. (Behmen, 2018)
      - The purpose of happy hour is to bring in more customers and boost your sales during the slowest time of the day. While restaurants normally hos their happy hour in the late afternoon, Monday to Thursday, it’s up to you when your happy hour (not necessarily just one hour) is going to be depending on when customers visit your restaurant in particular. (Restaurant Den, 2019)
      - Drink and appetizer deals are best for happy hour. By getting people to buy a couple drinks and split an appetizer with their friends, they’re more likely to stay and order dinner. And if they weren’t regular customers before, putting on a great happy hour will get them coming back time and time again.(Restaurant Den, 2019)
      - Happy hour specials: Many restaurants offer specials during post-office hours, say from 4-6 or 5-7 pm. The idea is to draw in customers for drinks and snacks who may or may not stay for dinner. Perhaps the special is alcohol-only, for instance two for one drinks; alternately, the special could be on small plates, for instance reduced price appetizers or bar snacks. (chefworks, 2016)
    - - A study at Cornell University’s Hospitality School was conducted on the effectiveness of restaurant promotions aimed at bringing in guests during off-peak times, but it found that there are too many factors at play to say for sure whether they work. A word of caution though, the study did warn that off-peak specials that overlap with peak times could actually cost your restaurant money. (Arnett, 2019)
    - - A study done by Dr. Paul J. Zak, professor of neuroeconomics at Claremont Graduate University, illustrates the impact promotions can have on our brains. People in the group that received a discount experienced a spike in oxytocin, the brain chemical that’s related to love, happiness and stress relief. Overall, the study showed that receiving a discount for goods and services makes people happier and less stressed. (Arnett, 2019)
      - When guests save money, they’re more likely to feel happier at your establishment. Happy guests are more likely to spend more, make return visits and leave positive online reviews. That means more bums in seats, more sales and more profit. (Arnett, 2019)
      - Studies have shown that offering a particularly deep discount on one item might encourage shoppers to impulse buy more items than they otherwise would have, raising overall revenue. That means the idea that two-for-one discounts might encourage guests to splurge on extra items, like appetizers or desserts, isn’t without merit. (Arnett, 2019)
      - Then 45% of customers that we interviewed expected “Specials” to be “Deals” (eg. buy one get one free, $1 chips on Monday, etc). (Atumio, 2017)
      - In order to stimulate your potential customers, you must provide a discount of 20%. This percentage is enough to attract the targeted group of customers and make you a profit. You can also offer, for example, two pasta meals for the price of one, which is a very useful way for attracting new customers. (Behmen, 2018)
    - - According to a Technomic study, yes. 43 percent of consumers say it’s “important” or “extremely important” to them that restaurants offer new or seasonal items on their menus throughout the year. 26 percent of survey respondents said they’d be willing to pay more for those special items. This gives you an opportunity to create limited-time menu items, with high profit margins. (Arnett, 2019)
      - There are also a number of studies that link limited-time offers to impulse purchases. Letting guests know that there’s a limited availability of the night’s special may encourage guests to jump on an expensive special they might otherwise have passed over, just because they have a short window of opportunity to do so. (Arnett, 2019)
      - Specials can even help your restaurant save money that otherwise would have been wasted. Food waste accounts for a fair amount of expenses in restaurant kitchens, and offering a special that utilizes an ingredient you need to use up is a great way to cut down on waste. Remember that chapter in Kitchen Confidential where fish that chefs are looking to offload end up as a salad on the buffet a few days later? We’re not suggesting that you do this (heck, it’s not even true anymore), but think economically without compromising your vision for your menu. (Arnett, 2019)
      - Seasonal specials or menus: Some specials will correspond to the season and may last for several months as a seasonal menu. For instance, during the fall, a restaurant might offer special dishes employing pumpkin; around the holidays, a restaurant might offer traditional favorites such as eggnog, figgy pudding, or Christmas goose (depending on the style of the establishment). (chefworks, 2016)
    - - According to Upserve, 30 percent of restaurants have some kind of loyalty program in place, and a whopping 57 percent of adult diners say they’re more likely to choose a restaurant where they get perks for their loyalty, over one without. Loyalty programs work. (Arnett, 2019)
      - Customer incentives: This is a type of special which offers an incentive to customers for meeting certain criteria: for instance, a punch card which will reward customers with a free meal after they have purchased ten full-price meals, or a special which is offered to customers who follow the restaurant on social media. (chefworks, 2016)
    - - 50% of customers ordered specials at least once in a restaurant. These people ordered “specials” because they understood a special to be something different or in season and the chef was doing something creative. So that was good. (Atumio, 2017)
      - 41% of them trust the restaurant’s recommendation. These people are open to trying recommendations from others. Some of these people are regular customers, so they are happy to try a special or two since they’ve already tried many of dishes on the main menu. (atumio, 2017)
      - 20% of them want to try something different. The desire to try a new dish naturally encourages this group of people to order specials. They often crave the “damn this is good” moments but at the same time they dine out not only for food. Often they have chosen a restaurant also for its atmosphere, location and trendiness. (atumio, 2017)
      - Lunch or dinner specials: Meal specials are a special item which does not appear in the print menu, but can be available via a specials board or by verbal offering by servers. It may be a special offered for one night only, or it can be ongoing, for instance offered weekly. (chefworks, 2016)
      - Limited offer specials: A limited offer is similar to a seasonal special in that it has a finite period of offering, but it may or may not correspond to seasonal availability. A great example comes in fast-food form via the McDonald’s “McRib” sandwich; while ribs don’t necessarily have a season, the restaurant only offers this menu item on occasion, which increases anticipation and demand. A limited offer special can be a great way to capitalize on food trends without committing to them on your permanent menu. (chefworks, 2016)
      - Take advantage of the changing seasons,
        
        Create unique drink options,
        
        Minimise food waste,
        
        Take fusion cuisine to the next level
        (Superior Food Services, 2019)