The 2 for $20 Offer Erodes the Long-Term Value of a Full-Service Restaurant

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You may not know it yet, but your restaurant is in trouble. The reason? Millennials. Why? Because they are holding restaurants to a higher standard. Recent reports have revealed that fast food and fast casual restaurants are struggling for business because younger diners just don’t go to them.

Cheaper Isn’t Always Better

In recent years, restaurants have fallen over each other in an effort to provide bigger and bigger platefuls of cheaper and cheaper food. Focusing on lower prices made sense when the target market was soccer moms trying to get some McNuggets into their kids before practice, but today’s consumers are focused on the whole experience and aren’t afraid to spend a little extra on it.

Focus on the Local

Today’s diners prefer local businesses where they know they are supporting the local economy, the food is fresh and the meals and beverages are artisanally crafted. And they don’t mind paying a premium. It’s time to stop putting coupons in your marketing and instead put a list of the cruelty-free farmers you support with your produce and protein purchases.

Think It’s Just Millennials?

Think again. This small-batch thinking has spread throughout your customer base as diners of all ages realize that handcrafted local meals simply taste better. Mass produced processed foods just aren’t worth the cost savings.

Emphasize Convenience

Make it easy for diners to patronize your business. Offer mobile ordering and to-go options for customers who want to get in and out quickly. Let them pay with one of the many available apps like Square, Apple Pay, Samsung Pay, etc.

The Advantage for You?

You’ll build loyalty. Customers who are attracted to the 2 for $20 offer will go wherever is cheapest. To those customers, price will always be more important than quality. Don’t chase them. Target people who are interested in an exceptional dining experience. If you deliver, they will return again and again. Chances are they will also tell their friends and sing your praises on social media.

A Quality Experience Begins With Great People

The restaurant recruitment specialists at Horizon Hospitality can help you find great people and remain up-to-date on hospitality industry best practices. Contact us today to learn more, or start your restaurant executive search.

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