January Sales: Clever strategy or desperate folly?

A recent AIR director’s policy meeting started with a chat about December trading. Our individual businesses range from a boutique hotel to fine dining to a small gastro pub group and a large brasserie in central London. The feeling around the table was December 2017 was as tough as any December we could recall. Yes each business hit its targets but not without a supreme effort from all those involved on the shop floor.

Of course after the December rush comes the January lull. 50% off anybody……??

Every commercial business be it in hospitality or retail must at least consider cutting prices in a bid to attract the elusive January spenders.

Two-for-one offers, bargain set menus and extended happy hours are available up and down the high street but does it actually work? Recent articles in the press suggest that offers attract those searching for offers rather than your next room full of loyal customers.

So how can your business best employ its marketing coordinator over the lean first quarter of the year? Loving up loyal locals or slashing prices in a bid to do some reasonable covers…..

Does your business work extra hard to reward its loyal customers or are you more focused on reaching out to those who have yet to place a bum on a seat in your restaurant?

Views will differ amongst the growing number of AIR members which is why our next networking event will focus on customer loyalty – what it’s worth and how to achieve it…and before you ask – we only have 5 or 6 very nifty ideas between us so you guys are being invited because we reckon you have many more.

The aim is to gather as many AIR members as possible to share our marketing strategies in a bid to stave off the high street chains and their January clearance sales.

Big Flavour Marketing