Discount is another promotional offer I will offer to my customer. A discount is a reduction in price of a product. A discount can be any amount such as 20%or half price. By offering this promotion to my customer, they will be attracted to buy it because it is now at a lower price. Offering discounts gives a chance for everybody to buy the products. For example there may be small kids aged around ten who may not be able to afford the larger meals as they don’t have any source of income besides pocket money received from parents and even then it may still now be enough. I will be offering discounts on certain for short periods of time to attract customers and to try and get them loyal to my business. I will also be offering promotional discounts during holidays for example when it comes towards Christmas or Easter.
Loyalty cards are a promotional method that attracts customer shop at a business more often. Loyalty card rewards customers for shopping and a business. These rewards can be discounts or a free product. By offering loyalty cards, it will encourage customers to keep coming back to my business to purchase their food as they get motivated to come back knowing they need a few more purchases to get a discount or a free meal. I believe offering loyalty card is a good idea my competitor analysis shows that none of my competitors both major and local offer this promotion. For my business I will reward my customers a 20% discount on their 5th purchase. This purchase will however have to have a minimum value of £1.99. After their 10th purchase, they get a free meal for the value of £5.00. After their 25th purchase, they get a free extra-large pizza again with the minimum order of the purchase being £1.99. In doing this, it encourages customers to spend £1.99 or above which will there help me to meet my aims of increasing profit. Offering loyalty card is one of my objectives and buy offering this, it will help me to meet my aim of increasing customer loyalty.
As part of the loyalty card promotion, I will be offering student discount. This is suitable as the location where my business is near is school. By offering student a chance to save money, it means they are more likely to shop at my fast food restaurant. Student will get an additional 10% discount providing they have some sort of ID such a school identification card. The student discount is available everyday from 12.00 PM – 4.00 PM
Meal Deals is various products put together which the customer can buy at a cheaper price and is the final promotion I will be offering. This promotion saves the customer money then having to buy each product separately. By offering meal deals, it gives me the chance to sell more products at one time therefore generating a bigger profit. I will be offering quite a few meals. These include:
Meal 1:
- A choice of Cheeseburger, Chicken burger, Lamb burger, Fish burger or Veggie burger
- Regular chips
- Regular drink – Milkshakes, smoothies or soft drink
£1.99
My secondary research shows that my local competitors only offer just one burger which is either the chicken burger with in this meal. By allowing the customers to choose from all the burgers provided in the menu(besides chicken fillet burger), it will attract more customers as some people may prefer some burgers to other. As well as burgers, the customers will also have a choice of what drink they want ranging from milkshakes, smoothies of a soft drink
Meal 2:
- 4 chicken wings
- Regular drink
£1.39
Meal 3:
- 1 piece chicken
- Regular fries
- Regular drink – Milkshakes, smoothies or soft drink
£1.99 – (Large for 40p extra)
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Meal 4:
- Chicken Wrap
- 4 Chicken wings
- Regular drink
£2.49
Meal 5:
- 7 inch pizza
- Regular drink – Milkshakes, smoothies or soft drink
- Apple pie
£2.49
Meal 6:
- Chicken or lamb doner
- Regular chips
- 2 cookies
£2.99
Meal 7
- 4 piece chicken,
- 8 chicken wings
- 2 apple pies,
- 2 large fries,
- 2 bean & coleslaw
- 2 large drinks – Milkshakes, smoothies or soft drink
- 1 Gülla
- A choice of dip
£9.99
This meal is ideal for families with at least four people in there. My primary research shows that 85% of males and 80% of females have four or more people in their family making this an ideal purchase for them.
Meal 8:
- 2 large pizzas
- 2 large drinks – Milkshakes, smoothies or soft drink
- 1 Cheesecake
£9.99
Meal 9:
- 1 Large pizza
- 2 large drinks – Milkshakes, smoothies or soft drink
- 1 bean or coleslaw
- 1 Cheesecake
£6.99
As mentioned before, most of the meals will be priced between £2.00 and £3.99 because my primary research highlight that 66% of males aged 16 – 20 and 50% of females aged 16 - 20 spend on average £2.00 - £3.99 when they visit a fast food restaurant. I have chosen to get the research from people aged between 16 and 20 because my business is located around Greenford 6th form and the students who attend the 6th form are aged 16-19, and are allowed to go outside the school premises to get their lunch. I have also priced some meals under £2.00 because my research shows that 100% of males aged below 15 and 75% of females ages below 15 spend on average £1.99 or below when purchasing at a fast food restaurant. I have gotten this research because there will be a lot of students this age who will be passing by my restaurant as there is a high school located nearby.
Some of my promotions are similar to my competitors because I don’t want my customers to go to my competitors over my business. On the other hand, the majority of my meals are unique from by competitors because my customers may not be encouraged to purchase the meals if they were the same because they can just purchase it form my competitors.
After time, I will introduce more promotions. This may include a prize draw to receive a free prize such as an iPod touch to one person who purchases a meal. By doing this it keeps my business new and innovative making it stand out over my competiors.
Offering a variety of promotions was on e of my objectives and will help me to meet my aims of increasing sales. Promotions will also encourage customer to come and therefore I can generate a larger profit which was another one of my aims.
