Imagine this: a customer comes into your restaurant, and the smell of fajitas sizzling on a hot skillet hits them right away. Taking the menu, their eyes are scanning the descriptions that entice their taste buds—exciting adjectives and mouthwatering food pictures. Hang on! Right before they even get to the main course, there's this artfully placed churro display that catches their eye. Freshly fried, cinnamon sugar-dusted churros call from a nearby counter to make it pretty clear: gotta have churros for dessert!
Well, this, my friends, is the magic of point-of-purchase optimization. It is the art—or, at least, the science—of guiding customer behavior at that magic moment they are about to make a purchase decision. According to a recent study by Brigham Young University study well-designed POP displays and signage increased sales by 20% for many businesses.
Think about this: inside the checkout area of your favorite grocery store, you'll find candy bars and other impulse buys lining up along the counter, beckoning you to throw them into your cart. That's no accident. Retailers are pretty clear on the power of a properly placed POP display.
Now, let's translate that power to your restaurant. Your POP system is not merely where the cash register happens to be—it's at all the other places where your customer is exposed to more buying opportunities. Here's how to unlock your restaurant's POP landscape:
1. The Power of Suggestion
People love suggestions, especially the edible kind. Here's how you can implement suggestion selling at your POP:
Combo Meals: Bundle offers should be created, pairing profitable and high-margin items with your main courses. Reinforce this value proposition with prominent signage.
Upsell Through Attractive Displays: Display attractive desserts or appetizers near the main course ordering counter. Complement high-quality visuals with an appealing copy to prompt impulse buying.
2. See It to Believe It
The power of a visual sells itself. Here is how to capitalize on that visual appeal at the POP:
Attractive Display: Create visually appealing displays of your highest profit margin desserts, sides, or drinks. Just-baked and powdered sugar-dusted, brightly colored cocktails with tantalizing garnishes – create a visual temptation.
Digital Menu Boards: Use digital menu boards to create either mouthwatering videos or high-definition photographs of your dishes. Dynamic images move many more units than their static-menu counterparts.
3. Make it Easy, Make it a Habit
Frictionless ordering and payment options encourage impulse purchases.
QR Codes: Integrate QR codes in menus that allow them to order more items directly from their phones while they have a seat at the table.
Contactless Payment: Make sure a smooth checkout process is ensured with contactless payment options, like tap-to-pay. The faster and more painless it is to pay, the more likely they are to tack on that second dessert.
4. Don't Forget the Power of the Staff
Your staff is the biggest instrument you have in optimizing your POP. Here's how you'll empower them:
Product Knowledge: Educate your staff on the benefits and features of your highest-margin menu items. Empower them to make personalized recommendations and improve the customer experience.
Enthusiasm Is Contagious: They motivate positive attitudes and eagerness to suggest add-ons and specials. A kind smile and a warm "Have you tried our signature cheesecake?" work wonders all by themselves.
5. Measure and Adjust
Data is your friend. Track sales trends and analyze exactly how specific techniques of POP impact your bottom line.
A/B Testing: Test different POP strategies, whether it be display placement or signage, and see what speaks to your customers. Along the way, data-driven insights will help you tune in your approach.
The Final Bite
Optimizing your point of purchase isn't just about wringing extra bucks from your customers. It's leading them through an exceptional dining experience that will leave them panting—and looking forward to more. After all, happy, well-fed customers mean loyal customers. So, tap into the force of POP and watch those profits—along with customer satisfaction—sizzle!
Unlock your restaurant's point-of-purchase secret sauce with eatOS. There's no time like the present! Take a moment to update your existing POP program by scheduling a demo with us. Let your imagination and staff run wild, and harness the magic of suggestion selling. After all—a strategically placed churro never hurt!
