Pizza Today - October 2019 - 40

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Ramp It Up
How to make your restaurant gift card the must-have gift of the holidays

T

he holiday season has shoppers
everywhere scrambling for the
perfect gift, the last-minute gift,
stuff to fill a stocking, teacher gifts and
coworker kudos. But shoppers need
not scramble, if you and your staff are
doing their jobs right - promoting
your restaurant's gift cards. Because
who doesn't crave your signature pizza
or garlic knots or specialty salads? Well,
you know the answer - no one, at least
no one on Santa's nice list.
Although it's better to give than
receive, when it comes to holiday
shopping, most givers would love a
small token of appreciation for their
hard-shopping efforts. If you're willing
to give a little, you'll probably see a lot
more gift cards flying off your counter.
"With my restaurant and retail
clients, we have found that successful
gift card programs always include

4 0 / P I Z Z AT O D AY. C O M / O C T O B E R 2 0 1 9

something for the buyer. And, to get
people in the door in dreary January
in Chicago, we have usually made that
offer something the buyer can use
starting January 2," says Jen Peterson,
leader of J Peterson Marketing in
Chicago. "For example, with one client
we did when you purchased $25 in gift
cards before December 24, you got a
$10 gift card to use January 2 - January
31. You could purchase something
for just $10 at the restaurant but,
most likely, you're spending on top
of that $10 so it's January revenue
that we probably would not have had
otherwise."
Big incentives will also get your
customers' attention and sway them to
purchase a gift card for themselves or
for someone they love.
A contest promoted on social media
that boasts a high-value gift card will

S TO R Y DEA N N O W EN S

get customers clicking and buying,
according to Leah B. Ynostrosa, owner
and Chief Brand Elevator at Tacos
& Caviar Brand Elevation in San
Antonio.
"These contests are proven to raise
awareness for your brand while also
getting people to talk," she adds.
"Provide a 'consolation' offer to nonwinners to purchase a gift card at a
discounted rate. We've seen purchases
skyrocket as patrons rack up tabs well
beyond the gift card value."
Dean Small, founder and managing
partner of SYNERGY Restaurant
Consultants in Newport Beach,
California, suggests running a raffle for
a trip that customers will automatically
be entered if they buy a gift card.
You'll also see increased foot traffic
and gift card sales by sponsoring a
fundraiser.


http://www.PIZZATODAY.COM

Pizza Today - October 2019

Table of Contents for the Digital Edition of Pizza Today - October 2019

Pizza Today - October 2019
Commentary
Contributors
Expo Spotlight
Meet The Makers
Conversation
Man On The Street
Tony’s Trending Recipe
Knead To Know
Destinations
Background Music
Topping Trends
Dollops
Waste Management
Promoting Gift Cards
Holding Events
Independent Pizzeria Of The Year: Dante, Omaha, Ne
Product Showcase
Pizza Today Yellow Pages
The Marketplace
Reader’s Resource
Mike’s Monthly Tip
Pizza Today - October 2019 - CT1
Pizza Today - October 2019 - CT2
Pizza Today - October 2019 - Pizza Today - October 2019
Pizza Today - October 2019 - Cover2
Pizza Today - October 2019 - Commentary
Pizza Today - October 2019 - 4
Pizza Today - October 2019 - 5
Pizza Today - October 2019 - 6
Pizza Today - October 2019 - 7
Pizza Today - October 2019 - Contributors
Pizza Today - October 2019 - 9
Pizza Today - October 2019 - Expo Spotlight
Pizza Today - October 2019 - 11
Pizza Today - October 2019 - Meet The Makers
Pizza Today - October 2019 - 13
Pizza Today - October 2019 - Conversation
Pizza Today - October 2019 - 15
Pizza Today - October 2019 - Man On The Street
Pizza Today - October 2019 - 17
Pizza Today - October 2019 - Tony’s Trending Recipe
Pizza Today - October 2019 - 19
Pizza Today - October 2019 - Knead To Know
Pizza Today - October 2019 - 21
Pizza Today - October 2019 - 22
Pizza Today - October 2019 - 23
Pizza Today - October 2019 - Destinations
Pizza Today - October 2019 - 25
Pizza Today - October 2019 - Background Music
Pizza Today - October 2019 - 27
Pizza Today - October 2019 - 28
Pizza Today - October 2019 - 29
Pizza Today - October 2019 - Topping Trends
Pizza Today - October 2019 - 31
Pizza Today - October 2019 - 32
Pizza Today - October 2019 - 33
Pizza Today - October 2019 - Dollops
Pizza Today - October 2019 - 35
Pizza Today - October 2019 - Waste Management
Pizza Today - October 2019 - 37
Pizza Today - October 2019 - 38
Pizza Today - October 2019 - 39
Pizza Today - October 2019 - Promoting Gift Cards
Pizza Today - October 2019 - 41
Pizza Today - October 2019 - 42
Pizza Today - October 2019 - 43
Pizza Today - October 2019 - Holding Events
Pizza Today - October 2019 - 45
Pizza Today - October 2019 - 46
Pizza Today - October 2019 - 47
Pizza Today - October 2019 - Independent Pizzeria Of The Year: Dante, Omaha, Ne
Pizza Today - October 2019 - 49
Pizza Today - October 2019 - 50
Pizza Today - October 2019 - 51
Pizza Today - October 2019 - 52
Pizza Today - October 2019 - 53
Pizza Today - October 2019 - 54
Pizza Today - October 2019 - 55
Pizza Today - October 2019 - Product Showcase
Pizza Today - October 2019 - 57
Pizza Today - October 2019 - Pizza Today Yellow Pages
Pizza Today - October 2019 - 59
Pizza Today - October 2019 - 60
Pizza Today - October 2019 - 61
Pizza Today - October 2019 - 62
Pizza Today - October 2019 - 63
Pizza Today - October 2019 - The Marketplace
Pizza Today - October 2019 - 65
Pizza Today - October 2019 - 66
Pizza Today - October 2019 - 67
Pizza Today - October 2019 - 68
Pizza Today - October 2019 - 69
Pizza Today - October 2019 - 70
Pizza Today - October 2019 - 71
Pizza Today - October 2019 - 72
Pizza Today - October 2019 - Reader’s Resource
Pizza Today - October 2019 - Mike’s Monthly Tip
Pizza Today - October 2019 - Cover3
Pizza Today - October 2019 - Cover4
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