The National Restaurant Association’s 2011 research show that by far the most popular occasion for dining out is celebrating a birthday.
This well documented trend offers a chance for your Irish Pub to swoop in and capture your increased share of the market by promoting your Irish Pub to become synonymous with birthdays.
The first step is creating your own Birthday Pub Tradition, something that stands out so when people see it, it becomes their own default place to spend a Birthday night.
Remember that doing something unique for Birthdays will get you more attention then just another round of ‘Happy Birthday.’
A birthday program can be executed through new automated tools; you simply plug in the birthday and e-mail address of your members, and a secure and nicely designed e-mail is sent to them at a time you determine in advance. Simply invite customers to join by signing up online or at the end of their meal, or give them a sign up sheet with their receipt. The email could contain a promotion for a special reserved area for birthday party, with a free drink or redeemable voucher for the birthday guest. The system knows who and when to send the e-mail to and also tracks view rates for reporting that allows you to know how well your program is working. You can also have the e-mail include a redemption code that will allow you to track what percentage of the e-mails are bringing in guests and calculate a return on investment. Retention based e-mail marketing is 300 to 400 percent higher than traditional vehicles such as direct mail, coupled with a lower unit cost. Consequently, It’s a great way to communicate and manage your club’s birthday program. Birthdays are especially profitable because they normally include a large party of guests with them. Why not introduce a special birthday item to your menu?
A huge double chocolate cake with sparkles shooting out of it is sure to get their attention, and it will be something they keep come back for every year.
Take a few fun birthday photos that will be made available on your website or in an album. Tag your customer’s birthday guests on Facebook, and include your Irish Pubs logo in the bottom corner for maximum exposure.
Source: Máire McDonnell, Irish Pubs Global