Happy Hour Marketing Promotions for Restaurants

Updated September 6th 2013

The happy hour promotion can be utilized by restaurants that have a bar (but not limited to it), nor is it limited to just one hour as it may sound like  Happy Hours can help boost the satisfaction of the customers while at the same time improve sales, particularly during the off-peak hours. The main point is to entice customers to visit during the off-peak hours. Additionally, there are many restaurants that achieved success by implementing the happy hour promotion that does not involve the use of alcoholic beverages.

Reasons why the happy hour promotion is needed

• To make sure your place is visited first (after skiing, show, concert, beach, etc.)
• Increasing the sales during the off-peak hours
• Showcase menu items with a good value to the customers
• Entice the attention of customers to try out your restaurant, new dishes or drinks
• Provide a fun factor to your restaurants that the customers will surely appreciate
• Attract the targeted audience during a specified time frame or before a special event to crowd it earlier or to push for a better atmosphere

 

Creating the ideal happy hour promotion

Once you have decided to include the happy hour promotion in your restaurant, there are certain things that you need to take into consideration. Always make it a point to select promotions that have a good value while at the same time allows the earning of better profits. There are certain special offers that you can include in the happy hour promotion.

• Buy one and get one for free promo BOGOF – with this most popular approach, it provides customers with an added delight while at the same time encouraging them to bring along their family, colleagues and friends. You even have the option to provide special promos on some menu items or just a specific item on the menu.
• Provide discounts on menu items that are profitable – a good move is to provide discounts on menu items that have a big profit margin or those that you can enjoy a good deal from such as alcoholic beverages. Just take note that menu items that are discounted but do not have a high margin will only make your restaurant lose money during happy hour.
• Special offers on the drinks – You can provide special brews or mixed drinks that will be offered during happy hour. With this approach, it provides your customers with a reason to visit once again. Don’t forget to collaborate with suppliers and either work out a great deal to push an existing or new product to your customers.
• Special offers on menu items and non-alcoholic beverages – Always remember that happy hour is not just for alcoholic beverages. Today, there are many restaurants that utilize the happy hour promotion in order to showcase the menu items and non-alcoholic beverages that they are offering. It is best to come up with a special menu that involves a variety of desserts, appetizers and beverages.
• Providing vouchers to customers – handing out coupons or tokens to customers for a discounted menu item is a good approach. In doing so, customers will surely visit again even if special events or promos that are being offered are already over.
• Events – Holding events such as live sports broadcasting, music gigs or movies will surely encourage many customers to take part in the happy hour you are offering.
• Special offers ideally for drivers – it is best to provide free or discounted drinks or desserts to drivers that might happen to stop by in your restaurant. Another option is to specifically provide a happy hour menu.
• Happy hour menu – creating a happy hour menu will be a lot easier to modify the price and promotions without changing your regular menu list. In order to effectively showcase your happy hour menu, it is best to utilize a card holder or special table top. If paper menus or menu boards are used, you can easily add other related advertisements for future promotions and can be changed when needed.
• Creating contests –games, trivia, karaoke and eating contests are good ways to entice customers to enjoy the happy hour promo your restaurant is offering. But you need to make it fun as you are not aiming for the atmosphere in some Indian resort.

 

Promotion of your happy hour

Always remember that happy hour involves fun, therefore you have to ensure that the marketing elements that will be used also represent fun. The use of graphics and humour are lovely additions to the happy hour advertisements that will be used in your restaurant. If you want to effectively advertise the happy hour in your restaurant, there are certain ways to do this appropriately.

• Direct approach on the marketing – the happy hour can be promoted utilizing the direct methods that involves the use of emails or newsletters. With the email marketing, it is best to include a link that directs to a page on your website where coupons are found in order to ensure success. If direct marketing is used appropriately, it can provide better profits.
• Paid advertising – it is a known fact that some people listen to the radio. By using the radio to propagate your advertisements, it will entice individuals to visit your restaurant.
• Being listed in the happy hour or bar directories – being included in any of the reputable bar directories will allow easy accessibility to interested individuals. In some of these directories, it involves a certain fee to be listed but definitely worth the cost.
• Social networking sites – due to the increasing use of social networking sites such as Facebook or Twitter by people all over the world, it allows you to send out happy hour promos easily.
• Website – creating a website will provide your restaurant with a wider coverage in the online world. Do not forget to provide all the important details such as the menu, hours and the special promos for the happy hour.
• Personal selling – an ideal way to advertise the happy hour of your restaurant is to inform others about it. All you have to do is to get in touch with all your contacts or those that are skilled with social networking so that your happy hour promo will be circulated effectively.
• Utilizing bounce back promos – this approach is ideally for regular customers during the regular hours. It simply involves handing out a bounce back coupon so that they can return if they want during the happy hour promo. It will entice customers to visit once again. As long as their experience is an enjoyable one, these customers will surely return and there is a bigger chance that they will bring along their friends and colleagues.

 

Happy hour is not just about providing promos or discounts on alcoholic beverages, but can also be used on menu items and other non-alcoholic beverages. With the integration of these marketing strategies, it can transform your happy hour into a success that will surely bring in extra profits as well as establishing a loyal client base. As long as effort is spent on the marketing aspect, happy hour will definitely make your restaurant into a popular and talked about spot.

Written by Daniel Grossmann