Domino’s Delivery Vehicle to be Designed by Fans! Why not drivers?

Hey Domino’s, Don’t Forget The Drivers!

Domino’s announced a contest to get their fans to design a delivery vehicle! (Click here to check out the contest! )What a great idea to create some buzz around Domino’s. It’s not just a jazzed up regular car but a completely, newly designed vehicle just for Domino’s delivery. This is a pretty cool promotional idea although it remains to be seen whether they will build a prototype as a promo gimmick or will they actually use this car on the streets? Domino’s has never to my knowledge provided vehicles to their delivery drivers (exception is Asia where they had company scooters).

What stood out to me as a neglected part of this contest is the delivery drivers themselves. I would bet that some of you reading this post may have actually been a pizza delivery driver at some time – I was, in high school. It was a great way to make a living and a lot of fun. Although the customers will have fun designing their ideal delivery vehicle (not sure what that could be – a jet car to get the pizza delivered faster?) it would be real fun to see what delivery drivers and former drivers would come up with. I can remember pizzas sliding across the back seat of my Nissan (Datsun at the time lol) as I whipped around corners at mach speed trying to get that pizza delivered and back to the store for the next one or three.

Now I am not trying to take anything away from the Domino’s customer who knows what they want – when they said the pizza wasn’t to their liking any longer, Domino’s listened and went back to the kitchen to come up with a better product. They listen to their customers and maybe we will see a customer designed pizza delivery vehicle on the road that will revolutionize pizza delivery. If anyone can do it Domino’s can. I just think they might be missing out on some real practical design elements that the drivers could recommend. Either way – can’t wait to see it!

RStevens

 

 

Local Store Marketing to Students

The next installment from my guide…

LSM for Students

The summer break is just ending and the kids and their families are thinking about the start of a new year of school. This means that local malls will be full of kids after school and food establishments around schools and colleges will be busy again.

LSM will usually involve some sort of give away, discount or other incentive to bring people into your store and this incentive will be even more important when talking about college kids or younger. You will have to be smarter about how you cost these incentives and how and who you aim the message to. Kids are more likely to go for bulk than quality which can even itself out in cost but you do not want to be a food provider that is known for giving kids cheap, unhealthy foods. Always have a healthy option, the moms will love it and if you are creative, can be cost effective and tasty.

Marketing to these students can take several forms; here are a few that have proved successful for many small restaurants, café’s, franchise businesses and independents.

  • Advertise in the school newspaper and be specific. Have a call to action for the kids so they know exactly what you are offering. 10% off when presenting your school ID, free beverage with any purchase over $x. Buy one get one free between three and five pm. It doesn’t matter what the offer is, as long as it is there and you can track it.
  • For smaller kids have coloring sheets / place mats with cheap crayons or pencils. You will be amazed at the number of moms that will visit just to have a bit of quiet while the kids spend a few minutes coloring. Pizza Hut used this successfully for years.
  • Bundle meal sets designed for kids or families. Feed a family of four for $x. Snack, beverage and cookie for $x after school.
  • In malls put up signage in your store to advertise to the younger crowd. Make it colorful and relevant.
  • Start a kids club with discounts , birthday specials and fun give aways. A discount for the kids club member when they bring the family with them can still be very profitable.
  • Use social media to advertise your kids specials.
  • Set up a Facebook page and remind your customers to “like“ you. Use Facebook to promote deals to all ages, it’s not just kids who use social media.

Learn from those who are expert at it. The big burger guys are the experts in marketing to kids. They have been doing it so long that the kids of the kids of the kids that they first started marketing to are now the ones bringing their kids into the store!

Of course you do not have the budget that these guys have but you can use some of their ideas Such as:

  • Colorful kids containers for carryout.
  • Package specific products together to appeal to kids while keeping mom reasonably happy. ( One healthy option)
  • Check out some of the websites that sell overstocked or surplus items for give aways. You will be amazed at how cheap some of this stuff is.

Talk to kids of all ages, ask them what they want and what the price point should be, after all it is them that you are trying to attract. An imagine how happy they will be when you as a business owner/manager asks them for advice!

Best of luck with your restaurant local store marketing and remember to keep trying new things and keep it fresh!

RStevens

P.S. and another shameless reminder that you can buy the guide this tip has come from by clicking the Amazon link on the right side of this page!