We’ve all read too much on foodservice efforts targeting Millennials—adjusting menus, ingredients, sourcing and marketing to attract them. But there is a more profitable demographic worth its own consideration that looks at operations, the menu and marketing through a different lens. I’m going to call this demographic the corporate class. Others might call it business diners, but I’m thinking beyond the fact that business travelers have to eat somewhere. There is amazing income to be had from those who entertain clients, sometimes large groups, where cost is not an issue.
Given the good-food-at-any-cost approach they take to dinner out, you might think that a frequent diners program would not be a go-to marketing strategy. But if done mindfully, it sure could. How can you leverage the rewards program to get executives and sales reps to pick your place above all others to take clients? Points for dollars spent is one traditional way.
That’s just part of the non-cookie-cutter rewards program employed by Del Frisco’s Double Eagle Steakhouse. Its website explains the program, but not completely. One of the perks is VIP Rewards and Offers. Could that be a veiled reference to its Double Eagle Silver Coins? Oh yes. Each location, at the GM’s discretion, can give a loyal diner a Double Eagle coin (.999 fine silver one troy ounce). That’s worth something alone. But the goal is to collect one from each city where it’s offered (the city is on the coin). The end game is to collect them all, after which the collector is invited to Dallas to receive a gold coin from the owners.
How to get the GM’s attention when you visit is fascinating to me. One of my husband’s business friends takes his stack of silver coins to dinner and spreads them out on the table in front of him, which gets the servers’ attention, and the GM is soon at the table schmoozing. This leads to a fine dance in which another silver coin can be added to the stack.
The steakhouse chain can afford this because in its non-traditional methods, it charges guests $25 to join the rewards program.
But there’s a menu consideration in a strategy that targets corporate diners. It’s the vegetarian factor. And maybe not just any vegetarian. Consider the demographics of your area, and if, for example, there is a large IT presence where a lot of folks from India work, for the sake of the executives, add some vegetarian cuisine that would appeal to Indians (do your research. Paneer cheese ideas anyone?) It is a fact that when executives/sales people entertain clients and there is even one Indian in the group—that changes everything. A steakhouse with no fish or vegetarian options is out, sadly. Negate that costly business veto vote with a few menu items suitable to non-beef eaters and vegetarians.
And finally, catering has to be part of your strategy if you are targeting corporate diners. Be the go-to “order lunch in” place and do your menu research on what would be most appealing. Ever how healthful you make it, include an outrageous to-die-for dessert option. Be the place companies talk about for their corporate lunch meals.
Tell me what you think.
Jody
