It is crucial to tailor your menu throughout the day to drive growth and maintain a steady flow of customers. Additionally understanding and addressing fluctuations in customer behaviour, such as the 5% decrease in food-to-go occasions between weekends and mid-week2, can further enhance your strategy. Discover how to leverage these insights to boost customer experience and operational efficiency across all hours of operation.
Morning
One effective way to boost performance in the early hours is by implementing early bird specials. Offering promotions to incentivise customers to arrive before the traditional morning rush can help spread out demand and improve operational efficiency. For example, a discounted breakfast sandwich and coffee as part of an “early riser deal” can attract customers earlier in the morning.
Incorporating options like Hellman’s vegan mayo for health-conscious customers at this key time of day can further attract new customers where you are traditionally more quiet.
Encouraging earlier arrivals allows more resources to be available during the peak rush, enhancing the overall customer experience. During busier times, it is crucial for QSR’s to be fully prepared for larger crowds and to deliver the swift food service they promise.
Grad-and-go
This method of buying food is gaining popularity and continuing to outperform the market. This includes having condiments readily available and easy to use, minimising service delays and maintaining customer satisfaction. Using versatile and cost-effective options like Hellman’s Professional Mayo, which offers the same great taste in sachet forms, can streamline operations and improve turnover.
Lunchtime
Lunchtime is a key period for QSR restaurants, yet many QSR’s miss key opportunities during this peak period. Reducing delays caused by long queues and wait times ensures your customers keep coming back. By staying well-stocked and equipped, QSR’s can minimise these delays. Additionally, offering customers the ability to customise their meals with condiments provided in sachets and squeezable options can save valuable time for the back-of-house team.
Providing healthier and more diverse lunchtime options has become increasingly important, with 66% of consumers expecting dietary requirements to be catered for1. Including low-calorie dressings and vegan choices ensure that a wider range of customers can enjoy your products. Stocking brands which cater to all is important for this reason. Knorr Bouillon offers a subtle and consistent flavour, while also catering to dietary needs, as it has no allergens to declare.
Afternoon
To further increase footfall, consider hosting themed tasting events in the afternoon, or delivery themed days on Wednesdays or Thursdays which can draw in curious customers. Limited time flavours and items can encourage afternoon visits, research shows that 62% of people are more likely to try a new dish when dining out3, making exclusive, limited-time flavours available only during the afternoon period appealing to your customers interests in trying new food.
Dinner combos are often underutilised by QSR’s. By offering family meal deals and paired specials, customers are more likely to spend more when they perceive they are getting a better deal. Combing these offers with themed evening promotions will attract new customers seeking exciting and diverse flavours.
Targeted discounts also have significant potential in the evenings, typically perceived as more expensive dining times. Offering deals for students and young-adults can tap into a market of budget-conscious meals. These deals encourage customers who might not usually stay to linger and enjoy their meals, leaving them feeling like they received a great deal.
Consider your menu carefully, and adapt it to boost quieter times! By dividing your day and conquering each quarter individually, you will boost sales, day-to-day and week-to-week.
Sources –
1. Source: CGA x OMNE Unchartered Waters b.1030, August 2022
2. Source: Lumina Intelligence Eating and Drinking Out Panel, data collected 52WE 23.01.2022 to 52WE 22.01.2024
3. Source: CGA x OMNE Unchartered Waters b.1030, August 2022
