10 Steps that will increase your breakfast sales against the McGiants.
For the past three years, breakfast is the only daypart that has seen increases according to NPD research. And QSRs account for about 80% of those breakfast visits. So if you want to grow your transactions, you have to win at breakfast. And you have to win against the McMassive resources of McDonald’s, Taco Bell and Burger King. Here are the 3 encouraging facts that usually hold true for QSRs:
- Believe it or not, you have all the potential breakfast transactions you need sitting in your drive-through at lunch and dinner, every day.
- A percentage of these patrons don’t know you offer breakfast or have forgotten.
- When you promote what may even be your signature breakfast product, it will actually underperform at many of your stores, making it useless to promote in these stores at all. It’s a missed opportunity.
If you don’t believe me, I challenge you to conduct some simple customer intercepts at your drive-through during lunch and dinner. I’ll bet you a Waffle Taco that your anxiety level will skyrocket when you see the number of potential breakfast transactions you’re missing among your own customers. Now, you may be thinking that Facts 2 and 3 don’t seem all together encouraging, but they are key to a successful Store Tailoring Plan. Here are the 10 basic steps to creating your Store Tailoring Plan and increasing breakfast transactions:
- Place a permanent piece of POP that positions your breakfast offering in a highly visible place on your lot—preferably the menu board.
- Determine the percentage of sales that total breakfast and each breakfast product currently accounts for in your chain. A product should include any combos that feature that product.
- Index each store and each market’s performance against that percentage. So any store that indexes over 100% is performing better than your chain’s average.
- Identify your markets that over-index in breakfast.
- Identify the stores that over-index in breakfast.
- Identify the stores that over-index in each of your breakfast products.
- Now organize your groups such as: Breakfast markets, Breakfast stores, Product A stores, Product B stores, etc.
- Implement a POP plan that is tailored to each grouping of stores.
- Implement a geo-targeting media plan tailored to each grouping of stores (i.e., billboard, direct mail, geo-targeting online ads, etc.)
- Conduct sampling during breakfast and lunch.
The concept here is no different than the thinking behind any clustering or micro-marketing strategy. If a store is performing well against a certain product, then the low hanging transaction fruit is that store’s customer base. So consider this proven methodology before you completely re-tool breakfast or drastically shift spending from lunch and dinner.