The Cat with the Hat’s Out of the Bag!

After I wrote the previous post, How to Market Your Restaurant Using Trash, I received many comments. One comment, by Debra Straka, a member (like me) of FohBoh  (www.fohboh.com) struck a very responsive chord, so I share it briefly just below, and then expand more from there…

Debra said:

“Many of the bigger grocery chains have begun selling branded canvas tote bags for $1.00 to replace plastic and paper bags. The bags themselves are easier to use and are much more car worthy than plastic and paper. I keep a minimum of one in my car just in case I need to stop for anything. It would be nice to see the carryout restaurants; bakeries, etc. adopt this program. As stated you could reward your returning customers for using their own carryout tote. I love "green ideas" such as the ones you have highlighted. Our industry leaves a huge "carbon footprint" daily. Whatever we can do to help and give a positive brand at the same time we should do.”

On June 25^th, I was interviewed for one hour by Susan Daffron, the president and founder of NAPRP (the National Association of Pet Rescue Professionals). She was interviewing me as a ‘marketing expert’ who taught her listeners/members ‘how to’ raise much-needed money for their pet protection good works in the local community.

In this one hour discussion (see more at: http://www.naprp.com/Blog/tabid/65/EntryID/17/Default.aspx ) I focused on how a pet shelter could learn to market itself better and how specifically, it could work with local restaurateurs and grocery stores to take advantage of this popular ‘eco-bag’ concept.

I mentioned that if all food service take-outs and bakeries and such – as Debra stated – could begin convincing their own customers to start using their own cloth ‘eco-bags’, then this customer should be rewarded for doing so. I explained how a major supermarket is doing this; but I think they’re missing the boat with the myriad other aspects of such a community-oriented promotion…if they were only to look closer. They could be doing much more with this. You can too.

(By the way, this and dozens more ideas are in my upcoming eBook that I will be giving away FREE to every reader of this blog who wants one…more than 125 pages of tips, secrets and stuff you won’t find in the text books; the things the big boys and the chains won’t tell you.)

Here’s the real kicker with this idea: instead of simply asking your customers to please use their own cloth eco-bags; or as most grocery stores do…give you between 3 and10 cents per bag you use of your own, taking that money off your own bill… My concept is to DONATE those funds (collected in nickels and dimes) to a worthy charity in your local community and get the benefit of the halo effect that will ensue for you and your restaurant.

I conducted on-site research in many supermarkets and other stores – in both the U.S. and Canada – and I’m sure it will work in most other countries too. I interviewed dozens of customers. Every single one of them emphatically agreed that if asked to NOT receive the money themselves… but seeing it being donated to a local charity or eco-oriented nonprofit group…they would be most happy; they would relate kindly to the business sponsoring/conducting such a promotion.

Moreover, I strongly suggest you conduct a weekly drawing for some items from your restaurant’s menu. The big grocery stores give away a gift certificate for $25 worth of groceries. You could do it too, but for something from your own menu; never give ‘money off ’menu items. You want to induce some form of ‘trial’ of your own restaurant and its menu, hopefully, stimulating repeat visits.

To enter the weekly draw, have the customer fill out a special entry blank (there are some other ‘tricks’ to this; I give all the specific details in the upcoming eBook) so you can also collect their opt-in email addresses and build your guest emailing list at the same time.

Debra touched on a great idea. It can be a ‘win-win-win’ all ‘round. The customer wins, the worthy eco-oriented or pet-protection local charity wins with much needed publicity and funds; you win as the restaurant that came up with and are administering this great idea.

(Heck, you could also have your own branded cloth eco-bags made that you sell at your cost, or give away to the take-out customer; so that s/he is using your brand every time they want to make a purchase.

Most importantly, those same customers are walking around town constantly using a bag that has YOUR name written all over it!