HuHot trying to attract customers with price breaks on sake, beer, wine

HuHot Mongolian Grill has begun testing aggressive beer and wine pricing in its 13 company-owned locations. The "1-2-3-4" promotion, aimed at increasing value and repeat visits, allows guests to purchase a cup of sake for $1; domestic beers for $2; craft and imported beers for $3 and wines by the glass or a carafe of sake for $4 any day, anytime, Jeff Martin, COO of HuHot, said in a company press release. 

"As the industry continues to see prices rise, we wanted to offer our guests a value that they could count on any day, anytime," he said about the promotion launched in September.
Martin views the promo as an opportunity to give back to the consumer without significant, negative impact to bottom line margins since beer and wine sales constitute less than 5 percent of the top line. 

"Augmenting the guest experience with accompanying beer or wine and generating an uptick in our value perception made this an easy change to try," Martin said.
The test will continue throughout the year.

Topics: Customer Service / Experience, Franchising & Growth, Operations Management

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