News
Putting the Pop! in POP <point=12>One more opportunity to upsell</p>
January 25, 2006
Walking into a new restaurant can be intimidating — especially for first-time customers who aren't familiar with the menu.
Restaurants spend a great deal of time and money educating both new and loyal customers on what they have to offer. Nowhere do these messages play a greater role than at the point of purchase, or POP.
"In fast casual, as with all retail, POP should act as a salesperson making a final attempt to impart information to the customer," said Stephen Saak, president and CEO of S&S Promotions Inc. S&S Promotions has produced signage for industry leaders such as Sonic Drive-Ins, Subway, Hardees and Popeye's, among others.
"For example, we've noticed several fast casual restaurants have 'build to order' menus with countless combinations of ingredients," Saak said. "POP can be used to make new customers feel more comfortable about the process by making suggestions or highlighting specialties and seasonal items."
Jim Adams, marketing director for Chipotle Grill, said 90 percent of Chipotle's customers know what they are going to order so Chipotle focuses its POP efforts on helping those customers understand the quality behind the ingredients they use.
"We want to communicate and educate them on things like our naturally raised meats," Adams said. "In addition to educating them, we want to entertain them during their dining experience."
Depending on the season, there may be POP materials targeting Chipotle's fax call-in order or holiday gift cards, but Adams points out that the gourmet burrito and taco chain is conscious not to bombard its customers with too many messages.
"The key to all good POP is to be strong enough to communicate, but not clutter," Saak said.
Simplifying POP
"The typical cycle of signage goes like this," Saak explained. "Someone puts up a sign and improves sales on that item, so they put up another, and another and so on. Eventually there is so much signage that nothing can be seen, and the impact of all signage diminishes completely. They take it all down, and the cycle starts again."
Saak said the more choices a restaurant offers, the more difficult it can become to organize and communicate those messages.
"We believe one of the emerging trends in signage is to be more deliberate with in-store communication. To incorporate different types of signage to focus their message," Saak said.
El Pollo Loco, a leading quick-service restaurant chain specializing in flame-grilled chicken, describes POP as a surrogate host welcoming its guests.
"POP guides our guests through the restaurant and navigates them through our menu," said El Pollo Loco's director of marketing, Mark Hardison.
"It helps to reduce risk and anxiety when making decisions about what to eat."
The chain recently introduced its new Chicken Tortilla Soup and began communicating that message to guests before they even walked through the restaurant doors. Outdoor banners displaying a clear message with uncompromised photography created a sense of excitement and interest with the new menu item and in El Pollo Loco's brand in general.
"Whether they're clings, posters or banners, window signage takes your message out of the store and into the street or parking lot. It's a more aggressive use of POP that brings customers into the restaurant, rather than trying to upsell once they are inside," Saak said.
El Pollo Loco focuses POP inside its stores with everything from interior preview boards to menu boards that provide product pictures, descriptions and price points.
"This year we've introduced new counter pieces that are highly functional," Hardison said. "They help direct our guests to the many choices they have with our side items with the use of pictures. It's also easy for cashiers to point them out as they are placing orders."
"Inside the store, signage with visual menu suggestions and price points seem to be the most common, most effective signage. If a customer is unsure what they want they can be persuaded visually — then all they have to do is point," Saak said.
Technology and POP
El Pollo Loco has tested but is still undecided about using a video display as part of its POP. The flash technology would feature elements of its ad campaign with previews, teases and different promotions leading up to the registers.
Saak said new technology can create confusion rather than effective POP. "Large format, 4-color graphics are wonderful for brand images, but sometimes a small, single color graphic communicates more effectively. The same holds true with the new motion technologies like lenticular and interactive digital displays. They have their place, but could lead to information overload."
How do you know if you're overloading customers? Perhaps the most obvious way is lack of sales with promotions. Secondly, explained Saak, "When the newest POP campaign is lost in the clutter of other communication, you have information overload. Ask several customers what they think is the main theme, new item or special selection. You might be surprised by how many people won't know."
Hardison said POP is one of the most important elements and extensions of brand promise for El Pollo Loco.
"We never take it for granted," he said.
Related Media
Subscribe
Get the latest news and resources from Fast Casual.
