Tabletop marketing key to driving repeat business

SCA, the maker of the Tork? brand of away-from-home paper products, has partnered with a national restaurant association to announce a joint study that shows how tabletop marketing increases sales at foodservice establishments. The study examined five marketing assets common to restaurants: Menus, table-top tents, placemats, napkin dispensers and napkins.

The study found that tabletop messages about restaurant loyalty programs are the most successful at increasing repeat visits, with 72 per cent of patrons saying it was likely or extremely likely to encourage their behavior. Loyalty program messages had the most impact when used on table-tent displays and in napkin dispensers with display windows. Menus and placemats were seen as most effective for showcasing a restaurant's history, daily specials and charitable support.

To encourage recommendations, the tabletop survey found:

· Messages about specials or events are good bets to inspire repeat business, with 62 per cent of respondents saying they were extremely likely/very likely to respond

· Women are significantly more likely to recommend a restaurant based on environmental and cause/charity messages

· Environmental messages would inspire repeat visits for 56 per cent of respondents

· Napkin dispensers and napkins are best asset for an environmental message

"The findings show that restaurant operators who take advantage of the 'tools of the trade' available to all operators – including our Tork Xpressnap dispenser – can have a very positive impact on a restaurant's bottom line," said Suzanne Cohen, Foodservice Marketing Director for SCA's AfH Professional Hygiene business North America. "The tabletop is a natural place to encourage repeat traffic and recommendations and there is really no cost – the display is right in front of the customer. Restaurateurs know that getting a happy customer to return is far more cost effective than soliciting a new customer.