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Summer 2010
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INDUSTRY NEWS
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Game Changing Fees on Card Purchases Benefit Restaurants
The Wall Street Journal is reporting that restaurants are starting to rethink their policies regarding the use of credit cards in their operations as a result of the new law that just went into effect.
While some restaurants like the famous steakhouse Peter Luger's in Brooklyn are keeping their "cash only" policy, restaurants now have more flexibility to adopt new policies.
Under the new law, restaurants can set a $10 minimum on card purchases while offering discounts and promotions for cash purchases. These practices were strictly forbidden under the old law. New fees for debit cards will also be regulated by the Federal Reserve to help insure that they are "reasonable and proportional" to the costs of the transactions. Finally, some good news for restaurant operators. Read more in the Wall Street Journal.
Federal Reserve Gift Card Rules |
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Like Our Ideas or Want to Share Some
The Z Report is looking for comments, ideas and suggestions about how we can help our customers better utilize technology.
Please contact us as often as you would like at:
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Greetings! Loyalty is difficult to earn and harder to keep. At DCRS, we provide our customers with great service, sound advice, and outstanding value. Loyal customers and vendors are even more critical to building a successful business today. In this issue of The Z Report, we review the success of different hospitality initiatives around the country that are helping restaurant operators drive business and increase loyalty. The opportunity to increase top line revenue and cater to your existing customers is now available to all sizes and types of restaurant. Whether large, small, quick service or full service, these ideas may help your restaurant. Ask our team how we can help YOU drive sales in YOUR restaurant.Technology can help, but so can the advice of your "loyal" technology provider. Please let us help. If you give us a call...you will not be disappointed. Sincerely,
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A Menu Special That Works: Loyalty Programs
New Perks Replacing Discounts
|  Restaurants are replacing the two for one, free dessert for your birthday, and half priced bottles of wine with a more unique "experience", according to a recent Wall Street Journal article entitled "Restaurants Serve Perks for Loyalty."
Tracked by "loyalty" technology, diners are being rewarded with everything from vacations to CD's. Instead of earning points for meals, patrons are being lured to attend wine tastings, sample new menu items, or even receive an autographed football. With chains like TGI Friday's, who recently upgraded their MICROS systems, customers not only earn a reward for just signing up for "Give Me More Stripes", but also receive an incentive for every $100 spent.
Having dollar menus and value menus has become unsustainable. Restaurants are establishing "consumer continuity with loyalty programs". These programs, linked directly to your MICROS system, can be marketed on your restaurant menus, on your web site, at your cashier station, and on your table tents. According to industry experts the return on investment is typically 2% of annual sales with an initial cost that most any size operator can afford. In the past, only chains could afford sophisticated loyalty technology...now it is available to all MICROS users!
Read more in the Wall Street Journal....
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Mid Semester 2010 Report Card
Gift Card Sales Show Substantial Increase
|  Quick Service and casual dining saw substantial increases in the sales of gift cards in the first half of 2010, compared to the same period last year.
The average gift card sale for casual dining was over $28 dollars, while the number of cards sold increased by 6%, according to one industry leader. The study was based on activations and reloads, a common practice as diners hold onto their "currency" for convenience and rewards.
In QSR, the dollar value of reloads actually increased 47%, compared to 25% for all merchants. The average card amount in QSR increased to $13.45, far greater than a single transaction. Even the dollar value of cards in QSR jumped 14%.
MICROS has added an array of gift card solutions that enhance programs on several levels. From gift card marketing, to administration and tracking, MICROS provides a complete end-to-end solution. Paper certificates and stand alone card terminals are in the past, while these fast, convenient, and integrated solutions from MICROS can speed your processing and reduce your costs.
Gift and loyalty programs can be a separate or a combined incentive. Talk with us to determine the best solution for your restaurant. With MICROS, you not only get choices, you receive our team's expertise to make the right choice.
If you have not implemented a state of the art gift card solution, it is time to learn about the latest benefits from MICROS.
Matt Kramer, Matt Patterson, Justin Wells
314-739-6666
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Didn't You Get the Memo?
It's a Text on Your Phone  If you want to get the word to your staff and help insure an immediate response, "texting" is your new management tool. While the use of texting to reach out to customers with "offers" has also become popular, the ability for managers to communicate with a single employee or the entire staff via texting is quickly replacing email and voice mail.
From MICROS users such as Auntie Anne's to chains like Which Wich, management is texting often to more than 10 people at a time. Sometimes they are just texting the staffer who is late for a shift, while other texts are companywide announcements. The good news is people are actually texting back. Most restaurant staffs already carry a smartphone or cell phone with text, so generally everyone is ready to receive your messages.
Typical text communication messages can be informational and even motivational, including accolades. Schedule changes and daily specials are typical examples. Even suppliers like Coca Cola are actually sponsoring Auntie Anne's text messaging!
Texting is surpassing voice mail and email as a preferred method of communication. Fast, short, and to the point. Why not? There are a variety of text messaging solutions that are web based and activated from your laptop, cell phone, or smartphones. Find out why restaurants are using text messaging...
Restaurants Are Texting for All Kinds of Reasons
Click To Contact DCRS Solutions |
Cause Marketing: Increase Revenue and Give Back to the Community
Small Chain Uses MICROS Technology to Track Initiative
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 When your restaurant can increase your customer engagement, while enhancing your reputation, the result is a winner. Today, more restaurants are trying to help their communities. "Cause Marketing" such as Share our Strength's Great American Dine Out, had a goal of ending hunger. However, it did more than fulfill its primary objective. Employee levels of pride and enthusiasm improved, as customers had no problem spending more money while supporting a good cause. One initiative raised $23,000 and redeemed 32% of the bounce back campaign, while generating substantial incremental revenue. Silver Diner, a small chain based in Maryland, uses their MICROS POS to help local school districts by donating a certain percentage of sales of their new healthy food options. Their new system will track the entire program, creating "accounts" for specific schools. "Action for Healthy Kids" has generated positive press for the restaurant, and is just starting to show revenue increases with the school year now underway. Silver Diner expects to raise $150,000 for local schools in their community. Learn more....
Matt Kramer, Matt Patterson, Justin Wells
314-739-6666
Click To Contact DCRS Solutions |
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