The back-to-school (B2S) season is widely known as one of the most critical periods for retailers looking to increase their annual bottom line. Accounting for nearly 20% of spend that occurs outside the winter holidays, Cardlytics’ purchase insights show that overall spend for retailers grew faster during the B2S period than the rest of the year. However, retailers aren’t the only ones who can take advantage of the B2S shopping season. Back-to-school season is a key time for restaurants to capture spend, as well.
According to The Cardlytics 2018 Back-to-School Spend Report, B2S spend grew nearly 3% from 2016 to 2017. And, while you may be thinking that online accounted for all that growth, it’s important to note that brick & mortars captured more than 73% of that spend in 2017. What does that mean for restaurant marketers? LOTS OF FOOT TRAFFIC!
Here’s how restaurants can capitalize on the increased foot traffic that occurs during the B2S season.
Offer deals for back-to-school shopping receipts
Restaurants should consider giving diners “extra credit” for completing their B2S shopping. Offer diners a free appetizer or dessert for showing their back-to-school shopping receipt. Restaurants can also use this tactic to help the community by offering the same reward for bringing in a small school supply donation, e.g., an extra set of pencils or a backpack.
Give diners offers they can use on the go
Back-to-school shoppers are busy trying to ensure they get all the supplies they need. Food is likely the last thing they’re thinking of until their tummies remind them. Cardlytics’ cash-back rewards are delivered directly through a banks’ online and mobile channels, which means consumers can access them while finishing up their back-to-school shopping.
Make it easy for them to dine
After a long day of shopping, back-to-school shoppers will be ready to eat, but they may not want to sit in a restaurant. Offer specials on family takeaway meals that diners can order and pick up easily.
For more B2S purchase insights, download The Cardlytics 2018 Back-to-School Spend Report.