Orchid Group is building on the massive successes of its Magnificent 7 sales driving strategy with a range of offers and activity for Grandparents’ Day, celebrated on Sunday 6 October, which includes digital campaigns, loyalty points, discounted menus, bouncebacks and more.
Celebrating special occasions
As the consumer market moves more towards celebrating special occasions, Orchid is marking a first for the sector by placing a big emphasis on saying thank you to Grannies and Grandpas across the UK. The special day is huge in the United States and one Orchid would like to cement into British society.
“Mother’s Day is always our biggest sales day of the year, with other key celebrations such as Father’s Day and Halloween following closely behind. As such it is vital that our pubs do all they can to maximise trade on these occasions,” explains Simon Dodd, Commercial & HR Director at Orchid Group.
“Celebrating these events with the whole family is really a big draw for customers so we go all out to encourage them to spend the special occasion with us.”
Grandparents’ Day
As a relatively unknown date, the push for next month’s Grandparents’ Day has already begun with all till receipts being printed with a reminder so that customers are aware of the occasion and can find out what their local pub is doing.
Orchid is also sending digital campaigns to their 450,000 loyalty card holders, including members of the Slice, Our Family and Diamond Club schemes, offering triple points on the big day as well as tailored menus guaranteed to hit the spot.
“Whatever their age, if they are a Grandparent, we want them to celebrate in one of our pubs. It could be a Fresh Dough pizza, a Farm Assured Carvery or an All Inns Burger. Whichever of our pub brands they choose, with triple reward points on the day Grandparents will leave happy.”
To maintain momentum after the big day, an in-pub bounceback will offer grandparents a free drink or dessert on their next visit.
Impressive results
“So far this year our Magnificent 7 sales driving focus has brought us a lot of really impressive results,” Simon adds. “For St Patrick’s Day covers were up 15.5% over 2012, and over Easter weekend we took over £2.7m, a 4% like-for-like increase on the previous year. We’re hoping Grandparents’ Day will become a recognised and valued day in the British calendar, maybe one day it will rival Mother’s Day!!”
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