A CASE STUDY: SALONIKI GREEK
Did you know that the average consumer can spend an upwards of $5,000 or more per year on impulse purchases. Providing real estate within the brick and mortar restaurant dedicated to impulse purchasing is a great way to increase revenue of average ticket per transaction. There are endless statistics which all indicate that there's significant market share to be had in capitalizing on the impulse buy. Impulse buys have been proven successful in capturing additional unplanned sales by the customer. Saloniki is an example of taking that idea and implementing it tastefully in a restaurant environment. It was the desire of the owners to display and retail brands, flavors, and products that were classically Greek. We were tasked with creating and designing an effective retail area that reflected the design aesthetic that was uniquely Saloniki. What are important considerations when implementing retail and increasing impulse sales in restaurant design?
LOCATION
Location and vicinity of the point of sale (POS) is important. Placing the fix string adjacent or within arm’s reach of the queue line is a surefire way to increase sales. Product at the order counter adjacent to the POS. With customers contained in predetermined queue lines, retailers have a captive audience. Create layouts where the possibility of longer lengths of fixturing can be used.
FIXTURING
It is important to design the fixturing for specific products that are going to be sold. Doing so helps attract customers that buy through visual stimulation. Design tables and fixed string that complement the overarching design language in the restaurant. There are many options for fixture designs and – Freestanding units have infinite possibilities as far as design goes. There are dump bins that are typically used for small and sundry items. The checkout display are the units that stanchion or usher the queue line in a specific path. Countertop displays place the product at eye level and can be purposefully integrated into the POS counter design to create an effective display and avoid a cluttered appearance.
I SEE IT! I WANT IT!
Signs are a good way to boost impulse sales. There are various ways to implement signage to let patrons know that this is in fact for sale. Signage that is complementary to its surroundings draws attention to the product. Lighting can be used to spotlight product or product zones and project the desired items into the visual foreground. Do not be afraid to design tasteful displays for products throughout the dining establishment.
BEYOND POS
Now more than ever, there are endless ways that customers can order food products online. Many restaurants offer add-ons in the form of a dessert or gift cards through E-Retail.
