In parts one and two we have talked about the key operational elements which can help you stand out on the delivery platforms. In this blog we will explore how the use of captivating Hero Images and Promotions can help drive interest in your brand.
Promotions
By utilising in-app promotions, you can significantly improve your ranking on delivery apps and drive increased sales. Identifying your busiest periods and strategically offering promotions during those times will further enhance your chances of securing a higher position on the app. Not only will this maximise your visibility, but it will also entice more customers to choose your restaurant, ultimately leading to greater sales success.
When defining your promotional strategy it's important to understand which promotions drive the greatest return and analyse how this compares against your competitors.
When defining your promotional strategy there are a number of factors to consider:
Do you promote all locations or a select few?
Which promo mechanic works best for your brand?
Whilst typically deeper discounts drive a greater uplift in sales, do you need to apply that discount to all items or just to a select few to drive sales growth?
What are your competitors doing and how do their promotions impact your sales?
In a market sector where there is little promotional activity (such as coffee) by promoting your brand even with shallow discount promotions could help you stand out.
Equally only consider promoting in areas where you have a large number of competitors. In areas where you have little competition you may be giving away revenue unnecessarily. You may wish to target your promotions where you are in close proximity to a specific competitor.
We recommend doing a detailed analysis into your promotions to really understand what works. Overlay your promotional activity with sales to see which promotions have driven the greatest uplift for your brand. Have they continued to drive sales growth even after the promotion has ended? How did it drive growth - did it increase basket spend or did it drive in new customers?
Through this type of analysis you can get an idea of which promotions really work for you.
Through using promotional calendars you can see which of your competitors promote and when. You may see regular patterns in their promotional strategy and therefore to get the greatest return don’t compete for promotional spend on those same days. Equally if everyone is doing shallow discount promotions, offering the occasional deep discount promotion will help to take competitor sales.
Takealytics Promo Calendars gives you visibility of competitor promotional activity
Hero Images
Captivating Hero images play a crucial role in making your brand stand out on delivery apps. To make the most of promotions or limited edition products, it's essential to update your Hero images and incorporate relevant promotional text within them.
However, it's equally important to ensure that these images are accurately displayed across your entire portfolio. Often images are not updated or mistakenly assigned to the wrong restaurant, leading to confusion and inconsistency. Some restaurants even end up with generic images instead of their on-brand visuals.
Once the promotions end, it is vital to promptly remove these promotional images to maintain a cohesive and up-to-date presentation of your brand. By paying attention to these details, you can enhance your brand's visibility and create a consistent and engaging experience for your customers.
Takealytics makes it easy to see where the wrong images are being used, saving you considerable time checking everyone of these manually. The above shows examples of where Pret A Manger are missing the limited edition “Coolers” image on Deliveroo.
In conclusion, incorporating in-app promotions and captivating Hero images can have a significant impact on your restaurant success online. It is important to analyse the effectiveness of different promotional strategies and assess their impact on sales, considering factors such as discount depth, target locations, and competitor activity. Ensuring the accuracy and relevance of your Hero images across your entire portfolio is crucial for maintaining brand consistency and captivating customers. By actively managing your promotions and images, you can optimise your brand's visibility, drive sales growth, and provide an engaging experience that sets you apart from the competition.