Burger business: how to sell more, than McDonald’s
Burger business keeps expanding rapidly. Severe competition results in necessity of searching for new efficient methods of promotion.
Studying, adaptation and implementation of foreign experience is the most rewarding and rational way of distinguishing you from competitors and creating conditions for fast development of your business. Let’s take, for example, Japan, where numerous burger houses succeed in bringing new customers, in spite of severe competition.
Simple secrets of Japanese burger houses
According to 2020 statistics, there are 2910 McDonald’s restaurants, 1100 MOS Burger houses and 98 Burger King outlets in Japan. However, the competition didn’t stop thousands of private burger houses from successful business. They sell their products twice-or sometimes three times more expensive, than in McDonald’s, and provide service for numerous visitors on daily basis.
How do Japanese burger houses draw away customers of giant corporations, which spent millions dollars on promotion? Owners of private burger houses in Tokyo shared their secrets of success. That’s what they say:
- We have our own concept of burger house, based on market necessity;
- Our burgers taste better, than those of popular brands;
- Our advertising is amazing and tempting.
This article will tell you about an advertising instrument, which has become a vital ingredient of success for Japanese burger houses, but is still brand-new for the Russian market.
Let’s watch, how Japanese burger houses function
If you look closer at Japanese burger houses, you will notice display windows, filled with copies of burgers, which you can order there. At first sight, it looks like original menu items, demonstrating size, composition and price to potential visitors. It is so, of course, but not limited to. Besides representing visual information, the models have one more important mission. If burger models look realistic and tempting, they stimulate appetite, and make potential visitors want to have a burger.
Moreover, visitors make their choice by the display window, before they approach order window, or take their seats. This way time for service provision reduces, customers leave faster, and burger house provides services for more customers per day.
How does it work
Let’s imagine, you are a mall visitor. After two or three hours of active shopping, you feel like taking a break and having a bite. You walk along numerous cafes and restaurants and notice a bright display window with delicious burgers. You come closer to study the assortment.
Burgers models in the display window look great: toothsome browned meat patties with warm creamy cheese, melting on them, are laying between soft golden buns, covered with roasted sesame. Fresh vegetables between the layers make burgers even more tempting, and you subconsciously start choosing, which of them you would like to taste. After you have chosen the most delicious burger to your taste, you can’t help buying one and enjoy its taste.
Increase of crucial indicators in figures
Japanese companies always study efficiency, profitability and other marketing indicators very carefully. Considering, that most of restaurants use food models in their advertising, you can implement their methods in your own burger business.
Indicators, achieved from the day one of models implementation:
- Burger house attendance increases to +60%;
- Average bill increases to +50%;
- Time of service reduces by half, or even twice.
- Repetitive visits increase over +30%.
Japanese restaurateurs’ experience shows, that sales rate increases to over 300% without additional marketing instruments, right from the first month of models implementation.
Which model to choose
Numerous food models producers appeared recently. Their products differ in quality and price.
Food models were invented in Japan over 80 years ago. This is a reason why Japanese manufacturers have a solid manufacturing experience, and have developed world’s best materials.
Japanese models are made of silicone, which was developed specifically for food and drinks models. Unlike gypsum or plastic, used for their foreign counterparts, Japanese silicone is famous for its outstanding technical characteristics, which ensure incredibly realistic and sustainable models. They differ from their counterparts in detalization, vivid colors, rich palette, sustainability and durability.
Food models completely differ from models, made of other materials: gypsum models loose shape in 6 months; wax models melt at average summer temperature; plastic models are not able to imitate shape of small details due to firm texture, and have poor palette of colors.
Cost recovery period – from two weeks!
“Nippon Dom” company accepts orders for the models of burgers and other food or drinks from photos. Models cost depends on number of ingredients in burger. It is usually 9-12 thousand RUR in average.
Japanese food models look realistic and delicious, so they increase sales rate by +300%, which compensates their cost within few weeks.
Change a strategy and get a new result
Outdated methods and means of bringing new customers will not give you new results. You should change your promotion strategy to enter the other level of sales. If you, as a burger house owner or manager:
- Want to increase sales rate;
- Search for new means of advertising and promotion;
- Want to distinguish your outlet from competitors fast;
- Plan to renew or decorate your display window,
Consider a Japanese method of burger house promotion, which works perfectly for the most numerous target audience – passers by. It functions both individually, and in combination with other promotion tools.
Increase sales rate with a King-King Size Burger!
There is another efficient way of bringing new customers and increasing sales of burger houses. Locate a giant (20-30-fold) model of burger in your display window. Twentyfold burger model. Diameter 24 cm, height 27 cm.
Why using enlarged burger models:
- A splendid realistic burger model decorates your display window. Its giant size makes it visible from the distance, which brings new customers;
- The giant burger amazes visitors, they study details for a long time, bright impressions live on, and visitors keep coming back again and again;
- If you have no space to locate models of all menu items, use one giant model. It takes less space, but the effect of sales rate increase remains;
- Include a burger of this size in your menu, this will not only bring more visitors, but will also increase average bill and make your burger house the most popular in your city.
Having a King-King-Size burger in your display window, you may not bother about your competitors. You can develop your business and open new outlets.