Food Service Promos Blog

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Thursday, 19 December 2013 18:18

What do Operators Want?

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400-dollarsA friend of mine who works for an agency and does marketing for a major foodservice manufacturer whose brands you have definitely heard of, told me some news the other day. On a recent rebate campaign that operators participated in, they were given a choice: Choose a cash (check) rebate or choose points redeemable for merchandise, from one of the popular reward programs.

Well, the results were eye-opening: The manufacturer received hundreds of operators who participated in the program and 100% of them chose cash over points.
Let me repeat that: ALL of them chose cash.

Now, allow me to state that I am not here to bash reward programs. They offer a great service that is a logical way to retain loyalty. However, as a foodservice marketer in a down economy where independents (who are most likely to participate) are struggling to survive – I am recommending to put money behind your own cash rebates, especially considering the very hefty fees to have your brand be a part of a rewards program.
This strategy makes a great deal of sense for a number of reasons. Consider: