Sports competitions & catering: 5 strategies to boost your sales
August 01, 2021
Olympics 2024, Euro, World Cup, Winter Olympics 2030... But also the basketball, rugby or field hockey championships that return every season. At every major match, fans look for a place to meet up and enjoy the match atmosphere over a good meal.
Traditional restaurant, bar, food court or multi-site brand If the atmosphere is good and the organization follows the (fiery) rhythm, you'll become the neighborhood HQ.
For restaurateurs, these periods bring in a welcome influx of new customers, with bands staying on all evening and one service after another without a break. The potential is real, but it can be anticipated: offer, order taking, traffic flow, communication before and during the event.
Whether you're broadcasting matches or relying mainly on takeaway sales, here are 5 strategies (+ a bonus!) for welcoming more customers without stressing your service, and make sure they come back after the game, not just that night.
Time for the game plan.
01. Takeaway and delivery: capture those who watch the game at home
Is it really a game night without pizza? Many fans prefer to watch matches at home, with friends or family. For them, the question is not where to watch the match, but what to eat during it.
If your establishment offers takeaway or delivery, you're on their shortlist. And not just for the pizza: when competitions are spread over several days or weeks, viewers like to change the menu. Burgers, bowls, tapas... anything can become a "match meal" if it's adapted for transport.
Click & Delivery: capturing the "sofa + swimsuit" audience
Visit delivery can become a real driving force during competitions. But it must be well framed:
➜ adapt your schedule to match times
➜ favor dishes that travel well and reproduce quickly
➜ clearly announce the waiting time (no unpleasant surprises)
Click & Collect: reduce waiting times and keep up the pace
If you offer the Click & Collectthe slot settings change everything.
In the control interface, define :
➜ time slots
➜ number of orders per slot
➜ a limit of products per slot
This avoids the unmanageable 7.45pm rush, allows production to be staggered and guarantees a smooth withdrawal for the customer.
"Remind your customers that delivery and Click & Collect are available, point out that it saves them the wait on match nights, and remind them via in-store signage, an SMS or email, as well as a post on your networks the eve of the match."Our expert advice
02. Ordering and payment at the table: easy service on match nights
On match nights, no one wants to wave their arms to attract the attention of a waiter or queue up at the bar.
With the order and the payment at table via QR Code, your customers consult the menuThey order and pay from their phones. They scan the QR code on the table, choose their dish and follow the action.
On the service side, it changes everything: the team stays focused, the kitchen receives orders at the right pace and nobody interrupts a goal or an important action to take an order. And if your solution integrates automatic suggestionsyou can naturally increase the average ticket at the same time.
Payment at the table also avoids the infamous end-of-game situation where everyone wants to pay at the same time. To end the evening cleanly, without upsetting the team.
The icing on the cake: with this solution, customers don't hesitate to be more generous with their tips. Your team will benefit too!
03. Prepaid cards: secure consumption and simplify collection
Visit prepaid cards are a good way of encouraging customers to return. Whether printed out or directly accessible on their phone, they work like a pre-credited wallet. Customers can use them to pay on the spot, or for online orders, without having to take out their bank card each time.
They can recharge it at any timeThey can do it at the checkout or by phone. It's convenient for them and takes the pressure off your team.
It's also a discreet (but effective) way of building customer loyalty, especially during busy competition periods. Once the card is in your pocket, the next match is likely to be at your place.
04. Loyalty program: encourage return visits after the event
On match nights, the regulars don't come alone. They arrive with friends, colleagues, neighbors... It's a golden opportunity to expand your customer base.
To take advantage, put your loyalty program as soon as you enter. And above all, make it easy to sign up: a QR code on the table, a reminder on the home screen when ordering at the table, a message at the bottom of the receipt... The aim is for customers to be able to register in a matter of seconds, from their phone, without your team having to intervene.
Once registered, they earn points or cashback with each visit by scanning their dematerialized loyalty card.
To maximize sign-up rates, propose a special offer for new subscribers, with a benefit valid on your next visit.
We come for the game and we come back for the reward.
05. Pre- and post-match marketing campaigns: keep the fans coming (and coming back)!
On match nights, the halls don't fill up by chance. The establishments that win traffic are those that plan their communication, with an effective message: what, when, why come to you.
Social networks can help, but they're not enough: only your already engaged customers will really see the information. For real impact, rely on your direct channels: SMS and email.
Before the match: create the appointment
The "where are we going to see the match?" decision is often made the day before or the day of the match.
Your message must arrive just before this moment of choice.
The day before, an email: announce the match schedule, the broadcast time and the evening's special offer.
Then, on the big day, all it takes is a quick text message: a sentence readable in 2 seconds, to remind you of the match and the offer. That's all it takes.
Your message should always answer 3 questions:
➜ What match?
➜ What time?
➜ What's in it for me? (match formula, board to share, extended happy hour, giant screen...)
After the match: turn attendance into loyalty
This is where the vast majority of plants lose potential.
Send a message the next day with :
➜ the ad of the next match broadcast
➜ a little incentive (a limited-edition beer, a discount on your next visit or bonus loyalty points)
➜ and why not a few photos taken during the evening : Customers love to recognize, tag and share themselves. This is often what ends up on their personal networks, and it naturally extends the visibility of your establishment.
You're not in the promotion business, but you're laying the foundations for a relationship that will last.
(Bonus) Customer reviews: capitalize on traffic to boost your reputation
On match nights, your hall is full, the atmosphere is great and customers leave with smiles on their faces (even more so when their favorite team wins!).
Don't miss this opportunity to collect customer reviews !
Thanks to a QR code displayed on the table or an SMS sent the next day when the experience is still fresh, you transform this peak in activity into a long-term boost to visibility.
And when the next event is scheduled, anyone searching for "bar match soccer" or "restaurant match broadcast" will come across you on Google Maps.
Give it a try!
Are you looking to increase your sales on match nights, attract more customers, streamline your service and boost loyalty? Contact our team today.
And to continue boosting your business throughout the year, see our resource ➜ Customer loyalty calendar: 10 campaigns not to be missed
