When you want to dine out or order in, you have an abundance of edible alternatives open to you. The consumer has never had so much choice. Faced with unrivalled levels of competition within the hospitality industry, restaurants have to work hard to establish a good reputation. Providing a positive visitor experience and securing repeat business is imperative. Their very survival depends on it.
Since it opened seven years ago, the Choi Tang Chinese Restaurant, based in Bishop’s Stortford, has built up a strong reputation locally. Owner Peter Yiu Choi Tang has more than 25 years experience of restaurant operation and ensuring only the finest Chinese and Oriental cuisine is served to his guests. An extensive à la carte menu, tempting two course lunches and mouthwatering dinner selections attract both social and business diners to the Choi Tang. The restaurant’s extensive takeaway and delivery service is a popular addition to the choices on offer. During the economic boom the Choi Tang restaurant enjoyed healthy levels of restaurant bookings and a thriving takeaway service. Advertising was put on the back-burner. Word-of-mouth marketing was working well.
In 2008 however, similar to many towns across the country, businesses in Bishop’s Stortford were hit by the economic downturn. The Choi Tang Chinese Restaurant experienced a drop in business, especially in relation to its takeaway service. The uncertain economic climate had begun to affect custom. Peter enlisted DOR-2-DOR to manage an advertising campaign for the restaurant.
What were you looking to achieve with your leaflet campaign?
Other business owners within the shopping centre had seen business reduce by 30% in some cases; we noticed a drop in business, especially in orders for Chinese takeaway. We were looking for more business.
What format is the leaflet and who designed and printed it?:
“The leaflet was a tri-fold menu on white glossy paper advertising our takeaway service and offering a 10% discount on orders over £15. This was designed and printed by our printers, C S Printing, of London.”
What areas did your campaign cover?
“Our marketing covered the whole of Bishop’s Stortford and nearby villages.”
What results did you see?
“The return has been so very good. Our takeaway orders for Friday and Saturday nights doubled. Overall our business has improved by 30, even 40%.”
Peter Yiu Choi Tang said:
“Yes, the resulting business has been excellent. The price has been reasonable, and best of all, I know I can trust DOR-2-DOR to do a good job.”