Invite Food and Beverage Customers Back to the Table with Direct Mail

Local food and beverage businesses looking to build foot traffic would be smart to consider a tried and true marketing tool: direct mail.

Direct mail campaigns can be affordable, efficient and effective means for tapping into communities where consumers are looking to get out and support neighborhood businesses such as restaurants, bakeries, brew pubs, wine bars and coffee houses.

A well-designed direct mail piece with a relevant message in the hands of a targeted, receptive audience can produce some of the strongest response rates across all marketing channels. According to the Data & Marketing Association and U.S. Postal Service, as reported by SmallBizGenius:

• Up to 90% of direct mail gets opened, compared to only 20-30% of emails.
• The response rate for direct mail is up to nine times higher than that of email.
• Direct mail recipients purchase 28% more items and spend 28% more money than people who don’t get that same piece - earning direct mail a 29% return on investment!

• Direct mail pieces generated awareness of local businesses, such as stores, restaurants and services among 66% of recipients. 
• 58% of all recipients and 64% of Millennials were prompted to visit a restaurant or order delivery from a direct mail communication.
• 71% of recipients with incomes of $100,000+ acted on a direct mail communication by visiting a restaurant or ordering delivery.

Finding Customers' Personal Comfort Levels
Today's ongoing COVID concerns and challenging economic conditions are obstacles that operators still face as they work to get patrons back on site. Sixty-five percent of respondents in the 2021 Valassis “Consumer Intel Report: The Cautious Return to a New World" think it's important to support local restaurants, but 63% are still reluctant to dine inside.

Inflation is pushing price- and value-conscious consumers to look for brands offering relevant deals and discounts.  Sixty percent of consumers are looking for more coupons, discounts and deals to offset higher prices. And Vericast's most recent Restaurant Report found:

• Over half of consumers will try a new restaurant if they receive a coupon or discount.
• Discounts and promotions can influence their decision on where to dine.
• 45% feel more positively toward restaurants that offer coupons or discounts.

Developing direct mail promotions that meet established and prospective customers at their personal comfort level, both health- and budget-wise,  is a great way to connect, engage and encourage spending where, when and how they prefer. 

8 Ideas for Using Direct Mail to Build Restaurant Brand Awareness

• Grand openings, expansions, new locations
• Service Updates: new hours of operation, outdoor dining, curbside pick up
• Seasonal promotions: menus, happy hours
• Limited time offers/discounts
• Loyalty or incentive program launches
• Online ordering, takeout and delivery
• Special events, sponsorships, entertainment
• Health and safety measure guidelines

USPS® Mailing Promotion Program Supports Local Businesses
The U.S. Postal Service is ready to help small businesses integrate modern print and mailing technologies think multi-sensory, AR, VR, video) to optimize their direct mail campaigns' effectiveness. The USPS Mailing Promotion Program offers discounts for using these technologies and adopting best practices.

For example, new paper stocks, substrates, inks, printing and finishing techniques can be incorporated into mail pieces to create a multi-sensory experience through color, special visual effects, sound, scent, texture, and even taste. Read more about ways to captivate the senses with direct mail design.  And incorporating reply mechanisms, dynamic variable print, personalization and mobile-optimized shopping techniques such as QR codes, snap tags, and watermarks can also qualify for USPS promotional discounts.

Looking for help with your restaurant's or brewery's direct mail programs? Millcraft's team of restaurant and beverage solutions specialists are happy to provide guidance on printing substrates and production techniques.  Just ask.