A huge mistake any restaurant can make at this time of the year is NOT having gift cards or gift certificates available. They must be handy and front and centre for your staff to sell.
When the busy shopper comes in, you've got one shot... one moment to make the sale and close the deal. "Come back when my manager is here" is NOT an acceptable answer. When you look clueless or don't have a plan for gift certificates, you are losing money.
You lose double the money. You lost the gift card sale PLUS the sale of the recipient. The recipient typically will spend over and above the value of the gift card. They often splurge on a better wine, or a dessert. This is a time when they can afford the up sell.
Have special envelopes made for your gift cards, include a menu and/or offer an incentive. For example, buy a gift card and receive a free dessert for yourself. Wouldn't that be a great and easy sell at the table for your waitstaff? "I can offer you a free dessert of your choice if you buy a gift card tonight for future use or to give to a friend. I can just add it to your bill and take care of it for you in one easy step."
Done. Sold.
Gift cards are a huge bonus at this time of year. Make sure your restaurant is maximizing sales.
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