F&B Article :- Lent: Boom or bust?

Here is an interesting article on bringing in business during the Lent Season from the Fast Casual website. According to the Census of 2015 Annuario Pontificio (Pontifical Yearbook), the number of Catholics in the world was about 1.254 billion at the end.of 2013. Source :-Catholic Church by country – Wikipedia

And Lent is a solemn Catholic observance, that last 6 weeks. Lent starts with Ash Wednesday and ends with Easter Sunday.THe traditional purpose of Lent is the preparation by the Chatholics through prayer, penance, repentance of sins, alms giving atonement and self denial. During Lent, many Chatholics commit to fasting or giving up certain types of luxuries as a form of penitence. Most will give up eating red meat during the 40 days of Lent. Article source :- Lent – Wikipedia

So how can you promote your restaurant when most people in your community will abstaining from meat. Here is an interesting article on some restaurant promotion ideas to promote Lent. Delow is an exceprt from the article. If you want to know more please click on the link.


Lent: Boom or bust?

Millions of Christians around the world will begin observing the season of Lent on Wednesday, which means many will also abstain from eating meat on Ash Wednesday and Fridays until Easter Sunday, March 26. So what’s a restaurant owner to do when a significant portion of of customers can’t order red meat? Prepare.

Casting the nets

Long John Silver’s is one chain that take the holiday season seriously as it expects sales to increase by 75 percent on that day alone, said Marilyn Nicholson, vice president of Media & Promotions for Long John Silver’s.

“Historically during Lent, we will serve nearly 22 million pieces of fish. On Ash Wednesday alone we will serve half a million hushpuppies, which is about twice the amount of a typical non-Lent Wednesday,” she said. Shrimp is also very popular with about 450,000 pieces sold on the first day of Lent.”

Long John Silver’s began preparing for Lent 2016 almost a year ago.

“This is an incredibly important selling season for us, so we wanted to make sure that during 2016 we are able to showcase the quality of our product, our friendly service and cleanliness of our restaurants,” Nicholson said. “Long John Silver’s has been serving consumers during Lent for almost 50 years. This history helps the operations team forecast sales and order accordingly.”

On the operations side, the company launched a system-wide training program, including videos and a Lent “playbook” that includes resources for restaurant operators to put their best foot forward for the surge of customers. It also held a series of regional planning and preparation meetings for restaurant operators.

“With more than 66 million Catholics in the United States, we decided to target Lent observing consumers this year,” Nicholson said. “We marketed to local churches near our restaurants by placing ads in their bulletins and delivered special Lent coupon books and flyers advertising family-style meals. We are also giving out ‘Fry Day’ frequency cards to reward loyal customers.”

The company also launched one of its largest marketing campaigns in recent history to reach consumers during the Lenten season.

“A sweepstakes promotion called ‘Fish You Were Here’ will give consumers an opportunity to win one of three grand prizes — a whale watching cruise, an Alaskan cruise and a Finding Nemo Caribbean cruise,” Nicholson said. “To enter the sweepstakes, customers just have to take a selfie in our restaurants or with our products and upload it at LJSelfie.com.”

Also, among other seafood favorites, Long John Silver’s will offer specials, including premium 100-percent wild-caught, hand-battered, Alaskan Cod that includes fries and two hushpuppies for $5.99, Nicholson added.

“Our fish is fresh-caught, nutritious and flash-frozen aboard the fishing fleet to lock in the flavor,” she said. “For consumers interested in clean eating, Long John Silver’s fish is antibiotic free, hormone free, GMO free, additive free and contains no artificial color or flavors.”

To know more, please click Lent: Boom or bust?



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