6 Simple Secrets to Selling More of Your Restaurant's Merchandise This Summer

publication date: May 23, 2008

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author/source: Mari Prentice

Ever wonder why some restaurant's Sauces, Hats and Cookbooks fly off their shelves, while much of your retail sits around taking up valuable space? You've ordered Logo Mugs, Tees, Signature Sauces and more items that reflect your establishment's one-of-a-kind atmosphere and flavors. But while it's a great idea to have merchandise, not profiting from your investment can be frustrating. Try implementing these simple merchandising secrets to increase your retail sales this season - and beyond!

1. Showcase your products where they can be seen at their best

Make sure your merchandise is displayed prominently and at eye-level, near your entrance - at the register or behind the bar if applicable - and other places your customers might linger or wait. Make sure your items are dusted regularly, organized neatly, lit well, and can't be missed!

2. Mention your products on your menu and other noticeable places

To be sure your customers know you have items for sale, write about them on your menu and display framed marketing flyers ("Don't Forget to take home our Award Winning Syrup. Our Servers will be happy to take your order To Go!") on the wall near the coatrack and restrooms. Adding Table Tents with a Merchandise Menu can boost sales - be sure to refer to any Gift Card, Certificate or Customer Loyalty Programs there as well.

3. Keep your staff informed about your products

Treat your products like the other items on your menu, and educate your staff about available sizes, styles, colors and flavors. They'll be able to answer customer inquiries and sell more for you. And remember to let them know when products are Out of Stock so you don't disappoint your customers.

4. Make sure your products make sense

You may love golf, but selling logo golf balls at your brewery won't make sense to your customers (unless it's located at the golf course!) Make sure your offerings are in keeping with the style and theme of your establishment. Another tip - women are typically the shoppers of the world - so if you offer clothing, make sure you offer women's as well as men's styles.

5. Raise your prices

This may seem counter-intuitive - that you should raise your prices when you haven't been selling as much merchandise as you'd like. But your T-Shirts and other specialty products are unique, and if you price them too low they become unappealing to customers. Remember, there is a difference between 'good value' and 'cheap', and one general rule is this: if you don't think your merchandise is worth something, neither will your customers. Do some research in your area regarding products from other establishments and make sure your prices are 'in line' with the marketplace.

6. Give your customers an Easy, Last Chance opportunity

Make sure your products are available to purchase from your website. Think your shoppers will call for your Gift Cards? Some will, some won't. Think they'll download an order form for your T-Shirts? Maybe. The fact is, online shoppers like to shop online, so capturing them at the moment they're ready to buy is key to selling more merchandise. And, when they come to make a purchase, don't irritate them with slow-loading flash, confusing order forms, or anything less than completely secure online ordering. Your customers won't buy if they think their credit card numbers are at risk.

Implement these simple strategies so your distinctive merchandise can simultaneously advertise your place and add revenue to your bottom-line. By making your items easy to view and purchase, you let your customers take the great experience of your restaurant home with them!