According to a recent survey by Tork, millennials are three times more likely than baby boomers to believe that coworkers would judge them negatively for taking a lunch break. With millennials now constituting the majority of the workforce in the United States, their reluctance to eat during the workday is putting a dent in weekday-afternoon traffic. To counteract this mindset, brands are taking some interesting approaches. Potbelly, for instance, has partnered with UberConference to play hold music with humorous lyrics meant to make listeners crave a sandwich during afternoon conference calls.
How can your brand attract more lunchtime customers?
Here are three proven ways:
Drive on-premises visits. Timely messages containing lunch promotions should be sent through email or SMS. A buy-one, get-one-half-off promotion is likely to entice people to bring their coworkers and move their meetings outside of the office. Providing Wi-Fi and ample places for electronics to be plugged in will accommodate guests who are looking to get work done while they eat. Even the old promotion involving business cards being placed in a fishbowl can be digitized, enabling entry for the prize with each lunch order.
Offer advance ordering and quick pickup. People who are hungry but don’t feel like they have much time to spare will appreciate being able to order ahead, whether online or through a mobile app. Advance ordering that is frictionless and easy to navigate makes it convenient for this segment of your guests to grab some lunch and take it back to the office.
Focus on corporate catering clients. One of the most common office perks is company-provided lunch. The average business spends $1,100 per month on catering, so having that type of revenue can easily compensate for fewer individual orders. Since 30 percent of catering customers order weekly, attracting clients by offering a catering rewards program can provide a significant boost to sales. And if you make a good impression, those corporate employees are likely to visit you on their own time.