There was an interesting restaurant marketing strategy that was recently employed, where there was free coffee at TCC Singapore being given out on National Coffee Day 2018. National Coffee Day, which is a ground up initiative, is meant to promote coffee culture in Singapore by working with various stakeholders to give out different types of free coffee at more than 30 outlets all over Singapore.
There were outlets giving out hand brews and black coffee, while cold brews, and milk based drinks like latte, cappuccino, flat white, and macchiato also featured. By doing so, TCC Singapore enjoyed the patronage of many customers that were new-to-business.
Good Read: 4 Popular Office Coffee Machines
Such a restaurant marketing strategy revolves around the mechanics of getting as many new customers to visit the outlets as possible. During this F&B campaign, by using an incentive such as free coffee, TCC Singapore managed to get more than 1,000 new customers to visit their outlets, and expose them to the various locations and offerings.
How to enjoy Free Coffee in Singapore:
From a business perspective, each consumer that is new-to-business represents a new business lead from which the brand can turn into a repeat or regular customer. For this restaurant marketing strategy, the cost of acquisition per consumer is essentially the cost of one coffee, which amounts to less than 50 cents in the case of black coffee.
This is an extremely cost efficient way of carrying out market acquisition as in this format, the consumer actually samples the outlet’s product, as opposed to just seeing an advert online.
For the F&B campaign, TCC did not submit all of their outlets for participation, but still had the largest representation among other brands like Mellower Coffee and Fart Tartz. TCC outlets that participated in this free coffee F&B campaign include Isetan Scotts, International Building, Bugis Atrium, Bugis Main, Clarke Quay, Marina Bay Sands, The Central, The Pier, Anchor Point, Great World City, Vivocity, Novena Square, and ION Orchard. Out of all the outlets, TCC’s Bugis and ION Orchard outlets performed the best, with a large portion of redemptions happening around these key areas.
To reach out to people and share this F&B campaign, TCC utilised a digital marketing approach where the event organiser, as well as various partners for this campaign, ran social media advertisements to a targeted audience.
Additionally, the other digital marketing strategy employed in this F&B campaign was the use of a Messenger Chatbot, through which consumers could be reached via a direct messaging approach, leading to higher conversion rates.
If you enjoyed this restaurant marketing strategy and wish to conceptualise and execute one for your own restaurant, click here to find out more about F&B consultancy services, video production, content production, and instagram marketing.
OCM (OnCoffeeMakers.com) was started in 2007 with the first webpage about coffee machines. And for a number of years, we focused on helping people find their desired coffee machine (we still are helping folks with that! So, if you are looking for coffee machines for office or restaurants - check out the link).
In 2010, we started getting enquiries on restaurant marketing and we start to help food and beverage brands with their marketing. Below are campaigns and events that we have done over the years:
OCM's campaigns: F&B Marketing Ideas by OCM
OCM's Events: F&B Industry events by or with OCM
Check out this restaurant marketing guide to learn more about the many campaigns and companies we have worked with.
Since then, we have also created many marketing workshops and classes for the F&B industry. Many of these modules are still running in tertiary institutions such as Temasek Polytechnic Skillsfuture Academy and also ITE College East COC classes, below are some snippets of our lectures and workshops:
OCM’s F&B workshops: Food and Beverage Marketing Lectures | Workshops - click to watch classes on customer journey map, JTBD and more.
So, if you are looking for industry practitioners to help you scale your coffee or F&B businesses, do drop us a message or book an appointment. Do also check out our various social media platforms on regular F&B and coffee market updates:
For regular coffee (F&B) related videos: OCM Youtube
For Daily Coffee Inspiration (fun coffee content): OCM IG
For insights into the coffee (F&B) industry: OCM LinkedIN
PS: For the coffee lovers, we continue to share coffee articles (and videos) and have also started a free coffee class section (with free online coffee training supported by coffee partners).
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Previously: Making Coffee with a Coffee Sock.
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SkillsFuture Series: F&B Market outlook