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.
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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.
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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 was started in 2007, focusing first on coffee machines, then marketing for coffee and food and beverage companies. Check out this restaurant marketing guide to learn more about the many campaigns and companies we have worked with.
OCM has also created many marketing workshops and classes for the F&B industry. Many of the modules are running in the Singapore Skillsfuture Classes in tertiary institutions such as Temasek Polytechnic Skillsfuture Academy and also ITE College East COC classes.
For the readers (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).
To connect with coffee and F&B practitioners, join our growing F&B group on Linkedin (20 000 and growing).
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