You’ve got to have the right rewards program. “Obviously the college student lives in the digital mindset. You’ve got to get food in people’s mouth and really get them hooked on that side,” he says. “I still believe it’s a combination of local-store marketing a lot of food giveaways, as you do a lot of sponsorships on campus. He says he’ll market heavily in the residence halls and the Greek system because those are prime customers. The biggest key for the college demographic is promoting the restaurant to students. He says his team would look for a location a mile from campus where they could beat the expensive leases and have parking for delivery drivers and take out. That doesn’t always mean being right on the main strip of a college town. “I think residential markets or urban-type markets are just more consistent on a 12-month calendar.”įriedman’s focus for real estate is to get the best location to accomplish his goals. “We work on about a nine-month calendar, and then typically our sales will drop off in May, June, and July,” he says. This took a greater burden off of the college market, which Friedman says can sometimes be feast or famine. “So for us, it was domination in those markets.”Īfter some time, Wing Zone began to expand in other markets, such as more urban settings with a higher density of apartments, homes, and businesses. “I think the thing back then was that college markets didn’t have a lot of the competition that they do now with a lot of on-campus food choices,” he says. With Wing Zone’s first units located in a college town, Friedman says it was a natural strategy to expand to other college towns across the Southeast. Understand your primary market-and identify other potentials
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