Want Customers to Come Back To Your Restaurant? Tabletop Marketing Key to Driving Repeat Business

SCA's Tork® brand and National Restaurant Association research helps restaurants connect with customers to grow business

- Promoting loyalty programs leads to repeat visits by 72 percent of patrons

- Table tents and napkin dispensers with display panels are top marketing assets

- Environmental messages inspire repeat visits for 56 percent of patrons

May 07, 2013, 08:30 ET from SCA

PHILADELPHIA, May 7, 2013 /PRNewswire/ -- SCA, the maker of the Tork® brand of away-from-home paper products, and the National Restaurant Association announce a joint study that shows how tabletop marketing increases sales at foodservice establishments. The study examined five marketing assets common to restaurants: Menus, table-top tents, placemats, napkin dispensers and napkins.

(Photo:  http://photos.prnewswire.com/prnh/20130507/AQ08505)

The study found that tabletop messages about restaurant loyalty programs are the most successful at increasing repeat visits, with 72 percent of patrons saying it was likely or extremely likely to encourage their behavior. Loyalty program messages had the most impact when used on table-tent displays and in napkin dispensers with display windows. Menus and placemats were seen as most effective for showcasing a restaurant's history, daily specials and charitable support.

To encourage recommendations, the tabletop survey found:

  • Messages about specials or events are good bets to inspire repeat business, with 62 percent of respondents saying they were extremely likely/very likely to respond
  • Women are significantly more likely to recommend a restaurant based on environmental and cause/charity messages
  • Environmental messages would inspire repeat visits for 56 percent of respondents
  • Napkin dispensers and napkins are best asset for an environmental message

"The findings show that restaurant operators who take advantage of the 'tools of the trade' available to all operators – including our Tork Xpressnap dispenser – can have a very positive impact on a restaurant's bottom line," said Suzanne Cohen, Foodservice Marketing Director for SCA AfH Professional Hygiene North America. "The tabletop is a natural place to encourage repeat traffic and recommendations and there is really no cost – the display is right in front of the customer. Restaurateurs know that getting a happy customer to return is far more cost effective than soliciting a new customer.

"Research is very valuable in helping businesses make informed decisions about marketing. In the restaurant business, where margins are tight and customers demand value before eating out, offering fresh insights on strategies that work is required," said Paul Hineman, executive vice president of the National Restaurant Association.

The new Xpressnap® AD-a-Glance® Customizer tool allows restaurants, food courts, stadiums and other foodservice venues to use the napkin dispenser display window to easily craft a branded message, such as a dessert special or to build awareness for a local charity. The easy-to-use Tork website offers more than 100 customizable templates and the ability to create your own AD-a-Glance design, making it simple to change the window display often at no cost to the business.

For further information, please visit SCA at Booth #1254 at the 2013 NRA show or contact Darlene Naolhu, Burson-Marsteller (312) 596-3449 or darlene.naolhu@bm.com

About the survey
PEI conducted 400 online interviews with restaurant patrons between the ages of 18 and 65. Respondents were presented with a series of questions on loyalty programs, causes and charities, special events and social media invitations tested on six marketing assets – napkins, menus, placemats, entry signage, table tents and napkin dispensers with display. Patrons were screened for visiting QSR, Fast Casual and Full Service Restaurants within the past three months.

About Tork®
The Tork brand offers professional hygiene products and services to customers ranging from restaurants and healthcare facilities to offices, schools and industries. Products include dispensers, paper towels, toilet tissue, soap, napkins, and industrial and kitchen wipers. Through expertise in hygiene, functional design and sustainability, Tork has become a market leader. Tork is a global brand of SCA, and a committed partner to customers in over 80 countries. To keep up with the latest Tork news and innovations, please visit: torkusa.com or tork.ca. 

About SCA
SCA is a leading global hygiene and forest products company that develops and produces personal care products, tissue and forest products. With sales in 100 countries, SCA has 36,000 employees and had revenue in 2012 of $13 billion. With nine manufacturing facilities across North America, the company's Americas headquarters is in Philadelphia, Pennsylvania.

About SCA in North America
In North America, SCA produces the Tork® line of dispensers, towels, tissue, soap, napkins and wipers used in commercial settings such as office buildings, restaurants, schools and healthcare facilities and the TENA® line of incontinence care products used by consumers at home and in healthcare facilities. TENA and Tork are the global leading brands in their categories. For more information visit www.sca.com/us.

SCA delivers sustainable solutions with added value for our customers from safe, resource efficient and environmentally sound sourcing, production and development. Recent third party accreditations for the SCA sustainability work include Dow Jones Sustainability Index 2012, the WWF Environmental Paper Company Index 2011, and Ethisphere – World's most ethical companies 2013.

About National Restaurant Association
Founded in 1919, the National Restaurant Association is the leading business association for the restaurant industry, which comprises 980,000 restaurant and foodservice outlets and a workforce of more than 13 million employees. We represent the industry in Washington, D.C., and advocate on its behalf. We operate the industry's largest trade show (NRA Show May 18-21, 2013, in Chicago); leading food safety training and certification program (ServSafe); unique career-building high school program (the NRAEF's ProStart, including the National ProStart Invitational April 19-21, 2013, in Baltimore, Md.); as well as the Kids LiveWell program promoting healthful kids' menu options. For more information, visit Restaurant.org and find us on Twitter @WeRRestaurants, Facebook and YouTube.