In-house production of location-specific marketing tools
As a pioneer in the family restaurant business, Skylark’s greatest strength is its willingness to tackle new challenges. One example is an effort to create designs tailored to each local area for menus, point of purchase (POP) and other sales promotion tools placed on restaurant tables. The sales support team led by Mr Ando was established in November 2015 specifically for this purpose.
“We have 1,300 Gusto restaurants nationwide and until now, we created the same sales promotion tools for each one,” says team member Hiromichi Taniguchi. “Now, we aim to produce tools that reflect the identity of each restaurant. If a restaurant is located in an office district, we create promotions that emphasise happy-hour and if a restaurant is located in a residential area, we create tools that focus more on take-away orders.”
An external company continues to produce standard menus used nationwide, while the in-house sales support team uses Adobe Creative Cloud for teams to produce area-based sales promotion tools based on requests filed by each location manager. Restaurant banners are also designed in-house and, as a result, production costs have been reduced to one-fifth of what they were previously. The company is currently contemplating the use of digital signage for more detailed sales promotions based on customer arrival times. Skylark is able to respond precisely to requests and quickly deploy popular promotion tools across Japan, while maintaining a limited budget and aiming for sales increases.