In my last post "High Return Email Marketing" I described the triggered birthday coupon El Torito restaurant sent to my email box. Last week a friend and I redeemed the coupon.
Below is the bill.
$15.95 Entree 1
$12.95 Entree 2
$8.95 Appetizer
$8.95 Beverage 1
$4.75 Beverage 2
$51.55 Subtotal
$12.95 Less: free entree
$38.60 Total + tax and tip
Assuming labor and facility costs are fixed whether we ate or not, a food/beverage cost of 30% or $15.47 appears to be the variable cost of our visit to El Torito.
That leaves a profit of $23.13 for the restaurant + the waiter got a tip.
As we were enjoying our appetizer we heard the chant of "happy birthday" to a nearby table from the service staff.
There were plenty of seats available on that Wednesday evening. I wonder how many guests celebrated their birthday at El Torito that would not otherwise be dining without an email coupon incentive?
Inteligente de marketing
Neil Berman | President & CEO
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