makes a complete gift for any occasion. Cashiers also are sure
to mention that $1 of each sauce bottle sale goes to the Boys &
Girls Clubs.
“We have limited areas to display the sauce bottles
throughout the restaurants, so we believe the cashiers’ sugges-
tive selling is the most impactful approach to driving sauce
bottle sales,” said Jordan McMeen, marketing coordinator for
AMPAL Group. “Our locations do a great job of highlighting the
donation Buffalo Wild Wings makes to the Boys & Girls Clubs
for each sauce bottle sale whenever they talk to the guests at the
takeout counter, and they also have posters throughout all the
stores advertising the donation they make.”
McMeen said the company also deploys sauce crates with
almost every donation for community events. She explained that
when the company donates a raffle prize, they normally provide
a sauce crate with three sauces/rubs, a BWW Frisbee and folder,
a gift card and other brand-related items in cellophane wraps.
McMeen said guests “love our donations.”
Diversified Restaurant Holdings, which consists of 64
restaurants, sold about 50,000 sauce and seasonings bottles in
2016. To fuel their selling success, the company offers limited
time offers, displays the sauce and seasoning bottles in the
restaurant, relies on “word of mouth” advertising and upsells.
The company also offers a few unique programs and
initiatives to boost sales. During the holiday season, they hold
a friendly competition throughout the company. They give a
year-over-year percent increase goal to all the locations, and if
the company hits the goal, the employees are rewarded. The
company also has done a sauce and seasonings scramble game,
Diversified Restaurant Holdings sold about 50,000 sauce and
seasonings bottles in 2016. To help drives sales, they arrange
their sauces and seasonings in creative displays, offer LTOs,
upsell and rely on “word of mouth” advertising.
where if the guests unscrambles “x” amount of sauces and
seasonings, they will earn a coupon to redeem at their local
Buffalo Wild Wings.
“This is one of the many reasons guests come to B-Dubs®,”
said Lisa Bissett, marketing manager for DRH. “They know we
have their favorite sauces and seasonings.” S
ANNA STREETMAN is an FBS contributing author.
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