Thriving in a Challenging Climate
Franco has seen Hackney change considerably over the past few years, with recent housing developments bringing a surge of new customers to Il Guscio.
‘It’s more important than ever to keep growing my customer database and bringing in new customers. We want to get their email address or mobile number, that’s the most important thing.’
However, it has proven challenging competing with larger companies now operating in Hackney. ‘Domino’s Pizza opened up last year and they are constantly offering vouchers to customers. The majority of our delivery business is through Deliveroo, so once we have paid their 25% commission, we cannot afford to offer a further discount. If we can get customers spending directly with us, then we don’t take such a big hit on our margin, and it means we can reward our customers with money off, just like the big companies.’
Franco uses iVoucher to send vouchers via text message and email to his customer database. He also hands out business cards to customers in the restaurant with a QR code and link to his iVoucher. Customers have to leave their email address in order to access a unique code to claim a 25% discount. Franco then uses the data collected to send details of future offers and promotions to his customers.