As there are a great many students & university staff on their way to lectures & offices around the campuses from 8am every day we saw an opportunity to engage with both by means of offering a highly attractive breakfast offer. We undertook research which concluded that there had been a consecutive year-on-year increase in people eating breakfast outside of the house, whereas lunch and dinner had remained broadly constant.
We read into the research that there was an obvious demand for a good breakfast offer if pitched correctly to the appropriate clientele group, was a quality product & was at the ‘right’ price.
We also recognised that a great breakfast offer would provide for improved service to university staff and students who are time starved, on the move and don’t always have time for breakfast before leaving the house.
The offer is a Breakfast Sandwich (Bacon, Sausage or Quorn Sausage) & regular hot drink for £2.95 to be served before 11am.
Additionally we foresaw that getting the breakfast ‘offer’ right would increase the number of customers who visited the hUStle & bUStle outlets at breakfast time & would increase the average spend per customer before 11am. The knock-on effect would be increased footfall throughout the day with the likelihood of repeat visits either on the same day as the breakfast transaction or later in the week for an additional breakfast or potentially for lunch.
The promotion ran in all hUStle & bUStle outlets that ran the ‘coffee shop model’ (i.e. excluding Grill & Go, The View Deli & Uni Central) & ran initially from February – June 2016.
The results throughout the initial five month period were very rewarding & have stimulated us to introduce the offer on a full-time basis such has been its success in delivering on our objectives.
17, 690 Breakfast Promotion Items sold (Feb – June 2016)
£25, 602 Revenue generated
141 Promotion Items sold on average per day
93% Increase in sales of breakfast sandwiches
£59, 234 Increased revenue from sales outside of the promotion times
20p Average increase in transactional value per purchase before 11am