I never expected to receive direct mail from a yogurt shop, let alone mail with a plain white envelope and a black/white printed...View More packet inside. It looks like it could’ve come from an employee’s home printer. I say this all as a compliment. Kudos to Pinkberry for not trying to be like the big companies that focus on sexy marketing over responsive marketing. I saved this promotion from last May & I’m glad I did because upon looking at their website, it’s clear that catering continues to be a big part of Pinkberry’s business: http://www.pinkberry.com/catering/ In their site menu, it’s the second item listed. I looked at sites from their competitors & although some offer catering, none of them place as much emphasize on it as Pinkberry does.
I worked in the restaurant industry for quite a few years & I know first-hand that catering jobs are big winners for restaurant owners. They're basically “bulk orders”. And when the margins are comparable to the margins of customers coming into eat, it’s evident how catering can help rapidly grow a food/drink business.
If a restaurant business only offers dine-in eating, their profit potential peaks at the amount of people they can fit. If they provide take-out, their potential expands to the amount of people they can cook for that night. However, provide catering & your potential increases ten-fold as there’s usually more prep-time & you can cash-in on a lot of people at once. Pinkberry’s leg up is that their product, yogurt, requires basically no prep-time so they can respond to orders quickly & since their brand is premium & well-known, big companies will gladly pay for it, no questions asked.
Direct Mail (Catering Offer) from Pinkberry Swiped in April 2016
Have you ever thought of providing something along the lines of “catering”? You may be overlooking an opportunity to generate quick cash flow and you never know who’ll be interested in the option. Variations of “catering” could be bulk orders of your product(s), a “do-it-for-you” service, a “team” or “lifetime” membership, a group call or teaching, a multi-license deal etc.
Follow Pinkberry’s lead and don’t fall into the trap of having to be “sexy”. It’s easy to get caught up in the details & focus on looking flashy & “professional”. Pinkberry made an impact by using a plain white envelope & black/white printing.
When you think about catering, also think about “systemization”. It’s evident in their brochure that Pinkberry has a very specific procedure & way in which they provide their service. This makes it easy to replicate & grow on a mass scale.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
Visit the archives of this swipe's source URL or view past screenshots of pinkberry.com below.