American Express has launched a new business building program available to restaurateurs who welcome American Express Cards. The Catering and Private Party Program is a cost-effective marketing program that uses consumer media, direct mail and promotions to help merchants who want to develop and increase restaurant catering and private party revenue. With this program, American Express hopes to help restaurateurs increase revenue in the catering/private party business, which represents a $17.7 billion niche segment in the restaurant industry. This marks the first time that a charge and card company has developed a business building program for this segment of the restaurant industry.
The program was designed to support restaurateurs in promoting the benefits of hosting catered events at restaurants. It enables restaurateurs to build business and revenues by taking advantage of seasonal and special events like corporate holiday parties and celebrations. The program markets to patrons and business customers who may not otherwise use restaurants for special occasions. It can also help increase the dining check average. Restaurateurs who are interested in participating in the program should call their American Express accounts representative or (888)263-9267.
Merchants can utilize all or some of the creative components of the program including:
Marketing-based print advertising campaigns: restaurateurs can increase the awareness of their catering and private party services through special âGreat Parties Call For Great Placesâ advertisements which will appear in local newspapers and magazines this holiday season. These Include The New York Times, Los Angeles Magazine and Chicago Magazine.
Postcard program: merchants can create specially designed postcards to promote their catering private party services to American Express Cardmembers. For one low cost, American Express will handle all the details including customization, printing, postage and mailing house services.
Marketing campaigns: restaurateurs can work with American Express to develop promotional offers for American Express Cardmembers.
The Catering & Private Party Program provides merchants with flexibility to choose the components that are most appropriate for their business. The cost of the program depends upon the services selected by the merchant.
âBy partnering with American Express, restaurateurs will be able to attract new customers through increased exposure,â said Bruce Bozzi Jr., catering sales manager for New York-based Palm Restaurant. âThe program will allow them to expand their local marketing efforts and tap into a new customer base that they normally wouldnât have access to.â
âAmerican Express is committed to helping its merchant partners build business. We are pleased that this innovative program will help restaurants build additional revenue while attracting new customers,â said Lloyd M. Wirshba, vice president and general manager, Restaurant and Entertainment Industries. âWe are also confident that are Cardmembers will benefit by taking advantage of the professional expertise of restaurateurs in planning their special events and earning Membership Rewards points.â
American Express is welcome at more of the stores, restaurants, hotels and service providers where Cardmembers spend on everything from health and beauty aids to computers to a weekend away. Current American Express research shows that based on the way American Express Cardmembers use their American Express Cards, Cardmembers can put 94 percent of their plastic spending on American Express. Presently, a fast growing number of merchants worldwide welcome American Express, with a new establishment accepting the Card every two minutes.
American Express Travel Related Services Company, Inc., is a wholly-owned subsidiary of the American Express Company- a diversified worldwide travel and financial services company founded in 1850. It is a leader in charge and credit cards, Travelers Cheques, travel, financial planning, investment products, insurance and international banking.Details