Cinco de Mayo
Operators can profit from Cinco de Mayo by focusing on a few areas: promoting, marketing, and training.
There are many ways to maximize profits during the Cinco de Mayo season. Begin with solid promotion and marketing strategies, and provide training for all front-of-house employees. Servers are empowered to sell items with confidence when they understand the promotion, the history of the holiday, Mexican foods and trivia.
Promoting
- Run the promotion for at least five days.
- Many Mexican restaurants feature a Cinco de Mayo special once a week during the month prior to the holiday, while others run the promotion throughout the month of May.
- Other restaurants celebrate the week of, or day of, May 5th.
- Use red, green, and white colors for menus, beverage lists, and signage. Accent with dark blue and gold.
- Use Mexican props, such as sombreros filled with bright, colorful flowers, or drape Southwestern-style rugs in key areas as a backdrop for food displays.
- Hang piñatas from the ceiling.
- Have fun with server uniforms by adding sombreros, chili pepper shirts or vests, or bright colorful T-shirts. Employees may even purchase their own attire if asked or supported in creative ways. For example, offer prizes for the most authentic uniform or historical outfit.
- Provide entertainment such as Mariachi or Spanish guitar music. If there is ample space, sponsor a Salsa dance contest.
- Offer activities for your customers to interact with. For example, have a jalapeño eating contest.
Training
- Review the history of Cinco de Mayo with your staff. Cinco de Mayo is not a celebration of Mexican Independence but rather a commemoration of a battle that took place between the French troops of Napoleon III and a Mexican army led by General Ignacio Zaragoza in Puebla, Mexico. Although the Mexican troops were outnumbered three to one, they were victorious. Their defeat of the French marked the beginning of the end of European occupation of Mexico. Today the victory is celebrated with feasting and parades.
- Explain special menu items and have the Chef review popular Mexican foods with all front-of-house staff.
- Clarify all related promotions and house policies for promotions, particularly with contests and bar beverage discounts.
Whatever Cinco de Mayo promotion you choose, be creative and have fun with it. And remember -- the most successful promotions are simple ones. "Olé!"
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