"THE HAPPY HOURS PROMOTION OF COSTA COFFEE"

 

  The article is about happy hours promotion of costa coffee from "The Strategist" Monday 21 cctober.

   In the past they had a dearth of customers after 6:30 p.m, which is significant lossess to the business. To bring in customers after 6:30, the organization started a happy hours promotional strategy.

  As part of this promotion in india they slashed the price of every item in their menu by 50% after 8:00 p.m. They kick started the promotion in the end of july & ran it till september end. Next they targeted families who could come to their outlets for post dinner dessert.

  All the pubilcity for Happy Hours was driven at the store level. Most of the outlets focused on the pamphlet distribution. Interestingly, many outlets had look walkers hovering in the vicinity.Earlier, some outlets did only 20 transactions after 8:00p.m. This changed to 60 transactions during the Happy Hours Promotion.

  After the end of the promotion, the number of transactions across most of their stores stands at 30. Their aim is to push coffee consumption during the unproductive hours. Target of coffee chains don't make significant revenues after 6:30 p.m. They wanted to change this by giving coffee lovers & families a chance to come to our outlets for post dinner dessert/coffee. Their outcome is the footfalls across some of the stores increased by 40%.