​Amid high gas prices, think local

In recent weeks, gas prices have hit all-time highs in the U.S., with the average price of regular, unleaded gas reaching $4.25 per gallon in March, according to AAA. The high prices, along with record-high inflation in general, have started to impact consumers’ buying decisions. A recent Restaurant Dive report said that consumers have been driving shorter distances to go to quick-service and full-service restaurants alike – opting for those within a five-mile drive as opposed to venturing to those over 30 miles away. Gas prices aren’t likely to come down soon, so it’s worth zeroing in on hyper-local guests as you plan promotions. Are there upcoming events in your neighborhood that could generate traffic for you if you offered a related promotion? Does your customer relationship management system have the capability to send offers to people who happen to be within a small radius of your restaurant? If your best guests aren’t located right in your neighborhood, could you explore offering your food at festivals or other venues that feature a wide mix of food options and are more apt to draw people from a distance? It’s also a good time to dial into your neighborhood a bit more and partnering with local businesses and other organizations to demonstrate your commitment to your community – being front-of-mind with the consumers closest to your door could help you stabilize business during uncertain times.

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