The Del Arte pizzeria brand is testing a subscription system in 13 restaurants to build customer loyalty. For 35 euros per month (30 euros the first month), you can have lunch or dinner once a day at a group restaurant (desserts and drinks not included).
An announcement that has given much to talk about in the world of restoration today due to the drop in attendance and the explosion of its costs. But for many, this model is hardly profitable.
Tested until mid December
The goal is simple: you have to build loyalty. “We have an activity that is among the least profitable in France and if we do nothing in five years, we no longer exist. That’s the problem,” he continues. “The real problem is the attendance, we have not found the figures for 2019. We are trying a new way, an innovation, we really want to find people in our restaurants.”
Beyond this question, about the model, “the idea of the test is to consider that people are not going to come every day to eat. When they come to benefit from their free plate, they will probably buy something else and be accompanied”. , we count on that”, explains the leader.
The subscription will be tested “until the end of November, mid-December”, after which the chain will decide whether or not to extend the offer to all its franchisees.
Source: BFM TV
