McDermott’s : Fish & Chip restaurant

About This Project

The Client

Established 25 years ago, McDermott’s is an award-winning fish and chip restaurant and adjacent takeaway based in Addington, just outside Croydon and run by a father and son team.

The Challenge

Although on busy nights they serve over 250 covers in the restaurant and 1000 takeaway meals, McDermott’s were keen to attract more diners at quieter times, especially midweek.

The Paramount Solution

We specially commissioned photography to show the quality of the operation and the high standards of comfort in the restaurant and used it to redevelop the company website.

To attract new local custom we devised a 3-month magazine advertising campaign that included a special offer advertisement with an integral voucher or a discounted midweek meal. We incentivized larger parties –offering a higher level of discount on a meal for four.

By measuring the response we tested a range of local magazines, refining our media selection to arrive at the most effective publications.

To maximise the value of existing customers we also developed their loyalty card scheme to provide savings of up to 20 percent. This served the dual purpose of encouraging diners to return as well as capturing data so that McDermott’s can promote special offers, events or new menu additions more directly in future.

Result

The take up of the vouchers was high, giving a much-needed boost to midweek sales, and the sign up rate for the loyalty card was impressive, allowing McDermott’s to build a powerful customer database.