Revealed on the 8th July by Chancellor Rishi Sunak in his budget briefing, The Eat Out to Help Out scheme was rapidly launched and many bars, restaurants, cafes and pubs were still signing up to participate when the scheme officially launched on 3rd August 2020.
Croydon Business Improvement District (BID) played its part locally in supporting the Eat Out to Help Out scheme and the many participating businesses locally by increasing promotion and marketing to encourage people to rediscover many of our favourite restaurants, cafes and pubs.
We immediately prepared a printed A5 leaflet, detailing all of the local venues taking part, both independents and chains, which was then swiftly distributed by our street ambassadors across the town centre, including to residential buildings, transport hubs and the shopping centres.
In a concerted effort to boost traffic, we produced a simple but effective Check Out Croydon eNewsletter specifically for the Eat Out to Help Out scheme, which was sent to over 13,000 subscribers.
In addition, Croydon BID used its social channels (2x Twitter, Instagram and Facebook) to reach as large an audience as possible. With 9,400 followers on Twitter (Check Out Croydon and Croydon BID combined), there was over 30,000 impressions during August, resulting from 58 tweets. With 4,300 fans on Facebook, and 59 posts, there were 268 engagements. However, Instagram was the most relevant for Eat out To Help Out and so there were 45 posts, which had 405 engagements from 1,600 followers.
Our website analytics revealed a keen interest in our Eat Out To Help Out news items, with twice as many website sessions in August as July (10,500 compared to 4,350). Overall , our website saw a staggering 177% increase in organic traffic, with 127% increase in new users.
Natasha Gray, Marketing & Communications manager said: “The Eat Out to Help Out scheme generated a great deal of interest in Croydon, offering a great chance for many to rediscover their favourite eateries at a discounted rate. Supporting the national marketing of the programme at a local level is an important part of what we deliver for the business community of Croydon, with an effective content and social media strategy that helps increase awareness and interest, maximising the opportunities for both businesses and consumers.”
Although the success of The Eat Out to Help Out scheme will be different for each business, the above analysis highlights the huge interest and demonstrates the effectiveness of the support.