Business Solutions, Career and Enterprising

Why are F&B firms like Domino’s Pizza and Hard Rock Cafe Sentosa turning to door-to-door sales amid COVID-19?

Domino’s Pizza Image Credits:

Although the pandemic has intensified the digitalisation movement for many firms, some have taken a more unexpected path to improve sales. Selected businesses have proceeded with a traditional marketing tactic of going door-to-door to sell residents discount coupons.

Companies are collaborating with Salesworks

Ohana restaurant founder, Ms Shereen Anwar, stated her company started just three weeks before the circuit breaker began. “We had to re-strategise. We cannot have dine-in customers and we had just opened,” she shared.

Therefore, they went ahead with Ohana certificates where, at a lower price, consumers can get 10 sets of foods for S$30 via delivery.

Domino’s Pizza is also collaborating with Salesworks to offer its S$30 vouchers door-to-door. The pizza chain used to distribute leaflets in busy public areas, but it was no longer appropriate because of safe distancing initiatives.

Another food business that has taken the conventional path is Hard Rock Cafe Sentosa.

Hard Rock Cafe Sentosa

Image Credits: Kkday

A company representative said it wanted to get involved in neighbourhood sales. That is their attempt to obtain a more significant share of local audiences and provide locally tailored promotions. This is due to the firm’s realisation that the brand’s fame has recently upped among locals.

Though all three food outlets said their earnings have benefited by such a traditional marketing technique, they did not convey any sales data.

“A lot of people of all races come to try our food. The reach is further,” Ms Shereen feedbacked.

Hearing from the marketers themselves

New graduates or students who are preparing to enter university are among those who help distribute these vouchers.

Ms Celeste Koh applied to be a marketer as her pet boarding company took a hit due to COVID-19. The 19-year-old shared that her commission reaches up to S$500 a week, specifically on days where there are better sales.

After graduating from the Institute of Technical Education, she originally intended to fly but had to postpone her plans because of the pandemic. Besides her part-time position with Salesworks, she also does other jobs, such as being a barista and warehouse worker.

Since August 2020, Ms Soh Xian, 21, has been working full-time for Salesworks because she didn’t want to land an office role after finishing her studies from Singapore Polytechnic.

For Mr Shan Anders, the sales job was something he decided to try since he had some free time before enrolling in college. He makes around S$300 a week.

Door-to-door marketing is challenging but rewarding
knocking on the door

Image Credits: iStock

“When I first started, I was like ‘Oh, people are that mean.’ After a while, I got used to it. I just look forward to the next positive customer,” said Mr Anders.

The 24-year-old went on to share an incident about a client who purchased some vouchers but requested him to pass those on to someone else who requires it more.

Ms Soh admitted she encountered unpleasant people sometimes, but there were still those who addressed her with courtesy. “Some of them are very nice,” she remarked. “They give us drinks and food that they cooked.”

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