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Available - Interest Free Loans for Cash Poor Restaurant Operators by Chuck Gohn
A gift certificate sale
is like an interest free loan.
Think about it. Customers give you hard cash in exchange for a piece of
paper that may or may not be redeemed at some future date. In the meantime, you
have free use of their money to purchase inventory, pay the rent, or help make
payroll. Too bad your banker isn't as generous. So why do so many restaurateurs shy away from aggressively marketing gift
certificates? I suggest that many operators view gift certificate sales as a
high risk, low benefit venture. Consequently they budget little or no
advertising dollars to promoting gift certificates, and they make purchasing
them as convenient for their customers as a trip to the DMV.
Click here to go to the article page.
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