“We have initiated an aggressive campaign this year, with menus including only products from the standard menu, for a price 35 percent lower than if these were purchased separately. On average, the number of clients rose 5-10 percent, but the average per transaction dropped 15 percent,” Petrescu told Business Standard.
The company’s 2009 marketing schedule includes launching a new “value” campaign every three months, according to the company official. However, City Grill’s owner said that the change in consumer behavior is becoming visible due to the drop in purchasing power.
The net sales estimated for 2009 will not exceed €14 million, while the company’s investment budget is set at €1 mln, targeting the opening of four new locations: two City Grill restaurants and two City Cafe coffee shops.
“The year 2008 was the group’s best year since it was founded in 2003. We posted net sales worth some €14 million for the three companies [City Grill, City Cafe, Caru cu Bere] in the group. Sales registered a strong upward trend, starting at €300,000 in the first year, and amounting to €14 million at the end of 2008,” Petrescu added.
