Pasado Productions

Objective:
To stimulate sales by motivating employees to give customer high-quality service.
Strategy and execution:
Management of the restaurant chain adopted an incentive promotion designed to provide service beyound customers' expectations. The "E Team" promotion to employees at 200 locations in southeastern states began with a series of brain teaser specialties. Each employee received a double-eraser pencil (copy: "Eliminate mistakes. Join the E Team soon.") This was followed by a wooden nickel ("Don't take any wooden nickels. Join the E Team.) and a " hook up your seat belt " key tag encouraging employees to " Get hooked on the E Team." Management then explained the promotion goals and the competition whereby resaurant locations would be divided into six divisions. Performance would be ovserved and evaluated by "mystery shoppers" who would be visiting the various locations unbeknownst to employees. Also issued to employees were lapel pins and bumper strips. ( "I am a member of the E Team"). On the liner of the bumper strip was stated the amount of cash the winning location in the division would win and distribute among employees. Other prizes were jackets and caps with the promotion logo.
Results: The chain reported a 10 percent increase in sales and an increase of 4.5 percent measured "excellence," according to the marketing vice president.