NEW YORK -- EatZi's is using coupons as part of an endeavor to raise the average ring at its Macy's location here.
The "free with" coupons -- included in a colorful brochure that describes the EatZi's concept and features color photos and a map of the unit -- were sent out to Macy's New York customers with their store charge card bills this month.
The piggy-back strategy marks a new joint effort by EatZi's and Macy's to draw more customers into the basement-level eatery, said Phil Romano, restaurant concept developer and one of the founders of EatZi's.
While foot traffic is good at the location here, the average transaction is lagging at least a couple of dollars behind the typical $14.50 ring at other EatZi's locations, Romano told SN in a recent interview.
"We have 500 more people a day at our Macy's location than we do at any of our others, but they're not buying as much," he said, adding that "much of the traffic is made up of tourists. The challenge for us now is to get the local people to come in."
Macy's marketing department is helping Eatzi's by setting up a program to get more interaction with people in the community, Romano said.
EatZi's opened its unit here in Macy's last October. (See EatZi's Sets Sail in Manhattan at Macy's, SN, Oct. 26, 1998.) The hybrid market-restaurant concept was launched three years ago in Dallas by Romano and Brinker International, Dallas. Now the company has six locations. The next: San Francisco, this summer.