wee eddie wrote:
Granddad has got it in one.
While I have only a short experience in the Taxi business, I was 25 years running a Coffee House/Restaurant.
We had a buoyant trade with about 2000 customers each week in Season and about 600 each week for the rest of the year.
As there were several Competitors in the immediate vicinity. To try and increase the Off Season Trade, I tried 2 different schemes, neither made any real difference to my turnover and both reduced my Profit Margin.
Scheme 1:- Loyalty Card, with a free coffee on every 6th visit.
Scheme 2:- Deep Discounting, with local Newspaper and Radio Advertising. These were tried - Off Peak Discounts, Bogof, Free Child's meals, 2 Courses for a £5.00.
There was little measurable increase in Trade and a considerable loss of Goodwill with my neighbours. A couple started similar schemes and their experiences were roughly similar. When my Lease ran out I had out-lasted all but one of those businesses.
My conclusion is that, unlike the Supermarket Business, most Café Customers stay loyal to their chosen supplier. I think that Private Hire may be similar and anyone who discounts from the 1st position in the Rank is cutting their, and their Mates, throat.
