I do this with great results for my clients. Here’s a high level overview of the process. Get an account over at
referenceusa.com and do a business search for a 3 to 5 mile radius from your shop. Download these contacts. Have one of your employees or yourself call these businesses and ask for permission to either fax them or email them your daily lunch specials.
Once you get their permissions, note down their email or fax number and create a list of about 100 businesses. Once you get the list done. Make sure to email every day around 9:15AM and fax at around 8:45AM. You can use services like simplycast for the broadcast faxing and mailchimp for the email blasts.
Also, if you have a website with online ordering make sure you have these specials updated daily on the website. Don’t forget to also add an opt in form in the lunch specials page that will add the users to that specific list that goes out on a daily basis.
Make sure to have different dishes each day otherwise you’ll just have a few sales in the first week or two and then it will die out. You can even use the same dishes you have in your menu, but just call them differently. You can also get dish ideas from
spoonacular.com and other places on the net. Make sure to save these into a database so you could rotate them every other month.
Hope that helps. Any questions or concerns let me know. More than glad to help
-Jaime