Dining out is not just about food anymore, it is more about having a social and cultural experience. Restaurants have become a hub for gatherings be it for celebrations, meetings or simply to relax with friends and family.
The food and beverage industry has become highly competitive, with customers having more and more options available to them both online and offline. Post-COVID-19, customer preferences and expectations when it comes to dining out or ordering in have also changed.
As a restaurant owner, worrying about getting ahead of the curve and brainstorming strategies to boost sales is therefore not as easy as it used to be.
Whilst your thoughts will generally point towards cost-cutting measures, they may not necessarily provide the desired results. Fortunately, there are several effective strategies you can implement to boost your restaurant’s revenue sustainably.
This article covers five tried and tested marketing strategies that will increase your restaurant’s foot traffic and eventually increase sales.
- Give Your Eatery a Makeover
Wear and tear can gradually take a toll on your business without you even noticing it, especially in a restaurant. Whilst having a bustling eating place is undoubtedly what you want, the constant influx of diners can wear down and damage the space faster than expected.
Assess the current interior and exterior of your restaurant. Is the decor and furnishing outdated? Does the lighting set the right ambience? Do the colours and design align with your restaurant’s theme and concept? These are some essential questions you should think about.
Additionally, to improve the overall workflow and functionality of your commercial kitchen, you might need to revamp your cooking space. When it comes to designing and planning for custom kitchens in our homes, we leave no stone unturned. Consulting kitchen planners is the go-to when laying the groundwork for a remodelling project.
Your commercial kitchen should have the same attention to detail, especially if you are based in Northampton, Milton Keynes or surrounding areas. It is best to consult professional kitchen designers who can offer expert advice and insights to make your restaurant efficient and lucrative.
- Revamp or Improve Your Branding
Another effective way to promote your new restaurant is by revamping or improving your branding. You might think that branding majorly revolves around your logo, but there’s more to it than just that. It’s the culmination of the entire experience and identity that you offer to your customers.
You should assess your current branding elements, from your logo design to your restaurant’s decor and ambience. Identify areas where you can make improvements and work on enhancing them.
Incorporate your branding in every element of your business to create a cohesive aesthetic. For instance, your menu should have your brand colours and fonts, tablecloths should have a subtle engraving of your restaurant’s name. Go the extra mile and print beer mats with your logo, QR code and maybe your Instagram handle. There are endless options for you to take that extra step to promote yourself in a unique way so try and make the most of it.
Ensure that your branding is consistent across all the channels, including your website, social media profiles and physical space. Consistency will help build your brand recognition and loyalty.
Another smart move would be to listen to your customers and accordingly create your branding strategy. Understanding their preferences and expectations will help you design a restaurant that aligns with your customer’s preferences.
- Enhance Your Menu Selection
As a new restaurant owner, it’s important to spend a good amount of time researching what you are going to bring to the table, pun intended. Customers today are more inclined to subject their taste buds to new cuisines and flavours. At the same time, depending on where you are based, you could also win hearts (along with 5-star reviews) with traditional and authentic flavours that are a staple.
Once you know what kind of food you are going to wow your customers with, be sure to spend time designing the layout and aesthetic of your menu as it can significantly impact your sales. This proven concept is known as “menu engineering.”
This strategic technique involves highlighting specific items on the menu to draw more attention to them. By using visual cues such as slightly larger fonts, colourful boxes, enticing sketches, or appetising photos, you can attract more eyeballs to speciality items quite easily. Use this technique to highlight items and dishes that are more profitable. Additionally, you can use this strategy to showcase add-ons or extras.
You will surely notice an increase in the average transaction amount and overall sales. It has been found that by implementing menu engineering strategies correctly, you can potentially boost your sales by as much as 15%.
- Conduct an Exclusive In-House Promotion
A highly effective strategy for increasing in-house sales involves running exclusive promotions available only to customers dining at your restaurant, rather than opting for takeout or delivery.
For instance, you can offer patrons a complimentary dessert with their main course. This offer will be applicable when they choose to dine at your establishment after 5 p.m. from Monday to Wednesday. This approach is particularly beneficial if your restaurant experiences slower business on certain weeknights.
Having happy hours is another quick win for your business so is birthdays, anniversaries and similar special occasions.
That said, promotions don’t solely revolve around deals. Hosting events like an end-of-summer patio party can draw more customers into your restaurant. Get more specific and creative with themes and celebrations to boost foot traffic, and to increase revenue.
- Offer Online Ordering Options
In today’s fast-paced world, consumers prioritise convenience over everything else. Most customers now prefer directly placing an order for takeout instead of calling the restaurant. This fact highlights the importance of providing online ordering options through your restaurant’s website.
Online ordering offers customers the flexibility to place their orders without the need to wait in queues or on hold. Additionally, this option allows you to visually showcase specific menu items and add-ons in a way that’s not possible during a phone conversation. This readily presents an opportunity for you to increase your sales.
By utilising commission-free online ordering solutions, you can seamlessly accept orders through your website. This smart move will also help you retain more of your profits. In other words, you won’t have to allocate funds to third-party apps just to offer takeout, making it a financially sound choice for your business.
To Sum It Up
Opening and sustaining a restaurant business is not an easy endeavour. You’ll be faced with multiple challenges not to mention, heavy competition which is why you’ll need robust strategies and solutions to establish your footing.
However, armed with the necessary tips discussed in this article, you no longer need to fear slow sale days! These 5 effective tips will help you gain momentum and enhance your restaurant’s sales significantly over time.
