Strategies to Fill Your Restaurant During Slow Times
Strategies to fill your dining room again and again...
The cost of living crisis has meant that every restaurant is experiencing quieter times right now. Here are some effective, actionable tips to fill your restaurant during slow times. Be warned there are NO Silver Bullets but the consistent application of any of these strategies can transform your slow periods into profitable ones.
1. Offer Time-Limited Discounts and Specials
One of the simplest yet most effective ways to attract customers during slow periods is to offer time-limited discounts and specials. These can include:
- Happy Hours: Offer discounted drinks and appetisers between 3 PM and 6 PM.
- Lunch Specials: Provide a special menu with lower prices or combo deals or ‘fast turn’ menus to attract the lunch crowd.
- Early Bird Specials: Encourage diners to come in earlier in the evening by offering discounts on meals ordered before a certain time, such as 6 PM.
Promote these specials through your social media channels, email newsletters, and in-house signage to ensure customers are aware of the deals. Be sure to cost any discounts so that you aren’t losing money on the deal.
2. Host Special Events and Themed Nights
Special events and themed nights can draw in crowds during otherwise slow times. Consider the following ideas:
- Theme Nights: Host regular themed events, for example Pilu at Freshwater has a thriving Book Club where Authors Speak. This can attract groups looking for a fun night out.
- Live Music: Schedule local bands or solo artists to perform during off-peak hours. Live entertainment can create a lively atmosphere that attracts patrons. Centro CBD in Wollongong have concerts all through the year. Kashi in Annangrove host Indian Singers and Bollywood Dancers.
- Cooking Classes or Demonstrations: Offer cooking classes or live demonstrations during quieter periods. This not only brings in customers but also showcases your culinary expertise. Again Pilu at Freshwater and Ormegio at the Spit regularly do cooking demonstrations and Kashi has an Indian Cooking School.
3. Partner with Local Businesses
Collaborating with nearby businesses can be mutually beneficial. For example:
- Office Lunch Deals: Partner with local offices to provide lunch deals for their employees. Offer delivery or pre-order options to make it convenient for them. This works particularly well for those restaurants situated near office blocks.
- Fitness Centres: Work with gyms or fitness centres to offer healthy meals and some discounts to their members. Get their members onto your database so that you can direct market to them afterwards too.
Such partnerships can introduce your restaurant to a wider audience and encourage new customers to visit during slower times.
4. Implement a Loyalty Program
A well-designed loyalty program can incentivise repeat visits. For instance:
- Point-Based Rewards: If your POS allows it offer points for every dollar spent, which can be redeemed for discounts or free items. The Bluewater in Cairns uses this strategy to encourage repeat business. TIP try this on a time limited basis or points are only redeemable on certain times or dats etc. Do not get locked into something that can eat into your profits long term - this is a strategy to boost slow times not a long term business strategy.
- Exclusive Offers: Provide loyalty members with exclusive discounts such as a Birthday Gift or early access to specials.
Promote your loyalty program actively to ensure customers sign up and take advantage of it.
5. Leverage Social Media and Online Marketing
Social media is a powerful tool for reaching a wider audience. Use it to:
- Announce Specials: Regularly post about your time-limited discounts and events.
- Engage with Customers: Respond to comments, share user-generated content, and run contests to keep your audience engaged.
- Geo-Targeted Ads: Use geo-targeted ads on Facebook, Google, Instagram, X, Snapchat etc to reach potential customers in your area, especially during slow hours.
Consider investing in targeted online advertising to reach potential customers who may be looking for dining options during your slow periods. If you want help with this contact us as we can do it for you or coach you on how to do it.
6. Optimise Your Menu for Off-Peak Hours
Tailor a specific menu for off-peak times that is quick to prepare and appealingly priced. This can include:
- Small Plates and Tapas: Offer a selection of smaller dishes that encourage sharing and sampling.
- Combo Deals: Create combo deals that provide value for money, such as a drink and a snack for a set price.
A specialised menu can entice customers to visit during quieter times without overwhelming your kitchen staff.
Conclusion
Maximising off-peak hours requires creativity and a proactive approach. By offering time-limited discounts, hosting special events, partnering with local businesses, implementing loyalty programs, leveraging social media, and optimising your menu, you can transform slow periods into thriving, profitable times. Start implementing these strategies today, and watch as your restaurant fills up, no ma
