6 tips to keep your restaurant booming during winter

6 tips to keep your restaurant booming during winter
6 tips to keep your restaurant booming during winter

posted 17 Nov 22

It’s common knowledge that the holiday season leaves a significant dent in one’s wallet - to the point where they will quite happily forgo the luxury of eating out during the hangover months of January and February. We catch up with our consultants and hospitality experts, Adam Russell and Amy Dennis, to get their top six tips on how restaurants can stay busy during the quiet winter months.

Allocate holidays after December

Amy recommends that restaurant managers encourage their staff to take holidays over the quiet winter months of January and February, rather than December.

“Any sensible waiter knows that they will make more money over the peak holiday months, with customers being more generous over the festive period, so use that as an incentive to forgo taking holidays over the Christmas period. They can enjoy the spoils of their toil over the festive season in January or February, where there will be less customers and their services will not be in high demand,” Amy advises.

Adam agrees, saying, “To be honest most chefs will have had their fair share of long hours spent labouring over stoves and ovens over the festive season, and will be more than happy to take a break in the beginning of the new year.”

Keep customers coming back

If you are wondering how to go about doing this, the answer is actually quite simple. “During the peak months of November and December, offer a January two for one meal voucher that will motivate customers to return to your restaurant during the quiet periods,” Amy advises.

“The great thing about this tactic is that you can target a great range of patrons over the busy months, and a substantial percentage of them will be inclined to cash in their voucher,” adds Adam.

Offer a winter special

“After spending a substantial amount of money over the Christmas period, it is only natural that many customers will be looking for a bargain,” says Adam. Amy adds, “You really have to find and promote an incentive that will get those customers through the doors. Lowering the price on your menu is one of the best ways to do that.”

Adam believes that a great way to offer a bargain without costing the company too much is to offer specials on food, whilst making up for the cut cost with other expenses. “In the long term, it is worthwhile to cut the cost of the food but push on selling the drinks.”

Consider organising an event with neighbouring restaurants

Winter festivals, concerts and sporting events definitely bring more business into local areas. “If you have access to local marketing bodies, consider how you can get involved in local events of interest,” Amy advises.

“Teaming up with an existing restaurant or having your own pop-up restaurant to align with a popular local event is sure to be beneficial in attracting customers,” says Adam.

Focus on branding

According to Adam, branding shouldn't start when customers become less inclined to break their banks over January, but it should begin in December. “Many patrons will book restaurants or catering venues for their Christmas parties, and owners of these businesses should do all within their power to facilitate an optimal customer experience. This means bearing in mind that a bad review spreads, and can decrease their business during the winter months.”

“Employers should never underestimate the power of social media,” says Amy. “Aim to have an annual PR plan, and don’t be shy about emailing contacts with frequent noise about upcoming specials and events.”

Take stock

“It is crucial that restaurant owners have an annual budget, whereby they can ensure that their peak months such as June through to December can get them through the quieter months of the year,” advises Adam.

“Taking stock is important, and planning ahead is crucial for survival,” says Amy.

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