As soon as Christmas is over, supermarkets and shop fronts all over the high street will have hearts in the windows and on the shelves ready for Valentines Day and it won’t even be January yet! Every month there is something that the marketing gurus will be trying to push on to the consumer;
January - New years resolutions and gym memberships
February - Valentines Day and Pancake day
March - Mothers Day etc etc etc.
You get the idea! So as a restaurant owner how much of this seasonal marketing do you get involved in, if at all?
It is no secret that restaurants in this market are having to be really creative in order to survive. Having great food is no longer sufficient to cope with the current economy. Clients are now looking for a reason to eat out and not order a deliveroo in the comfort of their own homes! Don’t get me wrong, the disposable income is still there, but people need to be given a resaon to spend. They want an environment. They want an experience.
What does this mean for you?
Well. The food needs to be amazing, as does the service offered. That goes without saying. But the experience? That can be provided in a number of ways. Of course beautiful interiors is an obvious one. But coming back to topic, you can use seasonal events to create a memorable experience for your customers. Give them something they don’y even know they need! After all that is all that marketing is, is it not?
It is pancake day today, so lets use that as an example.
Option 1 - Decide you dont do pancakes and ignore it
Result- You get your normal days trade and no more, no need to spend any extra so you don’t lose out on anything but the potential extra foot traffic.
Option 2 - Use it to create a unique high end experience such as “A pancake making master class with the chef” or how about “Live cooking demonstration by the talented chef”
Result
Clients that may not have otherwise visited (increase in revenue)
An opportunity for the chef to show off his skills (Increase in morale)
An experience that the clients will talk to their freinds about (increase in visibility)
I hear you say, thats a great idea but I dont have the time or resources, so how about;
Option 3 - A simple competition or poll across your social media channels that is relevant to the seasonal event. Example - Favourite topping on your pancake, lemon and sugar or nutella (Poll) or Comment below on your wildest pancake combinations, the most insane will be offered on the menu and the winner will get free pancakes.
Result - Hype and increased traffic across your socail media channels which in turn will increase visibility and may lead to increased custom!
So I hope that has given you food for thought. Do you partake in seasonal events or do you feel it is a waste of time and effort? I would love to know in the comments.
If you feel you need to improve your customers experience with newly designed interiors that will reflect your brand ethos and values. Do get in touch, I would love to help you!
hello@bluefeatherdesigns.co.uk
Natasha