Running a Restaurant During the Recession...

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Tips For Getting Diners in the Door

Who can blame restaurant diners for eating more at home right now? Few people are secure in their jobs, too many already rely on unemployment benefits. The cost of dining out just seems unnecessary. Unfortunately, restaurant owners do not have the time nor attention of diners to explain the complex economics of how dining out benefits so many. There are the food suppliers, the staff, and even the local tourism industry that needs restaurant business to stay open.But you can still make your restaurant a top stop of the diners still out there, looking for a great meal and experience.

Here are just a few ways to make sure there is a moderate waiting list at the door.

Dine and Deal Events

Let's discuss the big elephant in the room, the recession. Why not turn your place of business into a meeting location for networking and deal making? Free Wi-fi services and contacting a few staffing services to hold lunch time recruiting events should make your 10 AM- 2 PM very busy. A recession doesn't mean no one is hiring, it means hiring agents have to be more selective in who they hire. A recession forces everyone to do more with less, including human resources.

Frequent Diner Cards

There is an old adage that no one likes to eat alone. Frequent diner cards, especially for dinner, usually result in loyal customers and a buy one get one once the redemption occurs. For example, if you reward diners with a free appetizer after a certain number of visits, chances are the diner holding the promotional card brought additional diners the night the card is used. These additional diners add to alcohol sales, dessert sales, and raise the overall tab of the table.

Work With Other Struggling Entertainment Venues

Even humans in a recession like to date and enjoy time out. Contact a local movie theater or even a comedy club about pairing dinner with one of their performances or showings at a reduced price. Your restaurant could offer a coupon on tickets to a later attendance, or you could offer a restaurant discount with one of their ticket sales. Either way, both of you benefit from increased traffic, usually for only the cost of a few dollars.

Get Thee on the Web

Recession diners are choosy diners, so your restaurant establishment needs to reach them when they are making a decision about where to eat, not once they walk through your doors. Is your restaurant only listed online as a phone listing and location on mapping websites like Google and Yahoo? There are many free and low-cost ways to make any restaurant a website. All it takes is a few uploaded digital photos, a menu listing, and offering information about the latest events or specials. Diners are more likely to try somewhere new to them if they are reasonably sure the menu, atmosphere, and pricing appeals to them. Almost any member of a young waitstaff has the skills to start a free website or blog site.

Reach Out to Local Hobby and Volunteer Groups

There are many social and volunteer groups looking for meeting space. Few of these organizations have a budget to pay for chairs and tables, but if your restaurant can offer them a free banquet area, you benefit from dozens of captive diners. Sure, a few members may arrive and not order anything from the menu. Chances are far greater if it is close to a regular meal time, the attendees will at least order a small appetizer or drink. Work with group organizers to prevent any conflicts for the space, such as peak dining times. Most civic and social groups are more than willing to adjust meeting times for a nice venue for discussion and fellowship.

There are still people eating out, your restaurant just needs to lure them in. Traditional advertising can prove expensive, and without professional management of such an ad campaign, it's tough to know its effectiveness. As owner or manager of a restaurant, you can use free or low-cost ways to drive traffic to your restaurant.

It's all about adding more value for your diners than just great food, wonderful customers service, and affordable prices. Giving discounts on a future meal, or at another entertainment location are one of the most tried-and-true. Newer technologies make restaurant information on the web and free Wi-Fi at the location other great draws. Finally, seek out new partnership opportunities for special networking events or free meeting space for hungry club members.

By: Elizabeth Ann West