Recent research of our members has identified that customer downturn is the number one challenge facing our businesses. Members are reporting a decline in both revenue and patronage numbers. It’s a concerning trend, and it directly reflects the challenges our industry is facing.
During a customer downturn, there is an essential need to get creative and proactive with marketing strategies and product offers to attract and retain customers.
Here are ten marketing ideas to consider:
- Special promotions: Offer limited-time promotions, such as kids eat free, express lunch menus, bottomless food items, buy one get one free offers or discounts on specific menu items or days of the week. This encourages repeat visits and attracts price-sensitive customers.
- Family packages: Recognising that families may be more selective about dining out during a downturn, offer family packages that provide value and convenience. These packages can include a complete meal for a family at a discounted price, with options for children and adults. Consider adding family-friendly entertainment, such as board games or colouring books, to make the dining experience more appealing to parents with kids
- Office happy hour specials: Organise an “Office Happy Hour” event, specifically designed to attract local workers for after-work drinks. This event can take place on weekday evenings and offer special discounts on drinks and appetizers during a designated time, typically from 5pm to 7pm. Promote it as a great way for coworkers to unwind and network after a busy workday. Consider adding unique touches like extended Happy Hour on Fridays, themed drink specials, or even a loyalty program where frequent attendees can earn rewards or exclusive discounts. Advertise the event to local businesses and corporate offices to encourage group reservations and participation. Any alcohol promotions need to comply with promotions regulations. Find out more here.
- Loyalty programmes: Reward your best customers and encourage them to dine with you more regularly but implementing a loyalty programme that rewards customers for repeat visits. This can be in the form of points, discounts, or free items after a certain number of visits or purchases.
- Social media engagement: Increase your restaurant’s presence on social media platforms. Share engaging content, run contests, and engage with your customers through comments and messages. This will help to keep you top of mind with your best customers.
- Email marketing: Build and segment your email list to send personalised promotions and updates to your customers. Consider offering exclusive deals to email subscribers.
- Local partnerships: Collaborate with local businesses to cross-promote each other. This can help expand your customer base and provide added value to your current customers. For example, a pre theatre or show menu that works around the time of the performance.
- Themed events: Host themed events, such as trivia nights, live music, or chef collaborations. These events can attract new customers and create a buzz around your restaurant.
- Create something unique: Create food challenges or unique menu items that encourage patrons to come in for the ‘must try’ item. These can draw a lot of attention on social media and draw the foodies in.
- Tailor your offerings to the right customer base: If you’ve noticed a decrease in your usual family clientele and an increase in DINKY’s (double income, no kids) patrons dining at your establishment, consider adjusting your menu and events to better cater to this demographic.