Christmas is the most profitable time of year for restaurants - but how do I go about attracting office parties without spending a fortune on advertising?
Guy Holmes, The Restaurant Ingredient
Advertising is a costly business for any restaurant, but if you're not a large establishment, there are ways of doing it that will bring the desired results without spending much cash.
- Get ready. Make sure your Christmas menu is ready, suppliers sourced, items costed and menus printed. The Christmas menu must also be put on your website.
- Use what you have. Use all the information on customers that you already have. This will include the reservations book, which will have contact names and numbers of past customers as well as fax numbers for people who might have requested a menu.
- Get on the phone. At around this time of year people are already starting to think about where to go for the Christmas office party. Phone the businesses in your area and, if they have nowhere booked, ask for contact details and either e<2011>mail, fax or post your Christmas party menu along with other relevant details such as booking requirements and the size of the biggest group you can accommodate.
- Existing customers. When customers have paid the bill and are leaving, give them an envelope with your Christmas menus, other relevant details and, if possible, a few testimonials from people who had their Christmas party at your establishment last year.
- A boards. Start promoting your Christmas offerings on A boards on the street outside your restaurant. Include a number of unique selling points, eg, happy hours, lively atmosphere.
- Venue finders. Signing up to a suitable venue-finding service can help boost your Christmas bookings at low cost. Examples include City Bash and the Restaurant Ingredient's own venue finder service.
www.tri.eu.com
Ann Elliott, Elliott Independent
It's true you could spend a fortune attracting Christmas office parties, but you can be just as successful using your own resources.
- Think about what makes a brilliant office party and then do it: great music, fantastic service, super food and a wonderful Christmas atmosphere.
- Decide on your offer and what makes you different. Provide the little things that make your offer better than anybody else's.
- Tell the press. The more interesting your story - and photo - the better. Give them their own office party early in the season at a discount.
- Offer customers an incentive for booking their parties during your quieter Christmas sessions.
- Tell your office party story with strong external and internal communication. Make your restaurant look as though it's the best place to have an office party - inside and out.
- If you took pictures of last year's parties, put them on your website with details of this year's offer.
- Buy a list of local offices from the local chamber of commerce or develop your own database.
- Ring your prospects, then follow up your phone call with a letter or e-mail.
- Print your own A4 posters and A5 leaflets, call on local offices and leave them with reception or put them up yourself.
- Hand out vouchers or leaflets in the street at lunchtimes or weekends to your target markets.
- Join local business groups and mention your party offer. Give a reward to anyone who recommends you.
- Let party drivers eat free. Give a bonus to the party organiser.
- Ask your regulars for any office contacts and to recommend you to them.
- Involve your team. Many of them will have great ideas and lots of imagination. They may also have friends in local offices.
www.elliottindependent.com
Paul West, Ignite Marketing
Start at the beginning and make sure you are offering a very special product for Christmas parties. Work out a superb menu; provide well for vegetarians; and offer something special, such as a Christmas cocktail. Price this in line with your direct competitors and, ideally, offer a range of prices to suit most budgets. Depending on the type of restaurant, put together a fun package and maybe include live music or small gifts for customers.
Once you are sure your proposition is the best in town, design a stylish Christmas menu flyer with a booking form, and make it as easy as possible for people to make confirmed bookings. A great idea is to offer an incentive, such as a free bottle of wine with a meal in January, to the party booker or instigator. Offer to make a donation from each booking to a local charity, as this will also encourage decision-makers to pick your venue above others.
Start your promotion campaign early - at the end of September or mid-October at the latest. Put up a poster in your window and an A board outside your restaurant, and distribute your Christmas menu flyer to your customers, either with their bill or by using a database if you have one. You should hand-deliver these flyers to businesses in your area, go door-to-door on your high street, visit your bank manager, lawyer, accountant and anyone else you know. Remember who had their party with you in previous years and personally invite them this year. Don't forget local clubs and associations, schools and council offices.
Other techniques should include adding a page to your website; listing your venue with party-booking promoters; and running a competition in the local press promoting Christmas at your restaurant.
www.ignitemarketing.co.uk
Our experts answer your questions
Do you have a business issue you want to put before Caterer's panel of experts, drawn from all areas of the hospitality industry? E-mail: david.shrimpton@rbi.co.uk