1. DON’T JUST ADVERTISE, INVITE
While advertising is important – radio spots, TV commercials, print ads – in most cases you’re telling people about yourself.
Getting others to talk about you is more effective.
Generating buzz about yourself can be as simple as targeting segments such as teachers. “Teachers talk. So promotions with teachers work well,” says Joel Cohen from restaurantmarketing.com. Cohen suggests giving gift certificates to groups like teachers or sports teams act as invitations. Get them into your establishment so you have the opportunity to make an impression and get them talking.
“It’s the forgotten art of inviting,” he says. “We’re too concerned with advertising – buying a print ad or a radio spot – but focusing on guest experience and asking people to come out will give them a higher return on investment and it’s more measurable,” he says.
2. CREATE A “NO CELLPHONE” POLICY FOR STAFF
It’s simple, you pay employees to work, not talk or text. Staff cellphone use can promote unproductive behaviour – and worse, interfere with customer service.
If you don’t already have a system in place, consider implementing one before the holiday season. Start by holding a staff meeting to alert all employees to the rule, as well as the reasoning behind it. Next, put up visual reminders that cellphone use while working is strictly prohibited. Consider implementing penalties for disobedience, such as cut hours.
While it may be a strict rule, not allowing cellphones in the establishment at all, is the most effective way to combat cellphone use. Employee time spent in restrooms to use cellphones is difficult to control.
3. CONSIDER CROSS-PROMOTIONS
Find out what’s going on in your city and approach events for cross-promotions. “Know what the theatre shows are, and ensure the before- and after-hours theatre crowd come in and see you,” says Mike Walmsley of Colbalt Hospitality Consulting in Vancouver.
He suggests running a promotion where theatregoers can exchange their show ticket for 10 per cent off an appetizer. In addition, talk to the marketing manager of the event and see if you can score some extra tickets to give away as prizes at your establishment, in exchange for promoting the show to your guests.
There are also opportunities with hotels. Use the front desk as a conduit for Christmas parties – leave brochures and flyers for hotel guests advertising parties or promotions held at your venue.
4. KEEP TRACK OF STAFF AND SCHEDULING
If you need to hire extra staff for the holidays, ensure this is done in November so that staff is trained and ready to go midmonth. In addition, watch the productivity of your staff members when you are scheduling their shifts. “Let face it, there are some staff that are more productive than others,” says Walmsley. “Make sure you have your most productive staff spread out over the shifts.”
When it comes to staff levels, go back and look at your schedule from last year. Create two or three scheduling scenarios and see how you’re covered for this season. If you didn’t log where you were short- or over-staffed last year, take it as a lesson and be sure to keep a detailed log this year. Then when you go back and look it over in preparation for the next holiday season, you’ll know where and when you could have used an extra server or back-of-house employee and what the circumstances were.
5. UP-SELL GIFT CARDS
This one’s a no-brainer. Gift cards are popular during the holidays. But how do you get consumers to spend more?
Desmond Chen, owner of Thai House Restaurant Group provides incentive for larger gift card purchases. “We usually offer a gift card promotion where if you purchase a gift card valued at $50 you would receive a complimentary six-pack of Thai House Curry Sauces,” he says, adding the retail value of the sauces is about $21. By promoting the retail value of the extra gift, consumers see the value in purchasing a $50 gift card, and you’re also making the gift for their loved one, that much greater.