By Dale J. Venturini
President & CEO, Rhode Island Hospitality and Tourism Association
Recently, Rhode Island was paralyzed by a snow storm that dumped nearly six inches on the roads, leaving people stranded for hours and empty seats in all our restaurants. While we can debate who was responsible for the gridlock on the highway and stranded school children, one thing is clear, area restaurants suffered.
Although we New Englanders think we’re a hearty bunch, the first snowflake has us pillaging the store shelves for milk and bread, scrambling home and firing up the generator. The last thing we do is dine out, causing financial heartache for restaurants.
Every year, restaurateurs and hotel operators, especially those in tourism-dependent areas, report a significant dip in customer counts and sales when the weather changes. With winter in full swing, it has the potential to put a big chill on your bottom line. After all, you will never be able to fill that empty seat. It is lost, never to be recouped.
Just Because You Build It, Doesn’t Mean They Will Come
During the summer, it seems all you have to do open your doors for business, and the seats fill with hungry guests. But don’t be fooled. Business owners and managers have to work harder during the shoulder seasons to give customers reasons to visit their establishments. Before the snowflake falls, take the time to revamp your marketing and promotional plans. Now is the perfect time to ramp up your marketing initiatives to attract customers to your establishment, no matter what the weather may be.
There are many marketing efforts that restaurants and lodging establishments can employ during the winter seasons. Old-fashioned techniques, like sending personal notes to patrons or inviting them to enjoy a complimentary cocktail or appetizer, is a great token to extend to your repeat customers. In an impersonal world of email and advertisements, a small note is a personal touch that is guaranteed to be read, and will give your valued patrons another reason to visit your establishment.
Another great way to kick-start winter sales is by offering prix-fixe dinners—a choice of appetizer, entrée and dessert at a set price—that will entice diners to order more than just one dish. Your menu could also use a change during the chilly winter months. Seasonal items or “comfort foods” like meat loaf, chicken pot pie, mashed potatoes and hearty soups and stews are always a hit with restaurant customers.
Of course, the best way to market your business now, or during any season, is through word-of-mouth. If you always offer extraordinary service, customers will return, and tell their friends and families about the great experience they had at your establishment, regardless of the season. Advertisements and promotions are great, but nothing offers better results than customer satisfaction.
President & CEO, Rhode Island Hospitality and Tourism Association
Recently, Rhode Island was paralyzed by a snow storm that dumped nearly six inches on the roads, leaving people stranded for hours and empty seats in all our restaurants. While we can debate who was responsible for the gridlock on the highway and stranded school children, one thing is clear, area restaurants suffered.
Although we New Englanders think we’re a hearty bunch, the first snowflake has us pillaging the store shelves for milk and bread, scrambling home and firing up the generator. The last thing we do is dine out, causing financial heartache for restaurants.
Every year, restaurateurs and hotel operators, especially those in tourism-dependent areas, report a significant dip in customer counts and sales when the weather changes. With winter in full swing, it has the potential to put a big chill on your bottom line. After all, you will never be able to fill that empty seat. It is lost, never to be recouped.
Just Because You Build It, Doesn’t Mean They Will Come
During the summer, it seems all you have to do open your doors for business, and the seats fill with hungry guests. But don’t be fooled. Business owners and managers have to work harder during the shoulder seasons to give customers reasons to visit their establishments. Before the snowflake falls, take the time to revamp your marketing and promotional plans. Now is the perfect time to ramp up your marketing initiatives to attract customers to your establishment, no matter what the weather may be.
There are many marketing efforts that restaurants and lodging establishments can employ during the winter seasons. Old-fashioned techniques, like sending personal notes to patrons or inviting them to enjoy a complimentary cocktail or appetizer, is a great token to extend to your repeat customers. In an impersonal world of email and advertisements, a small note is a personal touch that is guaranteed to be read, and will give your valued patrons another reason to visit your establishment.
Another great way to kick-start winter sales is by offering prix-fixe dinners—a choice of appetizer, entrée and dessert at a set price—that will entice diners to order more than just one dish. Your menu could also use a change during the chilly winter months. Seasonal items or “comfort foods” like meat loaf, chicken pot pie, mashed potatoes and hearty soups and stews are always a hit with restaurant customers.
Of course, the best way to market your business now, or during any season, is through word-of-mouth. If you always offer extraordinary service, customers will return, and tell their friends and families about the great experience they had at your establishment, regardless of the season. Advertisements and promotions are great, but nothing offers better results than customer satisfaction.
