Make the Most of Your Restaurant’s Seasonality
Restaurant Seasonality
It’s undeniable that restaurants, perhaps more than any other industry, are highly susceptible to the impacts of seasonality. The summer months, for instance, generally see an increase in patrons who are opting to venture outside (and avoid the heat of their home kitchens). However, around the holidays restaurants can see a decline in customers, thanks in part to more folks choosing to cook at home or spend time with family. So, how can you make the most of your restaurant’s seasonal ebbs and flows? We’ll break it down for you.
It’s All in the Marketing
Marketing campaigns are a great way to increase your sales during seasonal declines. Say your restaurant typically sees a lull around January: Try offering specials that will entice customers to come out of the cold, such as two-for-one meals, discounts off the check, or a free dessert. Money may be lost by offering free items, but these types of incentives ultimately help increase your bottom line.
Social media marketing can also help draw customers and get your name out there to new patrons as well. Be sure to post deals on your preferred social media platforms, and try running social media contests that offer prizes of free items or discounts (check out our tips for social media success here!). Loyalty programs are also a great way to drive repeat customers, as we discuss here.
Alter Your Schedule
There’s nothing wrong with reducing your business hours of operation during a slow period. If you’re struggling to get customers in the door in the evening hours, then stay open longer during daytime to attract lunchtime patrons, and close up shop before the sun sets. You’ll save in staffing and overhead costs by making these minor tweaks. Just be sure to post your changes on your website, social media, and anywhere else you have marketing materials—it’s critical customers know when they can anticipate you being open.
Reduce Your Inventory
This may seem like a no-brainer, but a slower season can be a great time to lower your inventory levels. Make the most of your food orders by avoiding pricey ingredients with short shelf lives that’ll spoil before they’re used, and including dishes that use in-season ingredients since they’re typically less expensive and more locally accessible. Talk to your vendors about freezing some of your regular orders until things pick up. Fewer customers will mean you’ll need less alcohol, so your bar orders should be looked at closely to make sure you’re stocked but not overstocked.
Make Things Better
Slower periods at a small business offer the perfect opportunity to do some serious cleaning and maintenance that may have been overlooked during your peak season. Take this time to scour your kitchen, check on your appliances, fix the broken dining room chairs, and replace lightbulbs. Just because traffic is slow doesn’t mean your staff should be idle. This is also an ideal period to think about a complete décor overhaul if you’re getting tired of the same old, same old. Plus, revealing a new look is a fun way to welcome new and returning customers—everyone loves a makeover!
The Long and Short of It
Focused marketing efforts, reduced hours, inventory check-ups, and routine maintenance are all great ways to make the most of your restaurant’s seasonality (and help save your bottom line). If you need additional funds to make it through your slower periods, turn to the experts at ARF Financial! Not only can we offer seasoned advice on your marketing and business strategies, we’ve also got plenty of restaurant loan options designed to fit your every need. APPLY NOW, and we’ll work to get you approved in as little as 24 hours!