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How to increase trade in the post-Christmas lull

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It’s a well-known fact that after the excesses of Christmas – both in spending and eating – that foodservice outlets often experience a downturn in trade.

So what can we do about it?

Here’s a few creative promotional ideas that have worked for other caterers …

Cookery Classes

You’ve got a kitchen and a chef, so why not use them to share a little expertise and host a cookery class? If you specialise in a particular cuisine you could share insight into some of the staple ingredients that form the basis of many of the dishes, or you could have dessert-making evening for example. It’s a chance to showcase your restaurant’s unique cuisine, and a chance for your regulars to try some off-the-menu specialties (don’t be teaching them how to make your signature dish at home!)

Some restaurants market their cookery classes as Christmas gift ideas, or as ‘date nights’ – something that couples can do together instead of watching cookery programmes on the TV perhaps!

Special Events

We talk a lot about ‘world this day’ and ‘national something else day’ and there’s no doubt that this helps promote eating out opportunities. However, if you want to stand out from the crowd you need to do something when everyone else isn’t. Think of new creative event options – your own anniversaries of being in the business; personal milestones; anniversaries of ‘firsts’ (we’d say 50 years since man first stepped on the moon for example, except we’re a bit late – but you get the drift!). Be different.

Working with other businesses

Why not combine with another local business to help both organisations attract customers?

You might want to hold a ‘which wines complement which foods’ event with your wine supplier for example, or a special coffee tasting event with a local roaster.

Regular event nights

It’s good to keep emphasising recurring event nights. It might be the pub quiz, Thursday pie night, live music night or Friday fish night. These events become part of the social calendar and bring in regular customers and their friends. Social media is great for reminding people what a good time they’ve had and highlighting to others what they’re missing out on by not being there!

New Year Resolutions

One of the main barriers to getting people into your establishment in the New Year is the New Year Resolution – whether it’s ‘dry January’ or Veganuary – or any number of other reasons to be virtuous and restrict intake of food and drink. However, you can turn this to your advantage by offering and promoting a special January menu of meals and drinks that meet the needs of the firmest ‘resolutionist’. It’s a great way to signal on social media that you’re flexible and caring!

Whatever you decide is the best way to promote your business make sure you advertise your chosen events properly and that they are well executed on the day. That way you’ll continue to grow your customer base.

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