As winter creeps in, the local food industry slows down and, while a lot of restaurants use this well-deserved change of pace to recharge or implement any updates or improvements, it’s still very important to ensure guests are coming through the door.
Retaining customers during the off-season can be challenging for restaurants but, during winter, there’s an opportunity to tap into the local market to keep the business ticking over and encourage repeat visits. Here are eight simple restaurant retention strategies for the quieter months:
8 ways to get diners through your doors in winter
1. Launch seasonal promotions and menus
To attract local diners, you can create special promotions or limited-time offers during the off-season. This could include well-priced set menus, seasonal discounts, or themed events.
It’s also a great opportunity to embrace a seasonal menu that highlights fresh, local ingredients and dishes that are best enjoyed in winter. Diners are always on the lookout for hearty comfort food and good value. Plus, in-season ingredients are generally more cost-effective to have on your menu.
Image: Unsplash, Hoja Studio
Just make sure you keep the greatest hits so that regulars can return for their favourite items. Or, bring back previously loved dishes for a limited time to drum up some excitement. For added engagement, you could ask your diners for feedback on these updates. Not only does it make people feel valued, but it will give you some useful insight as to what is or isn’t working.
Don’t forget to advertise these promotions on social media, your website, local publications, and on your Dineplan account.
With a Dineplan account, you can highlight special days on your booking calendar so guests can see upcoming events. You can also list your ongoing or once-off specials on the Dineplan app and website, making sure that your promotions are being seen by as many people as possible.
2. Plan special events and collaborations
Use this downtime to create a buzz and fill your calendar with special events or collaborations with local businesses or chefs.
This could include anything from wine tastings, cooking classes, or pop-up collaborations. These fun events will attract new customers and keep existing ones excited and engaged.
You could also get involved in the local community by sponsoring or participating in community events, fundraisers, or charity initiatives. This helps to build goodwill and fosters a positive brand image.
Image: Unsplash, Louis Hansel
3. Promote online ordering and delivery
If you offer online ordering and delivery, winter is the perfect time to promote this service. You can take full advantage of the takeaway market and reach thousands of new and existing guests in the comfort of their own homes. Essentially, you’re able to expand your capacity beyond your restaurant doors.
Make sure your online ordering platforms are kept up-to-date with your new menu items and promotions. You can also trial using incentives like offering free delivery or limited-time discounts.
4. Double down on your marketing efforts
This one will come as no surprise, but marketing your restaurant is a great way to remain top-of-mind. Be it through social media or a simple monthly newsletter, you can use your marketing channels to communicate with both new and existing diners.
Email marketing
One of the most effective ways to reach people and get more bookings – even in the off-season – is through email marketing.
Our data shows that with the right messaging, restaurants can see as much as a 72% spike in the number of covers booked following an email campaign.
Build and maintain an email list of your customers, then send regular newsletters highlighting your special promotions, events, or seasonal menus. That way, you can stay engaged with your guests even when they’re not physically at your restaurant.
If you need any help with this, we offer fully managed and integrated email and SMS marketing packages to Dineplan clients. Get in touch with our Account Managers for more information.
SMS marketing
SMSes or texts are quick and easy to send, which is why SMS/text marketing is a convenient way to send to-the-point messages and fill up your restaurant in the quieter months.
Once you’ve planned your new menu, set up some winter events and decided on your winter specials, it’s time to let your subscribers know! Send a quick SMS or text to your database telling them about your offerings and remember to add a link to your online booking calendar or website.
If you use Dineplan as your reservation management platform, this SMS marketing functionality is integrated right into your portal, and is user-friendly and straightforward to use. We can also do this for you if you’d like some assistance!
Social media marketing
Utilise your social media platforms to stay connected with your guests, show off your food and atmosphere, and gain new followers. Just remember that your photos need to be high quality and look good.
Image: Unsplash, Christin Hume
When it comes to posting engaging content the possibilities are endless. Here are just a few ideas for off-season content:
- Winter specials
- New menus and seasonal dishes
- Behind-the-scenes videos
- Chef interviews
- Recipes
- New cocktails and wine pairings
- Upcoming events and collaborations
- Guest reviews
- Showcase your cosy interior or fireplace
- Share images and videos created by your guests
Don’t forget to respond promptly to any comments and messages. Not only does it build an engaged community and increase your exposure to new followers, but it also shows that you value your guests’ feedback.
For more bookings and a better guest experience, include your Dineplan booking URL in your Instagram bio and Facebook posts, so you can get bookings directly from social media. Contact Support for your booking link.
5. Invest in staff training and motivation
Whether it’s training around service etiquette, new menu items, the wine list and wine producers, or tools like Dineplan and your POS system, when things quiet down it’s a great time to invest in staff training.
Image: Unsplash, Pylyp Sukhenko
While it’s unlikely to have an immediate effect on how full your restaurant is, happy and professional employees create a positive experience for your guests.
Over time, this will bring diners back, time and time again, until you have a loyal following of regular clients.
6. Keep on top of your guest reviews – and respond in good time
In season, it’s hard to juggle everything at once but, in the quieter periods, devote some time to interacting with your diners. With reservation platforms, like Dineplan, guests have the opportunity to send feedback directly to you at the restaurant. If a diner leaves a comment or complaint, take the time to reach out and thank them or resolve their issue. This small gesture goes a long way in affecting public perception and creating a relationship with your guests.
Image: Unsplash, Fraser Cottrell
7. Pay attention to repeat customers
It can be tricky to keep track of everyone who’s ever made a reservation at your restaurant but, from the diner’s side, remembering a repeat guest goes a long way.
Good reservation systems will allow you to tag guest profiles and bookings. So, where possible, tag your regulars as VIPs on your Dineplan account and bring it up when they arrive.
If you have the means, send them something, like a complimentary glass of bubbly or a free dessert, to show that you notice their repeat business and appreciate it. At the very least, a simple “welcome back” will do the trick.
8. Finally, look at creating a basic loyalty program
While digital loyalty programs can be complex and expensive to set up, you could consider a very basic, easy-to-manage option for your small restaurant and introduce loyalty cards featuring personalised stamps or stickers. Encourage your diners to collect these stamps every time they visit by offering a reward.
For example, as they accumulate stamps, they get one step closer to earning a free menu item of their choice.
This not only incentivises repeat visits but also creates a sense of anticipation among your regulars.
In the end…
Consistency and quality are key throughout the year. If you maintain a high standard of food, service, and cleanliness, you’ll leave a lasting impression on your guests, regardless of the season.
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