Summer is here and that means people around the world are on the move exploring unfamiliar territory. Your restaurant is facing a prime opportunity to draw in new clientele. In addition to winning these transitory patrons, there is the potential to draw in a regular client base. Many people center their travel plans on the opportunity to visit remote family and friends. So you may generate a regular clientele base by drawing in the summer transient crowd. Here are three ways to attract those valuable summer patrons.
Invest in Your Story
No one wants to travel to a far off destination to dine at a chain restaurant. Tourists want to experience something authentic and unique to their destination; something they can proudly describe to their friends and family back home. Make it easy for them. Create the narrative for their vacation before they even step into your restaurant.
Think about what is unique about your restaurant: its roots, development, and identity. Next, think about how your story fits into the narrative of your larger community. What is the history of your neighborhood or city? What role does your restaurant have in the community – local hub for a college crowd, longtime hangout for older regulars, etc- and how has your presence enhanced the local communal ties.
Once you have your narrative down, share it prominently on your website and social media presence. Make your potential guests feel like they’ve met you, even from thousands of miles away.
No matter your socioeconomic status, everyone enjoys getting a deal. This is heightened when on vacation. Most people are ever-conscious of their mounting expenses as they are traveling. Detach yourself from that stress by easing them into the decision to visit your restaurant; offer specials, coupons, or promotionals that make your restaurant an easy choice.
Make Yourself Seen
The vast majority of tourists use the internet to decide where their next meal is coming from. Your presence on websites such as Zagat, Yelp, and TripAdvisor can make or break your chances. Your restaurant should have accounts for all of these platforms, and they should be routinely monitored to ensure that the information is timely and your reviews are positive. The importance of this step cannot be over-emphasized.
Summer is a time of opportunity. Invest in the aforementioned areas, and make a dedicated effort to attract this year’s pool of tourists. A great restaurant experience can become the stuff of family stories for years to come.
Challenge: Take ten minutes to write the first draft of your restaurant’s story.
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