With peaks and valleys in business throughout the year, restaurant owners must find a way to maximize earning power during their busiest months in order to cover tougher periods in which they lose money.
As a general rule in North America, restaurants are far busier in the summertime than in the wintertime. This is mainly due to winter weather conditions discouraging people from going out and partly due to the holiday season encouraging people to stay home with loved ones. While marketing and promotions to encourage people to frequent a restaurant during winter can have a small impact on changing this trend, the money put into such campaigns does not always justify itself. Some habits, such as staying home during the wintertime, are just too deeply culturally ingrained in us, and advertising’s effects on changing them tends to be limited.
Rather than trying to squeeze more out of the winter months, restaurant owners might be better served trying to take advantage of the busy summer months. So, here are a few tips on maximizing your business during summer:
1) People tend to venture out to eat far more in summer than in winter. Children are out of school, tourism increases and more daylight can mean longer business days for restaurants that cater to a daytime crowd. With that in mind, there are three groups to target with promotions during the summer months – families with children, tourists, and the twilight happy hour crowd. By coming up with your marketing campaigns with these groups in mind during the summer, you will find that your advertising is much more focused and effective. (more…)