{"id":5621,"date":"2023-07-13T15:26:51","date_gmt":"2023-07-13T13:26:51","guid":{"rendered":"https:\/\/www.dineplan.com\/blog\/?p=5621"},"modified":"2024-05-31T15:23:23","modified_gmt":"2024-05-31T13:23:23","slug":"fill-your-restaurant-during-the-off-peak-season","status":"publish","type":"post","link":"https:\/\/www.dineplan.com\/blog\/fill-your-restaurant-during-the-off-peak-season\/","title":{"rendered":"How to fill your restaurant during the off-peak season"},"content":{"rendered":"

[et_pb_section fb_built=”1″ admin_label=”Blog Post Section” _builder_version=”4.21.0″ custom_margin=”0px||0px||false|false” custom_padding=”0px||0px||false|false” global_colors_info=”{}”][et_pb_row column_structure=”2_5,3_5″ admin_label=”Intro + Post Nav” _builder_version=”4.21.0″ _module_preset=”default” custom_margin=”0px||0px||true|false” custom_padding=”0px||30px||false|false” collapsed=”off” global_colors_info=”{}”][et_pb_column type=”2_5″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text admin_label=”Post Nav” _builder_version=”4.21.0″ _module_preset=”default” link_font=”||||on|||RGBA(33,41,69,0.2)|” link_text_color=”#212945″ background_color=”#F4F4F6″ custom_padding=”20px|20px|20px|20px|true|true” global_colors_info=”{}”]<\/p>\n

In This Article:<\/h3>\n
    \n
  1. Seasonal menus and specials<\/a><\/li>\n
  2. Events and collaborations<\/a><\/li>\n
  3. Online ordering<\/a><\/li>\n
  4. Marketing<\/a><\/li>\n
  5. Staff training<\/a><\/li>\n
  6. Engage with your guests<\/a><\/li>\n
  7. Recognise your VIPs<\/a><\/li>\n
  8. Loyalty programs<\/a><\/li>\n<\/ol>\n

    [\/et_pb_text][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.18.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text admin_label=”Introduction” _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

    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\u2019s still very important to ensure guests are coming through the door.<\/p>\n

    Retaining customers during the off-season can be challenging for restaurants but, during winter, there\u2019s 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:<\/p>\n

    [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Launch seasonal promotions and menus ” module_id=”specials” _builder_version=”4.21.0″ _module_preset=”default” custom_margin=”0px||0px||true|false” custom_padding=”0px||0px||true|false” collapsed=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.21.0″ _module_preset=”default” link_option_url=”#Retention1″ global_colors_info=”{}”][et_pb_text admin_label=”8 ways to get diners through your doors in winter ” _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

    8 ways to get diners through your doors in winter <\/h3>\n

    [\/et_pb_text][et_pb_text admin_label=”Content” _builder_version=”4.24.3″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” link_font=”|600|||||||” sticky_enabled=”0″]<\/p>\n

    1. Launch seasonal promotions and menus <\/h4>\n\n

    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.<\/p>\n

    It\u2019s also a great opportunity to embrace a seasonal menu<\/a> 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.<\/p>\n

    [\/et_pb_text][et_pb_image src=”https:\/\/www.dineplan.com\/blog\/wp-content\/uploads\/2023\/07\/Launch-seasonal-promotions-and-menus.png” alt=”Mushroom and pancetta pizza, a man places green herbs ontop.” title_text=”Launch seasonal promotions and menus” admin_label=”Image” _builder_version=”4.21.0″ _module_preset=”default” enable_caption_text=”on” image_caption_alignment=”right” global_colors_info=”{}”][\/et_pb_image][et_pb_text admin_label=”Content” _builder_version=”4.24.3″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” link_font=”|600|||||||” sticky_enabled=”0″]<\/p>\n

    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\u2019t working.<\/p>\n

    Don\u2019t forget to advertise these promotions on social media<\/a>, your website, local publications, and on your Dineplan account.<\/p>\n

    [\/et_pb_text][et_pb_cta button_url=”https:\/\/restaurants.dineplan.com\/reservations-and-payments” button_text=”Find Out More” admin_label=”CTA\/call-out block – Grey with blue button” _builder_version=”4.21.0″ _module_preset=”default” background_color=”#F4F4F6″ custom_button=”on” button_text_color=”#FFFFFF” button_bg_color=”#212945″ button_border_width=”0px” button_border_color=”#212945″ button_font=”|600|||||||” button_use_icon=”off” button_custom_padding=”10px|25px|10px|25px|true|true” background_layout=”light” link_option_url=”https:\/\/restaurants.dineplan.com\/reservations-and-payments” global_colors_info=”{}”]<\/p>\n

    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<\/a> and website<\/a>, making sure that your promotions are being seen by as many people as possible.<\/p>\n

    [\/et_pb_cta][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Plan special events and collaborations” module_id=”events” _builder_version=”4.21.0″ _module_preset=”default” collapsed=”on” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text admin_label=”Content” _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”]<\/p>\n

    2. Plan special events and collaborations<\/h4>\n\n

    Use this downtime to create a buzz and fill your calendar with special events or collaborations with local businesses or chefs.<\/p>\n

    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.<\/p><\/blockquote>\n

    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.<\/p>\n

    [\/et_pb_text][et_pb_image src=”https:\/\/www.dineplan.com\/blog\/wp-content\/uploads\/2023\/07\/Plan-special-events-and-collaborations.png” alt=”Plan special events and collaborations” title_text=”Plan special events and collaborations” admin_label=”Image” _builder_version=”4.21.0″ _module_preset=”default” custom_padding=”0px||0px||false|false” enable_caption_text=”on” image_caption_alignment=”right” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Promote online ordering and delivery” module_id=”ordering” _builder_version=”4.21.0″ _module_preset=”default” custom_margin=”0px||0px||true|false” custom_padding=”0px||0px||true|false” collapsed=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text admin_label=”Content” _builder_version=”4.24.3″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” link_font=”|600|||||||” sticky_enabled=”0″]<\/p>\n

    3. Promote online ordering and delivery<\/h4>\n\n

    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\u2019re able to expand your capacity beyond your restaurant doors.<\/p>\n

    Make sure your online ordering platforms are kept up-to-date with your new menu<\/a> items and promotions. You can also trial using incentives like offering free delivery or limited-time discounts.<\/p>\n

    [\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row admin_label=”Double down on your marketing efforts” module_id=”marketing” _builder_version=”4.21.0″ _module_preset=”default” custom_margin=”0px||0px||true|false” custom_padding=”0px||0px||true|false” collapsed=”off” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.21.0″ _module_preset=”default” global_colors_info=”{}”][et_pb_text admin_label=”Content” _builder_version=”4.24.3″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” link_font=”|600|||||||” sticky_enabled=”0″]<\/p>\n

    4. Double down on your marketing efforts<\/h4>\n\n

    This one will come as no surprise, but marketing your restaurant<\/a> 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.<\/p>\n

    [\/et_pb_text][et_pb_image src=”https:\/\/www.dineplan.com\/blog\/wp-content\/uploads\/2023\/07\/Email-marketing-template-for-restaurants.png” alt=”Email marketing template for restaurants” title_text=”Email marketing template for restaurants” admin_label=”Image” _builder_version=”4.21.0″ _module_preset=”default” enable_caption_text=”on” global_colors_info=”{}”][\/et_pb_image][et_pb_text admin_label=”Email marketing_Content” _builder_version=”4.24.3″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” link_font=”|600|||||||” sticky_enabled=”0″]<\/p>\n

    Email marketing<\/h5>\n\n

    One of the most effective ways to reach people and get more bookings \u2013 even in the off-season \u2013 is through email marketing<\/a>.<\/p>\n

    Our data shows that with the right messaging, restaurants can see as much as a 72% spike in the number of covers booked<\/strong> following an email campaign.<\/p>\n

    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.<\/p>\n

    [\/et_pb_text][et_pb_text admin_label=”Shoutout \/ Hint” _builder_version=”4.21.0″ text_text_color=”#212945″ background_color=”#f4f4f6″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” text_orientation=”center” background_layout=”dark” custom_padding=”40px|40px|40px|40px|true|true” global_colors_info=”{}”]<\/p>\n

    If you need any help with this, we offer fully managed and integrated email and SMS marketing packages to Dineplan clients. Get in touch<\/a> with our Account Managers for more information.<\/p>\n

    [\/et_pb_text][et_pb_text admin_label=”SMS Marketing_Content” _builder_version=”4.24.3″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” sticky_enabled=”0″ link_font=”|600|||||||”]<\/p>\n

    SMS marketing<\/h5>\n
    \n

    SMSes or texts are quick and easy to send, which is why SMS\/text marketing<\/a> is a convenient way to send to-the-point messages and fill up your restaurant in the quieter months.<\/p>\n

    Once you\u2019ve planned your new menu, set up some winter events and decided on your winter specials, it\u2019s 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.<\/p>\n

    [\/et_pb_text][et_pb_cta button_url=”https:\/\/restaurants.dineplan.com\/sms-and-email-marketing” button_text=”Find Out More” admin_label=”CTA\/call-out block – Grey with blue button” _builder_version=”4.21.0″ _module_preset=”default” background_color=”#F4F4F6″ custom_button=”on” button_text_color=”#FFFFFF” button_bg_color=”#212945″ button_border_width=”0px” button_border_color=”#212945″ button_font=”|600|||||||” button_use_icon=”off” button_custom_padding=”10px|25px|10px|25px|true|true” background_layout=”light” link_option_url=”https:\/\/restaurants.dineplan.com\/sms-and-email-marketing” global_colors_info=”{}”]<\/p>\n

    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\u2019d like some assistance!<\/p>\n

    [\/et_pb_cta][et_pb_text admin_label=”Social Media Marketing_Content” _builder_version=”4.24.3″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” link_font=”|600|||||||” sticky_enabled=”0″]<\/p>\n

    Social media marketing<\/h5>\n\n

    Utilise your social media<\/a> platforms to stay connected with your guests, show off your food and atmosphere, and gain new followers. Just remember that your photos<\/a> need to be high quality and look good.<\/p>\n

    [\/et_pb_text][et_pb_image src=”https:\/\/www.dineplan.com\/blog\/wp-content\/uploads\/2023\/07\/Double-down-on-your-marketing-efforts.png” alt=”Double down on your marketing efforts” title_text=”Double down on your marketing efforts” admin_label=”Image” _builder_version=”4.21.0″ _module_preset=”default” enable_caption_text=”on” image_caption_alignment=”right” global_colors_info=”{}”][\/et_pb_image][et_pb_text admin_label=”Social Media Marketing_Content.2″ _builder_version=”4.24.3″ _module_preset=”default” hover_enabled=”0″ global_colors_info=”{}” link_font=”|600|||||||” sticky_enabled=”0″]<\/p>\n

    When it comes to posting engaging content the possibilities are endless. Here are just a few ideas for off-season content: <\/p>\n