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National Restaurant Association - 4 ways to drive midweek restaurant traffic

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4 ways to drive midweek restaurant traffic

Weekends can be big business for restaurants. During the week, the flow of traffic into your establishment may slow, but courting business diners can help you fill those gaps.

Many on their company’s dime, business diners are interested in a variety of dining experiences: ordering takeout, catering events or meetings, and sitting down for meals in restaurants. They can be alone or with their coworkers or clients. Depending on their needs, private dining rooms or large tables may be appealing to them. And when they get back to the office, they’ll likely expense their purchase.

According to Dinova’s restaurant network data, business diners spend an average of 50 percent more per transaction. Here are four ways this group can positively impact your business:

  • Incremental traffic. Up to 70 percent of business diners are away from their home base, according to Dinova's data.  Consider becoming a part of a corporate dining network to get in front of these guests and build buzz from afar.
  • Odd-hours traffic. Business diners may be inclined to dine at nonpeak times during the week, due to travel or otherwise hectic schedules. Create a welcoming atmosphere when they arrive, and be attentive to their needs. Ask if they are celebrating an occasion or have any special requests. Make note of their responses and deliver top-notch service every step of the way.

    Connect with event planners and others who handle large groups and organized events. Share what amenities and cuisine your restaurant offers and consistently make good on your promises. This can deepen your relationships and build trust, which can lead to you becoming their go-to restaurant.
  • Group dining traffic. To consistently accommodate large groups or events, consider offering a private party room or creating an ideal place for large tables. If you arrange seasonal or holiday décor to liven up the space, promote this and provide photography in your materials.
  • High-margin traffic. When entertaining, customers can be more attracted to appetizers, alcohol and desserts. Tell them about your specials, most popular and most unusual items.

This content was provided by Dinova

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