Speed Up Slow Sales
Bread & Butter, January 2002

In today's challenging economic conditions, restaurants must work harder than ever to attract customers. "The economy was already beginning to fall before September 11," says Clark Wolf, president and founder of Clark Wolf Company, a New York City-based food-and-restaurant-consulting firm. "It's just accelerated 10 times more since then." Wolf offers these suggestions to keep your business on the fast track during these slow economic times.

• Offer package deals. Attract customers and encourage them to order more than just an entree by offering a complete meal for a set price, says Wolf. Prix-fixe meals — including an entree, beverage and dessert-may catch the eye of budget-conscious customers. "People want to know what they're going to spend before they walk in," he says.
  
  
• Serve family-style meals. People want large, family-style portions that they can share with others, says Wolf. "People want to be together right now," he says. "Plus, the larger portions provide leftovers to take home, which is perceived as an extra value."
  
  
• Raise a glass. "The happy hour is back — and it's three-hours long," says Wolf. He recommends drink specials, such as "Tequila Tuesdays," as well as food specials to help people relax and relieve their stress. Be sure to check your local laws regarding alcohol-related promotions and to train your staff on how to serve alcohol safely. "You can really make a profit during a happy hour if people come and they buy food," he says.
  
  
• Comfort your customers. During stressful times, people often turn to traditional comfort foods — items with a soft or creamy texture, such as macaroni-and-cheese, chicken potpie, meatloaf and mashed potatoes. He notes that solid, hearty foods — such as steak — also can be comforting. "People love beef. It tastes good and it makes us feel safe and reasonably successful."
  
  
• Make 'em laugh. Create advertisements, promotions or displays that bring a smile to customers' faces, says Wolf. Sunset Grill in the Hard Rock Hotel in Orlando, Fla., for example, started a collection of rock 'n' roll cooking memorabilia. "People can come in and see Alice Cooper's blender," says Wolf. "It's been very well-received."
  
  
• Create an escape. "People aren't traveling as much or as far, but they still have a taste for other places," says Wolf. Throw a luau party this winter, he says, or create a menu featuring flavors from other regions of the country.
  
  
• Get cooking. Host cooking classes at your restaurant. "People want to connect and be at the table together," says Wolf.
  
  
• Build partnerships. Citywide events not only attract locals, but tourists as well. In New York City, many restaurants participated in the "Paint the Town Red, White and Blue" campaign, which enticed diners through discount promotions and prix-fixe meals. "The response in New York was astounding — it brought back the whole industry in a boom," says Wolf. "People realized how good it feels to go out." These same promotions can work on a smaller scale, too, says Wolf. Neighborhoods can host events such as street festivals to attract local business. "Gather in your communities and talk to your colleagues," he says. "Get people to focus on eating out in your area."