What local restaurants can do to attract more customers

No one had it easy during the COVID-19 pandemic, but few industries bore the brunt more harshly than the restaurant business. Research from the National Restaurant Association estimated that the industry lost $120 billion in sales during the first three months of the pandemic, and those losses had doubled by the end of 2020.

Though life has largely returned to normal in 2023, the restaurant industry continues to face challenges it was not forced to confront before the pandemic. Roughly 2 million hospitality and leisure jobs remained open at the start of 2023, and restaurant owners are still having trouble hiring quality staff. Staffing issues inevitably lead to longer wait times for tables and food service, a reality that has compelled many people to dine out less often than they did before the pandemic. Staffing challenges are not the only variable keeping diners home, as inflation has led many consumers to conclude that dining out is a luxury they cannot afford at a time when the cost of living remains high.

Enticing more people to dine out is no small task for restaurant owners, but the following are a handful of strategies that can help restaurants fill up their dining rooms once again.

Participate in community events

Some consumers may simply need to be reminded how delicious meals made by a professional chef or cook can be. Community festivals, parades and other special events present an ideal opportunity to reconnect with consumers who have not dined out in awhile. Rent booth space at a local festival and offer specials on food and drinks during community-oriented events such as parades.

Host events on slow nights

Even restaurants that have experienced shrinking profits may not be struggling to fill seats on Friday and Saturday nights. Weeknights might be another story entirely. Midweek events such as trivia nights, gaming night, live music showcases, and/or food and wine tastings might compel people to dine out on nights when they’re accustomed to cooking or ordering in.

Offer takeout or delivery

It might not get people into the building, but restaurants can improve their bottom lines by offering the same takeout and delivery services that helped them stay afloat in the early days of the pandemic. Data from Edison Trends indicate that food delivery transactions increased by 58 percent in the United States and 86 percent in Canada between April 2020 and April 2021. The convenience of delivery or takeout has not been forgotten by consumers, so restaurants can once again promote these services or expand and improve existing offerings in an effort to boost their bottom lines. If delivery has remained popular after the pandemic, hire an extra driver or two so customers can get their food more quickly.

Establish a loyalty program

Loyalty programs reward repeat customers but also help to attract new ones. Existing customers appreciate that their repeated patronage may make them eligible for special benefits, and they’re likely to inform friends and neighbors about the program. In an age when inflation is looming as large as it has been for more than a year, the idea that a business will reward repeat customers with something free of charge is an appealing prospect.

Restaurants have faced an uphill battle to generate revenue since the onset of the pandemic. Various strategies can help restaurant owners entice more people to dine out.