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Q.
I run my
father's restaurant it's a pizzeria in Ireland, in the past week
the business has seen the customer numbers drop dramatically. What
can I do to bring them back or even make the business
better?
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A. Hello and
thank you for your question. You say that you have just noticed the
drop in custom over the last week. If it is just a short-term
issue, you may just have to sit tight and ride it out as spending
time and money on new initiatives may be
wasted.
If, however, you are noticing a trend that shows no
sign of stopping which, given the current economic downturn, is
sadly more likely, it may be that now is the perfect time to focus
on bringing in customers. As I'm sure you are aware, many
restaurants are finding times very tough at the moment, largely
because people have very little spare money and eating out is one
of the first things to go. Celebrity restaurants and
Michelin-starred restaurants have tended to be the hardest hit,
because many customers find it hard to justify some $75 per head
for a tasting menu when you still end up feeling hungry after
fifteen courses and you know full well this money could feed a
family of four for a week.
The good news is that many 'low cost' restaurants are
thriving in the current economic climate, as long as they are
savvy. In any sector in any market, the companies that just keep
doing the same old thing do not flourish. Restaurants in the
recession are no exception, as people still want to have some sort
of social life, even if it has to cost them far less than before.
Most people want to go out at least occasionally and these people
tend to find cheaper options - both in terms of cheaper restaurants
and good deals when they get there.
Consequently, money off vouchers, special deals, set
menus and free glasses of wine are going down a storm at the
moment. If people want to have a cheap night out, they're more
likely to see which restaurant is offering a good deal.
So, my advice to you would be to think about what you
can offer - it's not really about cutting costs, especially as
pizza is a pretty low-cost 'raw materials' product anyway. Rather
than discount $1 per pizza, think about offering 'something for
nothing' as it seems like a better deal. Do a set lunch menu with
pizza and glass of wine for, say $5, or 'buy one get one free' on
certain pizzas, or a free bottle of house wine for tables of
two...the list is endless.
Then you need to shout about it! Print up flyers and
hand them out in your town, put them in the local paper or stick
them under car windscreen wipers. Have a chalk board outside the
restaurant so people know what a good deal you're offering. Give
out free sample tasters of your best pizza in the local shopping
centre and give flyers out at the same time.
Get busy and you'll get busy!
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