Restaurant Trends

How to Market Your Restaurant’s Space for Events

Turning your restaurant into an event venue for a night can seem daunting. But there are huge benefits to snagging regular large parties and full-venue buyouts.

First, the food will all be pre-ordered for the evening, so you can plan ahead to minimize waste. Second, you’ll have the chance to pack the house on what could otherwise be a slow day. A big party on a Tuesday night? Yes, please!

And finally, there are those beautiful rental fees. Event professionals understand that to reserve all or part of your venue for their party, they’ll have to pay a rental fee. It’s the price they have to pay for disrupting your normal flow of business. And that’s all profit. 

But it can be hard to get your restaurant’s name out there as a great option for an event. If you’re not being proactive, it’s unlikely that events business will just fall in your lap.

So here are the steps you should be taking to market your restaurant’s space for events.

Design a professional event deck 

The first thing you’ll need is an event deck. An event deck is simply a brochure that explains the features and benefits of your space. 

These days, they can be either digital or printed. It can be nice to have a glossy, physical brochure to hand out to event coordinators. But digital can also be a good option so you can save on printing costs and make easy changes. In a perfect world, you’d have both digital and printed versions.

For starters, you’ll need great pictures. Splurge for a photographer here. A professional photographer will be able to make your space shine. When they come, you want the space to look event-ready — table and chairs set just how they would be for a nice event. And the space should be empty of customers. The event planners and their clients need to be able to imagine their party in the room. That’s harder to do when there are people and dirty plates in the picture. 

You’re trying to paint the most complete picture possible. So include images of the dining room, bar, any lounge areas, decks or patios — all of the customer-facing spaces.

Next, you need to put together your content. This is where you’ll give all the important specs of the space. These should include:

  • Square footage
  • Max capacity seated
  • Max capacity standing
  • Any audio/visual equipment you have
  • Furniture details. How many tables and chairs do you have in-house? Do you have any satellite bars or buffet tables? This will help the event planners to figure out what they’ll need to rent.
  • Service styles. Do you have limits for how many guests can get a seated, plated dinner vs. family-style or buffet service? Do you offer passed appetizers?
  • Include a list of preferred vendors, if you have one. This could be DJs, florists, rental companies, and tent-providers (for outdoor spaces). 

Once you have your photos back and your specs compiled, it’s time to put your deck together. If you or someone on staff are skilled with a program like Adobe InDesign, you may be able to do it yourself. But you may get a better result if you hire a graphic designer. Remember, if you spend $500 between a photographer and graphic designer, you could make it all back with one event rental fee.

Reach out to local event companies

The next step is to reach out to the local event companies to make sure they’re aware of your restaurant. 

The event companies are the gatekeepers to all the local event business. If there’s a conference, trade show, seminar, or festival coming to town, the organizers will reach out to an event company to plan welcome parties or VIP dinners. 

So it’s vital to have these folks on your side. Invite them to tour the space. Make sure the owner, general manager, or onsite event coordinator is the one doing the tour. You want to be able to answer their questions in real-time, instead of asking someone else. 

After the tour, treat them like VIPs. Provide samples of some of the best appetizers and snacks that you would provide for events, and make sure to give them a glass of wine or a cocktail. If you get on the event planner’s good side, your job is halfway done.

Skip the middle man

Not all events will go through event planning companies. Some will come directly from the end client. So it’s always a good idea to do a little outreach on your end as well. 

To start, establish your max capacity for an event. There’s no point in reaching out to companies of 400 people if you can only fit 150. So use your capacity to weed out companies that are too large. 

Then, start looking for lists of “best small companies” in your areas. The companies that are on “best places to work” lists are often generous with their celebrations. Start calling these companies, and try to reach the person who handles events. Many small companies won’t have a designated “event coordinator”, so the job will fall to someone in HR or a competent administrator. 

You’re not trying to be pushy. Just let them know that you have a great space not far from their office and you think it might be a good fit for their next company party. Invite them out for a tour and some snacks. 

This is an especially good method around September/October. The holiday party is looming, but the planner may not have thought much about it yet. How fortuitous if the perfect venue just happens to reach out at the perfect time?

Peerspace

Peerspace is an online event rental marketplace. Like Airbnb, venues can create a listing for their space, which users can book for available days.

Now, Peerspace is not restaurant-specific, so it doesn’t account for menus or drinks. The rental is strictly for the space. But if you have a side room that sits vacant often, getting it up on Peerspace may be a great way to get occasional rentals. It could be used for seminars, lectures, or meetings instead of sitting empty.

Social media 

You knew it was coming, right?

These days, every marketing plan has to include social media. There are three big areas to focus on for promoting events on social media. 

1. Reminders

Every now and then, make sure to do a post on your Instagram, Facebook, and Twitter about the fact that your space is available for private parties. Post one of those beautiful event deck photos, and include the email address that they should reach out to with questions.

Or, you could take followers on a virtual tour of the space in your Instagram or Facebook stories. Regular reminders that your space is available for events will help to position your restaurant as an event venue in the minds of your followers. 

2. Events in progress

When you have an event-in-progress, make sure to share it! Photos and short videos of your events as they happen will show your followers how fun your space can be! 

Make sure to use event-focused hashtags, like:

  • #[town]events
  • #[town]party
  • #partytime
  • #partyplanner

The idea is to get your pictures in front of other event professionals around town.

3. Facebook ads

Facebook ads let you get very specific with your targeting. You can narrow down your ad audience by age, location, gender, income level, family size, interests, and job titles. 

For event-focused Facebook ads, try targeting executive assistants, HR professionals, administrators, and event planners in your area. Use one of those professional photos and make sure your ad links directly to your online event deck. 
This kind of focused targeting will get your ad in front of the event decision-makers that you need to reach in order to book their parties.

Let’s Party!

If you spend a little time focusing on each one of these steps, you’ll be sure to see an increase in event rentals. Once the events are booked, make sure all hands are on deck to throw the best event possible. There’s no business like repeat business! You want your event clients to get on next year’s calendar before this year’s party has even ended!

How to Profit from Your Restaurant’s Happy Hour

Happy hour can bring in big crowds and be a huge sales draw. It can also poach customers from your more lucrative lunch or dinner service and cause major damage to your bottom line — if it’s not done carefully. 

The appeal of getting a discount on a drink and a snack while unwinding from the day is undeniable. In fact, 60.5% of average weekly sales for bars & restaurants come from happy hour, according to a Nielsen study. 

Here are some tips you can use to keep your happy hour profitable, instead of putting you in the poor house.

Legal landmines

Before jumping into your happy hour plans, remember that providing drink specials for an hour or two per day is not legal everywhere. Massachusetts, North Carolina, Alaska, Maine, Indiana, Utah, Vermont, and Hawaii all ban what we think of as “happy hour” — discounted drinks for a short time per day. (Some of these states may allow drink specials for a full day, which could allow you to do an all-day happy hour.)

Even in states where drink discounts are legal, some still have specific rules. For example, Delaware requires that drink prices always be at least 6% higher than the cost of making the drink. And in Rhode Island, drink specials can’t go into effect until 6:00 pm on weekdays and are banned entirely on weekends. Plus, advertising those drink specials is banned by Rhode Island state law.

So make sure you’ve gone over your state and county rules for happy hours carefully before you get started. Once you’ve clarified the law, you can start working on increasing those profits. 

Timing is everything

If you’re going to make the most of your happy hour, it’s crucial to get the timing right. 

First, consider how long your happy hour (or hours) will last. If it’s too short, it may not seem worth it to customers to make the trek. If it’s too long, it can eat into your dinner business. 

Two hours seems to be a sweet spot. That’s plenty of time for people to get together and take advantage of food and drink discounts. Plus, if you keep it short, guests may get their first drink at a discount, but the second at full price. That’s more profit for you.

As for when you schedule happy hour, there are no hard and fast rules. The traditional 5:00pm to 7:00pm on weekdays may or may not be the best time for your restaurant. Consider when you start to fill up. If you’re located in a financial district where people don’t start to trickle out of the office until 7:00 pm, an early happy hour may not be the best fit for you. 

On the other hand, if you’re already getting a decent after-work crowd, adding an early happy hour may help to build your business during that quiet 4:00 – 6:00 pm block. 

If you’re open late, you may want to consider a “reverse” happy hour. This is when you offer late-night food and drink deals, instead of late afternoon. If you have reverse happy hour form 11:00 pm to 1:00 am, you may attract service staff from the nearby restaurants as they close down for the night. 

It could also be a good idea to offer something special on Wednesdays. Wednesday happy hour traffic is almost 24% higher than other weekdays. So an attractive deal could help you to make the most of the hump day boost.

Budget booze

Discounting your drinks only works if you’re increasing the volume of your customers. If your drinks are half price, you’ll need twice the customers to bring in the same amount of revenue. So keep that in mind when you’re planning your drink deals. 

Have a clear idea of how many more people you’ll need to attract in order to increase your sales. If your restaurant’s capacity is 200, a pricing strategy that requires 250 customers during happy hour isn’t going to work.

One way to offset some of the cost can be to offer combos. If you can pair an average-cost drink with a high-profit food item and discount them both, you’ll still be making a tidy profit.

For example, maybe you normally charge $9 for a glass of wine and $10 for a small cheese plate. The wine’s cost is 35% of the glass price, and the app is a high-profit item with a 50% food cost.

Offer the glass of wine and the appetizer as a combo at $15 instead of $19. The cost of the two items is only $8.15, meaning you’re still see a good margin. The combo will encourage people who may not otherwise have ordered an appetizer to get one, increasing your sales. 

Try to offer something unique during your happy hour, like a wine or champagne flight. If your restaurant specializes in a niche spirit like Japanese whiskey, you could offer a flight of that as well. 

Another way to increase profitability on your drinks is to offer discounts on kegged beer, wine, and champagne. And for cocktails, you can pre-batch them and hold them in kegs or carafes as well.

The benefits of pushing kegged and pre-batched cocktails are numerous. First of all, kegged wine leads to less waste, as it lasts much longer than an open bottle. Second, pouring a drink out of a keg is significantly faster than finding the right bottle, popping the cork, and pouring it. 

And of course, pre-made cocktails simply require ice, drink, and garnish. You’ll want to avoid fresh juices, as they’ll settle at the bottom of the keg. But they could be added last minute, right before serving. Keep batched cocktails simple, with only a few ingredients. 

If you’re able to streamline your drinks enough, you may be able to run the happy hour shift with less staff. This will allow you to save money on labor and increase those profits.

Finally, make sure to offer some deals on non-alcoholic options, too. Some restaurants actually offer free soft drinks to designated drivers during happy hour. Or if you have a mocktail menu, offer a discount on these drinks as well to encourage mixed groups of drinkers and non-drinkers to come by.

Give ‘em a snack

You drink specials are only half of the happy hour equation. You’ll want to offer some food options as well. 

Instead of just pulling a few high-profit items off the regular menu and offering them at a discount, get creative with the way you present your happy hour. 

If you have a best-selling entree, is there a way to incorporate it into your happy hour menu — possibly in an appetizer portion instead? High-end restaurants can benefit from this method, allowing cost-conscious diners to experience their restaurant at a price point they can afford. By reducing the size and price of an entree, you open the door to happy hour customers that you may not otherwise be able to attract. 

Keep food snackable and shareable. You want options that aren’t easily substituted for a full meal. Otherwise, you could poach your own dinner business and turn it into happy hour business instead.

Promote, promote, promote!

Make sure you’re getting the word out about your happy hour (keeping state law in mind, of course). Talk about your discounts regularly on social media. And reach out to influencers, bloggers, or local food publications to try to get included in their roundups of best local happy hours.

Also, make sure that you check the “happy hour” box in any listing sites, like Yelp, Google My Business, and Four Square. Diners can filter restaurants out by checking the “happy hour” box when they do a search. If you don’t include it in your features list, your restaurant will be omitted from customer search results.

On your own website, make your happy hour deals easy to find. Including a dedicated happy hour page or menu will let searchers easily discover the details so they can make a decision.

And don’t forget to promote happy hour to your current customers in the restaurant as well. You could put up flyers, do chalkboard art, or add a note to guest checks with info about your great deals. Train your staff to ask guests if they’ve been to your happy hour. If they haven’t, servers can tell the guests about your specials to encourage them to give it a try.

Remember, your decreased prices mean you need more bodies to come through the door. So spend some time focusing on your happy hour deals in your marketing strategy.

Conclusion

There is more to a profitable happy hour than offering $2 PBR’s and hoping the customers follow. You need to be true to your restaurant’s personality when planning your happy hour, while also taking a close look at your cost of goods and sales potential.

To get some ideas, talk to your servers and bartenders. Are there any requests or comments that they hear from guests? If customers often say they would love to try a sampling of your aged rums, that may be a great idea for a flight — and it’s unusual enough that it could attract some happy hour business.

And once you’ve settled on your happy hour menu, keep an eye on those numbers. If sales aren’t improving, you may need to increase your marketing efforts. Or, you may need to go back to the drawing board on your menu and pricing. 

Cheers!

Peekaboo Promotions: What They Are and How to Pull One Off in Your Restaurant

When you start to look for promotion ideas for your restaurant, it can sometimes seem that you’ll need a marketing degree to pull them off. Re-targeting, segmenting audiences, and tracking pixels are the stuff of advertising firms, not independent restaurants! 

While there is certainly value in those more technical methods, there are still some good old-fashioned analog techniques that you can use to increase your sales and get more return business. 

One of those methods is the Peekaboo Promotion, aka the “No Peeking” or “Red Envelope” promotion. We’re going to break down what it is, and how you can use it to get big results for a small investment. 

What Is It?

The Peekaboo Promotion is a method of marketing to your existing customers, turning them into repeat customers. 

Here’s how it works. When your customers finish their meal, their server will hand them a sealed envelope. Inside, there will be a gift certificate or coupon for their next visit. But the coupon comes with a couple of conditions. 

  • The envelope must stay sealed until the customers complete their next meal. And it must be opened by their server. The customer can’t open the envelope at home and then bring it to the restaurant.
  • The envelope must be opened within a certain month. The idea is to bring customers back during a slow time. So it has to be opened and used during the time that you specify.
  • The envelope will only be opened at the end of the customer’s meal. So they can’t order their meal based on their coupon. They have to order without knowing what they’re going to win.

Why Does it Work?

So many promotions are aimed at finding new customers. But getting a new customer costs 5x as much as retaining an existing one. Plus, your chances of selling to an existing customer are high, at 60-70%. Compare that to only 5-20% for new customers.

So focusing on your existing customers is not only less expensive, but it’s also more effective. 

As for this specific promotion, it’s fun! There’s a small prize inside every envelope, meaning everyone is a winner. The curiosity of what is in their envelope will draw customers back to your restaurant at a time when they may have stayed home instead. One restaurant reported an increase in sales of $25,000 from this method — a 22% increase from their previous year. 

How Does it Work?

The first thing you’ll need to decide is when to run your promotion. A logical choice would be to hand out envelopes during the busy holiday season for redemption in January. But that may not make the most sense for your restaurant. For example, if you’re located in a ski town, it would make more sense to hand out your envelopes at the end of the ski season for use in the summer. The tourists won’t be in town, but the locals will, helping you to boost your sales during your quietest month.

Next, you’ll need to figure out how many prizes and envelopes to put together. Look at the number of tables or checks you had in your giveaway month last year. If your sales are on track to be the same, you could just use that number. But if you’re experiencing growth of say, 10%, add an extra 10 to 15% more envelopes to account for the increased business.

The next step is to decide on your prizes. Include a wide variety. Your smallest (most affordable) prizes, like a free soft drink or side of fries, will be in the largest number of envelopes. Then you can add some coupons for free appetizers or desserts, a few free entrees, and maybe some merchandise. Finally, you’ll add a gift certificate or coupon for just one or two of your grand prize. This could be 100% off their bill or tickets to a local sporting event or food festival. Make sure your grand prize is something really attractive to provide an incentive for guests to come back during your slow time. 

When figuring out your prize distribution, you’ll need to think about what the cost would be if 100% of the people who receive an envelope come back to use their coupon. Keep in mind that all of these people will be generating sales for your restaurant. But you’ll want to know what the total cost of the promotion could be, from the cost of creating your coupons to the costs of the prizes. 

The Coupons and Envelopes 

When designing your physical coupons and envelopes, there are a few things to keep in mind. 

First, these don’t have to be fancy. There are companies that can print your envelopes and certificates for you, but you could also do it yourself with a local printer. 

First, make sure your envelope isn’t see-through. The whole point is that customers have to come back in and have a meal in order to find out what they won. If they can hold the envelope up to a light and read their coupon, it defeats the purpose.  You can prevent this by either using a colorful envelope or by folding the coupon inside to make sure it can’t be read. 

You’ll also need to make sure your envelope is branded to your restaurant. If you use a plain white envelope, customers could open it, check the coupon, and then re-stuff it into another white envelope. You don’t want the customer to know they’re getting a free meal before their meal, or they could order everything on the menu and you’d be on the hook for the bill!

It’s also a good idea to print the instructions on the outside of the envelope. This will help prevent the customer from opening it on accident, or forgetting when the promotion is taking place. Add a simple note reminding customers NOT to open the envelope, but to bring it back with them to the restaurant during the appropriate month. 

If you decide to print out your coupons and envelopes yourself, you can enlist the help of host and service staff to stuff them during their downtime. 

And train your staff to explain the promotion before handing over the envelope. If the customer tears into it before they understand how it works, they’ll void their coupon!

Tracking Your Success

During your promotion, you’ll want to track the outcome. If you don’t monitor the cost of your coupon redemptions along with sales accompanying an envelope, you won’t know if your promotion was a success or not.

Depending on your POS system, you may be able to set up a system allowing servers to flag checks where an envelope was present. Another simple way to keep track is to train your staff to print out a copy of each customer’s check and staple it to their coupon upon redemption. At the end of the night, they can hand it in when they do their checkout. This will let you track coupon redemptions, as well as the sales associated with those envelopes. 

At the end of the promotion, first figure out your total expenses by adding up the following: 

  • Cost of printing envelopes and coupons
  • Any labor costs involved in putting them together
  • Costs of all redeemed coupons including free drinks, appetizers, meals, and any external gifts that were purchased to include in the envelopes

Then subtract those total expenses from the total of all sales that accompanied an envelope. Now you’ll know the total net sales that were brought in by the promotion. 

Compare that to your sales from the same month in the previous year to get an idea of your success!

Conclusion

Marketers are always talking about “gamifying” the customer experience, and this is an easy way to do just that. The Peekaboo Promotion is one of simplest, most affordable ways you can boost your sales in a slow month. And yet, not many restaurants do this promotion. 

With such a low upfront cost, this is a great way to improve what is usually your slowest sales month. If it’s a success, you could bring it back year after year, or even run it twice per year. No marketing degree required!

How Your Restaurant Can Increase Business with a Delivery Service

Online food delivery is a big market, and it’s on track to get much bigger. This $22 billion industry is expected to reach $28.4 billion by 2023. In fact, the online ordering and delivery sector has grown 300% faster than dine-in sales since 2014!

Call it the Amazon effect, but our increasing reliance on ecommerce is spilling over into the way people choose to order food. In fact, one survey showed that 45% of people would be more likely to order from a restaurant that has a mobile ordering service. 

The increased popularity of these services has led to an explosion of options, from national to local versions. We’re going to explore some of the most popular services, how they work, and some ways to make the most out of them. 

National Delivery Services

There are a number of nationwide delivery services that have gained huge popularity in the past 5 to 10 years. 

When selecting a service, make sure to consider its convenience for your staff, costs to you, and costs to the consumer. If fees are too high for the customer at your restaurant’s price point, you may not see the boost in sales you’re hoping for. 

UberEats

With a well-established fleet of contracted drivers, Uber decided to expand into the food delivery world in 2014 with UberEats

How it Works

To use UberEats, customers place an order through the app on their smartphone or tablet. Restaurants are supplied with their own UberEats tablet, which will display the customer’s order. When the restaurant accepts the order, a driver is pinged and told when to pick it up based on the restaurant’s pre-selected prep time.

The payment is all done by the customer through the app, so no money exchanges hands when the driver arrives to pick up the food. UberEats also has a “closed bag” policy, meaning that orders are not inspected by drivers. They just pick it up and leave. So restaurants have to be very careful to get the order right.

Restaurant Costs

Restaurants have to pay a 30% fee on each sale to UberEats. If a dish costs the customer $10, $3 will go to UberEats. Some restaurants increase their costs on the platform to help cover these fees (although UberEats doesn’t encourage the practice).

Customer Costs

Customers pay a sliding scale delivery fee based on how close they are to the restaurant. Fees range from about $2 to $8. This could be great news if your restaurant is in a highly-populated area. But it could result in high fees if your restaurant is far from residential neighborhoods. UberEats can also implement surge pricing during particularly busy times. 

Customers must also pay a 15% service fee on their total orders, and a “small order fee” on orders less than $10. If you think many orders would be less than $10 total, you may want to consider a different delivery service to avoid the small order fee for your customers.

GrubHub

GrubHub was the first company to really disrupt the restaurant delivery service. They work with over 125,000 restaurants in the U.S. and London.

How it Works

Customers can place orders through the GrubHub app, or on www.grubhub.com. Restaurants can also add a GrubHub button to their websites, directing their web traffic to the online ordering platform. 

When the order comes through, the restaurant must accept it. Then a driver will be notified and will come to pick up the order and deliver it to the customer. 

Unlike most other delivery platforms that don’t work with any POS systems, GrubHub integrates with Breadcrumbs POS. If you’re already on that platform, it can provide a really simple, seamless way to manage your delivery orders.

Restaurant costs

Grubhub’s fees depend on your market and if you choose a sponsored or unsponsored listing. 

An “unsponsored listing” will not be prioritized in searches on the app. If you’re trying to get new business, this may not be the best choice for your restaurant, as you’ll be harder to find. But if your restaurant is already very popular and you anticipate people to search for it by name rather than cuisine, unsponsored may work for you. Fees range from 5-15% for this type of listing. 

A “sponsored listing” will be prioritized in search results. But you’ll still have to compete with all of the other sponsored restaurants. The fees range from 20 – 30% for a sponsored listing. 

There’s also a 10% delivery charge on top if you use GrubHub’s delivery drivers rather than your own. And there is a 3.05% + $0.30 credit card processing fee for each transaction.

Customer costs

GrubHub doesn’t charge anything directly to consumers, which is why the restaurant costs are higher.

Restaurants have some leeway on additional charges that they can asses to customers. They can set their own order minimums (usually around $10), small order fees, and delivery fees of $1 to $10. 

DoorDash

DoorDash is the leader in market share for third-party delivery. So the volume of orders that restaurants receive may be higher than on competing services.

How it Works

Customers place their orders through DoorDash.com or their app. Restaurants will receive orders either on a tablet or by email/fax. For fast food restaurants, the driver will place the order in person. Customers pay through the DoorDash app, and payments (minus fees) are provided to restaurants weekly.

Restaurant Costs

Total restaurant commissions range from 20-30%, depending on the market.

Customer Costs

Customers pay a $0.99 to $7.99 delivery fee, as well as a 7% to 15% service fee. 

Postmates

Unlike the rest of the services on this list, Postmates isn’t limited to restaurant orders. You can get just about anything via Postmates couriers, from lunch to a pair of socks to cough syrup.

How it Works

Postmates users place their orders through the app. But some orders are pre-paid, and others will be paid by the courier upon arrival with a corporate debit card. 

This method provides some flexibility. For example, if the restaurant has to make a substitution, the Postmates driver can confirm the change with the customer before finalizing payment. This way, Postmates won’t have to issue a refund to the customer. 

Restaurant costs

Postmates charges a 15 – 30% commission and discourages increasing prices to cover the fee.

Customer costs 

Customers can order from just about anywhere, whether the restaurant partners with Postmates or not. Delivery fees range from $0.99 – $3.99 for partners and $5.99 – $9.99 for non-partners.

There is also a “variable percentage-based service fee,” but details about that fee range proved elusive. The platform also has a small cart fee for orders under $12.00.

Postmates offers a monthly subscription plan for $9.99 per month or $83.99 annually.  Subscribers don’t have to pay the delivery fee if their order is more than $20.

Niche Delivery Services

Beyond these large delivery services, there are plenty of niche programs as well. Some focus on location. For example, Favor operates all across Texas. And Vroom services parts of Connecticut and New York.

Other services focus on a specific food category.

For example, Slice is a pizza delivery service that keeps restaurant rates very low — only $1.95 per order. Restaurants can set their own order minimums and delivery fees, which will go directly to the restaurant. There are no fees set by Slice that must be paid by the customer.

Caviar is another delivery service that focuses on higher-end restaurants. Restaurants must be accepted into the platform. This could be a great option for restaurants at a higher price point.

When selecting a delivery service, make sure to look at your smaller local providers. You may find an option with more favorable rates that can integrate with your website. 

Provide Commission-Free Takeout Ordering

Most of the delivery services offer a takeout option as well. But you should also provide a commission-free takeout platform. 

See if you can integrate your POS with your website for takeout orders. Or try a service like ChowNow, which charges a flat monthly fee instead of a commission. 

Make sure the online ordering system is easy to find with a clear, prominent “Order Online” button. This will encourage customers to order directly from you when they’re planning on picking up, saving you the fees associated with delivery services.

Use Delivery as a Marketing Tool

Due to the fees that these delivery services charge, you may consider them more of a marketing tool than an actual money maker for your restaurant. Take advantage of the marketing aspect by trying to earn your delivery recipient’s repeat business.

Put a coupon into the bag before it gets sealed for pickup, offering a 10% discount for dine-in only. This will encourage customers to visit in person.

Or put a card in the bag thanking the customer for their order, and encouraging them to follow your restaurant on social media. You could also ask them to leave you a review on Yelp or Google.

Another option – include a card in the bag telling customers to sign up for your email list or for text messages. Let them know that if they sign up for your list, they’ll get exclusive access to special events and even occasional discounts. 

Conclusion

Not all of these services will be the best fit for each restaurant. You’ll have to consider your profit margins and customer base before you can decide if one of these services is a good choice for you. 

Most services aren’t tied to contracts, so you should be able to try one out without making a commitment. But with the huge anticipated growth in the online ordering sector, it’s an option that customers are beginning to expect. 

Go Fish: How to Introduce Seafood to Your Restaurant

There are a lot of good reasons why you should have at least one seafood option on your menu. But the most logical reason is probably this — there are a lot of people out there who are concerned about their health. 

Seafood is high in protein and Omega-3 fatty acids. And it’s low in fat and cholesterol. Including a seafood option on your menu will encourage visitors who may not be interested in a heavy beef or pork dish. It’s a flavorful and filling alternative to chicken — the most consumed protein in America. 

If you’re interested in adding some seafood to your menu, here are some tips on how to go about it.

Safety first

Seafood has some special considerations that must be taken into account when adding it to your kitchen. 

Freshness

Order your fish as fresh as possible. If you’re bringing in a special variety for a Saturday special, don’t order it for Monday delivery. Fish should be frozen or packed tightly on ice when it’s delivered to your restaurant. Make sure to store non-frozen seafood in your walk-in or refrigerator below 41°F. 

Tools

If you’re adding a shellfish that requires shucking like oysters or clams, make sure you have the proper equipment. You’ll need a clam knife or oyster knife, to start. Get the right tool for your particular mollusk. Using the wrong tool can result in injuries. 

You’ll also want a metal shucking glove. These are basically a glove of chain mail, meant to protect your cook’s hand if they slip with the knife. They are a bit cumbersome, but driving a chef to the emergency room during the dinner rush will be much more inconvenient!

You may also want a fish scaler. This tool looks like a serrated spatula, and you can use it to descale a fish. It’s probably only necessary if you plan on cooking and serving whole fish with the skin on.

Allergies

Over 2% of American adults have some kind of seafood allergy. In fact, fish and shellfish are two of the “big 8” of the allergy world, along with milk, eggs, tree nuts, peanuts, wheat, and soy. 

So it’s vital that your kitchen prevent cross-contamination. That means using separate knives, cutting boards, pots, and pans for all fish and shellfish dishes. And make sure kitchen staff knows to change their gloves after handling seafood. 

Before bringing seafood into your kitchen, make sure to check with your local health department for any storage or handling regulations.

Fresh vs. frozen

Contrary to what some people think, it’s possible to get excellent quality frozen seafood. In fact, if you live inland, frozen seafood will probably be a better choice for your restaurant. 

Consider the logistics of the fishing trade. The boat is out on the water for several days, pulling in fish from the line. The fish has to stay on the vessel until it comes back into port. So a fish could be three days old before it even reaches land. And then the fish has to be put on a truck or airplane, before finally making its way to your walk-in.

If you live on the coast, you’ll have that fish in a day or two. But if you’re in Lincoln, Nebraska, that fish could be almost a week old by the time it gets to you.

But some fishing vessels flash freeze the fish they catch straight off the line. The freezing process will arrest the aging of the fish after it’s been caught. If it’s handled well, frozen properly, and thawed slowly in a refrigerator, the flavor and texture of that frozen fish might just outshine the “fresh” version.

Take advantage of seafood’s versatility

Seafood is far more versatile than many of us imagine. No matter what kind of cuisine you serve, there is room for some kind of seafood dish on the menu.

A brunch-focused restaurant could add cured Nova lox to the menu, served in an omelet or with a bagel and cream cheese. If you serve New American or gastropub fare, cured fish and seafood pâté on a charcuterie board will do very well! 

Seafood is very popular in much Central and South American cuisine. Traditional dishes like ceviche, tapado (Guatemalan seafood stew), and whole grilled fish will impress diners. And seafood curries, like Thai choo chee fish or South Indian Rasam soup bring a little spice to the sea.

People love to experiment with new flavors. So try to present a seafood dish in a new and unusual way. 

If you’re concerned about sales volume, there’s no need to go over the top adding several kinds of seafood at once. A single dish will do until you establish how it’s received. Or see if you can add two different dishes based on one kind of seafood. A shrimp cocktail appetizer and a shrimp stew entree will let you buy once and cook twice.

Promote health

There are few things tastier than a delicious fish fry. Beer battered and golden brown, served with a side of fries and tartar sauce? Yes please. 

But don’t limit seafood options to the deep-fried variety. Since seafood has so many health benefits, include some lighter options. 

Including fish or shrimp as an add-on to the salad menu lets guests create a filling meal (plus it’s a great upcharge.) And grilled fish is a delicious treat that most people don’t tackle at home. If you grill and serve it whole, you’ll have a unique plate to present to your guests.

Consider sustainability

The environment is a hot button issue right now. But whatever your opinion on climate change, one thing is for sure — overfishing is a big problem. 

Fish species like bluefin tuna, Atlantic cod, and Chilean sea bass have been overfished almost to the point of extinction. And even abundant species like some salmon and albacore can be unsustainable when fished with destructive methods. 

Bottom trawls and dredges scrape the ocean floor to catch bottom-dwellers like shrimp and lobster, but they damage the seafloor habitat in the process. Large walls of gillnets catch plenty of salmon and perch, but they can also entangle vulnerable sea turtles and sharks.

Even farmed fish aren’t problem-free. Net pens concentrate pollution from the fish raised in them, which then damages the local ecosystem. And this can contribute to widespread disease through the fish colonies.

But none of this means that you shouldn’t add seafood to your menu. 

Sustainable fishing methods like trolling lines, handlines, and pole-and-lines all minimize the accidental capture of vulnerable species. Plus they don’t damage the seafloor. 

Farming methods like recirculating tanks or flow through raceways allow for fresh, clean water to reach the fish. They also allow for wastewater treatment before contaminants affect surrounding areas.

Even sushi restaurants can fill their menus with sustainable and responsible fish. Austin, Texas restaurant Lucky Robot has managed to create a sushi menu with no bluefin tuna, no eel, and no hamachi — three items that are ubiquitous on sushi menus. 

Instead of bluefin, they serve Hawaiian line-caught bigeye tuna. Eel has been replaced with a clever unagi-style BBQ catfish. And instead of hamachi, they serve Hawaiian amberjack. They’ve found that people will try new things if given the opportunity. And they’ll appreciate your conscientiousness as well.

To learn about the least at-risk seafood and the best fishing and farming methods, go to  https://www.seafoodwatch.org/. This website by the Monterey Bay Aquarium is a goldmine of education. 

Educate your staff

The menu is set, the ordering is done, and you’re ready to go! Now it’s time to talk to the front lines.

Make sure your FOH staff is well-versed in your seafood dishes. Give them some good comparisons that they can use for guests who might not be familiar with the new menu options.

For example, Arctic char is a fish that many people may not have heard of. Give your servers a couple talking points that guests can relate to. “It’s moderately firm, not flakey like cod. It tastes a bit like a cross between a trout and salmon. And it has a peachy pink color.” Now the guest has an idea of flavor, color, and texture. 

Make sure staff also knows where the fish came from. Is it farmed or wild? Fresh or frozen? People may want to know. If it’s farmed, they should know the name of the farm, as some are more reputable than others. 

Conclusion

Seafood will be a welcome addition to the menu for many of your guests. Whether they’re looking for a lighter option or just something different, seafood can be the answer. Have fun with it, and get creative!

How to Transition Your Menu for Fall

The weather is just beginning to cool, and already people are yearning for cozy sweaters, pumpkin spice lattes, and that crisp nip in the air. While we still have a few weeks before the weather turns, it’s time to start thinking about revamping your menu for the fall. 

The general theme? Heartier dishes. When people are cold, their bodies have to burn more calories to keep their temperature up. As a result, many people feel hungrier during the fall and winter than spring and summer. 

Plus, without trips to the beach on the horizon, people tend to be a little more lax with their meal choices. 

So bid a fond farewell to perfect peaches and crispy asparagus, and say hello to gourds and squash, fall apples, and the wonderful world of root vegetables. 

Appetizers

Let go of the cool, light apps like spring rolls, gazpacho, and hummus. Instead, set the stage with a warm, cozy starter. Gulf oysters are in season year ‘round, so a grilled oyster app is a good option. Or gooey baked brie with a warm baguette. If you do want to keep a cold starter on the menu, try to stick to seasonal fall ingredients. Eggplant is available all year, so baba ganoush might be a hearty dip to consider.

And the soups! Who doesn’t love a warm bowl of soup or chowder on a cool day, served with a warm slice of crusty, homemade bread? French onion with savory beef broth, thick baked potato soup, and classic minestrone all make wonderful starters. Just keep portions small, or no one will want to order entrees. 

Salads

Just because the summer salad season is coming to a close, that doesn’t mean there isn’t room for salads on your menu throughout the colder months. Just bring a heartier approach. 

Swap out the watery greens for more fibrous options, like kale or spinach. These greens will hold up well to heavier toppings and dressings. 

Instead of only raw veggies, add some warming roasted root vegetables to your salads. Roasted beets, butternut squash, and sweet potato will add a filling bulk. You can also beef up your fall salads with hearty grains like farro, quinoa, and couscous. Pearl couscous does particularly well in salads, because of the larger grains. 

For sweetness, look for fruits that are in season in the cooler months, like Asian pears. Certain apple varieties like Braeburn, Fuji or Pink Lady are also at their peak in the fall. Dried cranberries are another popular fall fruit that will provide little pops of sugar. And they all go well with some crunchy fall nuts, like walnuts, pecans and pine nuts.

Sides

With so many delicious root vegetables in season, fall sides are abundant. Half of a roasted acorn squash drizzled with maple butter is hard to beat. Pan-roasted Brussels sprouts with crispy, salty pancetta are another favorite. Or you can sauté fall greens like Swiss chard or spinach for a light side option.

Any roasted root vegetable will create a good base for a fall side, from basic potatoes and carrots to parsnips, turnips, beets, and squash. 

But fall sides aren’t limited to veggies. A gooey pasta side-dish will stick to the ribs as well. Bring a fall flavor into the mix by making a pumpkin sauce. Or update gnocchi for the season by substituting sweet potatoes for regular potatoes. 

Entrees

Any protein can be turned into a fall dish with the right preparation and accouterments. 

When cooking, think long slow-roasting and braising for the richness of flavor that we’re craving in cooler weather. Duck confit, roast chicken, lamb shanks braised in red wine — all great fall options. 

Pork stuffed with apple and walnuts is a classic fall combination that you can play with. Mushrooms are most plentiful in the fall, and they are a great addition to pan sauces for steak and pork. 

For seafood, cioppino (a warm and hearty seafood stew) is a lighter option that guests may appreciate. Cod, salmon, grouper, and flounder are all fish that are widely available in the fall as well. Fish is a great addition to your menu all year, as it can easily be tweaked to fit the season with the right sides and herbs.

Warming spices and flavors

Pumpkin, cinnamon, and nutmeg aren’t the only fall flavors out there. Mint, parsley, and rosemary are all fall herbs that you can work with on your menu.

And there’s no need to stay away from citrus on your fall menu. While we often think of citrus as a summer fruit, some varieties are actually best in the fall. Valencia oranges are in season from April to December, while Navel oranges don’t ripen until November. Lemons are in season year-round, and Mexican limes ripen between August and December. 

Spicy food may be a good addition to your fall menu. It can be too much to eat a spicy dish on a hot day, but when the weather is chilly that capsaicin can provide a welcome flush. And consider warming spice blends from around the world. Curries and Indian spices like garam masala have a little heat that will warm your guests up from the inside out.

Desserts

It’s time to retire the ice creams and sorbets and instead get baking. Fall is the perfect time for pies, cakes, and crumbles. 

Apple, sweet potato, pumpkin, pecan and buttermilk pie are all fall pie staples. Other fall flavors like cranberry, ginger, and carrot can be used in desserts like cookies and cakes. 

You can also skip the fruits and veggies and go heavy on the chocolate. Cakes, bars, and trifles with chocolate, caramel, and peanut butter are the kind of dense fare that does well in the fall.

If you do want a cold option, you could try to incorporate a fall flavor. Orange or lemon sorbets are light but include fall-appropriate citrus.

Cocktails and Coffee

While some wine drinkers are purists following strict rules about what to drink based on their food selections, many others are seasonal drinkers. These types tend to prefer chilled whites and rosés in the summer, and room temperature reds in the winter — regardless of what they’re eating. So make sure the red wine selection is up to snuff. You’ll want plenty of merlots, cabernets, and pinot noirs to keep the chill off. 

If you have the space for it, consider adding some warm drinks to your cocktail menu. Irish coffees are simple, and just require a coffee pot within easy reach of the bar. If you want to get a little more involved, you can make hot spiked cider, or mulled wine. These can be put in an air pot for easy service. 

Bourbon and whiskey are also popular when the weather gets cold. So consider adding fall-inspired whiskey drinks like a Cranberry Old-Fashioned or an Apple Cider Manhattan.

Experiment with fall spices in your drinks like nutmeg and cinnamon. There are even pumpkin-flavored liqueurs that you could use for a boozy take on the famous coffee drink. 

For non-alcoholic options, try to add some herbal teas, hot cider, and even hot chocolate to the menu. 

Descriptions

Since you’re updating the menu anyway, spend a little time thinking about your descriptions. Menu seasonality is important to a lot of people. So if you’re using lots of seasonal fall ingredients, play that up on your menu. Even better if you are able to use some local ingredients! 

People are looking for comfort and coziness when the weather gets cool. Can you bring that feeling to your menu? Emphasize rich and creamy textures. Try peppering in snuggly words like “warm” and “toasty”. Try to position your food as the perfect cap to a chilly day. 

Conclusion

Since fall is the most popular season with Americans, it’s worth it to try to capitalize on these short-term flavors!

Transitioning your menu from summer to fall is a shift, but it doesn’t have to mean you start from scratch. With the editing of some of your sides and flavor profiles, you should be able to pivot much of your menu to one more appropriate for cool weather. 

Swap out some apps and desserts, and you’ll be all set for fall!

The Windsor Style Throughout History

There are no styles of furniture more associated with Colonial America than the Windsor style —  specifically, Windsor chairs. 

Airy yet sturdy, Windsor furniture is characterized by its delicately turned spindle backs and sculpted wooden seats. These pieces have straight legs that splay out at an angle, usually connected by an H-shaped stretcher for stability. And the back of Windsor chairs usually reclines.

Of course, like most things that America popularized during the 1700s, the Windsor chair has its origins somewhere else. 

The Windsor’s Origins

The chair’s roots trace back to the English town of Windsor, as long ago as the early 18th century. According to legend, King George II was out fox hunting when he was surprised by a downpour. He took refuge in a nearby cottage, where he found a crude chair with a spindle back. The king liked it so much that he had his royal furniture makers create his own for Windsor Castle. And thus, the trend was born. The truth of this story is debated, but it’s a good one nonetheless.

By the 1730s, Windsor chairs had come to Philadelphia, where they quickly spread to the rest of the colonies. Windsor furniture exploded into a booming industry. But as usual, American craftsmen weren’t content to simply adopt the English way of doing things. Instead, they made the chair their own.

To start, American builders removed the central “splat” that was common in the English version. This splat was a flat decorative piece of wood arranged in the center of the chair back, with spindles on either side. 

The Americans preferred a simpler look, with spindles making up the entirety of the chair back. They also made the legs narrower, and introduced the continuous arm, which was made of one solid piece of bent wood that curved along the back of the chair. 

Nails were generally unneccessary for the construction of Windsor furniture. Rather, the unseasoned wood components were all fitted together, and as they dried, the holes shrunk to create a tight fit. 

Types of Windsor Chairs

The American Windsor evolved into several basic styles, with hundreds of variations.

Bow Back

The bow back is framed by a single piece of curved wood that connects directly to the seat. Spindles of different heights follow the seat perimeter and connect to the bow at the top.

Low Back

The low back chair ends at about mid-back height, instead of extending up to head height.

Comb Back

The spindles on a comb back Windsor chair are all the same height. They connect about half-way up the spindle to a “center rail”, and at the top to a broad “handle”. This termination point gives the back the look of a hair comb

Hoop Back

The hoop back Windsor has a center rail that divides the spindles horizontally. This center rail curves past the spindles to form arms. 

Fan Back

Like the comb back, the fan back chair has spindles of a uniform height that meet a handle piece at the top. But the fan back has no center rail. Instead, there are two heavier turned stiles on the outside of the spindles to create stability. 

Writing Arm

The writing arm Windsor has a small desk piece attached to the right arm of the chair. This convenient addition made a comfortable place to write letters without requiring a large desk. Some writing arm chairs also had a small drawer beneath the desk where people could keep paper, pen, and ink stand. 

American Windsor furniture was usually made of several cheaper types of wood instead of one expensive hardwood. So they were painted to hide this mismatch. Common colors were red, yellow, blue, and especially green and black. They were sometimes decorated more extensively, with flowers, vines, and pastoral scenes. 

Windsor Chairs in History

The hoop back Windor chair in particular is practically synonymous with the American Revolution. This style shows up in paintings of the Second Continental Congress, as they were the chairs used in the Philadelphia State House in 1770s. They were made by Philadelphia furniture maker Francis Trumble, one of the era’s most prolific chair makers.

And they were popular at home too. Records show that Windsor chairs were owned by the likes of Benjamin Franklin, John Adams, Thomas Jefferson, and George Washington. 

But they weren’t limited to indoor use. Some of the early American uses of Windsor chairs were in gardens and patios. 

In fact, the Washingtons were such fans that George Washington had 27 of them on the portico at Mount Vernon. And Martha Washington even had a Windsor high chair for her grandchildren, whom she raised

Thomas Jefferson also wrote the Declaration of Independence while sitting in a Windsor chair. He had a special revolving version that let him spin in his seat — the first example of a swivel chair!

The style was popular beyond just chairs. Settees for two or three people, rockers, high-backed or low-backed bar stools, and small side tables were all made in the Windsor style. Small tables would have three legs instead of three, and would be just large enough for a candle or cup of tea.

Part of what made these pieces so popular was the interchangeability of their components. Starting in the 1800s, manufacturers made spindles, legs, and seats, and shipped them to furniture makers for assembly. This partial mass-production made them affordable. 

Farmers and tradespeople could also make their own Windsor chairs, using turned spindles and legs that they could buy pre-made, and fashioning their own seats at home.

They were also a popular export particularly to Canada, Nova Scotia, and England.

The Golden Age of Windsor chairs lasted until about 1860, when they fell out of fashion during the Civil War and Restoration period. But the Colonial Revival of the 1910s brought them back into vogue. Another resurgence occurred in the 1980s, and they’re still popular today. 

Windsor Furniture Today

The general design of Windsor furniture makes them a comfortable classic. Collectors pine after Colonial Windsors in original condition. Unfortunately, many were stripped of their paint in the mid-1900s, when bare pine was in vogue. And many more were painted over, as their original finishes chipped and cracked. But a chair with its original paint could be worth $5,000 to $12,000 today! 

There are new versions as well, built both on a mass scale and hand-made by artisans. The art of the hand-made Windsor is still alive, with prices for a new custom piece ranging from $500 to thousands of dollars.

Windsor bar stools in particular are having a moment, with the current popularity of the large kitchen island. They provide a comfortable backrest, while their delicate spindles don’t hinder sightlines between kitchen and living space. 

And there are variations on the style, too. There are metal versions, brightly colored options, and sleek mid-century-inspired styles on the market as well. Check out our steel Windsor chairs and bar stools in powder-coated black or weathered iron!

Conclusion

The Windsor style has been a mainstay of American furniture since before there was an America. It’s hard to think of any other style of furniture that has been popular for so long. After enduring for nearly 300 years, it could easily be around for 300 more!

What is the Best Color for your Restaurant?

Grey.

The end.

Just kidding!

If only it were that simple! In fact, the best color for your restaurant will probably not be the best color for the restaurant down the road. Different light levels, cuisines, restaurant size, and even service styles should all be considered when choosing colors. 

It’s no secret that color has an effect on people. It can influence emotions, blood pressure, and even hunger levels! So choosing your restaurant color can be a big deal! Here is some guidance to help you decide the perfect hue for you.

Red

Red is an energetic, passionate color. It can increase heart rate and blood pressure, and is great for grabbing attention. So should you use it for your restaurant?

When you may want to use it

Red has been said to stimulate appetite, which makes it a strong choice for restaurants. And red tablecloths have been shown to make people eat more.

It can also stimulate impulse eating. So if your restaurant is the type of place that benefits from lots of small food decisions, red may be good for you. Think fast food, small plates, or dim sum.

If you don’t want to cover your walls in red, consider using it as an accent color. Napkins, wall art, or even the back bar could be good candidates for red.

When to avoid it

That increase in heart rate may encourage people to eat more, but it also encourages them to keep moving. A high-turnover restaurant could benefit from bright red, but if you want your guests to linger, keep looking.

An exception is deep, dark reds like garnet or wine. The darker hue is cozier and warmer, and encourages diners to hunker down in their booths for the evening.

Blue

Blue is a conservative color, connoting stability and safety. There’s a reason why so many corporate logos feature blue. 

It’s the most popular color in the world, but that doesn’t necessarily mean it’s the best choice for your restaurant. 

When you may want to use it

A lovely clear blue can evoke the sea, which makes it a good option for seafood restaurants. For example, Legal Sea Foods on the East Coast uses blue as an accent color in wall tile and on their menus. 

It also does well in coffee shops and bars, as there’s a theory that blue makes people thirsty.

When to avoid it

Blue is considered to be an appetite suppressant. The exact reason why is not clear, but one explanation is that there is very little blue food that occurs in nature, so we don’t associate it with eating. Another theory is that food tends to turn blue (moldy) when it spoils.

This is why, like Legal Sea Foods, using blue as an accent rather than a primary color may be your best bet.

Orange

Bright, peppy orange means energy and optimism. It’s a great attention-grabber, although some people can find it overwhelming. 

When you may want to use it

Orange will encourage people to keep things lively. It can work really well in a sunny cafe or coffee shop. Guests will stay and chat longer in an orange space. 

When to avoid it

Orange can feel immature and unprofessional to some, so it’s probably not a great choice for a fine-dining restaurant. But, like red, a deeper hue like pumpkin or terra cotta could work. This may be another color that would do well as an accent, instead of a feature color.

Green

Green is the color of nature. It promotes harmony, relaxation, and peace. It can reduce stress and encourage tranquility. 

When you may want to use it

Earthy, muted greens make people think of freshness. So it’s a great choice for a juice bar or restaurant with a focus on light, healthy food. 

Bright, vibrant greens can also work, but a little lime green goes a long way. So consider reserving bright green for an accent color, like fresh greenery on the tables or green tile behind the bar.

When to avoid it

Since green is associated with freshness, it’s not the best choice for a meat-heavy restaurant, like a steakhouse. Plus, green walls can reflect on your food, and no one wants to eat a green-toned steak. 

Black

Black is the color of power, strength, and sophistication. It is chic and timeless. 

When you may want to use it

Black is a great accent color. It looks incredibly smart against white, in tile or textiles. Legendary ad man David Ogilvy always said that black type on a white background was easiest to read, so  it’s a good choice for menus as well.

When to avoid it

It probably doesn’t need to be said, but an all-black room is not very inviting. However, if it was done in a variety of different textures, it could be done. Not for the faint of heart!

Purple

Purple is the color of royalty. It can bring to mind dignity, wisdom, and power. But like blue, it isn’t usually associated with hunger or food. 

When you may want to use it

Purple is a bit exotic in the realm of restaurant colors, so you could consider it if you want to stand out. It’s also associated with Mardi Gras and New Orleans, so it could be an option for a cajun restaurant. 

When to avoid it

With its similarities to blue, purple is a dangerous color to use for a restaurant. It can cast an unappealing hue on both people and food.

But a dusty mauve or amethyst color could create a nice backdrop to an otherwise neutral space. Just avoid bright purple, or your dining room could look like a circus.

Yellow

Yellow is a cheerful, uplifting color. It’s sunny and warm. However, it can also be overwhelming. It can make people uneasy and more likely to lose their tempers.

When you may want to use it

If you want to turn tables, yellow may be a good option. Like red, it grabs your attention, but discourages lingering. 

Consider yellow for fast food, cafes, and yogurt or ice cream shops — places that your guests won’t be spending several hours.

When to avoid it

If you want your guests to feel comfortable and relaxed, yellow is not the color for you. Also, make sure to look at swatches of yellow in all different light levels before committing. What can appear bright and sunny in the morning could have nasty green undertones in the afternoon!

Pink

Light pink can be a calming color, making you think of sensitivity or romance. But a shocking fuchsia or hot pink can act more like red — stimulating and energetic. 

When you may want to use it

Most people consider pink a playful color, so it’s great for a fun, laid back restaurant. A bakery or cafe could be a good candidate for pink.

When to avoid it

“Millennial pink” was incredibly trendy in the past few years, with restaurants all over the country dousing themselves in the color. While they are very lovely (and look great on Instagram), the trend is on the way back down. So to avoid looking dated, it may be a better idea to use splashes of pink instead of pink walls, pink tables, pink chairs…

Grey, Beige, or Greige

Grey and beige are solid and dependable. These earthy, natural colors are sophisticated and mature. They’re also incredibly popular in home decor, so guests will feel comfortable with the colors.

When you may want to use them

Grey, beige, and greige make people feel relaxed and unhurried. So they’re good choices if you want people to linger. 

They’re also versatile. You can dress them up or down, and change out curtains, furniture, and fixtures without having to change the wall color. Plus, they generally look good in both bright and dim light. 

When to avoid them

If you want to churn and burn, pick something flashier. Also, grey can be very cool. Warm it up with wood tones and warm accent colors to prevent it from getting too clinical.

Brown

Brown is the color of wholesome sincerity. It is grounded and safe. brown makes a great earthy backdrop to other vibrant colors like yellow and turquoise.

When you may want to use it

Brown is associated with nature and the outdoors. It can be a great compliment to green.

It’s also a warming color, associated with chocolate, coffee, and baked bread. A coffee shop, deli, or bakery would be cozy in tan or light brown.

When to avoid it

If the rest of the space is very neutral, brown may not be the best choice. Too much of a good thing, in this instance, can become very boring. 

White

White represents innocence, peace, and hope. It is often associated with cleanliness, which may be why a lot of health food restaurants are mainly white. Choosing a white can be surprisingly difficult, as many have blue, yellow, pink, or green undertones. 

When you may want to use it

If you have a small space, white can make it look larger. It can also help to brighten up a dim room. It’s a simple backdrop color that you can then decorate with pops of color and art, without it looking too busy.

White is also great with texture. For example, white subway tile or penny tile are classic choices, Grey or black grout can add some interest. And white curtains in gauze or a rustic linen can warm up a room.

When to avoid it

If your restaurant is already large, painting it white can make it look cavernous. You may be better off with a darker hue to make your space feel cozier. 

Final notes

Clearly, there is no one color that you should always (or never) use. 

But a few things to remember — never rely on that tiny little paint chip from the hardware store when making your choice. Always get a sample and paint a big square on the wall. See how it looks at all times of day and night before making a decision. 

Also, the pros say it’s easier to start with a textile, like a curtain or a cushion color, before selecting paint colors. That way you’ll have something to coordinate your wall color with, instead of staring at the hundreds of paint color options with no guidance.

And if you really can’t decide — it may be time to call in a professional.

5 Experiences to Add to Your Restaurant and Shake Up Your Customer Traffic

Experiences are key to engaging customers. Sure, sometimes customers will want to just sit down and have a meal, have a tasting, eat dessert, or whatever your specialty is. But in other instances, they want to be entertained. By hosting different experiences throughout the year at your restaurant, you can bring excitement to their week. Offering these events can shake up your customer traffic and show your offerings in a new light. For example, going out for tacos just doesn’t have the same ring as heading to a Tex-Mex Taco Tuesday Fiesta. It’s all how you market it!

With any experience, there are a few must-do’s that come with planning a successful event at your restaurant.

  • Plan in advance! There’s a sweet spot between giving customers too much notice and not enough. Have your events scheduled at least a month in advance.
  • You have to advertise! No matter what kind of event you’re hosting for your restaurant, be sure to publicize it. Fliers, Facebook events, and staff advertising to customers are all great ways to let the public know about your big plans. If they don’t know, they can’t come! 

Let’s take a look at some ideas you can put into action at your business:

Throw a Theme Party

This is a great way to show off the versatility and skills of your kitchen! There are so many themes out there, you may want to try and incorporate one into your regular monthly (or weekly) agenda. Themes could be food-based, TV show-inspired, sport-centered, and decade-focused- the options are endless! Having a theme in place can help dictate the menu, decor, music, and overall ambiance for the event. This is a great event to use sparingly to intrigue new customers and bring regulars through the door that might have been coming anyway.

Craft an Art Class

There are many different ways you can incorporate an arts and crafts night for your establishment. From crafting wood signs to painting a masterpiece, let your customers’ creativity run wild, all at your restaurant. This kind of experience works particularly well if you are a tasting room or winery where you serve alcohol (versus patrons spending their dollars elsewhere BYOB-style). 

Not crafty yourself? No problem! Get in contact with a local crafter to supervise the project. Discuss how many they can oversee and the space you’re willing to dedicate. For this event, we recommend creating a limited number of tickets to not only pay for the crafter, but also have a “deposit” on the event. Include light appetizers and refreshments as part of the ticket, while also offering a special drink menu made for the event. Touches like this really elevates the event from an art class to a full experience, leading up to when your customer walks away with their latest craft creation. 

Create a Contest

Bring out a little healthy competition between your customers with a fun contest! Contests can be as simple as karaoke, darts, or trivia. Show off your outdoor space with contests like cornhole, canjam, darts, or any other yard games that encourage customers to pal around and imbibe in the evening’s offerings. 

Host a Yappy Hour

Dog-friendly patios may be the regular at your restaurant or bar, so why not make an event out of it! Many dog owners jump at the chance to have their dogs socializing while enjoying a night out for themselves. Host food or drink specials for the owners but don’t forget to have water and dog-friendly treats for the pups of honor. 

Before you get too far in the planning process, check your local jurisdiction and codes to make sure you can comply with the laws surrounding dogs in restaurants or food-areas

Help a Local Cause

Get old and new customers alike to rally around a cause at your restaurant. Having a fundraiser can be spectacular for business, employee morale, and most importantly, the cause! Working with a local school, team, or group promotes local partnerships and bring many new customers into your establishment. You may even gain a new crop of regulars!

If there’s not a specific event or cause you want to host at your restaurant, take a poll of your employees’ favorite causes. This can spark some ideas and even create a calendar of giving to get everyone on board. 

What kind of experiences does your restaurant have to engage customers throughout the year? Let us know here or on Facebook. We’d love to hear your thoughts!

Promoting Nutrition on Your Restaurant’s Menu

The average American eats out between 4 and 5 times per week. That is a lot of food consumed in restaurants. And most of that food is probably not low-cal. 

As restauranteurs, what is your obligation to provide healthier menu options? None at all, really. You’re in the business of providing delicious food and a good time, not babysitting other people’s food choices. 

Still, promoting more balanced nutrition may be a good move. More people are concerned about their health than ever before. Providing some healthier choices and more dietary information could make it easier for them to fit your food into a balanced diet. 

If this sounds like something you’d like to explore, here are some tips for promoting nutrition on your restaurant’s menu.

Provide Nutrition Information

Providing calorie counts for menu items has been a requirement for chain restaurants with 20 or more locations since mid-2018. But for the small chains and independent restaurants, there is no such requirement. 

Still, some restaurants may choose to add calorie counts to their menus. Research shows that when calories are listed, diners order meals with about 3% fewer calories. While that’s not a massive decrease, that reduction could show positive benefits over time. 

If you’d like to add nutrition information, you can send food items to a lab for analysis. Be prepared to spend between $200 and $800 per sample for high-tech testing! 

A much more affordable option would be to use online databases to estimate calories for your dishes. Resources like the USDA Food Composition Database or apps like My Fitness Pal can help you to easily calculate calories as well as carbs, protein, and fiber content.

In the wake of the new calorie-disclosure regulation for chain restaurants, there has been some concern expressed by doctors and therapists who treat disordered eating. People who are preoccupied with calories can take a step backward on their road to recovery if they’re unable to avoid calorie counts on menus.  It discourages them from making intuitive choices about their food intake and instead encourages a focus on the numbers — a behavior that treatment tries to curb.

A solution to this problem could be to have nutrition information available, but not immediately present. Add a note at the bottom of the menu stating “Nutrition information available upon request”. This would inform those concerned with calories and macronutrients that they can access the information without potentially derailing the recovery efforts of someone battling an eating disorder.

Highlight Healthy Options

Drawing attention to a high-profit menu item with a decorative frame is an old (but effective) menu trick. Why not try it for your healthier menu options as well?

You could use a frame, contrasting color, or extra white space to feature lighter menu options, positioning them as special and desirable choices. Use the same approach with a healthy seasonal special. Create a limited-time dish using in-season local produce. Display it on a table tent or menu insert to create buzz.

You’ll get the opportunity to be creative in the kitchen while also encouraging your customers to choose this healthy option.

Have A “Lighter” Menu Section

Rather than sprinkling your healthier offerings throughout the menu, consider gathering them all together in a “lighter” section. By dedicating menu real estate to some healthy options, you’ll position your restaurant as a place that caters to the health-conscious. 

A good example: Maudie’s Tex-Mex. Tex-Mex food is notoriously heavy, with cheese, sour cream, beans, and rice galore. So Maudie’s has a “Skinny Tex-Mex” section on their menu, where all options are below 500 calories. 

People looking for a healthy entree will know exactly where to look, and people looking for a high-cal extravaganza will know what to avoid!

Make “Healthy” the Default

There is no rule that says cheeseburgers have to come with fries. No requirement that pasta must come with a side of bread. No law decreeing that steak should be served with mashed potatoes.

By making healthy sides the default instead, diners will have to actively select the less healthy option, instead of receiving it automatically. Of course, if a customer wants fries with their burger, they can have them. But what if the burger came with a side salad instead, and the customer had to request the fries? 

The Blue Zones Project, a non-profit dedicated to making healthy choices easier, advocates making the healthy choice the convenient choice. And there’s some science to back them up on the efficacy of such a policy. A study of nearly 1,200 children aged 8 to 18 indicated that two-thirds would not object to receiving fruit and vegetable sides instead of french fries. 

Some fast food restaurants have started to move in this direction. For example, McDonald’s now offers a choice of side with their Happy Meals — apple slices, fries, or yogurt. But it’s still a choice, and some locations still default to french fries. A better move would be to serve all Happy Meals with apple slices and only provide french fries by request.

Add Symbols to Identify Safe Foods

Make your menu easy to navigate for people with certain dietary restrictions. A simple V (vegan), VG (vegetarian) or GF (gluten-free) can help people to quickly find the menu options that they can eat.

If those symbols will clutter your menu too much, consider having supplemental menus by request. A Gluten Free, Dairy Free, or Nut Free menu will be much appreciated by people with potentially dangerous allergies. And it will take some of the pressure off of your service staff who may not have memorized every ingredient in every dish.

Of course, they should still communicate allergies to the kitchen so the cooks can be sure to prevent any cross-contamination! But customers with allergies will be happy to avoid the minefield of hidden ingredients that they face every time they dine out.

Support your Neighborhood

Your restaurant is part of a larger community, so consider that community’s interests when adding healthy menu options. For example, the largest percentage of Weight Watchers users are over the age of 65. So if you live in an area with a lot of retirees, you could consider adding Weight Watchers point values to your menu.

If the keto craze has caught on like wildfire in your area, you may want to consider some high-fat menu items with very limited carbs. Do you have a big Crossfit gym just down the road? Make sure you have some high-protein options on the menu!

And once you’ve updated your menu, let people know! Online message boards or physical bulletin boards at gyms and fitness centers can be great places to get the word out. 

Consider the Kids

Far too many kid’s menus look like this:

  • Chicken Fingers
  • Macaroni & Cheese
  • Spaghetti
  • The End

Nary a vegetable in sight! Kid’s menus are treated as an afterthought. And it’s a shame because this is such an easy fix! You probably have the making of a healthy and tasty kid’s menu in your restaurant kitchen right now. 

Chicken doesn’t have to be fried. Lightly breaded and baked chicken will make most kids happy. Serve it with a side of steamed carrots or broccoli. Mom and Dad will know if their little ones won’t eat the veggies, and they’ll make a substitution if necessary.

A peanut butter and banana sandwich on wheat bread provides fiber, protein, and natural carbohydrates. And it could not be easier to make. Fresh fruit, yogurt, and applesauce are simple sides that are low in fat and sodium.

Providing healthy options for the kids makes sense. The parents will feel good about feeding them at your restaurant, and you’ll be high on the list of places to visit again.

Not every restaurant needs to be a monument to health and wellness. After all, no one wants to live in a world without pizza! But keeping nutrition in mind makes good sense. You’ll increase the likelihood of the health-conscious considering your restaurant as an option. And you may be able to help some customers to live a healthier, longer life at the same time. 

If it’s good for your business and good for your patrons!