Holiday Memories & Making Money

Family and friends gather around food & drink to create experiences every holiday season. What is your concept doing to maximize your business this November and December? ‘Tis the season for large parties, gift card sales, event nights, and party planning – each represents an opportunity for increased sales. ‘Tis also the season for overly scheduled consumers who need your assistance to simplify their stress, so service is a key component to converting users into brand advocates. It’s not too late to create an activation plan to turn this season into something more than the usual. Go big and remember that you aren’t creating events, you’re instigating them. That’s a key.

LARGE PARTIES: Consumers are looking for easier eats to come together as groups of co-workers, friends, and family. The holiday parties of yesteryear are over (though the movie Office Christmas Party gave a pretty good glimpse back). How is your business actively courting the booking of parties? A few key opportunities: reservations, fixed menus with pre-set and/or shareable appetizers and cocktails, a dedicated LSM/B2B resource, dedicating less-busy times to value-focused parties since your restaurant is empty anyway. Reach out to local businesses, schools, teams, etc. Why should any of them choose your brand over another? You need a definitive answer then a concrete activation plan and a responsible resource. Who on your team is on the hook? Be S.M.A.R.T. then hold someone accountable. Building sales is not a passive proposition.

EVENTS: Every restaurant wants Millennial consumers because they represent the future of our business (and we also want to be… like… liked, literally liked). What motivation are we providing the kids home from college? The groups that descend upon their hometowns to share their latest conquests? We know Wednesday’s Friendsgiving is a thing the night before Thanksgiving, so what more are you offering beyond what your local consumers already expect? Remember, we need to make it easy for people to come together so think whole numbers for apps/drinks, think discounts for larger parties (or even progressive discounts as the numbers increase), think scheduling reunions for local high schools or sports teams, think DJs to set the mood, think through all seating and bar events. It may be easy to jump to Trivia or Karaoke as a zany memorable event, but the purpose of the gathering is to catch up old memories while also creating new memories. The holiday spirit has an emotional core so dial down the forced smiles because there will be enough of those at Aunt Bonnie’s. Be their authentic escape.

GIFT CARDS: Most everyone, everywhere knows that they can get a gift card at your location. The challenge we have is personalizing the card and its messaging so that it’s not a default statement from one person to another that they were in a rush. Yes, we know that the idea of the buyer getting a benefit works to get the immediate sale but think bigger – how do you impart an impression upon the receiver? Where’s their bounce back? Apps, beverages, manager visits, social media mentions, etc. Expand your focus from the first transaction to the emotion of the gifting process itself.

TAKE-OUT & AT-HOME PARTIES: We all know that take-out is largely considered the lifeline for many brands, so leverage that momentum and dial it up to provide the food & beverage for at-home or at-office functions. It’s the same mindset as takeout but expanded to a party mentality. Don’t expect a consumer to want to place an order for 6 Southwestern Eggrolls then deliver its excess of Styrofoam. Scale up and increase its value. Give your consumers the freedom to celebrate when and where they choose then help them deliver a kick ass experience. Platters, delivery, invitations, décor, games, outlines, servers, social media pages, etc. Balance your brand with their curation of their own brand. Know your role.

OPERATIONS: An often-missed opportunity is the strengthening of execution so that additional guests get converted into brand advocates. We enter into the season with a defeatist attitude that it’s short term rather than get energized by the challenge of delivering a dazzling service experience.

The holidays are inherently social, festive and friendly so the season is a key opportunity to connect your brand to good times. Take your share by delivering social solutions for stress-out consumers then execute the heck out of it. You make more money while your brand becomes a source of goodwill in the eyes of your consumers. Be S.M.A.R.T. about your approach. Set goals and create a clear line-of-sight about what success looks like. The holidays aren’t a time for be passive because the money is there. Tend to your brand and become the social instigator.

Need assistance making it happen? Email, call or text: ddillon@d2hospitality.com or 214-596-8059. I am your partner and we can make the money.