Finally, Guy Holmes, managing director of Captivate Restaurants, offers some advice on how to capitalise on festive business to ensure a good start to 2010:
“Although December this year won’t be as busy as the previous Christmas, it will still be the busiest month of the year.
“Good restaurateurs will use that trade to help boost sales in January when things will be tough.
“Here are some tips that Captivate Restaurants (www.captivate-restaurants.co.uk) has given to clients.”
1) ‘Bounce Back’ Vouchers
These are vouchers that are designed to get customers to ‘bounce back’ in January. They should be for a good offer, such as a 2-for-1, and a valid in January only (not to be used in December — and stay away from alcohol-related offers!)
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2) Plan for Jan
You need to start planning now for January, both in terms of marketing and for cost-cutting, such as a reduced staff rota. With regards to marketing, plan for some kind of promotion or special offer; think about how you are going to promote the offer, through posters, fliers and adverts, and get these designed.
3) Database expansion
Use customer comment cards and competitions to help boost your database. A busy December should mean that you can add literally hundreds of people to your database if you make it a priority. Make sure that all Christmas enquiries as well as bookings are also included.
A large database is a fantastic asset to the business; used properly it will help to remind customers about your restaurant and promote offers.
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