Why is it that not one of us will ever go into an empty restaurant? Yet we choose instead to queue to get into one that is full to bursting just up the street. Even if it is wet and windy outside!
Someone has to be first, surely? And, if we are first, if we take the chance of being first, we are always seated in the window. This puts some people off I know. On display, to help bring others in - perhaps we should get a discount?!
But why don't we really like going into an empty restaurant? Why are we seated in the window? Well, the answer is simple. We all like recommendations. And, a full restaurant says 'this place is pretty good', whereas an empty one? Well, it doesn't say bad, but we don't know, and we don't want to be the first to take a chance. We don't want to make a mistake; waste our hard earned cash.
So, what do you do, as a restaurant owner, if your restaurant is having a quiet night?
You're standing there waiting for that first customer. Maybe the first part of the week is always slow for business; it is for a lot of restaurants. But, even with one full table of diners, passing trade is still not sure your restaurant is a good choice. They need that real recommendation, lots of people, having fun, especially when, as I've said, money is tight as it is now; they just can't take a chance on your quiet restaurant.
Well, I have an idea for you. Rent some diners!
Who are your best customers? Give them a free meal. Are there some local business people that you would like as clients? Give them a free meal. Send out some invitations to your best customers for two free meals when they bring two other paying diners. Invite some friends. Make the invites valid only for a couple of dates and covering a time when you would expect to be just starting to get busy. When there is passing traffic. Aim for about three tables each evening and seat people where they can be seen from outside.
Now your restaurant is being recommended! And, others will follow. But, a word of warning: make sure your service and food live up to the recommendation!
Why not try it for a month and let me know how you get on?
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