Your restaurant might thrive when you don’t have a lot of competition and the market’s on your side. But what happens when the music fades, and sales begin to plateau?
According to the National Restaurant Association, 92% of restaurant operators pointed to rising food costs as a serious issue in 2022, and 47% expected more intense competition in 2023.
To address these challenges and increase sales, it’s important to use both innovative and proven methods. Below are 33 practical strategies that can help you boost your revenue and retain customers in 2024.
How to increase restaurant sales through your customer base
A restaurant’s current customer base is an indicator of the health of the business — but it can also function as a springboard for growth.
In this section, we’ll look at how you can grow your customer base, and how you can leverage your existing customers to increase sales.
How to increase restaurant sales by bringing in new customers
Here’s how you can attract new diners:
1. Organize an opening weekend event
If you’re opening a new restaurant, organize a special opening weekend event to generate buzz and attract visitors.
Consider offering special menu items, live entertainment, or a guest chef to create an unforgettable experience for new customers ready to check out your place.
2. Create innovative menus and culinary experiences
Creating seasonal menus or limited-time specials can create excitement about your restaurant, helping to bring more people through the door. You can also offer cooking classes, chef’s table experiences, or interactive meal preparation options to keep people interested.
3. Create a unique atmosphere and themed nights
Develop a unique dining atmosphere and host theme nights or special cuisine days to attract different customers.
For instance, you could regularly offer live music, poetry nights, live performances, or exhibitions by local artists. Another option is to host occasional events, like trivia nights, to draw in crowds and offer a lively dining experience for customers.
4. Become a part of the community
Participate in community projects such as local festivals, charity events, or neighborhood markets. An alternative is to host some of these events at your establishment. These types of activities can improve your restaurant’s image and attract community-minded customers.
5. Become an eco-friendly restaurant
If “green” speaks to you, then a dynamic strategy for growth is to tap into the ever-growing number of environmentally conscious customers. You can attract this market segment by using organic ingredients and implementing eco-friendly practices such as recycling — and highlighting these efforts in your restaurant marketing channels.
6. Collaborate and network with local businesses
A creative way to introduce your restaurant to new clientele is to network and build relationships with local businesses for referrals and exchanges.
Work together with nearby businesses to promote each other by offering joint deals and exclusive discounts at both venues.
Organize joint events that benefit both parties.
Pursue corporate catering opportunities at local businesses.
Work with nearby suppliers by featuring locally sourced ingredients or products
7. Partner with influencers
Partnering with local influencers or food bloggers can also help you reach a wider audience. Their endorsements can drive lots of traffic to your restaurant.
How to increase restaurant sales by keeping loyal customers
To drive sales, you also need to keep your current patrons satisfied. Here are some suggestions for how to do this:
1. Make customers feel special
It’s tempting to take your current customers for granted. You may often spot them in the same corner of the restaurant and assume they’ll keep coming back.
But that’s like leaving money on the table. With a little extra effort, those regulars can turn into free advertisers for your establishment.
A simple but powerful strategy is to train your staff to provide personalized service to regulars, such as remembering their preferences (“Tabasco with those eggs, right?”) and, if possible, greeting them by name. Treat your regulars like family, and they’ll spread the word.
2. Introduce a customer loyalty program
To further improve your regulars’ dining experience, it pays to implement a loyalty program that rewards repeat customers. This could be done through a points system, special discounts on birthdays, or an occasional free dessert.
3. Add a referral program
In the same vein, you could implement a referral program that rewards customers for bringing in new patrons — such as giving them a free meal or beverage for every customer they refer. Encouraging referrals is a tried-and-true word-of-mouth strategy for boosting sales.
4. Host members-only events
A more labor-intensive but effective way to engage your current customer base is to host special events or evenings by invitation, exclusively for regular customers. Think of wine tastings, cooking classes, or preview nights for new menus.
5. Ask for feedback
Building on the previous point, it’s a good idea to actively ask for feedback from regulars on your current and new dishes and, wherever possible, implement those suggestions. This lets customers know you value their input and are committed to improving their experience.
How to increase restaurant sales through marketing and technology
Marketing and technology are two other strong drivers of restaurant sales. Let’s take a look at these in more detail below.
How to increase restaurant sales through marketing
To effectively use marketing, you can try the following strategies:
1. Optimize your website
Make sure your restaurant’s website is optimized for search engines, visually appealing, easy to navigate, and user-friendly.
Select the right keywords to weave into your headlines and pages so that online searchers can find your site more easily if they’re looking for a specific type of cuisine. For instance, a Chinese restaurant could benefit from the keyword “oriental cuisine,” and an all-American diner could add the keyword “family restaurant” to broaden its reach.
Feature your menus, images of the restaurant’s ambiance, and any special offers going on prominently, and make sure it’s clear how to navigate to key information. Visitors should be able to find your menu, contact information, and hours effortlessly.
You also want to consider mobile optimization — your site should display information on smartphones and other mobile devices just as clearly as on desktop screens.
2. Email marketing
For direct marketing via email, start with building a solid email list. Creative ways to collect email addresses include offering free downloadable content on your website in exchange for an email address or organizing raffles at your restaurant counter with fill-in cards that include a required email address.
Note: make sure to include an “opt-in” checkbox where customers give you permission to send them emails.
Send regular newsletters with updates, weekly or monthly promotions, and special offers to keep your customers engaged. Additionally, segment your email list to provide personalized content based on customer interests and previous dining experiences. For example, you could send personalized emails to regular customers with exclusive offers, new menu item announcements, or special event invitations.
3. Create seasonal and thematic campaigns
Create marketing campaigns around seasons, holidays, or cultural events. Tailor your menu and promotions to fit these themes, as this will attract customers looking for a seasonal dining experience.
4. Maximize your social media
Social media platforms are great places to reach new customers. Give regular updates and post interactive content on platforms like Instagram, Facebook, Pinterest, and TikTok to engage with current and potential customers.
In particular, create engaging content and share mouth-watering photos and videos to draw in a younger, digitally savvy audience.
5. Content marketing
Content marketing refers to offering high-quality, usually free content on your website, such as in blogs or regular articles. Develop a content marketing strategy that centers on blogging about food topics related to your restaurant’s cuisine, sharing behind-the-scenes stories, or creating engaging video content that showcases your restaurant’s unique features.
For optimal results, hire qualified content writers (freelance or via a content marketing agency) who know how to research your niche and make your content search-engine friendly so it can be more easily found by people searching for the type of food you serve.
6. Help people find your restaurant online
Optimize your online presence (your website, social media channels, and presence on review sites) for local search results. For instance, if your restaurant is located near a well-known museum, include a mention of that museum on some of your web pages so that searchers looking for the museum might also pull up your restaurant site.
Also, make sure your restaurant appears in local directories and has updated information on Google My Business.
7. Piggybacking on food and beverage trends
Food trends can potentially draw lots of people to a dining establishment. So, stay updated on current patterns, such as health-conscious menus, fusion cuisines, or trendy beverage options, and incorporate them into your marketing.
8. Collaborate with businesses and brands
Collaborative marketing with complementary brands has the potential to draw in more customers. Think of joint events, shared promotions, or co-branded marketing initiatives that will expand your reach.
9. Host or participate in food events
Participating in or hosting local food festivals, cooking competitions, and other culinary events greatly increases exposure and name recognition — especially if potential customers can sample your unique cuisine.
11. Partner with influencers and bloggers
Partnering with food influencers and bloggers gives you increased visibility. Their reviews and posts can reach a broad audience and influence others’ dining decisions.
How to increase restaurant sales through technology
Technology is playing an increasingly bigger role in driving sales. For this reason, here are some strategies you should consider:
1. Adopt digital reservation and ordering systems
Think about adopting a digital reservations system to streamline the booking process. Offer an online ordering system for takeout and delivery to make it more convenient for customers to order directly from your restaurant.
2. Develop an app
Develop a mobile app for your restaurant. Include features like menu browsing, order placement, loyalty program tracking, and push notifications for special offers or events.
3. Set up digital menu boards and tabletop ordering and payment systems
If it fits your establishment, set up digital menu boards and tablet-based ordering and payment systems in the restaurant. These can provide dynamic menu displays, nutritional information, and a more interactive dining experience. This technology can increase table turnover rates through faster service and improve customer satisfaction.
4. Augmented reality (AR) experiences
Want to be really avant-garde? Incorporate AR technology to enhance the dining experience, such as interactive menu items, virtual kitchen tours, or AR games on dining tables.
5. AI-powered chatbots
Use AI-powered chatbots on your website or social media platforms for instant customer service, reservations, and FAQs. These systems can improve efficiency and customer engagement.
6. Online delivery services
Partner with popular delivery platforms or develop an in-house delivery system to offer a wider range of ordering options for customers. Such an expansion will allow the restaurant to tap into the portion of the market that prefers dining at home.
For this system to be successful, make sure that the online ordering process is user-friendly and efficient, including real-time updates on order statuses and delivery times.
7. Digital loyalty programs
Maybe it’s time to transition traditional loyalty programs to digital platforms — or run the two systems side by side.
A digital environment allows you to use apps or QR codes for tracking visits and rewards, providing a more convenient experience for tech-savvy customers.
8. Optimize your work through project management software
Integrated project management software such as Lark can streamline restaurant management, leading to greater efficiency and more sales. One example is a detailed digital checklist for opening and closing.
Lark provides a collection of efficient tools tailored to help you manage your work. Whether you need a unified place to chat, a synchronized shift calendar, accounting capabilities, or data analytics solutions, Lark does it all.
9. Inventory management software
Inventory management is crucial to control costs and reduce waste. One way to keep track of your produce is by using Lark.
With Lark, you can use a range of templates including one designed for inventory management. Not only that, but Lark also has spreadsheet and management tools all within its app, helping restaurants manage inventory and operate more cost-effectively.
Boost sales with the right technology
By focusing on the strategies discussed above, restaurants can create a strong customer base that includes both new and existing patrons. Attracting new customers is important for continued growth while retaining existing ones provides you with a steady revenue stream.
Balance these two aspects well and pair them with modern technologies, such as Lark’s versatile tools, and your restaurant will keep its doors open for years to come.
Try Lark for free to see for yourself how it can help you increase restaurant sales.
FAQ
How do I increase restaurant sales without advertising?
You can do this via word-of-mouth referrals motivated by great customer experiences.
First and foremost, focus on providing exceptional service and unique dining experiences that encourage customers to return and recommend your restaurant to others.
Some other avenues to consider include the following:
Offer a loyalty programs
Engage with your local community through events, networking, or partnerships
Implement a customer loyalty program that offers incentives for repeat visits
Encourage customer reviews on social media and review platforms to organically boost your restaurant’s visibility
How do I increase lunch sales in a restaurant?
To increase lunch sales, offer express lunches, pre-set menus, grab-and-go bags, or other time-efficient services.
Here are some more suggestions:
Focus specifically on lunch dishes you know from sales data analysis are popular menu items.
Include healthy and quick options in your lunch menu.
Introduce lunch specials or limited-time offers to instill a “get them before they’re gone” mindset in your customers.
Consider offering a loyalty card for lunchtime customers.
Promote group discounts or business lunch packages to attract groups of local office workers.
How do I increase alcohol sales in a restaurant?
You can increase alcohol sales by creating a diverse and appealing beverage menu that includes signature cocktails, local craft beers, and quality wines — and promoting some of them next to the appetizers on the menu.
Also, you can try the following:
Train your staff to suggest drink pairings with meals or promoting special drinks
Host happy hours or offering drink specials during off-peak times
Introduce themed drink nights or tasting events
Make your bar area inviting and offering small bites or appetizers that pair well with alcoholic beverages
Do other restaurants use Lark?
Lark specializes in the food and beverage industry. If you need to send secure messages to colleagues, keep track of inventory, or set up approval processes for ordering produce, you can do it in Lark.
