As the summer season approaches, bringing with it longer days and warmer weather, restaurants have a golden opportunity to welcome waves of customers looking for memorable dining experiences.
From crafting a summer menu that celebrates seasonal ingredients to offering cool beverages can enhance customer loyalty, adapting to the busy season with innovative menu ideas and online ordering can set your restaurant apart. It's more than just being summer-ready; it's about positioning your restaurant to thrive by tapping into the season's relaxed atmosphere.
Transitioning from the quieter winter months to the bustling summer period requires strategic planning and adaptation. To help you do just that, we talked to members of our Restaurant Advisory Council (RAC) about how they capitalize on summer crowds and how you can run your restaurant your way, boost profits, and streamline operations—all with SpotOn.
1. Lean into marketing
Summer brings a shift in consumer behavior and preferences. Make sure loyal customers and new guests know your restaurant is open and highlight what your restaurant does best, such as your summer menu featuring fresh herbs, seasonal ingredients like cherry tomatoes, and cool beverages. With the help of targeted summer-themed marketing campaigns that feature your restaurant’s summer menu, atmosphere, outdoor seating areas, seasonal events, hours, and/or location, you will be able to attract both loyal guests and new clients.
“Invest in marketing, train your staff, and be ready. You only get one chance to make a first impression on a guest.”
-Chuck Imerson, CEO of Asian Box
Use email campaigns to keep the guests in your customer database in the know, and then leverage social media to broaden your reach to new customers as well. We can help. Just log in to your SpotOn Dashboard to access free email and social media templates.
2. Upgrade your outdoor dining experience
Summer is synonymous with outdoor dining. As the weather warms up and people venture outside, it’s important to maximize your space—and sales—by adding outdoor options like patios, rooftops, and food trucks. Creating a comfortable and inviting outdoor space can significantly increase your seating capacity and attract a crowd looking for that perfect summertime meal setting. Think about adding thematic decor, comfortable seating, and even outdoor entertainment to craft an unforgettable dining experience.
“Many of our venues are seasonal and lean towards daytime vibes—brunch, patios, pools, piers, etc. We are looking forward to music on the lanai, brunch parties, pool parties and pairing dinners.”
-Benson Wang, Cofounder of Palm House Hospitality
Take SpotOn client Santé, for example. This fine-dining restaurant located in Charlotte, North Carolina, incorporated their 20-person patio into their reservation system, resulting in a 40% increase in dinner reservations, a 25% boost in annual revenue, and 7 hours of weekly time saved. By expanding seating and streamlining the reservation process with online booking and Google integration, Santé maximized reservations, reduced cancellations and no-shows, and cut down on manual reservation handling.
3. Optimize your tech
Choosing the right tech tools can make your work smoother and really improve how customers feel about your service. With just a few upgrades and additions, you can serve more guests, turn tables faster, and boost profits.
- Start using QR codes to let customers easily look up your menu and place orders right from their tables. Check out these tips to learn how they can help streamline your restaurant's operations.
- Think about getting handheld devices for your staff to quickly process payments anywhere, especially if you have outdoor seating. With SpotOn handhelds, servers can easily fulfill outdoor seating requests and serve more guests in less time by skipping a trip to the POS.
- Set up an online reservation system to handle more customers smoothly. From an easy-to-use standby list to two-way texting and accurate wait times, these 5 features from SpotOn Reserve to increase your guest count and boost sales this summer.
- Make it easy for your restaurant to send invoices and accept payments from summer crowds with a Virtual Terminal. Great for private events and catering orders, add extra flexibility to your business by taking payments in advance and running payments from the back office.
4. Update your summer menu
Creating a killer summer menu is key to attracting more customers. Think about adding new dishes that make the most of fresh, locally sourced fruits and veggies. Experiment with summer menu ideas like sweet treats infused with seasonal fruits or innovative cool beverages that serve as the perfect antidote to the warm weather. This is also an excellent time to promote customer favorites from previous summers, ensuring there's something for everyone.
“For the summer, we're adding new food items and new drink items, along with new programming like live music. It's about being proactive. Invest in an improved atmosphere and don't be too greedy with your pricing strategy—we can't price ourselves out of repeat business.”
-JB Balingit, Owner & Operator, The Hideout Kitchen
Not sure what flavors to add? Review what you sold last summer and engineer your summer menu to ensure that you’re selling items that increase excitement about your menu and profits.
5. Attract and retain your best summer staff
Your staff is crucial to your success, especially during the busy season. Utilize labor management tools, like SpotOn Teamwork, to optimize scheduling and ensure you're adequately staffed during peak times. Investing in training and creating a positive work environment can help you attract and retain the best talent. Remember, a motivated and happy team is key to delivering exceptional service that keeps customers returning.
Embrace the summer as an opportunity to shine, attract a crowd, and build lasting customer loyalty.
