Across the country, diners are seeking more than just a place to eat; they crave unique and memorable moments that they can share with friends and loved ones. That’s why now is the perfect time to creating special experiences for them to enjoy is a great way to give them what they want-and maximize revenue for our restaurant.
Whether it’s a fun happy hour or a multi-course extravaganza, unique experiences stand out more than a standard lunch or dinner. Crucially, experiences can also increase a restaurant’s revenue while giving guests exactly what they want. Here’s how to make the most of this feature:
Make slow times busy with happy hours
People love happy hour—it’s a scientific fact. No, really: OpenTable data reveals that a whopping 69% of diners say they’re more likely to book at a restaurant offering happy hours or similar specials. Half of the diners OpenTable surveyed said they want to go to happy hour at least once a month, and creating an event gives you a simple way to draw in this large group of happy hour-loving people.
At the moment, it’s possible you’re already booked during your prime days and times. The real beauty of happy hour lies in its ability to fill your restaurant during otherwise slow times. Traditionally, it’s before the dinner rush. But there’s no reason it can’t work later in the evening or weekend afternoons as well.
Go big or go … small (it’s up to you)
When it comes to designing experiences, you have options. Hosting a happy hour requires no crackerjack event planning skills, but for guests, it’s a party they don’t have to clean up after. They love it. However, you can also use experiences to create a somewhat more elaborate event. Maybe a Sunday brunch with live music, menu specials, or bottomless beverages is the right fit for your crowd. Or you could take it over the top with something even more ambitious: Morimoto in Philadelphia devised a luxury experience that combined a two-hour omakase tasting menu with a self-guided tour of the art gallery upstairs from the restaurant.
When you offer people an experience they love, it deepens their connection to you and increases their loyalty.
Get increased visibility on OpenTable search
Often people come to OpenTable without a specific restaurant or plans in mind. Some are looking for ideas, and your experience can inspire them. When you launch an experience, it’s automatically displayed on your profile page where these potential guests can easily see it. When browsing for restaurant options and night-out ideas, it can pop up in their searches. Additionally, your experience appears just under the available reservation times. This can either draw in guests all by itself or lead them to book both an experience (like happy hour) and a reservation. Then, they’ll spend more time (and money) soaking in your food, drinks, and hospitality.
Take a creative approach to seasonal experiences
When most people picture a summer cookout, they see their own backyard. Offer your chef’s take on backyard barbecue classics or have a build-your-own burger night to celebrate occasions like July 4th and Labor Day. Low country boils and pig roasts could also make for successful summer experiences. Or you can always take a lesser-known “holiday” and run with it. Mark your calendar for National Hot Dog Day (July 17), National Watermelon Day (August 3), and National S’mores Day (August 10), and then brainstorm possible experiences with your team.
Use a unique URL to spread the word
Once you’ve got your experience all teed up, use OpenTable to create a unique URL to promote the event. A quirky, creative experience gives you something to talk about online and a link to share on social media and in your email newsletter. The ease and simplicity of a one-click URL can help your regulars spread the word, too.
Host a wine or beer tasting
Given the appeal of happy hour, it’s no surprise that wine and beer tastings are also a hit with diners. OpenTable data shows that 41% of people would be most likely to book at a restaurant offering these tastings, and 49% said they want to go once or twice a year. It’s a natural opportunity to showcase your draft and wine list, but it also presents the opportunity to partner with another local business. Collaborate on your experience with your favorite winery or brewery to create a night local food enthusiasts won’t want to miss. Typically offered at a higher price point, wine and beer tastings can be a reliable way to boost revenue.
Plan a special prix fixe dinner
More than half (52%) of diners say that they want to celebrate birthdays and other special occasions with special prix fixe dinner menus. This is a win-win situation because set menus take the guesswork out of the night’s covers and revenue. They can also fill the restaurant on an otherwise slow night, like Monday or Tuesday.
These multi-course events give your chef the chance to get creative and stray from the regular set menu. Highlight a fleeting seasonal ingredient (ramps!), choose a culinary theme (lasagna, family-style), invite a guest chef, or try something out of the box (spotlight local grains). Use add-ons to set a base price with optional upgrades. For example, it’s an easy way to upsell a special bottle of wine, add wine pairings, or offer a high-end supplement, like shaved truffle.
San Francisco’s The Empress by Boon offers a Prix fixe menu experience to showcase its chef’s focus on fresh ingredients, while offering unmatched taste combinations.
Combat no-shows
With Experiences, you can choose to make your event prepaid, which removes the looming threat of no-shows from your evening. A prepayment isn’t the right move for every situation, which is why you have the flexibility to decide to make an Experience prepaid or not. You choose what works for you.
Offering Experiences is a great way for your restaurant to diversify its revenue streams and earn upfront. By creating unique and memorable events, you can attract new guests and keep regulars excited about what’s next. Embrace this opportunity to create Experiences that work for you and stand out in today’s competitive industry.
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