Maximise your restaurant’s summer season with these winning tactics

Summer can present unique opportunities for restaurants, with longer days and warmer weather encouraging people to venture out and enjoy dining experiences. However, attracting customers requires strategic planning and innovative marketing tactics. Here’s a guide from the First Table marketing team to help you win this summer.

• How to create specifically targeted events
• Leveraging First Table to maximise patronage
• How to rebrand your menu for summer
• Social media channels to supercharge your success
• Collaborating with local businesses

How to create specifically targeted events

For many people, dining out isn't just about the food—it's about the atmosphere and the opportunity to socialise with friends and family. During the summer months, creating events that specifically target your regulars and give them a good reason to leave the house is paramount.

Identify your customers' demographics and interests to tailor events accordingly. For example:

• University students: Organise themed quiz nights or outdoor movie screenings.
• Couples: Create a romantic "Date Night" with a special summer menu and live music.
• Food enthusiasts: Host chef's table events featuring seasonal dishes and wine pairings.

Knowing your customers and getting creative can make dining out a special outing. Promotional events provide the extra incentive needed to enjoy a night out. According to a recent survey by Eventbrite, 70% of people attend events to escape their daily routine, and during summer, this desire can be even stronger.

Review your First Table availability

With more opportunities to attract diners, summer is the perfect time to increase your weekly schedule on First Table and make the most of your partnership to ensure you're filling those tables. Here's how:

• Drive more off-peak reservations: Consider adding more tables to your weekly schedule on First Table. This will not only increase the number of bookings you receive but also help to create an inviting, lively atmosphere, encouraging passersby to gravitate towards your restaurant.
• Utilise your marketable contacts database to send targeted summer offers: According to HubSpot, businesses that use email marketing see an average return of $38 for every $1 spent, making it a highly effective way to promote summer offers. Be sure to download your marketing contacts from your First Table listing and send them specially targeted summer offers. Here’s a link to the how-to guide.
• Consider Last Table: Last Table is our dedicated product designed to fill your later tables in the evening. With the extended daylight hours of summer, Last Table is an effective tactic to maintain a great atmosphere in your restaurant and encourage other guests to stick around for another couple of cocktails and dessert.  

Re-brand your menu for summer

Summer is the perfect time to update your menu to include refreshing, light, and seasonal dishes. Consider launching a new summer menu with enticing offerings like a fresh seafood platter paired with crisp white wine. Highlight seasonal vegetables and vibrant salads, and introduce summer-themed desserts such as fruit tarts or house-made sorbet. 

Updating your menu doesn’t have to be dramatic. Simply including seasonal veg and a few summery dishes will keep it exciting and fresh for your customers while also keeping costs down.

Leverage your social media channels to reach new customers

Social media is a powerful tool for reaching potential customers and keeping your current fans engaged. However, as busy restaurant owners and managers, it's easy to forget to ensure you're making the most of your social channels. Remember to:

• Create Facebook events to showcase your summer activities: Whether it's the launch of your new menu or a themed night, setting them up on Facebook encourages current customers to visit and attracts new ones through the platform's algorithm that highlights events attended by friends. Encourage your staff to click 'interested' or 'attending,' as this will further promote the event to a wider audience on Facebook.
• Share on social stories: Share the event links on your Facebook and Instagram stories to maximise the reach of your messages, and be sure to maintain the excitement throughout the evening. Choose a team member to document the evening and share it on your social stories. Not only will this build anticipation for future events, but it will also boost morale and productivity by acknowledging their exceptional content creation skills.
• Partner with local influencers: Partner with local social media influencers to help spread the word about your exciting new menus and unique events. Influencers can help you reach a wider audience and generate buzz around your restaurant.

Ensure everyone knows that you are offering exciting new menus and unique events to help people make the most of the summer. According to a study by Sprout Social, 73% of businesses that use social media see improved marketing effectiveness, which is crucial during the busy summer months.

Collaborate with other local businesses

Collaborating with likeminded local businesses can significantly boost awareness during summer. You could collaborate with a nearby wine bar to design an exclusive menu paired with their premium summer wines. Partner with a local designer to debut their latest designs at your restaurant, accompanied by a fashion show and a themed menu to complement the event. Both businesses can promote the event on social media, increasing reach and giving customers a compelling reason to visit.

Additionally, consider working with local gyms and other small businesses to create special offers for their customers, such as discounted meals for gym members. These collaborations not only enhance your visibility but also foster a sense of community support.

For more detailed guidance and support, don’t hesitate to reach out to the First Table team. We're here to help you succeed!