Legend says that the first restaurant was opened in 1782 in the Rue de Richelieu in Paris, it was called the Grande Taverne de Londres. This was the first place to list dishes available on a menu and serve them at individual tables during fixed hours. Every restaurant that has followed has wrestled with the same problem: how do I fill up my tables during off-peak hours?
No matter how jam-packed you might get on a Friday or Saturday night, every single restaurant has quiet times. Now, sometimes you may think that your staff needs a rest and for periodical napping these quiet times serve a great function. Depending on the interior of your restaurant this also presents a great opportunity to turn your tables into trenches and battle it out in a culinary form of trench warfare.
There are however considerable drawbacks and these usually hit you where it hurts, right in the pot of gold. The landlord does not drop the rent during quiet times and when the staff soldiers in the trenches are on your dime, the game can quickly loose its appeal. We have been looking at this problem for a while and we’ve got you a solution. If you don’t fancy it we have also suggested some more inventive uses for the space.
Dynamic Pricing Through Discounting
It is easy to be put off discounting through the thought that you are cutting into your margins. We never liked maths much at school but it can come in useful. If you have people coming in in greater numbers on a discount, then they can far outweigh the few coming in and paying full price. We have built a platform that allows restaurants to push out discounts during their quiet times in order to drive greater footfall to your restaurant.
Data from our restaurants suggests that:
A 30% discount can increase your footfall by 2 times if put in front of enough consumers.
Let’s have a look at what this does in terms of revenue:
If a quiet Monday lunchtime sport brought in 20 customers with an average spend of £10. This means a revenue total of £200. If you pushed out a 30% discount this could result in a jump up to 40 customers during this slot. With a 30% discount this means the average spend has now dripped to £7, but your revenue has gone up to £280. Instead of eating into margins, discounting can be used to grow profit considerably.
One problem for restaurants is that they often don’t have the ability to get these discounts out there fast enough. They can scribble their discount on a board and put it outside the restaurant or they can blast an email to their mailing list but this often has a limited effect. We have an extensive database of thousands of users that we push your promotions to in real time through our app, mailing list and website. If you would like to fill up your quiet times, then sign up or get in touch! Try it free for a month and see what happens, you can always go back to indoor activities if you want to.