RESTAURANT WEEK BEST PRACTICES FOR OPERATORS
WHAT YOU NEED TO SUCCEED Program Details Participation Requirements Menu Planning Staff Training Internal Marketing VISIT CALIFORNIA 2
PROGRAM DETAILS Program Name Program Dates Outline of program structure including promotional offer (prix-fixe, discount, etc.) Menu requirements (3-courses offering 3 choices for each, etc.) Days of the week and meal periods included VISIT CALIFORNIA 3
PARTICIPATION REQUIREMENTS Submit your restaurant s menu/offer to [organization] by [date] Create promotional offer as outlined by [program name] to include [program specifics; i.e., X-number of courses, etc.] Present a [program name] special menu to each guests who dines at your restaurant Feature your [program name] offer on your website by no later than [your deadline] Promote ote [program name] through your communication cat o channels leading up to and during the program Participation fee (if applicable) Provide [organization] with any requested assets (ex: photography, gift cards, video content, etc.) Provide [organization] with number of [program name] covers sold at close of program via an online post-event survey VISIT CALIFORNIA 4
MAKE YOUR MENU COUNT Showcase several signature menu items that represent who you are so firsttime diners know what to expect when they return Plan your menu with kitchen-efficient dishes that you can execute easily during a rush and allow you to reflect the day-to-day quality associated with your restaurant Utilize portion sizes that reflect those typically found on your menu Feature added value items such as wine pairings, specialty cocktails or supplemental courses to build sales; be sure to list prices for these clearly so diners don't think they are included in the menu price Communicate with suppliers in advance to negotiate t special pricing i on larger orders or more economical menu options Include vegetarian options Talk to fellow restaurateurs who have participated p in the program before, or other programs like it, to see what worked for them Always offer your full menu alongside the restaurant week menu Remember that most diners are savvy enough to see whether or not your promotional offering is truly a value VISIT CALIFORNIA 5
GETTING YOUR STAFF ON BOARD Utilize pre-shift meetings to educate your staff about [program name] well in advance and continue to discuss it as it approaches Make any necessary schedule changes to manage increased traffic Create a first time diner protocol to instantly make a positive impression, such as presenting a complimentary amuse bouche or shared starter for the table Hosts are crucial the a diner s restaurant week experience -- they should be well versed in the promotion, should present a promotional menu to EVERY customer, and should track first time guests in Open Table using reservation details or email collection cards. Run contests or offer incentives to get staff excited and committed. Acknowledge your staff for their hard work during this busy period. Incentives and "thanks you's" go a long way to keep spirits high. VISIT CALIFORNIA 6
INTERNAL MARKETING When possible, management should table-touch and find out about their [program name] guests. This often makes first-timers feel like VIPs and encourages them to return. Having a process in place to capture and convert first-time diners is critical. Utilize email collection cards and then quickly send out a "thank you" after the close of the program; present diners with a short-term bounce-back offer to get them back in your doors to experience the full menu. Talk about your participation in [program name] on your website. Use your own marketing channels to spread the word leading up to the start of the program to spotlight your participation in it such as e-blasts, e- newsletters, social media channels, Open Table email confirmations, guest check copy, footer copy on menus, etc. Create simple promotions spotlighting your participation on Facebook, Twitter or Foursquare and encourage guests to post photos of their meal while in- house or offer something special for those who check in while dining with you during the program. Consistently use [program collateral] provided by [organization]. VISIT CALIFORNIA 7
CALIFORNIA RESTAURANT MONTH [Program name] is a proud participant of California Restaurant Month (CRM). Created and managed by Visit California, CRM promotes 40-plus restaurant week programs taking place across the state each January. Aggressive paid and earned marketing and PR campaigns spotlight the state s culinary offerings and drive global and national visitors directly into OUR community, helping us to tell our unique culinary story. VISIT CALIFORNIA 8
Please direct any questions to [organizational contact] at [email] VISIT CALIFORNIA 9
RESTAURANT WEEK BEST PRACTICES FOR OPERATORS