|
Although opening a restaurant can seem the most pressing time in a restaurateur’s life it is unfortunately not the roughest patch in the pasture you will have to go through. There are challenges that run along side the running of the venue which can only be dealt with as and when they occur. Unbelievable as it is, the public can be very forgiving in the early stages of opening your restaurant. It is not good to open on a bad note and it is in these precious beginning stages that you will make some very valuable contacts, so it is vital that the opening is planned thoroughly.
When your ‘things to do list’ is completed and the restaurant and its staff are ready to face to crowd you are faced with the crucial question of - who to face? There are basically two different strategies used when opening your restaurant for the very first time; the soft launch and the hard launch!
The soft launch is a safe opening night whereby you open using a small selection of marketing activities and save the big push for the real, hard launch. Restaurants of all sizes use the soft launch approach which involves inviting your friends, family and supply contacts to join you for a dry run that gives the staff a taster of what’s to come.
Come the hard launch the staff will be fully trained and competent, the stock levels should be plentiful. The hard approach involves creating hype about your new restaurant, inviting local press so that from the minute you open you hit the ground running and word of mouth spreads quickly. The soft, dress rehearsal will have prepared you and your staff for nearly all possible scenarios.
Before your guests leave it is important to make them feel valued; offer them a questionnaire or comment card that allows them to give you honest feedback. This strategy not only provides you with possible improvement areas but allows you to start your ever-important local marketing database.
We suggest that in both launch parties you try to encourage all tables to order different items from the menu, this is good practise for the chefs and prepares them for busy nights. To prevent being out of pocket, it is advisable to only give complimentary food, so that money spent on drinks allows you to break even; this will also create positive word of mouth. It is important that you should be prepared to fully compliment some bills in the event of something going wrong.
The hard launch will provide a comprehensive suite of press reviews, direct marketing, public relations and joint ventures with other local businesses. You will only see a positive result in these entities if you set a realistic budget and prepare your food and drink to its highest standard – Remember a practice run makes perfect!
For more information on restaurant loyalty schemes get in contact with Captivate Restaurants today on 020 7060 3318 or email info@captivate-restaurants.co.uk
|
