Strategy clinic -The Caterer, 13 October 2005

Christmas is the most profitable time of year for restaurants - but how do I go about attracting office parties without spending a fortune on advertising?

Guy Holmes, Captivate Restaurants

Advertising is a costly business for any restaurant, but if you're not a large establishment, there are ways of doing it that will bring the desired results without spending much cash.

• Get ready. Make sure your Christmas menu is ready, suppliers sourced, items costed and menus printed. The Christmas menu must also be put on your website.
• Use what you have. Use all the information on customers that you already have. This will include the reservations book, which will have contact names and numbers of past customers as well as fax numbers for people who might have requested a menu. 
• Get on the phone. At around this time of year people are already starting to think about where to go for the Christmas office party. Phone the businesses in your area and, if they have nowhere booked, ask for contact details and either e<2011>mail, fax or post your Christmas party menu along with other relevant details such as booking requirements and the size of the biggest group you can accommodate.
• Existing customers. When customers have paid the bill and are leaving, give them an envelope with your Christmas menus, other relevant details and, if possible, a few testimonials from people who had their Christmas party at your establishment last year. 
• A boards. Start promoting your Christmas offerings on A boards on the street outside your restaurant. Include a number of unique selling points, eg, happy hours, lively atmosphere. 
• Venue finders. Signing up to a suitable venue-finding service can help boost your Christmas bookings at low cost. Examples include City Bash and the Restaurant Ingredient's own venue finder service.