Caterer September 2007 - Strategy Clinic

How to best market my restaurant for Christmas office parties and general Christmas trade?

Christmas is the most profitable time of the year for restaurants as just about everyone in the country will eat in a restaurant at least once. Attracting Christmas office parties and general Christmas trade will mean big profits to your restaurant so it’s essential that you get things right. I would recommend the following:

• Start early – get your menu’s and booking requirements (how much deposit, biggest party etc) sorted out as soon as possible
• Think carefully before opting to spend your entire marketing budget on advertising – if used well just a fraction of that budget can be very effective. For example using a PR company to get you editorial instead of advertising. You may also find that professionally designed and written leaflets that contain photos and the Christmas menus will yield a good return if handed out at the right time in the right place eg the financial district at rush hour.
• Put your Christmas menus on your website along with booking requirements and any photos you may have of Christmas parties from year’s gone by.
• Get some Christmas business cards or fliers printed that highlight why you are the perfect venue for a Christmas party – give these out with the bill
• Send your Christmas menus to everyone on your database
• Put up decorations – Christmas office parties are looking for venues that feel Christmasy (with the exception of fine dining establishments that need more understated decorations)
• Visit local businesses in person giving them Christmas menus and talk to the staff about why your restaurant is perfect for their office party

Guy Holmes, Captivate Restaurants