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A Little Something Extra

Americans are still eating out, but to snag a share of their dwindling dining dollars, you have to offer them more perceived value than the next guy.

Get Creative

Recessionary times are the time to strut your creativity--both in the kitchen and in your marketing, believes Christopher Koetke, dean of the school of culinary arts at Kendall College in Chicago. “This is a chance for chefs and menu developers to shine, using less costly but high quality ingredients.”

• Use an item like roast chicken that is easy on food costs but can become a menu star with a signature touch or two.

Be Unique 

Differentiation is the key when it comes to marketing creatively. “Avoid the temptation to do what others are doing,” warns Koetke. “Everyone is offering discount coupons, combo meals, prix fixe menus and free desserts.”

• Boost customer counts with theme dinners, chef demos or something that appeals to a niche audience, like a gluten-free night. “These strategies build personal relationships with customers,” he adds.

Reach Out Online

Linda Duke, author of Recipes for Restaurateurs, a “marketing cookbook,” and consultant to several casual concepts, is a fan of using the slowdown to develop online contacts. “Marketing today is not about spending money--it’s more about spending time and effort,” says Duke.

• Invite community groups and nonprofits in to use the restaurant for fundraisers to capture e-mail addresses.
• Host a V.I.P. tasting event for local movers and shakers, e-viting the Chamber of Commerce, food editors and radio DJs.

Excerpted from Restaurant Business, April 2009    

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