How To Turn More Tables In Your Restaurant

Nothing worries a restaurateur more than an empty table. One vacant table can trigger fears of many more, leading to a downward spiral of concerns about a declining business. Often, this prompts restaurant owners to resort to quick fixes, like bombarding customers with promotions and value-adds in an attempt to turn things around quickly. Unfortunately, these tactics usually don’t have the desired effect. There are more effective ways to increase table turnover. So how can restaurateurs develop a comprehensive strategy to grow their business in meaningful, sustainable ways rather than through quick, panicked measures?

Fitting Promotions into Your Marketing Strategy

Instead of chasing customers with constant discounts and promotions (which can confuse customers and distract you as the business owner), it’s much better to focus on your unique selling points and build your brand. This approach emphasizes your business's strengths rather than trying to overcompensate for its weaknesses. By honing what you do best and perfecting it, you’ll create a loyal customer base. Excellence will always attract a market, regardless of the situation.

Focus on the Crowds

Restaurant marketing is similar to movie theatre marketing in that both industries benefit from focusing on large groups rather than niche markets. Movie theatres vary their marketing based on weekdays versus weekends or holidays, and restaurants should adopt a similar approach. Customer behavior is often consistent, so instead of trying to change it, work with it.

Like movie theatres, restaurants often offer weekday discounts but know that traffic is higher from Friday to Sunday when customers are willing to pay more for what they want, at times that are convenient for them. The key is understanding customer behavior and working with it, rather than trying to create demand where none exists. Restaurateurs can benefit from nurturing their regular customers, whose predictable routines help sustain business throughout the year. The goal should be to convert new customers into regulars.

Where to Invest Your Marketing Efforts

Growing a restaurant might sometimes feel counter-intuitive. Initially, focus on filling tables on busy days like Fridays, Saturdays, and Sundays. You want to reach full capacity during these periods, even turning customers away, which creates demand. Rather than pouring your resources into acquiring new customers, focus on converting first-time visitors into regulars. This has a much higher return on investment.

Your goal should be to create such an exceptional experience that customers want to return without the need for promotions or discounts. In this regard, invest in brand-based marketing such as a professional website or upgrading the design of your menu. Once you have a steady stream of regulars, you can then expand your marketing efforts to attract new customers.

How Can You Increase Restaurant Sales?

Target Guests Strategically

Consider using automated marketing software to target returning customers. A simple, friendly “We miss you” message can be a gentle reminder that you’d love to welcome them back.

Cross-Promote Internally

Encourage cross-promotion between delivery and in-person dining. Offer in-store diners a discount for their first delivery order using a promo code. Similarly, motivate delivery customers to pick up orders in person by offering a free drink at collection, which could remind them of your restaurant’s atmosphere and entice them to dine in next time.

Loyalty Programs Work

Successful restaurants often have loyalty programs that allow regulars to accumulate points and redeem them for rewards like free meals, exclusive experiences, or special offers.

Think Outside the Box

Customers appreciate unique experiences. Offer special perks like chef’s tables, kitchen tours, live music, or premium dining packages to set your restaurant apart.

The Bottom Line

Quick promotions aren’t always the best solution for turning more tables in a restaurant. Instead, think creatively and build your brand from the inside out for long-term profitability. While some of these strategies, like upgrading software or automating marketing, may involve an initial investment, they can be highly beneficial in the long run.

Merchant Capital offers a unique funding solution tailored for restaurateurs, with repayments tied directly to your turnover. So, any loan used for growth-enhancing activities—like building your restaurant’s marketing strategy—remains manageable and profitable over time. Contact Merchant Capital today and see how you can fund your restaurant’s growth within 48 hours.

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