Developing a New Direction for a Restaurant Business in a Tourist Hub

Developing a New Direction for a Restaurant Business in a Tourist Hub

 

Setting a new direction for a restaurant business in a tourist area like Manchester in

the United Kingdom has the built-in advantage of excellent location. Since such an

area has constant traffic of people from all over the world, it has an international

customer base, which call for either a relatively wide range of cuisine such as

Mediterranean, Asian or New American, fusion cuisine, or a more specialized menu

different from competitors that will cater to such patrons. The type of cuisine offering

should be determined and the appropriate ambience for the restaurant has to be

designed and implemented. The ability of the establishment to accept credit card

payments is also important in increasing sales.[1]

 

The concept for a restaurant should stand out from the crowd and be distinguishable

by the average consumer, but not radically different that customers will not appreciate

it. The effective ones are variations on a theme rather than a totally new theme, and

those that run with the popularity of a growing trend rather than a fad. The concept

should be flexible enough to allow for adjustments and should make money with up

to 50% less business and 50% more costs. Food prices within the concept should be

reasonable for consumers.[2]

 

Once the overall concept of the restaurant is determined, a catchy name that is

unique but easy to pronounce should be carefully decided on. Developing a budget

and avoiding deviations from it is important for protection against unexpected

financial strain. The appropriate restaurant setting should reflect the restaurant’s

vision. A capable staff should be painstakingly assembled and incentive programs

should be established to foster teamwork and creativity. Early promotion of the soon–to-

open restaurant is needed to get the attention of potential patrons.[3]

 

Restaurants are in constant competition with each other and solutions, both short-term

and long-term, are always sought to increase sales in order to be viable in the business.

A unique selling proposition is needed by a restaurant in order to be competitive. This

could be a menu with unique versions of dishes, an innovative offer no one else has or

a novel side event at the restaurant. A continually updated and diverse menu with

 interesting options will draw patrons back again to try new dishes. Offering promotions

and discounts to attract a potential large group of customers or coupon rewards for

referrals to possible customers will bring in more people and increase sales. Holding

events featuring the restaurant’s name will increase community visibility and entice

people to try the establishment. Offering bounce back coupons that can be redeemed

on slower nights in a restaurant will provide an incentive for patrons to come back

when there are only a few customers.[4]

 

Restaurants commonly have tight profit margins, but the challenge is in finding ways to

improve sales of the most profitable items in the menu and increase customer

patronage. The following are suggestions to be considered:[5]

Profitable items should be identified and marketed to most of the customers, keeping in

mind that highest profitability is not the same as most expensive.

A combination meal with an appetizer or dessert for one low price is a great way to

make patrons feel that they are getting better value for money spent.

Excellent customer service will likely make customers return and spread the good

feedback to others.

Staff can be trained to sell additional products by asking customers want drink would

they like for their order or whether they would care for an appetizer.

The restaurant can be marketed by letters to conference or event organizers for

businesses, schools and churches or by online communications with various groups.

Advertising results should be measured by way of survey cards or offering free food for

filling out a direct mail post card, because successful campaigns will be easier to repeat

and refine.

[1] Daisy Cooper, “Developing a Restaurant”, KGO newstalk, 2011,

<http://local.kgoradio.com/Developing_a_Restaurant_San_Francisco_CA-r1177620-San_Francisco_CA.html>  [accessed 23 May 2011]

[2] Lorri Mealey, “Top 10 Tips for Developing Your Concept”, About.com, 2011,

<http://restaurants.about.com/od/decidingontheconcept/tp/Concepttips.htm>  [accessed 23 May 2011]

[3] “Restaurant Management Tips: Five Tips for Success”, AllCulinarySchools, 2011,

<http://www.allculinaryschools.com/culinary-careers/article/restaurant-management-business-tips>

[accessed 23 May 2011]

[4] Simon Fuller, “Ways to Improve Sales in a Restaurant”, Ehow money, 10 December 2010,

<http://www.ehow.com/list_7621962_ways-improve-sales-restaurant.html>  [accessed 23 May 2011]

[5] Bradley James Bryant, “How to Improve Restaurant Sales”, Ehow money, 2011,

<http://www.ehow.com/how_5638124_improve-restaurant-sales.html> [accessed 23 May 2011]

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