There is No Off Season: Preparing Your Restaurant for Year-Round Success

By Luke LaBree 🔎
CMO, Dennis Food Service

As we wrap up another bustling summer season here in New England, it’s time to shift our focus to the future. While visitors may be heading home, seasoned operators know that now is the perfect time to start preparing for next year.

But for next season, let’s go beyond merely updating menus and diving into kitchen deep-cleans. Let’s talk about supercharging your digital presence to keep customers engaged all year round and ensure they’re chomping at the bit to return when tourist season rolls around again.

The Power of Digital Connection

As I’ve repeatedly advocated, your digital presence is often the first (and sometimes only) impression potential customers have of your business. It’s no longer enough to rely on word-of-mouth and hope that visitors remember you when they return next season. You need to stay on their radar, and the best way to do that is through a strong, consistent digital presence.

Remember when I discussed “Decision to Dine Season” back in March? Well, in today’s digital age, an even better strategy is to work like that season never really ends. Travelers are constantly planning their next trip, and your online presence can make or break their decision to visit your establishment.

Bridging the Physical and Digital Divide

Before we dive into the digital realm, let’s talk about an often-overlooked aspect of building your online presence: creating clear “paths” from your physical space to your digital platforms. After all, your in-person customers are prime candidates for becoming loyal online followers. Here are some effective ways to guide them:

1. QR Codes: Place QR codes prominently in your establishment. These can lead to your website, social media profiles, or even a special landing page for in-store customers. Use QR codes on menus, receipts, table tents, and even on the floors and walls.
2. Table Tents and Menu Inserts: Use these to highlight your social media handles, website, and any online promotions or loyalty programs you’re running.
3. Door and Window Clings: As customers enter or exit, catch their eye with attractive window clings that showcase your digital presence.
4. In-Store Signage: Utilize your interior space to remind customers to connect with you online. This could be simple and classy like a chalkboard near the register, or big and modern like a digital display showing your latest social media posts.
5. Receipt Reminders: Add a note at the bottom of receipts encouraging customers to follow you online, to enter a contest, leave a review, or sign up for your newsletter.
6. Staff Reminders: Train your staff to verbally mention your digital presence during interactions. A simple “Don’t forget to follow us on Instagram for daily specials!” can go a long way.

By implementing these strategies, you’re creating multiple touch-points that guide customers from their in-person experience to your online platforms, setting the stage for year-round engagement.

Building Your Digital Arsenal

So, now that they know where to follow you… how do we make sure your business stays top-of-mind with customers long after they’ve returned home? Here are some key strategies to focus on:

1. Update Your Website: Your website is your digital storefront. Make sure it’s up-to-date, mobile-friendly, and showcases your best offerings. Frequently refresh high-quality photos of your food and atmosphere to continually entice return viewers. And don’t forget to update your menu regularly! Remember, updating your menu doesn’t mean changing everything–an LTO or a few featured specials can go a long way toward driving return visitors.
2. Embrace Social Media: Platforms like Instagram, Facebook, and TikTok are perfect for showcasing your culinary creations and keeping customers engaged. Remember our discussion about SnapSeed in April? Using tools like SnapSeed can help make your food photos pop during the season, but don’t put them away just because you’re closed. The off season is a great time to learn new editing techniques, and to share behind-the-scenes updates that your audience might find interesting. You could share everything from renovations and deep cleans, to snow removal and vacation photos.
3. Start a Newsletter: Email marketing is still one of the most effective ways to reach customers directly. Encourage visitors to sign up for your newsletter before they leave. Offer exclusive off-season deals or behind-the-scenes content to keep them interested.
4. Leverage User-Generated Content: Encourage customers to share their experiences, past visits, and wished for next season on social media. Create a unique hashtag for your business and feature the best posts on your own accounts. This not only provides you with free content but also builds a sense of community around your brand.
5. Optimize for Local Search: Call it off-season side-work if you want. It’s a great time to make sure your business information is up-to-date on platforms like Google My Business, Yelp, and TripAdvisor. Respond to reviews (both positive and negative) promptly and professionally.

The AI Advantage

Now, I know what you’re thinking – “I barely have time to run my business, let alone manage all this digital stuff!” That’s where our new friend AI comes in. I touched on AI back in February, and again more recently with an extended take on AI in foodservice. It’s only been a few weeks but in that short time AI has only gotten more powerful and easier to use. Closed for the season? This could be the perfect time to implement AI in your business.

AI tools can help you streamline your marketing efforts in a number of ways:

• Content Creation: Stuck for an idea? Tell AI what your up to, what you’re cooking, or just what you are staring at in that moment of time and AI-powered writing assistants will help you draft social media posts, newsletter content, and even website copy that support your goals.
• Image Enhancement: SnapSeed is a powerful free photo editor, but new AI-powered image generation tools can help you create stunning visuals with minimal effort.
• Customer Service: AI chatbots can handle basic customer inquiries on your website or social media, freeing up your time for more complex tasks.
• Data Analysis: AI can help you make sense of your digital marketing data, identifying trends and opportunities you might otherwise miss.

Looking Ahead

As we move into the cooler months it’s time turn up the heat on your digital efforts. Try new things, see what resonates with your audience, and then refine your approach. By the time next summer rolls around, you’ll have a well-oiled digital marketing machine that’s already attracting return customers and new faces.

Remember, success in the food industry is no longer just about the busy season. It’s about creating a year-round community of food enthusiasts who are constantly engaged with your brand. With a strong digital presence, you can keep the conversation going long after the leaves have fallen in New England.

So, fire up those computers, reach for an iPad, or wipe the fingerprints off your smartphones–it’s time to transform your seasonal success into year-round engagement. Start building an online presence that not only keeps your current customers dreaming about your dishes but also attracts new patrons eager to experience what you offer.

Don’t let the off-season be a time of disconnect. Instead, make it your springboard for future growth. Next season’s customers are out there, scrolling and planning their adventures. Make sure you’re not just on their radar, but in their plans too.

*Cover image features the spoon bending scene from The Matrix.