An idea for restaurant owners to bring in more customers
Published May 25th, 2005 in IdeasEvery now and again an idea pops into my head. While I may never do anything with it, I may as well blurt it out here in the hope that someone else makes use of it.
Myself and Ed were out for a meal the other day; I fancied an Indian and there happened to be one up the road. So we went up, but almost didn’t go in because it looked closed. We saw a bit of movement and eventually ventured inside.
While we were eating our meal we noticed more and more people would walk past and look in. It suddenly dawned on me that when it comes to restaurants, people have a bit of a crowd mentality.
If you’re out to grab a bite to eat, you’re more likely to go to a restaurant that looks pretty lively than an empty one. Common sense seems to indicate that the more popular one is better, but is it?
So here’s my idea. At the start of an evening a restaurant manager should keep an eye out for potential customers, especially couples or groups. Then invite them in for a free meal.
At the end of the day how much is a meal going to set you back? Especially if it brings in a few more punters. Better yet, it will get people talking about your restaurant. If the food is any good, people will be more likely to return, so your short term loss can lead to long term gain.
At the end of the meal I was pretty pleased with my idea, it’s a shame I didn’t share the same affection for my half-eaten food 
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Mr.Kelly,
I am involved in the restaurant industry and take note of your idea. I agree that people do bring people into restaurants when they are looking en-spec for a bite to eat. But how could you market this idea? If you advertised it outside your restaurant, you are bound to the same vultures each night. Do you have any insight as to how the whole process would work?
Cathal Conaty.
I don’t think it’s something you’d ADVERTISE - the maître d’ would use his own discretion - so if the restaurant was empty he would stand outside and when someone looks at the menu, offer them a free lunch, and then seat them at the window.
Your right - advertising it would lead to scroungers. But calling in actual prospects would be a better strategy.
What Ed said, but on top of that the manager makes a personal connection with the customers. So not only will they remember the free meal, but also the nice manager (now their oppoint of contact with the restaurant) who they may never have normally met.
This is done alot in restaurants in Ski Resorts etc….They invite 2 or 3 couples in and sit them on the end of the terrace nearest the passing pedestrians.
I dunno guys. I think the cream always rises to the top, so once your restaurant is providing decent food and a good service customers will pick up on it quick enough anyway. Three couples a night is 6 x €70 and in reality to alot of restaurants having to seek business like that, there is profit gone. There are better ways.
I’m not in the business, but there’s one sushi bar in Soho that does it very cleverly - they have a flat screen TV in the window so that you can see the interior of the restaurant without having to open the door or squint through the windows.
Sounds clever.