I participated in Downtown Restaurant Week last night and plan to do so several more times this week. In similar “Restaurant Week” visits in the past, though, I've been amazed at the participating restaurants’ general lack of preparation...and last night was no different.
If you are a restaurateur participating in such an event--now or in the future--take heed. I may be playing Captain Obvious here, but the following points need to be made, if only to better one person's dining experience this week:
- During "Restaurant Week," staff your place like you just opened the doors for the first time. Many diners will be paying their first visit and this may be your one shot at impressing them.
- Menu execution and presentation must be flawless, spot-on. Last evening, slices of strip loin looked and tasted like top round, an inexcusable offense during an "impress us" event.
- Service times must be prompt, so add additional kitchen help, food runners, cocktail/bar staff, whatever it takes to guarantee efficiency. Diners love to carp about “slow service" and they won't return for more of it.
- Management and/or owners must be present, visible, and actively involved. Table visits are mandatory. Squeeze some hands and make some friends.
- A “Restaurant Week” menu must be considered a promotion-- you have to provide value, even when offering 3 courses for $25, so don't shoehorn standard food cost percentages into such a menu…an 8 oz. strip steak may look good on paper, but it doesn't on a plate; if you can justify serving a legit, 6 oz. tenderloin filet this week, do so; otherwise serve medallions or don’t bother serving it at all.
- In fact, provide greater value than your fellow “Restaurant Week” participants. Remember that many diners will go out only one time this week, so you must go out of your way to reel them in: can’t-resist menu options (and plenty of them), larger portions, or even go out of the box, as Mosaic did this year, here:
- Consider a "bounce back" offer to encourage a return visit, something creative and substantial, like a bottle of decent wine, free corkage for a specified time, or a discount to an upcoming wine dinner or other “exclusive” event. Remember, we’ve entered the age of “Groupon” marketing-- a few dollars off here or a free appetizer there isn't effective anymore. Be aggressive. Your competition already is.
- Have someone—preferably someone of stature—thank guests as they leave. Nothing could be easier, more important...or is more overlooked.
I’d be curious to hear your comments--good or bad--about your experiences during Downtown Restaurant Week. Do so below.
