Any ideas on how to promote a fine dining restaurant? I do not mean discounts.?

Question

I am proud of the quality of food, service and ambiance we offer. Discounts are good for chain type restaurants; not independants. I do well, but any empty table is one that needs to be filled.

Details: Northern Italian Cuisine, fresh homemade pasta, in the heart of an upscale neighborhood, with great press and a lot of experience.

Best answer to the most creative. I will spend money if it makes me money.

Print advertising is expensive and broadcasting does not work well as I cannot afford prime time advertising like the chains can.

Thank you so much for your thoughts!

Answer 1

I second 5labs. I just wanted to add this though...

Please, please, please hire a GREAT graphic designer. Buying all the ads in the world is moot if the design is pedestrian. Your best bet is to create a memorable, campaignable and professional "identity" (logo, color scheme, web-site, etc.).

This will be money well-spent. The biggest mistake that business owners make is to create their logo and designs themselves or hire someone that does not have the education or experience to create a great identity. Design is not just messing around on Photoshop, it's a science that people go to school to get a B.A. in. You'll want to find one of these people.

Also, if you're looking for a cheaper solution, but still want great design, contact a local university that has a design program. Let the professors know that you have a real life design problem and ask them to recommend an excellent student to tackle the problem. The student will do a great job and will love to get the portfolio experience.

Please pay them fairly too. I've seen too many Craigslist ads that offer $10/hr for design work. Ad agencies will often charge you upwards of $200/hr, freelance web designers can charge from $80 to $150/hr and print freelancers (depending on the area) charge slightly less (but not much). After considering this, I'd say that it's fair to pay a student at least $30/hr.

Good luck in your business! :)

Oh, and remember that print isn't dead, people love coupons, and "you get what you pay for."

Answer 2

I'm a graphic designer for a restaurant and I have TONS of ideas that make money for us. You can ask your staff what they would like to see done.

I find it best to promote via the internet. I have designed mailing list cards (NOT COMMENT CARDS - those things suck.) Comment cards only get filled with negativity and the servers end up throwing them out anyway. You can keep your mailing list up to date on events with an e-mail blast every month.

You sign yourself up for restaurants events listings no where near where you live so you can use their ideas at your restaurant.

We also promote our events in house (bar table tents, check presenters, etc.) and to get the staff more involved we offer commission when a guest mentions an employees name for an event.

Valetines Day packages are so typical. There are tips going around on the internet telling people NOT to go out on V-Day because they know we jack the prices up. One place I know does an ANTI-Valentines dinner. It doesn't bash Valentines Day. It's also an Italian restaurant, they do a family style dinner. Everyone sits cabaret  & eats family style. It's so much fun. You get to meet new people and it totally takes you mind off the sappy c**p going on.

One place I know of did a "Nudists Dinner" Seriously! They booked out their private dining room to nudists (they brought towels to sit on.) The servers were cool with serving nakey folks and they made a killing because most restaurants are so afraid to do something like this. Naked people need food too. :-)

One place just had a "Flintstone" style dinner. They serve Lion, Python, Elk and other rare meat oddities you normally wouldn't see on a menu. It sounds so Yabba Dabba Doo.

I know people love brunch and people love buffets, some of the most popular fine dining restaurants offer a brunch buffet. Those things KILL on mother's day & graduations.

Answer 3

The fine dining business is hard.  I owned a fine dining rest and hotel for 5 years and it seems people just over look it and go to the chains.  It's a tough business and if people thought about how much they spend eating at Olive Garden they wouldn't be spending that much more to have quality food that is prepared to order verus food that is shipped to a restaurant pre-made.

We did a local musican and did dinner shows with a set price like once a month a 5 course meal with a wine tasting at each course for $199 a couple I'm in Ohio so you would need to price according.  My local newspaper would run it for me as a community event at no charge.  We did reservation only and 99% of the time sold out.

We did a mystery night that went well, dinner shows.

I know this is going to sound crazy but we gave the female dinners a rose every time they came in-bought at wholesale my cost was under .25 cents.  I know it sounds crazy but you do not know how many women would chose to come dine with us because they knew they were getting a rose.

We did for valentines day a package teamed up with a local jewerly store they presented a selection of jewerly on a silver platter the value was $200 my cost $75.oo then a dozen roses, chocolate covered strawberries, dinner, bottle, of wine and hotel room,dessert.  $395.00 that package was a huge seller and the profit was crazy.  But it was one stop shopping for the men,  You could adjust to your market area and do it for sweetest day.

I didn't do much print or tv.  

we did a lunch punch card very cheap order them online buy ten lunches you got 1 free.  that worked very well same for dinner but we did a free appetizer.

Did website and email specials to the customers it costs you nothing but your time we would email all the lunch specials for the week and then any special things such as music.

I did local newspapers buy 2 entree's receive $5.00 off.

Did buy $100 gift certifcate get free bottle of wine

I could go on

I sold my business a few months ago with an super profit although I miss it.

Good luck

If I can help you at all I'm a photoshop pro so if you need help with flyers ads whatever let me know I'm bored now a days.

Answer 4

Being a Concierge, your best avenue would be to find out if your city has a Concierge Association, set up a presentation with them or go around to the upscale hotels and invite the Concierge for dinner so they can experience your cuisine, atmosphere and service. The rest will be gravy.

Good Luck!