Each time I imagine light at the proverbial end of the tunnel, I get further insight that all is not as one would hope. Restaurants still struggle. Many big time; some have called it a day. For those that are in the ring putting up a good fight, they have re-imaged themselves as more accessible, more financially reachable. Simple translation: Promotions.
Half-priced wine nights. We all love a good deal; especially when it is a true value. This concept could be even more enticing if it were not limited to a single slow evening. With so many states allowing diners to take home unfinished bottles, this type of promotion could be a further enticement to dining out.
Pre-theater menus: A good idea. One that borders on great when top-tier restaurants participate, for instance, in New York, there’s Artisanal Bistro. Their pre-theatre menu morphed into “Value-Added Dining,” a prix-fixe menu at all meal times, like Restaurant Week forever!
In DC, there’s Tosca–an expensive restaurant that figured out how to bring in an earlier crowd during a potentially slow, quiet dinner hour. They even donate 10% of the “Dine at Dusk” proceeds to Food & Friends, an organization that helps individuals with life-challenging illnesses receive proper nutrition during difficult times. That alone should make you want to dine early. A smart pairing.
Back up a little: We have seen the proliferation and return of the Happy Hour concept which was exceedingly popular during the 60’s when it involved real food, not just chips. That trend disappeared until the past year when the food and drink combo came back into play. The latest participant: The Palm and its Prime Bites Menu.
The evidence of reality-based economic paranoia is true at all price points. Look at the $5 promotion which began so long ago at Subway and continues to draw in legions of customers. Smart move.
How about the latest family lure: Two Kids Eat Free at Boston Market. All you need to purchase is a single adult entree for at least $6–simple translation–3 can eat for 6. That works.
Promotions that worked earlier in the year are somehow reappearing or being extended, once again. Take T.G.I. Friday’s $5 sandwich deal: It’s back with special $5 off select entrees, too. IHOP wants to be a dinner destination as well as a breakfast spot–they have a new menu to put themselves into contention.
Restaurants are no longer trying to be coy about their strategies. Those that want to survive are willing to fight for the turf.
We’ll help you stay in business if you help OUR bottom line.
