As a hotel general manager and restaurant owner, driving revenue growth for your establishment is an important priority.
To achieve this goal, implementing effective marketing initiatives is crucial and in this article we’ll share, we present five tactical marketing strategies that can help elevate your hotel restaurant’s revenue and set it apart from the competition.
1. Establish an Irresistible Online Presence
- Ensure your website showcases the unique qualities of your hotel restaurant, from its ambiance to its delicious menu offerings. Include high-quality photography to entice potential diners. Boleo in Chicago does this very well.
- Keep your third-party site local listings up-to-date and optimized to their fullest potential to boost visibility and attract guests seeking culinary experiences in your area. Focus on platforms like Google Business, Yelp!, and OpenTable, or use an aggregation service like Yext. Always include high-quality photography, your logo and an excerpt about your business.
- Leverage social media platforms, such as Facebook and Instagram, to engage with your target audience. Share enticing visuals of your dishes and promote special events or offers to create a buzz around your restaurant. Paid social will generate the best results for revenue generation, but organic social will build brand awareness around your restaurant. The ideal frequency of posting is 3-4 times per week to keep your followers engaged.
2. Offer Unique Culinary Experiences
- Tailor your menu to cater to various customer preferences, including vegan, gluten-free, or locally sourced options. This inclusivity will attract a broader clientele and set you apart from competitors.
- Organize themed events, like wine pairing dinners, cooking classes, or chef demonstrations, to create memorable experiences for guests. Encourage repeat visits by offering unique culinary moments.
3. Leverage Email Marketing
- Utilize your hotel’s large database of loyal guests by integrating the restaurant into your strategic email marketing campaigns. Keep potential diners engaged by communicating regular updates about menu changes, new dishes, and upcoming promotions.
- If you are trying to grow your database, diners can opt-in on OpenTable if they want to receive communications from the restaurant.
- Leverage the room reservation confirmation process to encourage hotel guests to book a reservation at your restaurant. Use personalized offers or incentives to entice them to dine with you during their stay.
4. Leverage Reservation System
OpenTable, an online reservation and guest management platform specifically designed for restaurants.
- Work with OpenTable to run targeted promotions and offers to a broad customer base that will attract potential diners during off-peak hours or for special events. Offering exclusive deals, discounts, or limited-time packages can entice potential guests to choose your restaurant over competitors, ultimately boosting revenue.
- Encourage repeat visits through OpenTable’s loyalty program by implementing a point-based system or exclusive perks to frequent diners and transform them into valuable brand advocates. By rewarding your loyal guests, you not only boost customer retention but also encourage word-of-mouth referrals, ultimately driving more revenue to your restaurant.
- Utilize OpenTable’s gift card and prepaid reservation features to boost cash flow and encourage future visits. Offering gift cards as gifts or incentives can drive additional revenue, especially during the holidays!
5. Implement Upselling and Cross-Selling Techniques
- Train your restaurant staff to upsell and cross-sell menu items to guests effectively. Encourage servers to suggest appetizers, side dishes, desserts, or beverage pairings that complement the main dishes ordered by guests.
- Consider creating bundled offers or meal packages that include a combination of dishes or special add-ons at a slightly discounted price. This tactic enhances the perceived value of the offerings and encourages customers to try more items.
6. Host Promotional Events and Collaborate with Hotel Amenities
- Collaborate with other departments within the hotel to host promotional events that attract both hotel guests and local visitors. Partner with the spa or other amenities to offer enticing packages that combine relaxation with a delicious dining experience.
- Take advantage of holidays, festive seasons, or local celebrations to host special events or promotions. A themed holiday brunch or a happy hour featuring a local brewery can create a buzz and attract diners looking for unique experiences.
Determine Who Will Develop and Execute your Restaurant Marketing Strategy
Implementing these powerful marketing tactics can significantly boost your hotel restaurant’s revenue and overall success. Marketing strategy always takes more time than you think so here are some considerations about keeping social media in-house versus outsourcing to an expert.
Remember to analyze the success of these initiatives by tracking sales data and customer feedback to fine-tune your objectives for optimal results. With a strategic approach, your hotel restaurant can thrive and become a culinary destination of choice for both hotel guests and locals alike.
About the Author
Food and Beverage Marketing Consultant
Alison Wilson is an accomplished marketing strategist with a strong focus on the restaurant industry. Throughout her 15-year career, she has consistently delivered remarkable results, including increased customer acquisition, revenue growth, and enhanced brand awareness for her for companies like Levy Restaurants, the Wit Hotel, Vaughan Hospitality Group and The Spoke & Bird Hospitality Group. Her expertise in crafting compelling marketing campaigns has led to improved customer engagement and positive online reputation management. Alison’s creative approach to experiential marketing has successfully driven successful special events and promotions, generating buzz and foot traffic for the restaurants she works with. Her dedication to driving business growth and customer loyalty has made her a sought-after expert in the restaurant marketing space.