While Black Friday may not typically be associated with restaurant visits, there is an opportunity for operators to attract attention and drive traffic for this holiday. Research shows that restaurant sales have grown 4.5 per cent on this day, as dining becomes part of the holiday shopping experience for many. However, as value has dominated many consumer decisions this year and Black Friday celebrates cheaper prices and limited deals, operators need to be strategic in attracting holiday clientele.
As people will be out and about shopping throughout the day, consider offering a value-focused lunch specials to offer a resting place when shoppers need a break. Similarly, an early dinner or happy hour may also be appealing to people at the end of their busy day.
Malls will be crowded, so if you are close to a shopping centre, partner with a few of the businesses to offer specials so that people visiting one location will be encouraged to visit the other. You may even want to create a promotion like a passport or punch card that offers savings or a free gift by visiting participating businesses.
Get ready with your gift card strategy early. This is a great time to promote them for the holidays on a day when holiday shopping top of mind. Create an offer that stands out. Can you discount your gift cards by 10 per cent? Offer a free app at the time of purchase? Create a BOGO offer? Sell more gift cards with a compelling offer for Black Friday.
On top of discounting, add value for loyalty members with perks like doubling points, free reward, or early access to holiday events if they visit on Black Friday. This way it’s a win-win: you add revenue and they benefit from choosing your restaurant.
Don’t forget about your off-premise diners who may be too tired to dine out after a day of shopping but still want to enjoy your menu. Consider shareable, family-style meals that make it easier at the end of a long day, extend any deals to these customers, and
Promote your Black Friday “sales” on social media, on your website, and on-site ahead of time so guests can plan their days to include visiting your restaurant. Tag any partner businesses, include teasers to get guests excited, and analyze the data so you can plan ahead for another successful Black Friday next year.
Use this Black Friday as an opportunity to attract visitors, fill those seats, and raise revenues before the start of the holiday season.
