Hosting an event at your restaurant is a great way to get attention by marketing something new, distinguishing yourself from the competition, and reaching a broader target market. But turning those new customers into regulars is the ultimate goal, and one way you can get them coming back for more is by hosting a series of events. By offering a consistent, unique, elevated experience, you can generate regular traffic and drive more predictable revenues for your restaurant.

There are several factors to consider when planning your restaurant’s dinner series:

Target customer

Which customers are you hoping to attract with this series? For example, for families, hosting a little earlier and ensuring accessibility may need to be part of the planning. For couples, think about ambiance, noise levels, and menu options. Depending on who you are looking to attract, you may need to adjust your schedule, offering, and price point to capture the attention of the audience you’re looking for.

Format

Think about the frequency of hosting the event and what makes the most sense for your business. While you want to encourage return visits, you don’t want to turn off any regulars who may not be interested in the new series. There are a few ways you can set up your event series, depending on the frequency and your preferences:

Schedule the same event on repeat. This could mean featuring the same live entertainment, adding a regular trivia night, or offering something like Taco Tuesdays to the menu.
Create a different version of the same event on rotation. Choose a theme like chef features, pasta night, or wine pairings and offer a different take on that theme each time.
Mix it up by creating a set event schedule but without any commitment to specific details so you can slot in live entertainment or a weekly feature without repetition.

Whether your event series is weekly, monthly or quarterly, decide on the format so you can be proactive and prepared to plan a successful series.

Flexibility

Starting anything new can be daunting, but look at the new series as a test of sorts. Evaluate each event to determine whether you’re achieving the desired results. Would the traffic be better at an alternate time? Are you staffing efficiently? Is it getting the traction you were hoping for? Being open to tweaking your event series can help you get the desired results. You may need to invest some money in advertising, partner with another local business, or make some adjustments until it really catches on.

Hosting an event series requires planning and commitment, but it can be a way for operators to generate regular visits and increase revenues.