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RESTAURANT WEEK
BEST PRACTICES FOR OPERATORS
WHAT YOU NEED TO SUCCEED
Program Details
Participation Requirements
Menu Planning
Staff Training
Internal Marketing
VISIT CALIFORNIA | 2
PROGRAM DETAILS
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P
Program
N
Name
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Program Dates
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¾
¾
Outline of program structure including
promotional offer (prix-fixe, discount, etc.)
Menu requirements
q
(3-courses
(
offering
g3
choices for each, etc.)
Days of the week and meal periods included
VISIT CALIFORNIA | 3
PARTICIPATION REQUIREMENTS
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¾
¾
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¾
¾
¾
¾
Submit your restaurant’s menu/offer to [organization] by [date]
Create promotional offer as outlined by [program name] to include
[program specifics; i.e., X-number of courses, etc.]
Present a [program name] special menu to each guests who dines
at your restaurant
Feature your [program name] offer on your website by no later than
[your deadline]
Promote
o ote [program
[p og a name]
a e] through
t oug your
you communication
co
u cat o channels
c a es
leading up to and during the program
Participation fee (if applicable)
Provide [organization] with any requested assets (ex: photography,
gift cards, video content, etc.)
Provide [organization] with number of [program name] covers
sold at close of program via an online post-event survey
VISIT CALIFORNIA | 4
MAKE YOUR MENU COUNT
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¾
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Showcase several signature menu items that represent who you are so firsttime diners know what to expect when they return
Plan your menu with kitchen-efficient dishes that you can execute easily
during a rush and allow you to reflect the day-to-day quality associated with
your restaurant
Utilize portion sizes that reflect those typically found on your menu
Feature added value items such as wine pairings, specialty cocktails or
supplemental courses to build sales; be sure to list prices for these clearly so
diners don't think they are included in the menu price
Communicate
C
i t with
ith suppliers
li
in
i advance
d
to
t negotiate
ti t special
i l pricing
i i
on larger
l
orders or more economical menu options
Include vegetarian options
Talk to fellow restaurateurs who have p
participated
p
in the p
program
g
before,, or
other programs like it, to see what worked for them
Always offer your full menu alongside the restaurant week menu
Remember that most diners are savvy enough to see whether or not your
promotional offering is truly a value
VISIT CALIFORNIA | 5
GETTING YOUR STAFF ON BOARD
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Utilize pre-shift meetings to educate your staff about [program
name] well in advance and continue to discuss it as it approaches
Make any necessary schedule changes to manage increased traffic
Create a first time diner protocol to instantly make a positive
impression,
p
, such as presenting
p
g a complimentary
p
y amuse bouche or
shared starter for the table
Hosts are crucial the a diner’s restaurant week experience -- they
should be well versed in the promotion, should present a
promotional menu to EVERY customer
customer, and should track first time
guests in Open Table using reservation details or email collection
cards.
Run contests or offer incentives to get staff excited and committed.
Acknowledge your staff for their hard work during this busy period.
Incentives and "thanks you's" go a long way to keep spirits high.
VISIT CALIFORNIA | 6
INTERNAL MARKETING
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When possible, management should table-touch and find out about their
[program name] guests. This often makes first-timers feel like VIPs and
encourages them to return.
Having a process in place to capture and convert first-time diners is critical.
Utilize email collection cards and then quickly send out a "thank you" after
the close of the program; present diners with a short-term bounce-back
offer to get them back in your doors to experience the full menu.
Talk about your participation in [program name] on your website.
Use your own marketing channels to spread the word leading up to the start
of the program to spotlight your participation in it
it—such
such as e
e-blasts,
blasts, e
enewsletters, social media channels, Open Table email confirmations, guest
check copy, footer copy on menus, etc.
Create simple promotions spotlighting your participation on Facebook, Twitter
or Foursquare
q
and encourage
g g
guests to p
post p
photos of their meal while inhouse or offer something special for those who “check in” while dining with
you during the program.
Consistently use [program collateral] provided by [organization].
VISIT CALIFORNIA | 7
CALIFORNIA RESTAURANT MONTH
[Program name] is a proud participant of California
Restaurant Month (CRM).
(CRM)
Created and managed by Visit California, CRM promotes 40-plus
restaurant week programs taking place across the state each
January.
Aggressive paid and earned marketing and PR campaigns
spotlight the state’s culinary offerings and drive global and
national visitors directly
y into OUR community,
y helping
p g us to tell
our unique culinary story.
VISIT CALIFORNIA | 8
Please direct any questions to
[organizational contact] at [email]
VISIT CALIFORNIA | 9
RESTAURANT WEEK
BEST PRACTICES FOR OPERATORS