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Plus these ideas will help you dramatically increase your profit every other night of the year.

Every time it’s suggested to a restaurant owner they run an event to help fill their restaurant on one of those “quiet” nights, there is a long silence followed by the inevitable question: “What sort of event should I run?” so, I thought it might be helpful if I suggested a few quick ideas I have seen work, just to get you started…
YOUR BIRTHDAY
It’s the perfect excuse to contact loyal customers and make them feel special and part of your group. (Who knows, you may even get some snazzy presents)
THE CHEFS BIRTHDAY
A great night to introduce your regular customers to the Chef, and vice-versa. (that is, if he stays sober long enough)
THE RESTAURANTS BIRTHDAY
Every restaurant deserves its own birthday, and it’s a great way to invite loyal customers back along with their friends and families.
STAFF BIRTHDAYS
Regular restaurant customers always have their favourite staff member so this is a great opportunity to create two or three more Celebrations each year, plus publicly reward and recognise their role in your success.
END OF THE FINANCIAL YEAR (ACCOUNTANTS CHRISTMAS)
Most professional offices go crazy preparing all the “fibs” we present to the tax office and a celebration after all the work is over is always welcome and will bring in many more potential new customers.
END OF WINTER START OF SPRING
A change of season always brings a desire to take moment to reflect and celebrate
MOTHERS DAY
We all love our Mums (well most of us do, though I do have a bit of a problem with my Mother in law) but these days are big family spend days, and you should make sure you get your share of this market by promoting your restaurant early.
FATHER’S DAY
Ditto
THE BIRTHDAY OF YOUR OVERDRAFT
It’s a good cause and you can have fun with the wording of your invitations by explaining you are relying on their participation so you can get the bank manager off your back.
BANK MANAGERS BIRTHDAY
You can always follow up the overdraft birthday with this one, explaining that you need to get your bank manager on side before the school fees have to be paid and suggesting they (your customers) bring their bank manager with them so you can all do some serious relationship building and repair together.
EASTER
You know the score with this one, Bunnies and Eggs…
THE CATS BIRTHDAY
O.K. This one is silly, I admit it, but why not?. It’s just silly enough to grab the attention of your customers and get them talking.
ELECTION
Everyone loves to watch an accident, and election nights can be turned into fun Events by dividing the restaurant into balanced opposing camps and bringing in live video feeds and stimulating some good natured wagering on the outcome (all conducted legally of course)
SPORTS FINALS
Again, set up the big screen and dress the team and guests the colors of their favourite team
SCHOOL AND UNIVERSITY GRADUATIONS
Help families celebrate these successes and you will build loyal customers for life.
NEW MENU
Regular changes to your menu are a good opportunity to invite regular customers back to sample your new creative dishes. However always offer to prepare the older favourites, for those who have built their personal expectations around them.
VALENTINE’S DAY
A time to show “real heart” and create a special romantic evening…
If you can play the violin, then tonight, is your night. If you can’t, then grab a bow and arrow, and strip down to a very sheer, very skimpy loincloth, because tonight you’re playing cupid.
REGIONAL FESTIVAL DAYS
Every region has its festivals, they are great marketing opportunities to sponsor the local beauty queen, create a float, and run an after party for a whole new group of potential customers.
THANKS GIVING
Not everybody enjoys slaving over the hot stove preparing the traditional feast. There are many families that are more than happy to celebrate this family event in your restaurant.
HALLOWEEN
Another opportunity for the whole team to dress up and have some fun.
All sorts of disgusting stuff can be served, it’s a great night to get rid of all that stuff that’s been threatening to “get up and walk out” of the freezer.
SAINT PATRICKS DAY
Just think green, everything green, Drunk and green.
It’s a great celebration that has a fiercely loyal following amongst the Irish and the broader community. If you are small of stature, you’re really in luck; you won’t have to hire a Leprechaun. However, you do risk severe bruising, as the drunken Irish attempt to capture you. If caught, you are obliged to grant their wish, so be just a little careful how you play this one!!!.
RACE DAY
Get out the big screen again, dress the staff in bright colored silks and award prizes for ladies hats. If you can get-away with it, run lots of sweepstakes and hire or create some fairground style games of chance. It’s probably a good idea to either keep it a bit secret from the local boys in blue, or invite and thoroughly involve the senior officer and local political heavyweight.
SINGLES NIGHT
It’s the old nightclub trick, fill a venue with attractive young ladies, and you will be sure to attract at least twice the number of males.
MUSIC NIGHT
Every one dresses as their favourite artist, or you set the theme, either way, it’s yet another opportunity to dress in drag, if that’s your thing, or alternatively, indulge in a slightly more socially acceptable fantasy.
CHRISTMAS EVE
You know the stuff, Ho, Ho, Ho, and stockings, and plump old men in jolly red suits with white beards.
NEW YEARS EVE
This is, of course, the traditional night where almost anything goes, and it’s sometimes hard to keep the lid on both guests and staff. A good idea I have seen is: Get all the guests to write down their New Year resolutions, then a month later invite all the guests back (sneaky huh!) to celebrate or admit their progress.
CHARITY NIGHT
A great way to imbed your restaurant deeply into the local community. Pick a good cause and work with their fundraising team to produce a fundraising evening. This will bring a whole new group of potential life time customers into your restaurant.
SPONSORSHIP NIGHT
Same as the charity night, but this time, fund raise for a local sports team.
SUPPLIERS NIGHT
Ring around all your suppliers and put the “bight on them”, arrange an evening where they can showcase their products to your customer base. Get them to provide prizes that can be used as Advertising incentives. At the very least you should be able to fill an off night with them, their team and their families.
CASINO NIGHT
There are companies that hire all the equipment so dress the place up as a casino a give your guests (and of course their friends) the opportunity to unleash their hidden greed.
FINALLY, don’t forget to invite me, I love any opportunity to celebrate anything. Some of my less than kind friends, have even suggested I would drive long distances, simply to attend the opening of an envelope.

Please feel free to add any of your ideas below.

This is a MUST SEE for every restaurant team.

It shows exactly how scamers go about eating and running without paying.

I have posted it here so you can show your teams what to watch out for.

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The Gunz sisters are twins and own a restaurant in New York appropriately named “Twins”

O.K. Interesting… but nothing too special about that.

But what makes this a little more interesting is that all their staff members are also twins. Now that is special.

Just imagine, after a few drinks, you would really start to question both your sobriety and sanity.

At a recent seminar I challenged several of the participants to join me on stage, and use the telephone system we had previously wired into the rooms sound system, to place a call to their restaurant, just to learn exactly what their customers experience when they make that vital, first contact that set the scene for their dining experience.

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If you are cringing right now, grateful that you were not exposed to this potentially embarrassing little test, you have got picture already…

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One or two of the responses were O.K. not great but O.K. the rest were downright embarrassing for their owners to have exposed in front of their piers and opposition.

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To be fair, I offered the remaining participants in the audience, who were by now so obviously enjoying the “outing” of their opposition, the opportunity to put their business to the same test, this time I was not surprised to discover a whole new air of solemnity sweep across the audience.

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And before you blame the teams and trot out the “you just can’t get good…” clichés.
You as the owner, MUST take total responsibility for how your business is presented. If your team is not delivering the level of service you wish, only YOU can change it.

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If your team are not delivering the service you wish, it because they don’t know: why it’s important, how a customer perceives it, and exactly what it is they should be saying…
If you have this or a similar service problem, you must move quickly to establish scripts and performance systems that clearly spell out each word that must be spoken and each task that must be performed during this vital first encounter.

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The bookshops are full of “customer service” books that have sample scripts and systems that will ensure your customers experience a high level of service at each phase of their dinning experience.

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I would strongly suggest that the $30.00 investment in a book like this, will prove to be the highest performing investment you ever make.

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