Tons of people dine out on weekends in the Las Vegas Valley. Problem is, there are five other nights of the week.
While the National Restaurant Association forecasts 2016 as the seventh consecutive year of real growth in restaurant sales, the rate of that growth “remains moderate.” In addition to responding to trends — the majority of consumers are seeking more local, eco-friendly and healthy options — restaurants could boost sales by strategizing better for weeknight lulls.
Promotions
According to the 2015 Restaurant Industry Forecast, “77 percent of adults — including 85 percent of millennials — say they would be likely to go to a restaurant during off-peak times if they received a discount.” This might mean happy hour or late-night prices on food in a typical market, but in Las Vegas, deals extend beyond the plate.
“Weeknight gaming business is targeted using a wide array of promotions and offers, sometimes available by the day and sometimes even down to the shift,” Golden Entertainment’s Ross Gdovin said of the collection of taverns owned by subsidiary PT’s Entertainment Group: PT’s Pub, PT’s Gold, PT’s Brewing Co., Sierra Gold and Sean Patrick’s. There are 50 locations across Southern Nevada, and as Golden’s vice president of marketing, Gdovin oversees messaging about promotions.
“Some offers are delivered via traditional direct mail, which generally speaks more effectively to the middle-aged and older demographic,” Gdovin said, “while other delivery methods including SMS, email and social media generally speak more effectively to the younger, millennial guest. Offers consist of free slot play, point multipliers, drawings or some combination of all.”
In the fourth quarter of 2015, the company also launched a first-in-class mobile application for PT’s Entertainment Group that allows staff to quickly and seamlessly deliver offers during slower business periods — including weeknights.
Meal kits
The most obvious way to build sales when many locals are dining in is to sell them the food they’re eating at home.
A study released in late June by the Chicago-based Culinary Visions Panel took an in-depth look at the dining habits, challenges and interests of consumers on weeknights. It revealed that they enjoyed new experiences, even when dining at home, with 84 percent of respondents stating they sometimes, usually or always liked trying new dishes and flavors. About 80 percent were dining in at least four out of five nights during the week, and 92 percent were cooking as much as or more often than the previous year.
These numbers mean heightened interest in meal kits from retail operations. Nearly 8 of 10 people surveyed were interested in purchasing meal kits, including 92 percent of those 39 and younger.
“Innovative startup ventures like the emerging delivery meal-kit programs are really enabling consumers to create their own fresh, upscale dining experience at home while saving time,” said Culinary Visions Panel Executive Director Sharon Olson.
Brian McDonough of Synergy Restaurant Consultants in Fountain Valley, Calif., points out that a great way for potential guests to test a restaurant’s food is through an aggressive to-go/off-peak program.
“This is great for moms and dads returning from work and not necessarily able to take the time to make dinner when they get home,” he said, emphasizing that an online ordering system could amplify such business. “Create simplicity for the guest.”
Special menus
“One of our favorite strategies is to create a special menu item that is featured during slower time periods,” said Wes Kendrick, executive chef at Table 34 in Las Vegas. “A great example is our fish and chips. We noticed that Friday lunches were our slowest shift of the week. We began running fish and chips only on Friday at lunch, and now the place is packed every Friday.”
Last winter, Kendrick noticed that Wednesday and Thursday evenings needed a boost in traffic, so he ran a special on Julia Child’s beef bourguignon. “Word got out via social media, and soon people were calling to see when the next batch would be ready.”
As a diner, MultiCare Group managing partner Patrick Casale thinks breakfast and lunch specials are more effective. But he sees opportunity for some restaurants in offering distinctive specials on specific nights, “like Low-Carb Wednesday, Girlfriend Friday or Family Meal Sunday.”
Diner demographics
Mae Worthey, public information officer for the Nevada Department of Employment, Training and Rehabilitation, recommends to restaurants: “Make it more family oriented. We parents don’t like getting babysitters during the week. Do a kids’ happy hour; provide those balloon artists ... offer special kids-eat-free nights and menus that provide more than just pizza and chicken nuggets.”
And don’t forget the seniors. Worthey suggests doing a happy hour for that group.
“Treat your older customers special,” she said. “They are used to getting discounts. Give a free dessert with an AARP card. Give discounts to veterans on Tuesday night.”
Layered incentives
Mehdi Zarhloul, owner of Crazy Pita Rotisserie & Grill’s three valley locations, started Paint-Drink-Dine last year, inviting diners to learn from local artists while creating a piece of artwork to keep. It happens at the Town Square spot every other Thursday and funnels 25 percent of proceeds to the Josh Stevens Foundation, which promotes acts of kindness in memory of the Henderson native who lost his
life at age 12.
Customer data
As a Las Vegas real estate agent focusing on restaurant and retail properties, MDL Group’s Hillary Steinberg knows the power of location when it comes to attracting business. But her work has brought other insights, including how important it is for restaurants to tap current clients for personal information, such as birthdays and anniversaries.
“Create a database and start campaigns based around holidays, special dinners or events,” Steinberg says.
Because, no doubt, some of those events happen on Tuesday.