Increasing sales in a restaurant is a constant challenge, and one of the most effective strategies is attracting groups of customers—friends, families, or coworkers. This practice not only boosts customer traffic but also maximizes the average spend per table. Unlike solo diners or couples, groups tend to order more, both in variety and quantity, which significantly raises the average order value per customer.
Moreover, the cost of acquiring groups is nearly the same as that for attracting solo diners or couples. So, optimizing efforts to bring in groups is a smart strategy to achieve a higher return on investment (ROI) in advertising and promotions.
How to Encourage Lunches or Dinners with Friends and Family
Most group outings stem from recommendations by one or more group members. Therefore, a marketing strategy focused on groups can be highly effective. Investing in ads that promote special offers for groups increases the likelihood of existing customers bringing in new ones by recommending the restaurant for social gatherings.
Strategies to Attract Groups to Your Restaurant
Implementing attractive promotions can be the key to increasing the number of guests per table. Here are some effective strategies that have shown great results:
Birthday Offers: Offering a “birthday guest eats free” deal or special discounts for celebrations is very effective. Friends and family love celebrating at venues where the birthday person can enjoy a unique perk. This strategy encourages groups to choose your restaurant for the occasion, creating a festive atmosphere and attracting new customers.
Discounts for Large Groups: Offering a special discount for groups of five or more is a simple but powerful tactic. This type of promotion encourages guests to invite more friends or coworkers, knowing they’ll receive an economic benefit. The more guests you attract, the higher your daily revenue.
Complimentary Desserts or Appetizers to Share: A free dessert or appetizer to share among groups of five is another appealing idea. While it might seem like a small gesture, customers often appreciate it and are more likely to share their positive experience, increasing the chances of future group visits.
Group Menus or Banquets: Creating special group menus that include a variety of dishes at an attractive price is an excellent way to encourage consumption. These “banquet” or “group combo” deals offer a significant discount and provide a complete dining experience, ideal for large groups. Additionally, having a set menu simplifies the ordering process and speeds up service.
Exclusive Weekday Lunch Promotions for Work Groups: Colleagues often look for restaurants where they can enjoy something special during their lunch break. Offering discounts on group lunches, especially on weekdays, is a great way to attract these frequent customers. This type of promotion is perfect for maintaining steady customer flow during lunch hours, even on weekdays.
Tips for Promoting Your Group Offers
Social Media Advertising: Use platforms like Facebook and Instagram to reach groups of friends and families. Create posts and ads that highlight group promotions and encourage bookings for celebrations.
Search Engine Optimization (SEO): Optimize your website and posts with keywords such as “group discounts at restaurants,” “birthday celebrations at restaurants,” or “group lunch options in [your city].” This helps your restaurant appear in search results when people look for group dining options.
Referral Marketing: Encourage satisfied customers to refer your restaurant to friends and family. You can offer discounts or rewards to those who bring in new customers, boosting word-of-mouth recommendations.
Segmented Email Marketing: If you have a customer database, send emails with exclusive group promotions. This strategy is perfect for keeping in touch and reminding customers that your restaurant is a great place for group gatherings.
Advantages of Attracting Groups to Your Restaurant
Implementing these strategies to attract groups of customers can improve table occupancy and optimize meal timing, as group orders can serve several customers at once, reducing wait times. Additionally, a satisfied group is more likely to recommend the restaurant and share their experience on social media, providing free, organic advertising.
With these tactics, you don’t need to significantly increase your advertising budget to see a rise in sales. Instead, you’re making the most of your resources to attract a larger number of customers and increase the average ticket per table, which naturally translates to higher revenue for the restaurant.
Experiment with these strategies and adjust those that best fit the dynamic of your restaurant. With the right approach, you’ll attract more groups and boost daily sales without significantly raising customer acquisition costs.
