Episode 143 Community Connections: How to Drive In-Unit and Catering Sales for Your Local Independent Restaurant

“Community Collaboration: How Building Partnerships Can Drive Sales for Your Local Independent Restaurant”

As an independent restaurant owner, you know that building relationships with your local community is key to driving business and supporting local causes. However, it can be a challenge to get in front of local businesses like car dealerships, barber shops, tax services, and others to build these partnerships. In this blog post, we’ll explore some practical tactics that can help you connect with these businesses and build community partnerships.

• Attend local networking events: Many communities have business networking events, trade shows, or other gatherings where you can meet other local business owners. Attend these events, bring business cards and flyers about your restaurant, and strike up conversations with other attendees. You may be surprised at the connections you can make.

• Offer catering services: One way to get in front of local businesses is to offer catering services for their events or meetings. Reach out to businesses in your area and let them know about your catering options. You can offer special packages or discounts for first-time orders to encourage them to give you a try.

• Create partnerships with complementary businesses: Look for businesses that complement your restaurant, such as bakeries, coffee shops, or wineries, and create partnerships with them. You can cross-promote each other’s businesses by offering specials, hosting joint events, or even creating a joint loyalty program.

• Collaborate with local charities or nonprofits: Partnering with local charities or nonprofits is a great way to get in front of other local businesses while also supporting a good cause. You can offer to donate a portion of your profits to the charity or host a fundraising event in your restaurant. This can help you build relationships with other businesses that support the same cause.

• Leverage social media: Social media is a powerful tool for reaching out to other businesses in your community. Make sure your restaurant has a strong social media presence and use it to connect with other local businesses. You can tag them in posts, share their content, or even collaborate on social media campaigns.

Building community partnerships with other local businesses is a great way to support your restaurant and your community. By using these practical tactics, you can get in front of local businesses and build relationships that can benefit both parties. Start exploring these opportunities today and see how you can grow your network of community partnerships.

There are many ways for an independent restaurant to offer catering services to a local business. Here are three examples:

Drop-off catering: This is a popular option for businesses that need food for meetings or events. The restaurant prepares the food and delivers it to the business, where it can be set up and served. This option is convenient for both the restaurant and the business, as the restaurant can prepare the food in advance and the business doesn’t have to worry about setting up the food themselves.

In-house catering: If the restaurant has the space, it can offer in-house catering for businesses. This option allows the restaurant to host events and meetings on-site, providing a unique experience for the business and its guests. The restaurant can customize the menu to fit the needs of the event, and offer additional services like audio-visual equipment or decorations.

Food truck catering: Food trucks have become increasingly popular in recent years, and they can be a great option for businesses that want a more casual catering experience. The restaurant can park the food truck at the business location and serve food to employees or guests. This option is great for outdoor events or businesses that have limited indoor space.

No matter which option the restaurant chooses, it’s important to work closely with the business to understand their needs and expectations. The restaurant should provide clear pricing and menu options, and be responsive to any special requests or dietary restrictions. By offering high-quality catering services, an independent restaurant can build strong relationships with local businesses and create a reliable revenue stream.

Here are some examples of local businesses that frequently order catering:

• Offices and Corporate Businesses: Many companies order catering for meetings, conferences, and other events that take place in their offices. They may also offer catering as a perk for employees, such as lunch meetings or celebrations.

• Schools and Universities: Schools and universities often order catering for events such as school parties, graduations, and fundraising events. They may also need catering for staff meetings or conferences.

• Hospitals and Medical Centers: Hospitals and medical centers may order catering for staff meetings or events, as well as for patients and their families. They may also offer catering services for patients who have special dietary needs.

• Non-Profit Organizations: Non-profit organizations may need catering for fundraising events, charity auctions, and other events to raise money for their cause.

• Hotels and Event Venues: Hotels and event venues often need catering services for weddings, conferences, and other events taking place on their premises.

• Government Offices: Government offices may order catering for meetings, conferences, and other events. This includes federal, state, and local government offices.

• Real Estate Companies: Real estate companies may order catering for open houses, homebuyer events, and other real estate events.

• Banks and Financial Institutions: Banks and financial institutions may order catering for meetings, conferences, and other events taking place in their offices.

• Fitness Centers and Gyms: Fitness centers and gyms may offer catering services for events such as fitness classes, health seminars, and other wellness-related events.

1. Law Firms: Law firms may order catering for meetings, depositions, and other legal proceedings taking place in their offices.

1. Car Dealerships: Car dealerships may order catering for customer events, vehicle launches, and other promotional events.

1. Barber Shops and Salons: Barber shops and salons may offer catering services for events such as grand openings, customer appreciation events, and other special occasions. They may also order catering for staff meetings and training events.

1. Construction Companies: Construction companies may need catering for on-site meetings and events, as well as for worker appreciation events and holiday parties.

1. Marketing and Advertising Agencies: Marketing and advertising agencies may order catering for client meetings, brainstorming sessions, and other events taking place in their offices.

1. Retail Stores: Retail stores may offer catering services for events such as grand openings, customer appreciation events, and other special occasions. They may also order catering for staff meetings and training events.

1. Museums and Art Galleries: Museums and art galleries may order catering for exhibit openings, fundraising events, and other special events.

1. Churches and Religious Organizations: Churches and religious organizations may order catering for events such as weddings, baptisms, and other religious ceremonies.

1. Sports Teams and Athletic Clubs: Sports teams and athletic clubs may need catering for team meetings, end-of-season parties, and other team events.

1. Entertainment Venues: Entertainment venues such as theaters, concert halls, and cinemas may order catering for events such as film screenings, concerts, and other performances.

• Travel Companies: Travel companies such as airlines, travel agencies, and hotels may need catering for on-board meals, airport lounges, and other travel-related events.

Sample sales script for a local independent restaurant making a sales call on a business to try to get their catering. Tactics like free food coupons, and offers to bring food into the business for free work to drive catering orders.

Leveraging staff connections to the community can be a powerful way to market a restaurant. Here are some ways that restaurant staff can use their personal connections to help promote the business:

1. Encourage Staff to Share on Social Media: Encourage staff to share updates about the restaurant on their personal social media accounts. This could include photos of dishes, events, and specials. Make sure to provide staff with relevant hashtags and other social media best practices.

• Host Employee Nights: Invite staff to bring their friends and family to the restaurant for special employee nights. This can be a great way to introduce new people to the restaurant and encourage them to spread the word.

• Partner with Local Organizations: Encourage staff to use their connections with local organizations to help promote the restaurant. This could include partnering with a charity to host a fundraiser at the restaurant or offering discounts to members of local clubs or associations.

• Participate in Community Events: Look for opportunities to participate in community events, such as food festivals, farmers markets, and other local gatherings. Encourage staff to attend these events and promote the restaurant while they are there.

• Offer Referral Incentives: Offer staff incentives for referring new customers to the restaurant. This could include discounts on meals or other perks.

• Use Local Influencers: Look for local influencers in your community who may be interested in promoting the restaurant. This could include food bloggers, social media influencers, and local celebrities.

• Host Private Events: Encourage staff to host private events at the restaurant for their own personal networks. This could include birthday parties, family gatherings, and other celebrations.

Overall, encouraging staff to leverage their connections to the community can be a great way to build buzz and attract new customers to a restaurant. By tapping into these networks, restaurants can expand their reach and create a loyal customer base.

1. Local Schools: Staff who attended local schools or have family members who attend local schools can use these connections to promote the restaurant to school staff, parents, and students. This could include offering discounts for school events or partnering with the school to host fundraisers.

• Family Businesses: Staff who have family members who own or work at local businesses can use these connections to promote the restaurant to their family members and their networks. This could include offering discounts or promotions to these businesses.

• Community Organizations: Staff who are involved in local organizations such as clubs, charities, or non-profits can use these connections to promote the restaurant to other members of these groups. This could include partnering with these organizations to host events or fundraisers.

• Local Events: Staff who attend local events, such as festivals or sporting events, can use these connections to promote the restaurant to attendees. This could include offering discounts to event attendees or sponsoring events to increase visibility.

• Alumni Networks: Staff who attended local colleges or universities can use these connections to promote the restaurant to fellow alumni. This could include partnering with alumni organizations to host events or offering discounts to alumni.

• Local Media: Staff who have connections to local media outlets can use these connections to promote the restaurant through interviews, features, or other coverage.

Overall, leveraging personal connections can be a powerful way to promote a restaurant within the local community. Encourage staff to identify and use their connections to help build buzz and attract new customers. By tapping into these networks, restaurants can create a loyal customer base and strengthen their ties to the community.

Selling catering services to your existing customer base can be an effective way to grow your restaurant’s revenue. Here are some strategies you can use to sell catering services to your existing customers:

1. In-Restaurant Promotions: Place marketing materials in your restaurant, such as table tents or posters, promoting your catering services. You can also train your staff to mention your catering services to customers who dine in your restaurant.

• Leave-Behind Materials: Include promotional materials such as business cards or flyers with each customer’s check. These materials can include information about your catering services and special offers or discounts.

• Contests and Promotions: Run promotions or contests that encourage customers to order catering services. This could include offering a discount or free catering service to customers who refer new business to you.

• Business Outreach: Assign a manager or staff member to reach out to 10 local businesses per week to promote your catering services. This can include cold-calling businesses, sending emails, or stopping by in person to drop off marketing materials.

• Current Customer List: Create a list of your current customers who have previously ordered catering services from you. Regularly send email blasts or newsletters to this list to promote new catering offerings or special deals.

• Upsell to Current Catering Customers: When catering for a client, offer additional items or services that may be of interest to them. For example, if you cater a corporate lunch, offer to provide breakfast for their team meeting the following day.

By utilizing these strategies, you can effectively market your catering services to your existing customer base. By staying top of mind and providing valuable offers and services, you can grow your restaurant’s catering revenue and increase customer loyalty.