Remember when Thursday night was the beginning of the weekend? Owners could always rely on a decent bar ring, at least one turn in the dining room and some late night action if that’s what your demographic demanded.
With the current economic slump enticements of a different type are needed to fill your restaurant. We can no longer depend on the whims of late nighters and casual diners to fill seats, occupy space and help cover payroll. We need to be more creative in this market and take chances that were before, unheard of.
Tonight, one of the busiest restaurants in the Northern California will be
Located on Highway 12 in the
When the sign first appeared on Highway 12 offering burgers and fries for five dollars every Tuesday and Thursday night, people were at first, skeptical but the sign planted a thought. Eventually the sign caught on. Tonight, while many restaurants limp along with half empty dining rooms and bars as dead as those who respectfully lay at
I am not suggesting offering a five dollar burger and fries special every Tuesday and Thursday night. Taking that chance can be very risky. And if it didn’t work it could be the final nail in your coffin if you are looking at the promotion as a Hail mar play. But the innovation that Rice and his manager, Jessica put into the promotion have worked well for the team. The Breakaway already had a strong following and the promotion was initiated to increase an already strong business.
Rice has accomplished a few things with the special menu. He has attracted customers away from his competition he has increased his regular clientele, and he has kept his cash flow steady. All the while he has managed to keep his full staff employed in an economic time when some restaurants are experiencing the need for staff cutbacks.
And more importantly he has enabled a community, who is well versed in dining out the ability to continue their habitual experience at a reasonable price, with comfortable friendly service, clean bathrooms, and an atmosphere that is perfect for a casual Thursday night.
Innovation is one of the best ingredients and owner has.