After the busy Christmas period, hospitality is sure to see a slowdown in trade over the coming months. Customers may be taking on Dry January, signing up for their first half-marathon, they may be more concerned about saving their pennies or simply just less willing to venture out into the winter weather. If you have worked in hospitality, there’s a good chance you’ll be twiddling your thumbs this time of year.
Many businesses may be anxious as to how they will navigate the quiet months, but will likely benefit from taking stock of their situation and planning ahead, or experimenting with the ideas they’ve been too busy to implement. Here are a few suggestions we have for these businesses seeking to make the most of this slump in trade and prepare for the busier months.
Evaluate Service Quality
These quiet months are the perfect time to assess your customer experience. Ever booked a table and sat for dinner at your own restaurant? Being your own customer for the day could provide valuable insight that you may be missing, highlighting a range of details from wobbly tables to poor customer service. This is the perfect opportunity to improve every aspect of your service quality, make necessary changes and seek training in areas of potential improvement.
Test New Offerings
Been thinking of branching out your service offering into a new category? These quiet months are the perfect time to experiment with business opportunities and attract new customers. Whether you have been itching to introduce a new menu, open up your café for evening drinks or start a delivery service, it’s a great idea to implement them during the quiet period and iron out any issues before trade ramps up.
Appeal to Loyal Customers
A loyal customer base may account for the majority of your trade this time of year, and providing additional incentive for them to return may be helpful in driving sales. Consider running promotions or introducing loyalty schemes to continue to bring those valuable repeat customers through your doors. New business offerings may also intrigue them into trying something new at a business they already trust.
Implement Marketing Strategies
As with testing new offerings, the quiet months will be a great time to take stock of your marketing efforts and re-align them with your business goals. A social media presence is easy to neglect when you are fully booked, and it’s therefore crucial to use this downtime to plan ahead. Social media scheduling tools will be your best friend in ensuring a consistent online presence. Your website may also benefit from a polish, updating photographs, menu descriptions or looking into improving your SEO performance.
Check out our previous blog posts if you’re looking for guidance on where to start:
‘Optimising Your Website, The Right Way’
‘Your “Hospitality Day” Marketing Checklist’
If you want to chat with us about your business goals, Call us today on 01633 449885, or email us at hello@allianceagency.co.uk.
