Top 5 tips to survive & thrive during the winter chill

Restaurant closures, unfortunately, are an inevitable part of the hospitality industry, even top quality restaurants and those with well renowned or celebrity chefs behind them are at times pushed to the brink and forced to shut up shop.

In recent times the industry has been hit by a sudden surge of closures with the likes of Berardo’s Restaurant, Locanda Osteria, Fifth Element, Era Bistro, Reserve Restaurant and Imperial Seafood Restaurant in Brisbane; The Victoria Room, Bondi Social and Baroque Bistro in Sydney; and Prix Fixe and The Moor’s Head in Melbourne all closing their doors.

With the colder months and the winter chill now upon us, restaurants need to be certain that they can provide a warm and welcoming place for customers to enjoy a meal during the colder months...and beyond.

So how do restaurateurs keep their head off the chopping block and above water in winter? Here are Dimmi’s Top 5 tips to keep the stove­top flames burning:

Image: Bar H, Surry Hills

1. Milk your database:​ increase the amount you communicate with customers, especially during the quieter times. Include seasonal themes in your communications (ie.special winter packages/added value deals for cold nights. E.g pasta and wine for $20 on Tuesday and Wednesday nights) or focus on special winter dishes (ie. warming soups and slow cooked meats) This will help you be front of mind and convert the guys that know you, and love you, into bookings. If your database is not big enough (three, four or five thousand), start capturing a database today so you’re fully prepared next year.

2. Never miss a booking: ​when restaurants are busy, missing a booking here or there may go unnoticed and not hurt profit margins. But when they're quiet, it’s a different story. It’s critical for restaurants to capture every booking ­ especially if the team is working reduced hours. Online bookings are crucial to capture bookings 24/7. Every booking counts.

3. Step up your social media engagement: ​publish seasonal dishes across social media channels. High quality images are a great way to convert fans into bookers. If you look at the guys at Bondi Harvest, Rockpool Group, or Chin Chin, they have great social media presence and mix up their posts to suit weather, events etc. It pays off as these venues have strong engagement from fans and are always pumping.

4. Be connected: ​In a market that’s saturated with so many great dining options, it’s important that restaurants are promoted and accessible across the distribution channels that matter in Australia. E.g TripAdvisor, Qantas, Zomato (formerly Urbanspoon). Increasing visibility will generate more bookings and fill seats on colder nights. Qantas is now the third biggest booking channel in Australia ​and is a critical source of revenue for participating restaurants.

5. Reduce labour costs: ​weekly profits can often go out the door on wages and operating costs, especially when operating on tight 3 ­ 5% profit margins. To avoid feeling the financial pinch during the quieter periods, winter being one of them, ensure that labour costs are kept to a minimum and business processes and procedures are running efficiently. Online reservation systems and online diaries will automate labour intensive tasks, freeing up staff to do what they do best ­ serve the customers and create a memorable dining experience. Staff up when you need it and staff down when you don’t.