Restaurant Strategies for More Profitable Off-Peak Hours
Our foodservice industry professionals share actionable insights that can contribute to more profitable menu strategies.
Developing strong strategies for off-peak hours can help foodservice operators make their menus more profitable. Options for maximizing profit potential vary according to a restaurant’s service segment, cuisine, and brand personality. Although each restaurant may take an individualized approach, having a strong off-peak strategy remains a constant. Restaurant owners tailor their tactics based on variables such as foot traffic patterns and customer demographics.
Determining what a particular customer base craves is the first step in building off-peak traffic and increasing revenue. Effective strategies can also help build affinity and create loyal customers. Diane Wilhoite, Custom Innovation Lead for the Custom Innovation Group, shares actionable insights that can contribute to successful strategies.
Take Some Small Steps That Can Have Big Impact
Menu innovation begins with a deep understanding of customers. What delights them, makes their lives easier, and drives their restaurant choices? The first layer of customer research should be free (or nearly free). Staff members can provide input about customer opinions of the menu, observe which items are best-sellers at different times of day, and determine whether long wait times discourage customers from ordering more. Operators can then follow up by experimenting with new ideas.
Another method to determine what delights customers is to test different strategies and offer ways for patrons to provide feedback. There are many off-peak times during the day, providing opportunities that range from weekday trivia night snack specials to themed drinks and appetizers for happy hour.
“Aside from different days of the week for specific off-peak strategies, it’s worthwhile to evaluate different audiences and their habits,” Diane says. “If you’re near a library or community center, an ‘after-story-time’ special may resonate with caregivers of small kids. Likewise, a post-golf early happy hour can entice golfers to try your spot on the weekends.”
Customize and Personalize
Options for customizing off-peak strategies are limitless. For example, create a unique spin on the successful Taco Tuesday food promotion that is now ingrained in American dining-out culture. Develop events featuring signature shareable foods, like Waffle Fries and Wings Wednesday, with an assortment of signature sauces. For late night happy hours, consider offering beverage-compatible small plate desserts or savory snacks. Using our off-the-shelf (OTS) products for your off-peak-hours menu will reduce back-of-the-house prep time and provide the consistent high-quality that guests expect.
Savvy operators also pay attention to timely events and local happenings. Chipotle, for example, offered $5 burritos on Halloween to guests who wore their costumes in-store. This popular promotion ran for several years and was a successful tactic to capture more foot traffic. Operators with locations in major cities can also tap into the hype surrounding high-profile music artists who have tour stops in town. Restaurants in cities that were part of Taylor Swift’s Eras Tour created drink and appetizer specials, making themselves destination spots for Swift fans.
Incentive programs for obtaining customer feedback are an effective way to determine what customers want. One method is to offer a discount on the customer’s next meal or drink in exchange for customers filling out a form—either online or on paper—immediately after their restaurant experience.
There are other sources for impactful data, says Diane. “Nestlé Professional customers who need to supplement their own research with strong consumer data rely on us for reliable metrics they can’t get on your own. We offer a wide range of sources for data on consumer preferences and trends.”
Tap into the All-Day Snacking Trend
Customers want restaurant experiences1 that can include socializing and enjoying shareable menu specialties. Snack-worthy menu innovations help operators create memorable experiences for all age groups. In the restaurant menu category of appetizers and sides, charcuterie boards are currently the top food trend.2 Memorable food, personalized service, and differentiation from competitors all work together. Positive customer experiences create repeat customers who drop in for snacks during the day, small plates during happy hours, or late-night fare.
According to a 2023 report of snacking trends, 49% of American consumers eat three or more snacks a day. Although all generations are snackers, 68% of the 25- to 34-year-old age group eats three-plus snacks daily, as do 60% of those in the 35 to 44-year-old group and 58% of Gen Z consumers (ages 18 to 24).3 In restaurants, elevated bar snacks are currently the top trend in the snack category, followed by bolder versions of loaded fries.2 OTS products simplify the process of creating and offering signature dips and sauces for image-making snacks.
Differentiate During Various Day Parts
To attract mid-morning or mid-afternoon snackers, consider combo deals as specials for professionals who stop in during these times. Pair coffee with a pastry, or promote discounts on mid-day beverages like smoothies or specialty coffees. For late-afternoon taco promotions, customize tacos with different queso variations the easy way. Use the Nestlé Professional queso sauce as a base.
For the after-work crowd, encourage a customer base of working professionals to linger longer by offering them discounts or a free appetizer. Mid-week trivia nights or game nights can be profitable events that keep customers engaged later in the evening. Similarly, twilight happy hour can wake up late night business by offering drinks and compatible sweet or savory snacks.
“Secret” late-night menus are streamlined menus. They offer high-performing snacks when many restaurant kitchens nearby are closed. Nestlé Professional OTS products make it easy to consistently provide high-quality specialties for a slimmed-down, off-peak hours menu.
Save Time and Streamline
Off-peak times often have a lower staff count because foot traffic is usually low. Manage ingredients and staff effectively so customers do not feel a shift in service or quality. If possible, plan to have more staff than normal as off-peak strategies are implemented. Schedule specials and theme nights regularly so marketing team members will know when to post (and what to post about) and waitstaff will know what to expect.
More effective ingredient management has become permanent4 in kitchens across the country. To streamline, evaluate menu items to determine which ingredients have multiple applications. Multi-use ingredients reduce stress in the kitchen and make prep more efficient. Nestlé Professional off-the-shelf products streamline ordering and free up kitchen space because they can be cross-utilized. Consider product match services or custom menu development solutions crafted by the Custom Innovation Group. Nestlé Professional experts are here to support time-saving initiatives, says Diane.
“For immediate needs, our off-the-shelf products are a great solution. They’re readily available and can help operators create LTOs as needed without buying and storing extra inventory.”
Cater to Customers Who Want New Experiences
Customers need positive experiences to return during off-peak hours. Operators can encourage repeat customers and support their staff by incorporating technology.4 In fact, 58% of restaurant operators currently expect technology and automation to become more common ways of easing labor shortages.1 Updated POS systems, digital menus, and seamless grab-and-go stations for online orders can all help staff do their jobs better and make it easier for customers to order and pay.
Loyalty programs make customers feel special and help operators track customer attendance. Loyalty programs are expected to continue to evolve4 in the coming years. Strong programs should provide better value to customers, be consistently executed, and differentiate the brand they’re designed for.
In her experience, Diane explains foodservice operators can monitor their off-peak strategies with several tactics: “The most telling observation operators can make is to see if foot traffic and sales increase during the off-peak times they’re trying to promote. QR code surveys also help operators get immediate feedback on customer satisfaction.”
Put Different Dayparts To Work For You
Revenue-generating opportunities abound in off-peak hours. Savvy operators are more strategic and, overall, more proactive4 in addressing changing customer habits and preferences. A strong off-peak strategy can increase revenue and build a larger base of repeat customers. Experts from the Custom Innovation Group are available to help develop solutions that can help increase staff efficiencies and drive more revenue. For more ideas ranging from trivia night snack menus to offering professional discounts during the day, connect with the passionate, knowledgeable Custom Innovation Group team here.
“Operators continue to be creative around how they can make their menus more profitable,” Diane says. “The future looks bright for innovation in the foodservice industry, and we can’t wait to see what’s next.”
1 Source: National Restaurant Association, 2023 State of the Restaurant Industry
2 Source: National Restaurant Association, What’s Hot Culinary Forecast, 2023
3 Source: Circana’s 2023 Snacking Survey
4 Source: Kinetic 12, Emergence Q4 2022 Report
The information provided is based on a general industry overview and is not specific to your business operation. Each business is unique, and decisions related to your business should be made after consultation with appropriate experts.