In this episode of Simply Hospitality, we discuss how to navigate the slower periods between summer and Christmas, as well as the post-holiday lull in January and February. We share five actionable tips to help boost sales during these quieter months.

Some strategies may already be on your radar, but others might inspire new ideas!

1. Maximise Key Date Promotions Use upcoming events like Halloween, Black Friday, Christmas, New Year, and Valentine’s Day to drive sales. Plan ahead with a calendar, and consider unique dates relevant to your business, such as National Sausage Roll Day or Beaujolais Nouveau. At The Coastal Kitchen Family, we plan our promotional focus quarterly to stay ahead of the curve. For example, our Halloween children's platter became so popular last year that it’s now a tradition.

2. Gift Vouchers for Special Occasions Tap into the gift-giving season by offering beautifully packaged vouchers. Whether it's blank vouchers or specific experiences like “High Tea for Two” or a “Chef’s Table Experience,” creating immersive gift options adds value and appeal. People are increasingly looking for experiences rather than cash gifts.

3. Host Themed Nights Themed events can attract customers during slower times. From Mussels Wednesdays to Oyster Happy Hours, seasonal or niche offerings bring in a crowd. Consider special nights for holidays like Burns Night, which adds a festive atmosphere and benefits both guests and staff.

4. Loyalty Cards Build a returning customer base with loyalty cards, especially crucial when relying on local foot traffic. Be creative with rewards; instead of another free coffee, offer something unique, like breakfast or a takeaway cake, to encourage repeat visits and introduce customers to new menu items.

5. Turnover Tables, Reduce Table Hoggers Prevent low-spend, long-time customers from affecting your bottom line by limiting remote workers who linger for hours. Take inspiration from coffee shops like The Collective and Milk and Bean, which have implemented restrictions on laptop use during peak hours to boost table turnover and enhance the venue's atmosphere.

Tune in for these practical tips to help your business thrive through the quieter seasons!

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