How is your restaurant preparing for Easter? This special occasion offers owner/operators a unique opportunity to test new promotions and marketing. By offering patrons something seasonally appropriate and special, your operation can not only accelerate sales, but also solidify its position as a fun holiday destination among key demographics with mega spending power. Here we explore two effective strategies for driving Easter revenue.
1. A Hoppy Event for Adults
Restaurants Canada recently released the results of their 2017 Canadian Chef Survey, and for the third year in a row “craft beer/microbrews” was named the number one restaurant trend. Restaurant owner/operators can separate themselves from the competition this Easter by leveraging this trend and hosting an on-site beer fest. A hops-friendly event for adults is a fantastic opportunity for your restaurant to establish and nurture relationships with local breweries and test run new beverages among your patrons. Consider that 57% of Millennials are weekly craft brew drinkers and that they dine out approximately 13 times per month. These insights coupled with the fact that this group spends about 44% of their food dollars on eating out, it is clear that inventive promotions that directly link to Millennials’ interests and behaviours is a winning strategy to boost revenue.
Drive home the event’s nuanced Easter theme and position it as a robust food and beverage event, rather than a beverage-only affair, with creative offerings that subtly nod to the occasion. Think heirloom carrots cut into matchsticks and served with house-made dips infused with on-trend flavours like harissa or chimichurri, grilled cocoa and coffee beef skewers, deviled eggs, and charcuterie boards loaded with a variety of cured hams, crostini, fresh breads, and seasonal produce transformed into vibrant pickles and condiments.
2. Limited Time Brunch Offerings
Unlike many other widely celebrated occasions – like St. Patrick’s Day and Valentine’s Day – Easter is a family-friendly holiday. Brunch visits are a popular way to celebrate. Looking to past Google Trends data, two springtime festivities spur a spike in “brunch” searches on Google: Easter and Mothers’ Day. Accelerate your attractiveness among those seeking Easter weekend brunch experiences with themed, limited time menus.
For the adults
Consider a prix fixe brunch menu that celebrates foods commonly associated with the holiday. Cheese and egg soufflé, Eggs Benedict with ham, asparagus and spinach quiche, poached egg over carrot hash…there are endless ways to elevate eggs and give them a Spring twist! Don’t forget to close out the meal with a sweet treat. Fuse childhood nostalgia with sophisticated novelty via infusions and pairings, like white chocolate and rosemary, dark chocolate and red chilli or orange blossom caramel. Round out the experience and make it picture perfect for social media with speciality cocktails inspired by the beautiful pinks, greens, yellows and blues commonly associated with this time of year.
For the little ones
Chocolate for breakfast – what child wouldn’t love that?! Make your restaurant the final stop on the kids’ chocolate egg hunt by offering a variety of festively sweet brunch dishes that will truly feel like a treat. Chocolate bread pudding with a side of fruit, chocolate and banana stuffed French toast, and chocolate fondue with assorted fruit and pound cake are three approaches to creating an on-theme kid’s breakfast that will make this year’s family Easter brunch one to remember! Fun extras like a make-your-own infused soda station (sparkling water with house made syrups like blackberry and grapefruit), on-site Easter egg hunt, or a take-home goodie bag with chocolates and a coupon for free kid’s meal will make the experience that much more special for kids and communicate to parents that your restaurant values patrons of all ages.
No matter how your restaurant celebrates Easter, it is critical to advertise your promotions through online and offline marketing, and on site. Don’t wait until the last minute to communicate your special Easter festivities or your message may be overshadowed by the competition. Attract new customers and excite your loyal fans through clear and consistent messaging that takes place far enough in advance that consumers can plan, and look forward to, their Easter visit to your establishment.