Across the country, diners are returning to restaurants in droves. But not office workers. Relaxed post-pandemic policies have some companies allowing remote work indefinitely, whether that be full time or a couple days per week. Restaurants in typically high-traffic areas — with rents to match — are feeling the effects.
According to a recent report from the Partnership for New York City, only 62% of office workers are predicted to return by September. This is a startling figure for those who count on lunch revenues. Operators need to be flexible and explore alternative options to get customers in the door.
Here are some strategies to capture what little traffic is up for grabs and generate additional revenue streams.
Send targeted promotional emails to businesses returning to the office. Highlight safety measures taken to protect guests, and emphasize what you do best.
Build brand awareness by partnering with large co-working spaces such as WeWork and propose an on-site lunch service for their members.
If you haven’t already, create a loyalty program and leverage your customer data. I go to the same place Monday-Friday because I no longer have to order, they know when I’m arriving, its consistent and they know my partner’s dietary restrictions if they see she’s joining.
If catering is a service your restaurant offers, look for non-standard venues such as photo studios. Reach out to production companies and speak with a producer. Proactively share menus, pricing, and schedule a tasting.