The Importance of a Restaurant's Special

When you own a restaurant it is important to distinguish yourself from your competition. What makes your establishment better or different from any other local eating place? Restaurants that are competing with larger chains especially need to make their merits more obvious. There are many ways you can stress the exclusive products or services your restaurant offers. Here are some ideas to get you started.

What do McDonalds, Taco Bell, and Subway have in common? They are all known for their "fast food". The term has negative, unhealthy connotations attached to it nowadays, but the basic concept of a good meal on-the-run is a practical and profitable idea. Even if you do not wish to base your entire restaurant around this idea, what about offering a to-go service? Many restaurants offer a portion of their menu for those who wish to call ahead of time and pick it up ready to go. If your main competition is chain fast food stores, this option can gain you more business. Or you can stress the healthier aspect of your food while at the same time offering it quickly by making personalized sandwiches or salads to order.

The Cheesecake Factory is known not only for its fabulous desserts, but also for the generous portion sizes it serves. Claim Jumpers, a chain located throughout the Western United States also is known for large portions of food, especially their desserts. The restaurant manager of Colonel Quain's Poultry Palace commented, "We gave our patrons paper plates, and sent them down a line of charcoal grills to pick up their food. The last thing that went on the plate was a half chicken. It was a huge portion... We got the same reaction each time - "WOW!"

With today's economy struggling, perhaps the special you offer could be bargain or deal related. Many restaurants are now offering dollar menus, a meal for five dollars, or even a multi-course meal for a set price. A buffet is another economical choice for many people. Red Robin offers bottomless fries and drinks to attract customers. Coupons or extra "deal days" can be extra incentive for people to frequent your establishment and give you a reputation for giving people "bang for their buck". An example of this might be a "buy one entrée get one free" coupon or Red Lobster's current promotion of "two salads, two entrées, and a choice of either one dessert or one appetizer to share for only 29.99."


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Greg Garner represents a restaurant payroll company.