Your restaurant can host a fundraiser to help give back to a community organization as well as bring in additional sales and guests to your restaurant.

Why is this important?

Helping a group raise funds can spark an emotional connection with your restaurant and show the community you give back. This will in turn help make guests want to support your restaurant in the future.

Research Needed Prior to Execution:

• Google schools, non-profit organizations or other relevant groups in a 3-5 mile radius of your restaurant.
• Start a list and plan out good times to reach out (ex: schools in August, Breast Cancer Walk in October, etc)
• Know what dates you are able to commit to hosting a fundraiser in your restaurant (Monday-Wednesday during a normally slower time is ideal)

Execution:

There are several ways to host a fundraiser in your restaurant. The easiest is a “Spirit Night” where you select a night to host a local school or community group.

During a Spirit Night:

• Work with a contact from the organization to select a day (at least 30 days in advance) that works well for you both to have their guests come into the restaurant. You will donated back a certain percentage from the guests they bring in (generally 15-25%).
  • Note: While you can post on social media, most of the advertising for the event should be done by the organization. They are responsible for bringing people in.
  • We can provide flyers and posters from them to print to distribute if needed.
  • Ensure your staff is aware the event is happening, and keep receipts from that group separate, to tally up the total amount to be donated back at the end of the evening.

Some Examples of good groups to work with:

• Elementary schools
• Teams from a high school (cheerleading team, football team, etc)
• PTA or PTO at a school
• College fraternities or sororities
• Local non-profit arm of a larger group
• Pet shelters
• Fire department
• Libraries
• Local sports teams
• Anyone who is raising money for a specific cause

As a general rule, the group should be able to bring in at least 50-100 people during the evening. That way, it’s good revenue for both sides.

• A few tips:
  • Have fun with the event! Decorate in the school colors, have members of the group help serve dishes, have the team mascot come, have the band perform outside, etc. The more fun, the more memorable for all involved.
  • Don’t tell everyone there it is a fundraiser, you should only be donating back to those that came specifically for the event.
  • Get creative! Have a frat and sorority who both want to do something? Have them compete against each other to raise the most funds and give the winner a bonus! If it’s Halloween, do a costume contest! As long as it is in line with your restaurant brand, make it a night to remember.
  • If the group is very successful, schedule them again for later in the year.
  • Do you have catering? Let them know that’s included as well.
• You don’t have to do a percentage back fundraiser. If something else works better for a group (selling tickets to get a meal, selling one of your menu items at an off-site event for a profit, etc) see what works!
  • The fundraiser should help the group, but also bring in new guests to your restaurant as well as build sales for that evening and beyond. Make sure it is mutually beneficial.

A daily or weekly special or a monthly promotion gives a new and specific reason for a guest to come in and receive a great deal while enjoying the atmosphere of the restaurant.

Why is this important?

Those who may be on a budget or not familiar with your restaurant may be searching for deals. If they see something relevant to them that has good value, it may introduce them to your restaurant and get them in the door. Plus once there, they can enjoy the food and atmosphere, and hopefully come back on non-special days.

Research Needed Prior to Execution:

• Any daily or monthly specials should be discussed with your Multi-Unit Leader and Marketing Manager.
• Get an idea of what other restaurants are doing in the area. There’s no need to do the exact same thing, but can give you ideas of themes.

Execution:

There are a lot of different ideas to implement for daily special or monthly campaigns, and each will be specific to your restaurant.

• If you are slower on a certain night, it’s best to implement during that time
• If you know a certain month is always lacking in a daypart, think about something enticing that can last longer term and bring people in.

Examples:

• Kid’s Eat Free in September for Back to School
• 2 for $25 in August (a shared appetizer and two entrees for $25)
• Burger Week (all burgers $7.99 during a certain week)
• Wine Wednesday (half off bottles of wine on Wednesday nights)
• Taco Tuesday ($1 off tacos on Tuesdays)
• Trivia (any weekday, generally Monday-Wednesday)

Once you’ve decided on your promotion, it’s time to spread the word! Make sure your audience knows about your new specials!

• Be sure to work with the Marketing Manager on any:
  • Email blasts
  • Website updates
  • Collateral in the restaurant
  • Social media posts
  • Press release or blurb to community outlets (if needed)
• If design is needed, please allow 48 hours to receive materials once requested.

There are a lot of ways to advertise to guests inside the four walls, and “collateral” simply means any paper or signage to display certain information.

Why is this important?

It generally takes guests seven times of hearing or seeing something to remember it. Having messaging at the doorway, a poster in the bathroom, information in the check presenter or a tent on the table can remind guests of what you want them to know.

What collateral options do I have available?

It really differs per restaurant on needs and atmosphere, but if you have an idea, please share and we can generally get it created. Some examples are:

• Table tents
• Table inserts (4×6” clear stands to insert something in)
• Napkin holder inserts
• Posters
• Check presenters (a longer paper to put with the receipt to advertise something)
• Stand up sign (8.5×11” to be on the counter)
• Pull up banner (for yearly or longer term promotions)
• Pizza toppers (flyers to attach to a pizza box if applicable)
• Flyers (can be given to guests or put in to-go bags)
• Coupons
• Anything else that works!

How do I get it?

• Reach out to the Marketing Manager with your request. Please include any relevant information (sizes, information on it, photos, how many, etc)
  • Please allow 48-72 hours for artwork to come back for approval
  • Once artwork is approved, allow 7-10 business days for printing and delivery to your restaurant
• Please only put out during the designated time frame (ie holiday promotion not until 11/1).
  • Once the information on the collateral is no longer relevant, please discard and have new material ready

Create small samples of one of your less traditional or new menu items to serve to guests as they are waiting for their order.

Why is this important?

Letting guests sample something they normally wouldn’t purchase lets them explore a new area of the menu they may not have before, build cravability and have them come back more often to try new dishes. It is also a way to “surprise and delight” them to pass the time while waiting for their order.

Time needed for Execution:

• This should be something that happens weekly, generally during slower times of the day. It should not take more than 5-10 minutes total per time.
  • Whatever the item you’re sampling should be made by the kitchen and prepared by a specified time.
  • It should take a few minutes to cut it up and put in small serving dishes (if a hot item, be mindful of how long this takes to ensure quality is still great)
  • Remember to ring in the item and comp it.

Execution:

• Almost any item at the restaurant can be used for sampling, but you should focus on:
  • Something unique to your restaurant
  • Something a bit more adventurous that may sell less
  • A new menu item
• Samples should be brought out by a manager or server in between ordering and waiting for their meals to arrive.
  • Be sure the person handing out the samples is knowledgable about the product and can let the guests know all about it.
    • If a meal is running late, this can be a good way to engage the guests to help pass the time as you apologize for the delay.
  • Ensure samples are only a bite or two in size and are displayed nicely. If a napkin, fork, toothpick, etc is needed, make it as easy as possible for the guest to try.
• Change up what you sample and if possible, create a schedule!
  • Passing out 50 samples per week can keep increasing menu awareness from your guests and help you gain more sales as they keep coming back to try more.