Of course not! Consumers love cake, but birthday service is about much more than slices of frosting goodness. It’s time to put celebrations into another gear and elevate those candle-worthy check averages.
In the interest of transparency — my birthday is in October (and I do look forward to restaurant gift cards!). October is rife with birthdays; I count 12 alone among my friends and family. Halloween’s a treat, no doubt, but restaurants should also be leveraging those celebrations that occur every day of the week — like birthdays! — to fill seats. In this experiential era, it’s a wonderful opportunity to make memories that turn first-time guests into devoted regulars.
Join the Club
Restaurants now have tremendous access to data: from social followers to newsletters, online ordering to loyalty programs. Apply this information to provide some really special service.
With a database of birthdays, you can send personalized communications, offering well wishes, specialty deals, and invites to unique festivities. A gift card to repeat visitors is always a nice touch, as well.
Services like The Birthday CLUB, a One Source Solution Partner, can help you capture even more of your birthday business. Built-in automation makes it easy to grow your guest database, and features like a loyalty program and the CORE platform help you manage birthday communications without involving staff in a convoluted process.
Turn It Up
Diners, especially younger generations, are trying to get more bang for their buck. And you can be sure that birthday celebrations make for popular posts on social media feeds. It’s time to turn the bday all the way up with signature flourishes.
Start with ambiance — specialty lighting, live music, tabletop decorations, and optimizing patios or private dining rooms can open up all kinds of doors to event revenue. Evaluate every nook and cranny to ensure your space is fully leveraged.
Table the birthday song — consider hiring local performers like actors, artists, or acrobats to bring some themed theatrical thrills to the dining room while guests’ party. And give ‘em a light show: Bright, dramatic sparklers adorning bottles and desserts will capture everyone’s attention. Transition any applicable cooking techniques — like the making of dips and sauces or quick-grill preparations — from the kitchen to tableside. Guests love seeing the curtain pulled back on your process where possible; it fosters a deeper connection between artist and patron.
Shots, shots, shots, shots! A few restaurants have had success with a “tequila button.” Press a tabletop whammy and specialty shots of the blanco/gold good stuff will arrive at the table at a moment’s notice, complete with a chamoy rim. ¡Salud!
Bday Bites
Restaurant enthusiasts love feeling like special menus are being curated just for them. And there are several ways to create this impression — from prix-fixe tastings, to family-style shareables, or limited-time tapas offerings. You could even go deeper into your data to tailor birthday spreads based on previous orders.
Get the party going with a round of red-hot, refreshing Mexican Candy Cocktails, starring your house hot sauce, before serving up group tasting plates like Braveheart® Black Angus Beef Gourmade™ Italian-Style Jumbo Meatballs, Contigo® Ancho Scallops Maduros, or Bay Winds® Octopus Pulpo a la Gallega.
Diners won’t forget where they tried Piancone® Epicureo Artisan Dry Pastas, crafted from one the world’s first pasta factories in Gragnano, Italy or this Tennessee Whiskey Glazed Pork, which gives steak a run for its money. And no, we didn’t forget birthday cake — though here are some exciting international alternatives, including Pistachio Baklava and Kunafeh Cheese from the Mediterranean-inspired Zebec® brand. Contigo Flan is as smooth as silk — and so fun to eat! — while Contigo Mango Mousse Cake hems closer to traditional birthday cake, with a tropical twist. Is it my birthday yet?
Don’t leave potential birthday business on the kitchen floor. Even one or two personalized touches can create lasting memories that guests will keep coming back for.