6 steps to create memorable community events

One of the most nerve-wracking challenges for new restaurant owners and operators is ensuring their venue stands out in a market that’s bursting at the seams with competition. Many make the mistake of failing to utilize the power of community events. Today, we’re going to leverage the power of community events to build awareness and customer loyalty.

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I’ve seen countless restaurants host half-baked events without direction or personality, thinking this would be enough to bring the crowd in. More often than not, these events go unnoticed, with patrons choosing more captivating options elsewhere. Here are the most common mistakes we make:

Common mistakes:

Lacking originality: Going with overdone themes and ideas, resulting in events that feel generic.

Failing to involve staff: A disengaged staff means a lackluster event atmosphere.

Neglecting the menu: Inconsistent theme integration in menu items.

Poor timing in promotion: Waiting until the last minute to advertise the event.

Leveraging the community for awareness

Utilizing the power of the community can do wonders for your brand. So, what’s the strategy to engage them effectively?

Step 1: Dare to be different

I call it the “Lebowski method”. For Halloween, rather than going the conventional route, we hosted a Big Lebowski themed brunch. The unexpected twist caught the attention of our target audience, emphasizing the importance of not sticking to the obvious.

Tip: Understand the ethos of your restaurant and create themes that align with it.

Step 2: Staff engagement

Involving the staff in the planning process ensured they felt ownership and pride in the event. This not only improved the internal atmosphere but also made for a genuinely enthusiastic environment that patrons picked up on.

Example: Let staff choose their character roles or even involve them in menu planning.

Step 3: Craft a memorable menu

In the Lebowski event, we watched the film and derived menu items straight from it, ensuring every item resonated with the theme. Remember, the more authentic your theme, the more it resonates.

Advice: Don’t cut corners. Invest time in ensuring every aspect of your menu, from naming to presentation, aligns with your event’s theme.

Step 4: Engage guests early

Building anticipation is crucial. We began talking about our event months in advance, using various channels to maintain excitement and engagement.

Tip: Utilize social media, newsletters, and in-house promotions to keep your upcoming event in the minds of your potential patrons.

Step 5: Involve community influencers

Inviting well-connected community members can drastically amplify your event’s reach. They act as multipliers, with every person they invite potentially bringing in even more guests.

Illustrative Example: By targeting just 30 influential individuals in our community for the Lebowski event, we saw attendance swell to 300.

Step 6: Capture & share

Invest in capturing your event professionally. Distribute these captured memories throughout the year, keeping the event alive in people’s minds and ensuring subsequent editions become even bigger.

Advice: Even if you’re tight on budget, prioritize good photography. Shared memories can become your most powerful marketing tool.

Empower and grow

As a restaurant owner or operator, it’s vital to recognize the strengths of your team and community. By empowering your staff, listening to their ideas, and involving them in decision-making, you foster a committed and enthusiastic team.

Engaging the community, on the other hand, transforms your restaurant from one of many to a beloved local spot. And as you implement these strategies, don’t forget to gradually delegate tasks. This not only helps in team empowerment but also allows you, the leader, to focus on business growth.

In the world of restaurants, success isn’t just about great food. It’s about creating memorable experiences. And with a robust community-centric strategy, you’re well on your way to achieving just that.

Click below to download our Event Builder Template, itemizing everything we discussed here.

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