Graduation parties: A restaurant’s guide to getting it right

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Grads around the country celebrate their graduations usually in May or June, depending on the school and location. While graduation celebrations can come in many forms, getting the word out that your restaurant is prepared for special events like a graduation party can help attract those looking to celebrate their grads.

If you find you’re the go-to spot for graduation dinners, this can be great news for your bottom line, since the average spend for a graduation party is north of $1,000. Most people only have one high school or college graduation, so it makes sense that it’s a big deal—definitely bigger than an average birthday party.

First, both you and guests will need to get a clear grasp on why having a graduation party at a restaurant is often a better idea than having one at home. Let’s get started there.

Why have a graduation party at a restaurant?

There are a whole lot of reasons people dine out. In addition to getting access to a wide variety of delicious food they may not be able to cook at home, customers don’t have to cook or clean, either. Not everybody has steakhouse equipment or training on French, Italian, or Mexican cuisine. They’re happy to pay someone else to do it. Add to that the ambiance and service of a restaurant and it all makes sense.

Hosting a party at home is a lot of work, especially if you have a lot of guests. Even if people hire caterers and entertainers instead of cooking, there’s still all the other aspects of hosting involved—not least of which is the dreaded cleanup.

So, for a graduation party, outsourcing all of that hard work to a private party at a restaurant makes a lot of sense. It especially makes sense for customers who have more money than time. The revelers can actually revel instead of fretting about making sure every guest has what they need.

We tell you this to help understand the mindset of the customers coming to you to host their graduation party at your restaurant. That’ll come in handy later when discussing pricing, package options, and marketing.

Graduation party setup and ambiance

Graduation parties are usually custom events, so it behooves restaurant owners to be flexible in what they can offer customers. Offering package deals is the way to go, since the events can vary in size, customer demand, requested ambiance, and more.

Of course, you’ll need to consider your physical layout. If you have a private dining room, private event space, or outdoor area, that’s ideal for the situation. If your establishment is smaller, you can offer to close the door to the public for a private event.

To make a graduation party truly memorable, ambiance is key. The decorations and overall atmosphere of the restaurant should reflect the celebratory nature of the event. Here are some ideas to get that ambiance just right:

1. Theme and colors: Choose a theme or color scheme that aligns with graduation celebrations. A good way to do this is to use the school colors as well as graduation-related elements like diplomas, graduation caps, or banners. You’ll want to use these themes consistently throughout the party space.
2. Table settings: Table settings will largely depend on what customers tell you they want. For more elegant affairs, set the tables with your best tablecloths, high-quality napkins, and tableware that matches the theme or color scheme. Centerpieces like flowers or pictures of the graduate and their family and friends can make for personalized touches.
3. Lighting: Pay attention to the lighting to create a warm and inviting atmosphere. Use soft, ambient lighting to set the mood, and consider adding some decorative lighting elements like string lights or candles for additional charm. Avoid overly harsh lighting like fluorescent bulbs that can kill the mood.
4. Music: Choose background music that goes along with the celebratory mood. You’ll want an upbeat or nostalgic playlist that can cater to a wide variety of age groups. Naturally, you won’t want the music to be intrusively loud because people will most certainly want to talk to each other. You may want to hire a DJ—more on that later.
5. Photobooth or props: Set up a photobooth or provide props that are graduation-related so people can take fun photos. As with a DJ, you may want to partner with a local photographer for the best photo experience—which customers will likely share on social media.

Staff training

Make sure staff are well-trained to host large parties, and have front-of-house (FOH) staff dedicated to specific tasks to minimize confusion. Prepare your back-of-house with the likely large amount of inventory they’ll need and make sure they’re aware of how to prepare large portions.

If your staff are already well-versed in hosting special events or large parties, then great. All you or your manager will need to do is assign roles and remain vigilant. However, should this in fact be your staff’s first rodeo with a large party, consider a dry run or at minimum an all-hands meeting to discuss responsibilities, ensure clear communication channels, and define success.

Entertainment options

Some guests may request entertainment options, and you can offer these as part of a package. Overall, you want to make sure people have fun—it’s a party, after all.

1. Live music: Hiring a live band or solo act can be a great way to get people into the mood. As mentioned above, you’ll want to choose music that people of all ages can enjoy, so a cover band is a good bet. Again, make sure the music is for ambiance in the background and doesn’t overpower conversation. Additionally, you could hire a DJ for the event to curate a playlist that fits the celebration.
2. Interactive games and activities: Providing interactive games can be a winner at a graduation party. This could look like trivia quizzes (for a major university, for example, trivia about that university) or karaoke. Avoid tabletop games that separate people into small groups since that’ll put a damper on the mood (unless customers specifically request this).
3. Prepare for speeches and toasts: Toasts are largely expected at graduation parties. At the very least, you’ll want a microphone and a PA system so those who want to can make those speeches and give those toasts to honor the graduates and their extended families. Work with the speakers beforehand to ensure speeches are concise and the timing is planned in advance.

Offering package deals

Since you can likely expect custom requests, you’ll want to create a menu of options for guests to choose from that fit their wishes. You’ll want to offer:

• Customizable food options, like buffet or shared multi-course dinners. Be sure to offer food that caters to all dietary requirements, like gluten-free or vegetarian/vegan options. If your kitchen is flexible, offer different food genres: New American, Italian, comfort food, southern, or Mexican, for example.
• Entertainment options. Check the list above and allow guests to choose what options they want. A lot of what they choose will come down to budget.
• Ambiance choices. As with entertainment options, check the list above and let guests choose what they’d like to have.
• Timing options. Some customers may wish for a dinner party, while others may want a brunch.
• Drink options. Some customers may want a cocktail bar, wine bar, or otherwise open bar. Be sure to offer plenty of non-alcoholic beverages for non-adults and those who don’t wish to drink.
• Additional options the guest suggests. They may have ideas for what they want you haven’t considered yet, so remain flexible.

Each item added to a party will bear an additional cost. The most effective way to go is to have a per-person price count for food and then add other costs like a band or DJ, decorations, and so on.

The 3x food cost method is a reasonable way to start with food. Bands and DJs often charge by the hour, usually in the realm of a few hundred dollars an hour, which will be added to the customer’s bill. You can add a percentage of the band’s cost to ensure profit for your restaurant—the percentage you choose is up to you, but it’s best not to overdo it so customers don’t feel fleeced.

Consider setting either a minimum cost per guest or a minimum party size. This will help customers get their budget right while ensuring the party is financially worthwhile to you.

Promoting a restaurant graduation party

To get customers to set up a party at your restaurant, you’ll want to get the word out.

Social media marketing

Advertise your availability for graduation parties on all relevant platforms, including Facebook, TikTok, Instagram, and Yelp Connect. Show photos of the space you have available and any images or videos from past parties you’ve hosted. Do so at least once a week, and preferably more. You may wish to go for a paid social media campaign to reach as many customers as possible.

Collaborate with local schools and colleges

Establishing relationships with local schools and colleges is a great way to make the choice simple for grads and their families. Offer special discounts or other incentives for students and faculty members to help foster this relationship, which can be quite valuable over time. Consider sponsoring school events and sports teams to help establish your name in customers’ minds.

Make your website SEO-friendly

If you’re hoping to make your restaurant a celebration destination, upgrade your restaurant’s website to include relevant keywords, photos and videos of events, and the package deals you offer. Make prices clear in a section on your website dedicated to private events.

Use your email marketing

Hopefully, you have an email list of customers and are practicing email marketing. Be sure to send out e-blasts as early as possible to lock customers in before they choose somewhere else. Offer incentives like early-bird discounts for those who book well in advance. Use a call-to-action to get customers to book as soon as possible.

Get set up for the best restaurant graduation party

You’ve got customers coming in the door, the mood is right, your entertainment is set up, and people are starting to get excited. Likely, grads and their friends and family will already be in a good mood after the graduation ceremony. You’ll want to make sure they continue to have the best time possible—and that starts before they even walk in.

Having the best software possible, including a world-class reservation and communication system, will make for a smooth interaction. The less sand in the gears, the better. Yelp Guest Manager is the way forward for such events, especially when paired with a large-visibility platform like your Yelp page. In fact, restaurants that start using Guest Manager experience up to 2x the traffic on their Yelp Business Page.*

Want to see if Yelp Guest Manager is right? Reach out to us for a free demo and we’ll show you the ropes. If you make customers happy, they’ll come back, and having a smooth FOH experience is a key way to get to that happiness.