Brian Reinhart, the dining critic of D Magazine, started a recent Rants and Raves article with this, “As February begins, let’s start with my annual plea: do not go out on Valentine’s Day. It’s the busiest day of the year at many restaurants, with frayed service, long lines, and set menus being cooked by harried kitchens that are just trying to get everything finished. If you have a partner and even one of you is remotely good at cooking, it will be much more romantic to create a special meal at home. If you need a restaurant dinner, you could follow the lovely tradition of my friend who met her husband in high school. They go out to their original date spot: Sonic.”
What a shame. Our second busiest day of the year proceeded only by Mother’s Day, and a dining critic suggests it will be a terrible experience. By the time you read this, Valentine’s Day may have passed us by. How was it? And how do you ensure a smooth experience that brings first-time guests back for more?
Here, we’ll explore how to create exceptional experiences, no matter how many people walk through your door.
Rookie Night
Many in the industry refer to this as “Rookie Night.” Like New Year’s Eve, it’s a night when people go out in droves, many of which rarely step into an eating establishment. If we do it right, we can show them what they’ve been missing.
And in all fairness to the industry I’ve been a part of for decades, many restaurants do get it right. Some of my best dining out memories have occurred on Valentine’s when the aesthetics whispered romance, candles filled the room, and a single red rose adorned the table. Chefs went out of their way to create a meal worth remembering. Servers shared stories about where the wine came from and how the recipes had been passed down for generations.
The Aesthetics
Before Instagram mania, restaurants didn’t have a special corner set-up for snapping photos. For this reason, they made sure every aspect was a celebratory hallmark. Plants and flowers gathered around the entrance, making it feel like you were entering another world.
Lighting dimmed to a soft golden glow, illuminated by tape lights hidden from view. Candles and rose petals were the centerpiece. Some restaurants enhanced the feeling with an acoustic guitarist playing in the corner. Others choose playlists that evoked feelings of love and oneness.
For those reading this on or after Valentine’s, you may have wished this information arrived a little sooner. Remember, however, that making every day special and crafting the ideal aesthetics is what today’s dining out is all about. Organizing regular themed nights and special events cater to diners looking for a unique experience. Whatever your vibe, from romance to a European bistro or outrageously fun, determine your voice and make it your own.
The Flow
An optimized reservation system is the key to a successful evening. Do you have one of the latest systems that make life easier and evenings more enjoyable while enhancing the bottom line? Tablz offers a 3D experience for your guests before they even walk in the door. Premium services include picking their favorite seat, pre-ordering, and personalized touches, all of which come with premium pricing.
The Menu & Training
On days when you’re expecting to be slammed, the way to go is a prix fixe menu. This gives chefs the opportunity to create perfection and your servers time to engage instead of rushing around like their world was on fire.
Training is critical if you have staff that haven’t experienced a Valentine’s or Mother’s Day rush. Staying cool and calm while under pressure is essential to the overall feeling. If, when looking back, you notice some servers starting to sweat, make sure to have a hands-on training event before their next busy shift.
After the Big Day
After any special event or a particularly festive occasion, remember to share photos and encourage your guests to do the same. Your social platforms should be filled with thank-yous, highlights, and pictures demonstrating a successful evening.
Keep the momentum going with post-Valentine Day specials. Cupid is, after all, as mischievous as ever, 365 days a year.
