Monthly Archives: September 2015

Are you ready for the dark nights?

dark nights illuminated menu cases

Autumn is officially here! That means cooler temperatures and darker nights are just around the corner. Are you ready for this time of year or could your business be missing a trick?

It is well known that the summer nights increase trade due to longer, lighter evenings but that doesn’t mean your business has to hibernate in the winter, careful customer and business analysis will ensure your business keeps it’s cool!

Put yourself in your customers’ shoes. Is your business inviting? The first thing that lets the world know you are open and welcoming is lighting. Make sure your signage is illuminated either by means of the latest LED illuminated letters or simple spot or trough lighting.

Can anybody see your menu in the dark? If not you really need to address this problem, you will never sell what nobody can see. An excellent idea is to light up your menu, invest in a menu case or menu box, these are not as pricey as you may think and are a definite asset to your business.

Once inside, your premises need to be warm; there’s nothing worse than sitting in a cold corner and freezing, I can guarantee this will not bring returning visits. If you are lucky enough to have a fire (natural or man-mad) make the most of it! Make sure it is lit and looks neat and tidy, why not add a few ‘homely’ items such as a companion or fireside set.  A fire not only make your guests feel at home but creates a cosy ambience too.

Make sure your menu reflects the season, why do you think the larger brands have dark and light night menu changes? It’s because they have done their homework. Do you really fancy a Chicken Caeser when it’s snowing outside or would a Sausage, Chorizo & Bean Casserole fit the bill a little better? Think winter warmers and you’re on to a winner!

Last but not least, make sure you add a few specials to your drinks list. Offer a Baileys or Cognac with coffee, serve a gourmet hot chocolate and remember to add a little taster on the side, maybe a brandy snap or a ginger biscuit, you will have them eating out of your hand and coming back for more! Good Luck 🙂