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Promotions
Restaurant Marketing & Promotion
Fish is one of the healthiest of foods and in these diet-conscious days that’s an
important selling point. Fish is low in fat and calories, high in nutrients and essential
oils, tasty, tender and versatile. And you don’t have to be a dedicated fish restaurant
to put it on your menu.
Fresh doesn’t mean you can’t use frozen products. Of course it’s great if you can
feature freshly-caught fish on your menu. But we don’t all live near water. Nor do
we all have the time or resources to prepare every dish from scratch. With the modern
processes now widely in use, frozen products form the basis of many delicious fish
and seafood dishes
Choose a good supplier . Preferably one with a good local or national reputation.
It’s worth doing your homework. If possible visit potential suppliers’ premises or
their website and find out how they operate. Learn how to store fish properly once
you’ve bought it.
Make sure your kitchen staff understand fish basics
A good chef knows about the texture, taste and smell of fish, which cooking methods
best suits each variety and about the danger of over-cooking it. And about accompaniments
and flavourings which are important too - the goal is to enhance the flavour not
mask it. If you think your kitchen staff lack the necessary skills encourage them
to get some training. It might cost you a bit but it should pay dividends in the
future.
Watch out for the bones! Some people are really worried about bones so make sure
your menu includes a couple of bone-free dishes and make this clear to your customers
Watch portions and prices. Don’t let customers go home thinking the portions were
too small and the prices too big. Remember, fish is a light food so be generous with
servings and also with side dishes.
Seafood promotions can range from the simple-but-popular fish and chip supper to
the sophisticated seafood banquet. Whatever your customer profile, you can always
find something to suit.
Want to find out more
about seafood?
Buying, storing, preparing it. Menu-planning. How to keep wastage to a minimum.
For more information on all aspects of seafood go to M&J Seafood
Advertise your seafood night at least two weeks in advance. Put up poster-size versions
of your special menu (see example) in prominent places in your restaurant e.g. double-sided
copies on windows or glass doors, visible from inside and out; near main entrances;
near the till etc. Distribute a smaller version in the form of flyers around your
catchment area. Tell all your regulars. Encourage staff to spread the word. Send
out e-mails with a copy of your proposed menu to everyone on your database (if you
don’t have one see How to create a Customer Database ). If things go well, a seafood
night could become a regular event.
