Holidays

How To Increase Restaurant Revenue Online This July 4th

June 29, 2020

During COVID-19 restaurants can boost 4th of July revenue with online ordering, tickets for virtual events, online catering sales and more.

Typically, Independence Day in America is a great time to get together with friends and family to celebrate the nation’s founding over food, drinks and fireworks. However, this year’s 4th of July will look different than previous ones. While this is generally a day of backyard barbecues and get-togethers, many will keep to small socially-distant gatherings in lieu of risking themselves and others to larger crowds. So what does this mean for your restaurant?

Data suggests that 43% of adults are more likely now than they were two years ago to incorporate restaurant-prepared items — such as a main dish, side or dessert – into their home-cooked meals. Among millennials, that number increased to 58%. A study by the investment bank, UBS, believes that by the end of the decade, the majority of meals that are currently cooked at home will be ordered online for pickup or delivery. This data, combined with the current climate, suggests an opportunity to cash in on this year’s holiday weekend. Take this chance to optimize your online ordering and catering menus to promote Independence Day packages, meal kits and menu items to boost your restaurant’s revenue online.

Why Online Ordering Is Good For Business

Restaurants who haven’t opted into online ordering are missing out on a large stream of revenue potential, especially during the 4th of July. The food delivery market is expected to grow 20% annually to $365B by 2030, up from $35B, and 82% of consumers plan on continuing to order online for pickup and delivery even after things get back to normal. With COVID-19, many are operating at a percentage of capacity this holiday, disrupting on-premise sales. Online ordering is a powerful way for restaurants to capitalize on demand while boosting their bottom line.

Similar to online ordering, off-premise catering is a quick and easy way to boost your bottom line. The off-premise catering industry has grown 2.3% on average year-over-year since 2015. For areas of the nation that have safely started to reopen and allow more gatherings, off-premise catering is another revenue stream with great potential and with more diners looking to order in this July 4th, it’s a great time to maximize that potential. More and more restaurants have made catering a big part of their business model because the benefits far outweigh the costs.

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Ways To Increase 4th of July Revenue Online

Create Special 4th of July Packages To Increase Sales

It’s more important than ever to have both an online ordering store for immediate pickup and delivery as well as an online catering store for guests to schedule and place large orders in advance. With COVID-19 cases on the rise, more consumers are choosing to celebrate at home. Take this opportunity to offer special holiday packages to increase orders and drive revenue. Here are a few inspiring ways restaurants are getting creative.

Craft, a New York City restaurant from Executive Chef Tom Colicchio created Craft at Home to continue its mission. Through their online ordering store, guests can purchase a “4th of July BBQ Box” specifically designed for the holiday weekend. Guests can also purchase beer and wine via their recommendations page. This is a great way to give last-minute diners the opportunity to enjoy their offerings conveniently.

Big Pig Barbecue & Catering in Peabody, Massachusetts, optimized their online catering store to feature “4th of July Pre-Order” packages. Guests can schedule and purchase “Party Packs” in advance for curbside pickup. Each package is carefully wrapped, sealed and boxed for each transport so that guests can try their hand at barbecuing for friends and family.

Sell Tickets For Virtual or Distanced 4th of July Events

Event tickets are another high-margin way to increase sales and engage your customers this 4th of July weekend. Whether it’s a virtual cooking class or an indoor or outdoor event (safely distanced!), it’s an easy cashflow opportunity for restaurants.

Billie’s Grocery in Kansas City, Missouri is celebrating the 4th by selling tickets to their Whole+ Plant-Based: Independence Day Celebration — a cooking seminar. Attendees will learn the good news about plant-based nutrition alongside recipes to cook with friends and family on the 4th.

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Sell Cocktails, Beer and Wine For Pickup and Delivery

Depending on your local government’s laws and regulations around alcohol sales, consider the ways in which you can encourage guests to order straight from you. For example, try batching special 4th of July cocktails for a small group, or selling a curated wine package.

Colonia Verde in Brooklyn, NY offers a “Wine Grilling Kit” alongside their “Burger Grill Box” specifically marketed for the 4th of July weekend. This wine kit consists of 3 curated bottles of red wine perfect for the holiday evening.

Promote Your 4th of July Offerings Online

Now that we’ve highlighted the ways in which other restaurants are optimizing their offerings to encourage diners to order with them this 4th of July, it’s time to learn how to market your offerings to your diners accordingly.

Add a Homepage Popup Alert

OMG Brigadeiros is a Brazilian dessert and coffee shop in Miami, FL. Their website features a popup alert on the homepage when a visitor enters. The alert promotes their 4th of July treats and includes a CTA (Call To Action) to pre-order their 4th of July edition chocolate bar.

Promote 4th of July Specials to Your Email List

Another way to market your 4th of July specials is by building out an email to send to your subscribers. This is easy to view and export in the backend of a BentoBox website to use for any email marketing platform you desire. Write about your offerings and specials. Be sure to include captivating photography to further engage your audience. Last, add a prominent CTA to prompt the reader to take action, such as start an online order, browse catering options or to purchase a ticket to a virtual event.

Post on Social Media to Drive Traffic To Your Website

Your restaurant’s social media channels are a great way to drive traffic to your website and increase the potential for more orders and revenue this 4th of July. Use this opportunity to post an image of your specials and include a way for guests to purchase from you.

Chaia Tacos in Washington, DC promotes their “Two for $10” Summer special: Chips & Dip with a cocktail on Instagram. This is an example of how restaurants like yours can market their special 4th of July offerings. Read more about social media marketing for restaurants here.

Get Creative

Start thinking about more ways you can encourage your loyal customers to purchase from you. As ecommerce is now a solid revenue source for restaurants, it’s important to learn about what your customers are looking for and how you can optimize your offerings, to not only fulfill their hunger but also help your bottom line in the process. For more information about an online ordering or catering store through your website, get in touch with your account manager, or sign up for a free demo today.

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