7 REASONS YOUR HOSPITALITY BUSINESS NEEDS OUTDOOR SEATING
How an outdoor space will make you more money!
Contents
Value
FREE Advertisement
Unique Dining Experience
Increased Capacity
Be In High Demand
Year Round Use
Customer appeal and retention!
Outdoor dining, or as the Italians say, ‘Al Fresco’, is a concept that brings significant value to restaurants and cafes. It offers a unique experience for diners, becoming more popular as temperatures rise from Spring, through balmy Summer to Autumn’s warm colours. Creating a casual, party-like atmosphere, attracting diners who seek an enjoyable ambiance within the natural world. With glass enclosures possible, it would make a full year of outdoor/ indoor experience.
Incorporating outdoor dining, establishments can enhance their value and provide customers with welcoming additional dining options. This format allows restaurants, cafes and similar to increase their seating capacity, number of covers, encourage repeat business and most importantly, make more money!
Value
In this age of “Instagrammable” locations, it is vital to offer something different to the competition. Outdoor seating is a great way to do this! With a little décor and some views, your establishment can go from standard to being in high demand very quickly!
Providing a different experience adds value as it creates the feeling of high-end and becomes instantly more attractive. Offering something different, coupled with the new high end feel, tends to suggest the pricing will match this feeling, and many will pay a bit extra for an extra experience.
Research from Barclaycard Payments found that, ¹ ‘While diners will pay up to £40 per person for a meal as a treat, they are willing to really put their money where their mouth is if the experience is also aesthetically pleasing – forking out an additional £28 per person, or £30 for 18 to 26 year-olds, for experiences that look good on the “gram”’.
According to an OpenTable diner survey, 79% of UK diners have agreed that they would willingly spend more time and money in a restaurant if it incorporated an outdoor dining element.
FREE Advertisement
Continuing on from the idea of creating an “instagrammable” experience, customers are very likely to post images and thoughts on your establishment on their social media giving your business free advertising via the consumer generated content.
It also promotes brand image and awareness, two key components that are vital when growing a successful business in any sector!
Common knowledge says that word-of-mouth is the most effective form of endorsement which is guaranteed to bring new clientele in.
Additionally, outdoor seating, visible to passers-by, is another form of free advertising, tempting people in. Seeing and smelling the delicious food and beverages on offer within your outside element is bound to draw in hungry and thirsty patrons!
Unique Dining Experience
To keep ahead of the competition, it is essential to stand out and offer something different. Al Fresco dining and drinking is a refreshing change from the ‘norm’ of indoor dining that every other establishment has to offer.
We are very much living in a time of ”experience economy’’ where people prioritise ‘experience’ over ‘possession’. Diners are seeking more than just a brilliantly prepared dish; they crave unforgettable experiences as well.
The attractiveness of a place from the street has never been more important, so give them something beautiful to catch their attention!
Jennifer Rinkel, who works as a Team Leader in Account Management at Tock, (a powerful reservation platform), says: “The secret ingredient is choosing a concept that resonates with your clientele and stays true to your brand.”
Outdoor dining lets your patrons savour a delicious meal or beverage in a natural setting, breathing fresh air and being close to the outdoors. This setting can serve as an excellent environment for friends to connect and spend time together. They’ll link the exceptional experience of dining and drinking outside to your place and come back more frequently to repeat that experience.
² ‘It is anticipated that a covered outdoor dining space could boost profits by 30%, and it could also provide promotions throughout the year’.
Increased Capacity
An increase in the number of covers translates to a higher revenue stream.
Outdoor seating that is versatile enough to be utilised throughout the year will undoubtedly be a hit among your clientele, ensuring continual visits.
A separate space allows options to hire that area out for events such as parties, business lunches and for live music or entertainment etc.
The figures speak for themselves: 3 tables, each of 2 covers, with an average spend of £30 per person, turned 3 times a day just 5 days per week generates an additional £2,700 of sales revenue for restaurants. Assuming a 50% gross margin, it contributes to overheads/profit of £1,350 per week.
These figures are low balling and are certainly achievable making such an investment a no brainer.
Be In High Demand!
People want to spend as much time in the sun as they can (when the UK is lucky enough to get some!). Offering outdoor seating is great but to offer it under a controlled louvred pergola, for those who want additional comfort, is definitely a step up!
This again comes back to the “instagrammable” location selling point. What’s more, being in high demand offers the opportunity to increase prices, boost reservations and provide a better base to forecast turnover and therefore financial predictability.
Renson Camargue
Year Round Use
Even in the cooler months being outside has many proven health benefits, including physical and mental wellbeing. There is of course the well known fact that vitamin D can help improve mood as it reduces the severity of anxiety and depressive symptoms. This not only benefits your patrons but your staff alike!
Glass sliding screens and controllable transparent louvres allow you to maximise the natural light in your space whilst still protecting from the elements, allowing your patrons to enjoy the outside experience to the max!
Additional integrated heating and speaker beams are a fantastic option to set the atmosphere providing that cosy feel all year round!
Fostering a fun and relaxed space encourages your customers to stay longer and spend more!
Customer appeal and retention!
You’ve spent a lot of time building your great place and atmosphere. You’ve got your regulars and now you need to keep them so give them another reason to keep returning!
Outdoor seating can also diversify your clientele as some, such as families and pet owners, who may tend to prefer to be outside or somehow set away.
Customer capture and retention is hugely beneficial financially for restaurateurs and café owners. Providing an excellent customer experience, with food, drink, comfort, ambience and importantly setting is the key to bringing in more business, repeat visits, bringing their friends along or recommending your place, you have to look after them.
Summary
In summary, outdoor seating is essential for any hospitality business aiming to expand both in terms of physical space and financial growth. Covered outdoor seating takes this concept to the next level.
Renson louvred pergolas are the epitome of modern elegance and suit all types of architecture. Sizing is totally customisable much like the multitude of additional extras including; integrated heat and speaker beams, Lineo louvred lighting, perimeter lighting, fixed feature walls, sliding panels, blinds and much more!
Your outdoor space can be crafted entirely to suit your preferences and requirements.
Ready to make more money now?!
Get in touch with our small expert team here.