3 days ago
How Restaurants Can Turn Meals Into Lasting Memories
Carey Bringle, owner of Peg Leg Porker Restaurant, Bringle's Smoking Oasis, Pig Star and Peg Leg Porker Bourbon & Lifestyle Brand.
Restaurant customers are looking for more than just a meal. According to the Square 2024 Consumer Dining Report, 55% of diners are "interested in new experiences at their local restaurants", such as events, live music and game or trivia nights.
By offering special experiences, you can turn meals into lasting memories. Distinctive dining experiences go a long way toward fostering customer loyalty, building a positive brand and meeting the evolving wants and needs of both your new and long-term customers.
It's no secret that the food landscape is as competitive as ever. My direct competitors have opened in surrounding suburbs. This has shifted some of my restaurant's customer loyalty to a degree, especially because we are small and independently owned. But by creating a unique dining experience, we've been able to stand out from the crowd, even when factors like location and multiple restaurants have posed a threat. Offering your customers standout meals that stick with them for years to come can turn them into repeat visitors.
Here are a few actionable ways to turn meals into unforgettable moments for your customers.
The restaurant atmosphere makes all the difference.
As a restaurant owner, you're already aware of how important it is to cultivate an inviting atmosphere for your customers. A 2024 ChangeUp survey found that "69% of guests said they would dine out more often if the experience was more enjoyable." This data emphasizes the significance of a restaurant's atmosphere in setting the mood of every dining experience. Elements influencing the atmosphere range from decor and dishware to lighting and music. These individual components come together to form a distinct ambiance.
When it came to the atmosphere I wanted to achieve in my restaurant, I pulled from what I knew. I grew up in Nashville, but my family's roots were in Memphis, where windowless cinderblocks with blues and soul music were the norm. This influence in my restaurant was intentional and came from old-school, off-the-beaten-path BBQ joints I frequented as a kid. I want my customers to feel like they're at a friendly, local neighborhood establishment. They are welcome to stay as long as they want or come back later for a drink at the bar.
As you craft your restaurant's atmosphere, your personal experiences and tastes will influence the final result. But here are a few key aspects to keep in mind as you get started:
• Lighting
• Color
• Furniture
• Music
• Noise level
• Comfort
• Cleanliness
• Staff
Create and host unique dining events.
Beyond your restaurant's usual offerings, customers have a lot of interest in new experiences. From live entertainment and games to limited-time food and drink pairings, devising events that are unique to your establishment is an effective way to create singular dining experiences. Events can take you in many directions, including seasonal offerings such as New Year's Eve or Valentine's Day dinners, special tasting events or casual open mic nights. The events you choose to host will largely depend on what your customers are interested in and what best suits your restaurant brand.
I recommend seeking customer feedback through surveys to determine what would most appeal to them. You can also reference industry surveys for more insight. For example, Square's research revealed the top five draws that interest customers: tastings (48%), live music (44%), cooking classes/demos (32%), game/trivia nights (31%) and art shows (15%).
Events can help draw in new and old customers alike, but I do want you to remember one thing: You have to be yourself. One thing that makes my restaurant stand out is me. I like all kinds of people. I am very frank and honest with no fluff—I'm not trying to be 'Mr. Industry.' I talk to everyone like I'm chatting with a friend in my living room. The point of events is not to put on a 'show' or be too curated. Rather, put your brand's own spin on something you're genuinely interested in hosting, and your customers will feel your authenticity.
Remain consistent.
From customer service to food quality, providing consistent, quality hospitality is a tried-and-true way to create memorable dining experiences. Innovative approaches to food service carry weight, but consistency is a staple. You must stay on top of everything in your restaurant—your team, your ingredients and your daily operations.
There's no space to be laid back, especially regarding your food. As a restaurant owner who wants to offer only high-quality meals, you need to train your staff to stick to the recipes. There should be no off-roading when it comes to your regular menu. At my restaurant, our team can get creative when we offer specials. But there's no winging it—everyone knows the recipes and sticks to them every time. This attention should be applied to every facet of your operation and can be achieved by:
• Hosting regular staff training
• Emphasizing food quality
• Implementing standardized routines
• Monitoring customer satisfaction
By remaining consistent and focusing on making a lasting impression, your customers will know they can expect good food and a memorable experience every time they walk through your doors. The food service industry is competitive, so your restaurant has to offer a well-rounded experience. It cannot be just drinks, a signature menu item or the atmosphere alone—it's all of it, and it's got to be cohesive. When both the individual pieces and the overall whole come together harmoniously, your customers will have enjoyed a great meal, spent quality time with friends and family and made a lasting memory.
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