The national restaurantweek (RW) has become a major event for foodies in the Netherlands over the last years. Two weeks per year one can go to a restaurant for a reduced menu price.
There are a few motives to go....
(1)All foodies with a limited budget can finally go to that restaurant everyone speaks about or they have wanted to go to so many times, (2)budget or discount freaks can literally say "Eat your heart out richies! I'm eating at a fancy restaurant!", or (3) people explore new restaurants they had never heard of before but was the only restaurant available that had a michelin star. Motives to join restaurant week differ from person to person.
So .... what's in it for a restaurant? Will they gain new regular guests or is it really just a waste of money?
In my opinion, this really is up to the owner of the restaurant and how they play the RW-game.
Some restaurants give a menu in this week that is hardly worth more (maybe even less) than the price one pays for RW. Believe me, people notice!
Other restaurants make it so exclusive that it is easy to believe that the regular amount you pay is way overpriced.
Or... a restaurant can do it the way 'Het Arsenaal Paul Fagel' in Naarden vesting surprised me and my fiance last night. First of all the exterior was already welcoming and impressive. Inside we were warmly welcomed by the hostess and still were able to choose a corner seat. I always prefer a corner seat, where we have a good view over the restaurant. In this way besides being in good company, drinking great wines and tasting a delicious meal, in the meantime we can monitor everything that is happening in the restaurant. (Maybe these are Natural Hotelschool instincts?? ;-) )
'Het Arsenaal Paul Fagel' first offered us an aperitif and presented us the RW menu. In this menu they showed the menu which consisted out of three gorgeous sounding courses. Besides this, which I find very smart, they offered the option of an extra course between starter and main course and the option to change dessert into cheese. Naturally there's a surcharge for these extra dishes.
Also the suggested wines were presented and an option to have a look at the winelist.
In this way the restaurant offered us to go with the RW menu which is low in price and gave suggestions how we could make it more special or more to our taste. We decided to include the suggested wines and change dessert into cheese ( don't get me wrong, I need my sweets but we considered we'd get some chocolate once we ordered our coffee.... - which we did ! )
The menu was surprising, michelinstar quality and tasted delicious. With a starter of seabass which was only marinated and not cooked, panfried or anything we really had a new experience. The tame duckbreast was good in flavor and had a subtle rim of fat. The sauce of wild mushrooms and the garlic mousseline finished the dish perfectly.
The selection of cheeses went so well with the fig and nut bread and with our coffee and tea we got our expected selection of special sweets. I always love the way they still give you a piece of chocolate brownie since everyone just loves it, but make it look so chic.
So the big question in this story is if a great restaurant should join in with a popular/folksy offer. My answer to this is that if you do it right, it is NEVER a waste of money!
With doing it right I mean that you should offer a good menu and make sure you can upsell to guests that enjoy the extra value and care not to make a difference in approach to RW guests and other guests.
Remember the different motives for people to join RW I mentioned earlier? You can get a profit out of all of them!
1. The foodies that always wanted to eat at your restaurant first of all will share with all their friends that they finally are going to eat at your restaurant. Once they are there and experience the great atmosphere and taste your refined dishes and they can see that it is worth to come back at least a few times for special occasions. For all the other weeks and occasions you can point out that you also have a surprise menu or a simpler menu which is lower in costs than eating à la carte. Now for sure they will be back!
2. The budget or discount freaks, yes you're right. You are never going to see them again! However, if you make sure they enjoy their perfect night out they will tell everyone how fancy their dinner was and how fantastic it was to eat for such a reduced price. They will not forget to mention how expensive the restaurant usually is. This is what makes you remain to have a certain exclusivity! You don't want to lose this over a few discount freaks, it can only help you to make your restaurant sound even more special.
3. The guests that went to your restaurant by 'accident' since your restaurant was the only one with a michelin star or that one restaurant with some remaining seats and great reviews..... these guests are the guests with the lowest expectations and therefore the guests that you will be able to surprise the most! Once you've surprised these guests and pampered them they for sure can be your new regular guests. Welcome !
So, (and this goes for everything) if you do it, do it right! You won't regret it.
I will for sure return to 'Het Arsenaal Paul Fagel' and if you were wondering.... my motive probably was type 3 this RW and for my fiance type 1. However for some restaurants I also am a discount freak, and proud of it :)
Have you joined Restaurantweek? Please share!
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