In an era where dining out is as much about the experience as it is about the food, restaurants are finding creative ways to connect with customers. One innovative approach is hosting culinary workshops—engaging, hands-on classes that not only showcase your restaurant’s culinary expertise but also build lasting relationships with customers. Whether you’re a small bistro or a fine-dining establishment, culinary workshops can elevate your brand, enhance loyalty, and create new revenue streams.

Why Culinary Workshops?

1. Enhance Brand Awareness

Culinary workshops provide a unique opportunity to highlight your restaurant’s strengths—be it a signature cooking style, local ingredients, or a celebrated chef. These interactive sessions allow customers to see and experience the craftsmanship behind your menu, making them ambassadors for your brand. Positive word-of-mouth and glowing online reviews often follow, strengthening your restaurant’s reputation.

2. Build Loyal Customer Connections

Workshops foster personal connections between your staff and customers. Participants feel a sense of belonging as they learn techniques, ask questions, and interact directly with chefs. These memorable experiences often translate into repeat visits, catering orders, or even attendees sharing their positive experiences with friends and family.

3. Unlock Additional Revenue Streams

Culinary classes generate revenue beyond the ticket price:

• Future Reservations: Many attendees book tables for future visits after discovering your restaurant’s unique offerings.
• Dining: Attendees often pair their workshop with a meal at your restaurant.
• Merchandise Sales: Offer branded items such as aprons, recipe books, or specialty kitchen tools.

How to Plan a Successful Culinary Workshop

1. Know Your Audience

Tailor your workshops to specific demographics:

• Food Enthusiasts: Dive into advanced techniques or exotic cuisines.
• Corporate Teams: Offer team-building experiences with interactive cooking challenges.
• Families: Focus on fun, kid-friendly recipes.

2. Choose the Right Themes

Highlight your strengths by aligning the workshop with your restaurant’s identity. For instance:

• A French bistro could teach the art of making sauces like béarnaise or velouté.
• A BBQ joint might offer lessons on smoker techniques or crafting the perfect dry rub.oks, or specialty kitchen tools.

3. Pick the Best Times and Locations

Host workshops during off-peak hours to maximize use of your space or collaborate with local venues for broader exposure. Factor in customer availability and restaurant traffic when scheduling.

4. Prepare for Hands-On Engagement

Ensure you have:

• The right tools and appliances for an interactive experience.
• Fresh, high-quality ingredients to demonstrate your commitment to excellence.
• A comfortable setup with enough space for all participants.

Marketing Your Culinary Workshops

1. Leverage Social Media

Platforms like Instagram, Facebook, and TikTok are perfect for showcasing your workshops. Share videos, chef introductions, and stunning food photos to generate buzz.

2. Partner with Influencers

Local food bloggers and influencers can help you reach new audiences. Invite them to attend and promote your workshops in exchange for a complimentary experience.

3. Offer Enticing Promotions

Encourage participation with discounts, group packages, or loyalty rewards for repeat attendees.

Executing a Flawless Workshop

1. Hire the Right Chefs

Select instructors who are not only skilled but also personable and engaging. Their enthusiasm will set the tone for the event.

2. Make It Interactive

Incorporate hands-on activities where participants can cook, taste, and discuss. Provide take-home recipes or small samples to extend the experience.

3. Create a Welcoming Atmosphere

A warm, inviting space with good lighting, comfortable seating, and essential supplies—like aprons and utensils—ensures participants feel valued.

After the Workshop: Keeping the Connection Alive

1. Gather Feedback

Distribute quick surveys to participants to understand what they loved and how you can improve.

2. Share the Story

Post photos, videos, and testimonials from the event on your social media channels and website. Highlight the excitement and success of the workshop to attract future participants.

3. Encourage Repeat Attendance

Offer exclusive discounts or loyalty points for returning attendees. Build anticipation for your next event with sneak peeks of upcoming themes.

Measuring Success

Track these metrics to gauge the effectiveness of your workshops:

• Customer Retention: Use surveys and CRM data to measure how many workshop participants become repeat customers.
• Attendance and Revenue: Compare ticket sales and dining revenues before and after the event.
• Engagement: Monitor website traffic, social media likes, shares, and comments.

Ready to Host Your First Culinary Workshop?

Culinary workshops are more than just events—they’re experiences that create meaningful connections, build your brand, and drive revenue. By carefully planning, promoting, and executing these classes, your restaurant can stand out in a competitive market while delivering unforgettable moments to your customers.

How to Elevate Your Restaurant’s Fall Menu This Season

As the air turns crisp and the leaves begin their colourful transformation, there’s no better time to embrace the rich, comforting flavours of fall. For restaurants, the change in season presents a unique opportunity to refresh menus with seasonal ingredients that evoke warmth, nostalgia, and indulgence. Incorporating fall flavours not only appeals to customers’ cravings for comfort food but also showcases your commitment to seasonal, fresh ingredients. Here’s how you can infuse your restaurant menu with the essence of fall.

1. Feature Seasonal Ingredients

Fall brings an abundance of ingredients that can add depth and flavour to your dishes. Seasonal fruits and vegetables like pumpkins, squash, apples, pears, sweet potatoes, and Brussels sprouts are fall staples that offer versatility and vibrant flavour profiles. Root vegetables such as carrots, parsnips, and beets are perfect for hearty soups and sides, while earthy mushrooms can elevate both vegetarian and non-vegetarian dishes.

2. Warm Spices and Aromatics

One of the defining elements of fall cuisine is the use of warming spices like cinnamon, nutmeg, allspice, cloves, and ginger. These spices can be incorporated into both sweet and savoury dishes. For instance, you can create an autumnal twist on classic dishes by adding a dash of cinnamon to roasted butternut squash or infusing ginger into a fall-inspired sauce for proteins. On the sweeter side, warm spices can take your desserts to the next level, making pies, cakes, and custards irresistible.

3. Comfort Food, Elevated

Comfort food is a hallmark of fall dining. Think hearty stews, casseroles, creamy soups, and rich sauces that offer a sense of coziness. While classic comfort dishes are always a hit, elevating them with a gourmet twist can make them even more appealing. Consider a roasted vegetable risotto with squash and sage, or a slow-braised short rib with rosemary mashed potatoes. Offering modern interpretations of comfort foods allows you to keep the dishes familiar yet fresh for your diners.

4. Creative Fall-Inspired Drinks

No fall menu is complete without beverages that reflect the season. Crafting specialty fall drinks—whether cocktails, mocktails, or coffee creations—can draw in crowds looking for something warm and festive. Offer drinks with apple cider, pumpkin, chai, and spice elements to give patrons that seasonal taste experience. A maple bourbon old fashioned or a spiced chai latte can be the perfect accompaniments to your fall menu offerings.

5. Sweet Endings: Fall Desserts

Fall desserts are where you can truly capture the season’s flavours. Think pies and pastries featuring apples, pears, and pumpkin. Warm, comforting desserts like apple crisp, pumpkin cheesecake, or pecan tarts are always popular. You could even consider creating unique takes on classics—like a maple-infused crème brûlée or a salted caramel and pecan tart.

6. Sustainability and Local Sourcing

Incorporating fall flavours can also be an opportunity to support local farmers and suppliers by sourcing fresh, in-season produce. Locally sourced ingredients resonate with today’s diners who prioritize sustainability and farm-to-table practices. Highlighting the origins of your fall ingredients on your menu can enhance your restaurant’s narrative and attract environmentally conscious customers.

7. Menu Design and Presentation

As you update your menu, don’t forget that presentation matters. Creating a seasonal menu that not only tastes but also looks fall-inspired can further enhance your customers’ experience. Consider warm, earthy tones for plating and décor, and use descriptive language to highlight the seasonal elements in each dish. Words like “roasted,” “caramelized,” “spiced,” and “smoked” evoke the comfort of fall and entice diners to explore your offerings.

Conclusion

By embracing the flavours and ingredients of the season, you can transform your menu into a fall culinary adventure. Whether it’s hearty comfort food, rich desserts, or festive drinks, incorporating fall flavours into your restaurant menu offers a way to connect with customers through food that feels familiar yet exciting. Seasonal ingredients, warming spices, and creative twists on classics will keep diners coming back for a taste of autumn.

Using Interactive Content to Get Customers Engaged: Surveys, Contests, and Giveaways

In the dynamic and competitive world of the restaurant industry, engaging customers is more critical than ever. While exceptional food and service are fundamental, leveraging interactive content can significantly enhance customer engagement and loyalty. Interactive content such as surveys, contests, and giveaways can create memorable experiences, foster a sense of community, and generate buzz. Here’s how you can effectively use these strategies to keep your customers engaged.

Surveys: Gathering Insights and Building Relationships

1. Understand Customer Preferences

Surveys are a powerful tool for understanding customer preferences and expectations. By regularly soliciting feedback, you can gather valuable insights into what your customers love and what they wish to see improved. This not only helps in refining your menu and services but also makes customers feel valued.

Tips for Effective Surveys:

• Keep It Short: Ensure surveys are concise to respect your customers’ time.
• Ask Relevant Questions: Focus on aspects that directly impact the customer experience, such as menu variety, service quality, and ambiance.
• Incentivize Participation: Offer small discounts or a chance to win a gift card to encourage more responses.
• Act on Feedback: Show customers that their opinions matter by making visible changes based on their feedback.

Example: “Help Us Serve You Better! Complete our 5-minute survey and get a 10% discount on your next visit!”

Contests: Creating Excitement and Engagement

2. Boost Customer Interaction Contests are an excellent way to generate excitement and encourage customers to interact with your brand. They can be designed to promote user-generated content, increase social media engagement, and attract new customers.

Types of Contests:

• Photo Contests: Encourage customers to share pictures of their meals or their dining experience. This not only promotes your restaurant but also creates a community around your brand.
• Caption Contests: Post a fun or quirky photo and ask customers to come up with the best caption. This can be a great way to engage your social media followers.
• Trivia Contests: Test your customers’ knowledge about your restaurant, cuisine, or even general trivia. Offer a reward for the highest scorers.

Tips for Successful Contests:

• Set Clear Rules: Ensure the contest rules are simple and easy to understand.
• Offer Attractive Prizes: Prizes should be enticing enough to motivate participation, such as a free meal, a gift card, or exclusive merchandise.
• Promote Widely: Use social media, your website, and in-restaurant signage to promote the contest.

Example: “Join our Instagram Photo Contest! Share a picture of your favourite dish at our restaurant with #RestaurantNamePhotoContest and win a free dinner for two!”

Giveaways: Rewarding Loyalty and Attracting New Customers

3. Enhance Customer Loyalty Giveaways are a fantastic way to reward loyal customers and attract new ones. They can be tied to special occasions, holidays, or even social media milestones.

Types of Giveaways:

• Random Draws: Ask customers to enter their email addresses or follow your social media pages for a chance to win a prize.
• Milestone Celebrations: Celebrate your restaurant’s anniversary or social media follower milestones with a giveaway.
• Holiday Specials: Tie giveaways to holidays or special events to increase participation.

Tips for Effective Giveaways:

• Promote Extensively: Use all available channels to promote the giveaway, including email newsletters, social media, and in-store promotions.
• Ensure Transparency: Clearly communicate how winners will be chosen and announce them publicly to build trust.
• Capture Leads: Use giveaways to build your customer database by collecting email addresses and social media handles.

Example: “We’re celebrating our 1,000th Instagram follower! Follow us and tag a friend in the comments for a chance to win a $50 gift card!”

Interactive content like surveys, contests, and giveaways can significantly boost customer engagement and loyalty for your restaurant. By actively involving your customers in these activities, you create a more dynamic and memorable dining experience. Remember, the key to success is to keep these interactions fun, valuable, and consistent. Happy engaging!

Just when you thought you were getting the hang of social media and content marketing, along comes another digital platform to shake things up!

Although it may seem relatively new, TikTok began in 2016, and since then has become the fastest growing social media platform, with more than 1 billion people worldwide and an average of  3.2 million Canadians, engaging in the video platform monthly. That’s a BIG consumer audience that you can be tapping into, and similar to Instagram, food, drinks and recipe creation continue to be top trending topics.  And as any successful foodservice operator knows, it is important to stay ahead of the latest trends in restaurant marketing.

Currently on TikTok there are more users generating restaurant content with a rise in hospitality brands beginning to utilize the platform. Let’s dive into 101 on how restaurants can utilize TikTok’s video sharing platform to generate buzz and reach more guests.

Who’s your TikTok audience?

Since launching, the platform has continued to attract a younger audience with more than 50% of global users being under the age of 34, 41% of them aged 16-24, and in Canada 60% of users are female. Even if this core audience doesn’t represent your average customers, it is still worth having them connect with your restaurant brand for future business, and keep in mind, the other 50% are 35 and over. These audience profiles are critical to developing effective TikTok content and messaging.  

TikTok Basics

TikTok videos can range between 5 and 60 seconds in length. One of the most exciting benefits for restaurant brands is that unlike other social platforms that are driven by highly professional and polished content, TikTok is popular for videos that are fun, creative, authentic, personalized, and humorous. As you get started, forgo hiring a professional videographer until you understand if this platform is right for your brand. However, invest in a phone camera adjustable tripod that allows you to set up shots from many angles, and provides some additional lighting. Prices range from $30-$200, and tripods can easily be sourced through Amazon.ca. 

• TIP: Natural lighting always produces the best video and photography results. If your restaurant space is darker, then it’s worth the $100 to invest in softbox lighting and reflectors to achieve the best shot. This type of portable equipment is available at photography stores as well as Amazon.ca. 

3 Steps to follow before you create your first TikTok post:

1. Set Up a TikTok Business Account, versus a personal account, as it provides you with performance analytics that will be useful for future advertising campaigns.
2. Use a well-branded image or logo (recommended size 200 x 200), as your profile picture, include a brief description including a custom hashtag unique to your brand, and links to either your website or takeout platform. Link your TikTok account to Instagram for automatic sharing. 
3. Follow similar businesses to yours within your industry, and follow their followers. Then monitor the types of video content that your competitors are sharing, and make note of what is achieving engagement, likes, and comments. 

Explore your creative side

TikTok’s unique in-app content creation features have set the platform apart, as the creative opportunities are endless yet they do take some time to master. 

• Music – TikTok will suggest music for your post from popular songs, trending songs, and your video length. Music selection can lead to viral content, so choose wisely.
• Filters/Effects – you can easily add in creative effects and filters to make your video stand out in the feed. Create or select a unique element for your brand that is consistent across all of your videos. 
• Timing and Voiceover – within the app you can edit your video, add in text, pauses and sounds at key moments, as well as voiceovers to help share your message further. Incorporating popular voiceovers is a fun and easy way to achieve more engagement.  

TikTok content ideas for your restaurant

Start creating simple and fun video content that showcases what your brand does best.

• Your team – create fun short videos of your team in action from front to back of the house. Record personalized messages from team members who feel comfortable speaking on camera about why they enjoy working at your business, and what they enjoy on the menu.
• Space – engage new guests with a tour of your restaurant space so they know what to expect from the moment they step through your front doors. 
• Menu – your menu is one of your differentiating brand experiences so leading with this content will be effective in establishing for new followers what your offering is all about. Share your unique dishes, seasonal changes, ingredients and where they come from, as well as daily specials. 
• How to make – TikTokers love tutorials that can be replicated at home, turned into challenges, or just for brand insight. Create videos of your team preparing signature dishes, cocktails, and unique menu items with a wow factor that generates shares.

Post and grow your restaurants TikTok account

Here are additional tips to effective posting, and growing your TikTok reach:

• Keep your post descriptions short and to the point, as you only have 150 characters to work with.
• Use hashtags relevant to your content and trending, while repeating a hashtag that is unique to your brand for content searchability.
• Encourage guests to follow you – send DMs on Instagram, post a QR code in your restaurant, add the TikTok icon and link to your website, and send an e-newsletter to increase your followers.
• Encourage diners to create and share content about your restaurant, then comment and share their video content for increased engagement.
• Post weekly, with a goal of sharing daily as you become a TikTok pro. 

Stay tuned for TikTok 102 for restaurants, to learn how to leverage influencer campaigns and advertising best practices.

Brand is the personality of your business. Your brand certainly shines through on the menu and in the food you serve, but how about your restaurant décor? The slow winter months are an ideal time to refresh your space to invigorate your brand, engage your customers and revitalize your staff. (Yes, they, too, are energized when you refresh your brand.)

What’s your brand identity?

First and foremost, stay true to yourself when planning a front-of-house upgrade. “It’s essential for a restaurant to know how they want to be perceived,” says Chris Rasmussen, CEO of LeoLight, a division of Pico whose mandate is to “to provide operators and distributors a full-service partnership for their ambience and food warming needs.”

For example, wax, fuel cell and LED candles each offer a different feel. Using a wax candle on a sports bar table or an LED on a high-end steakhouse table won’t meet customer expectations or properly reflect your brand.

“Ambience is an important factor when deciding where to spend dining dollars. Ambience can lead to a better experience, which in turn can lead to a higher guest check.”

Chris Rasmussen, CEO of LeoLight, a division of Pico

“Ambience is an important factor when deciding where to spend dining dollars,” says Rasmussen. “Ambience can lead to a better experience, which in turn can lead to a higher guest check.” The goal should be to make your guests so relaxed and comfortable they stay longer…and order more.

Remember outdoor lighting for your spring and summer planning, Rasmussen reminds foodservice operators. “Canadian patio season is short and sweet; make it impactful.”  

• TIP: Use string lighting and table lighting to match the interior ambience.

Find YOUR colour

Colour. Pure and simple, colour can transform your dining room (entrance and bathroom, too). Paint and a brush are really all you need to complement your brand.  Repainting the entire space may not be necessary, though your assessment should factor in whether you need a complete paint job. If you’re looking for accent, trying a new colour on a focal wall may make more of a statement than using a uniform colour scheme. Use the psychology of colour to accentuate dining experience.

A splash of colour in unusual places can add personality to your brand. Imagine red chairs in a neutral coloured space, such as offsetting grey seat coverings. Contrast colour in the entrance.

• TIP: Don’t just look to artificial colour to liven your space.

Greenery also lends colour and texture and suggests a more “organic,” natural feel.  

Spruce up your fabric

Fabric can add more than just texture to your restaurant. Use fabric to weave your brand through the space, whether it’s a logo treatment tastefully done or some other pattern that speaks to your brand.  

Window coverings offer an opportunity to try a new colour scheme without the commitment of a big paint job. Seat cushions or backs refinished in geometric pattern smarten things up (and cut down on noise – a bonus).

• TIP: Add (or remove) tablecloths. Upgrade to cloth napkins or simply change the colour scheme to subtly elevate a dining experience.

Reinforce your restaurant brand with staff uniforms through use of colour, style or subtle logo placement. Supplying staff with hats and jackets for personal use gets word on the street. 

Engage with your community

Engage with your customers and community outside the restaurant. Sponsor a sports team, charity event or festival that fits your image. Get inspired by checking out 10 creative restaurant marketing strategies.

Promote game days, school colours and community events. LeoLight offers a LED remote control, colour-changing product where you can have 16 different colours to play with. 

• TIP: Invite local artists to display their work in your space. Not only do you enliven your space, but you also give profile to local talent.

Up the fun factor

Let there be light. Lightboxes can add “lightness” to your space. Slim LED Restaurant Lightboxes are becoming increasingly popular in restaurants where menus need to be prominently backlit for your guests to see the print. Lightboxes use energy-efficient LED lighting, which is 75% more efficient than fluorescent lighting, and can illuminate your printed graphics in ways that add more than just light to your restaurant. 

Create an Instagram wall. This is an invitation for your customers to snap even more photos promoting your brand. How you display the shots can continue telling your story. How about creating a huge backdrop display screen with rotating Instagram images? Invite your diners to create imagines and see them instantly displayed. And don’t forget, Instagram images can liven up both the inside and outside of your restaurant…for very little money.

Invite customers to follow your TikTok profile. TikTok is a powerful way to engage and interact with your customers, and can be used to grow your brand in youth demographics.

• TIP: Go big with your Instagram images.

Strengthen your identity by rethinking your space. A few tweaks – with minimal cost – will brighten your image – and your restaurant brand.