Page 58 - MENU Magazine - March/April 2018

FRESH
5 WAYS RESTAURANTS CAN OFFER A UNIQUE DINING EXPERIENCE
2.
FOCUS ON FUN
Exclusivity, secrecy, humour, nostalgia, even sensory deprivation—like serving meals in a pitch-black restaurant—are all worthy hooks to hang your concept on.
Evans speaks fondly of a Toronto pop-up concept that requires would-be patrons to write a letter requesting an invite to one of their dinners, all held in di erent locations. Bourbeau hails a chef and two friends who cooked and served meals in a small place that felt like their home. It’s all about having fun with the serious business of foodservice.
Penner acknowledges that fun can be scary to operators. “It takes courage to create something unique,” he says. “Think of it as giving your guests an entertaining story to tell about your restaurant.”
1.
LEVERAGE YOUR LOCATION
An unusual or unexpected site can create a sense of excitement. It doesn’t have to be as extreme as sky-high dining—Penner points to an Italian eatery located in a turn-of- the-century heritage home in downtown Vancouver, and Evans singles out a Toronto barbecue joint surrounded by factories and a car-wrecking yard. The fact that these spaces take some e ort to nd only adds to the allure.
Don’t have the luxury of a cool location? You can make any site more fashionable by adding an outdoor patio. “We have an obsession with outdoor dining here on the West Coast,” Penner says. “Use heaters to keep your space open in the winter.”
If al fresco dining isn’t feasible, consider taking your brand on the road via a food truck or pop-up restaurant.
4.
PUT FOOD FIRST
An e ective social media program will get people into your restau- rant—but it’s the food that will bring them back again and again. “In the nal analysis, it’s all about the food,” Evans says. You can go wild with location, décor, ambiance and menu, “But you still have to deliver on the basics. Otherwise, you risk being a gimmick.”
“Unique” is a great asset for a restaurant to have—but quality, con- sistency and attention to detail will always separate an enduring success from a ash in the pan.
3.
GET SOCIAL
Guests will tell these stories on Face- book and other social platforms. So that’s where you need to be engaging with them. “You have to generate word of mouth to get people in the door,” Bourbeau says. “Social media is the best way to do that.”
Keep the online conversation going by providing plenty of “Instagrammable” opportunities—like the Pac-Man light installation on the ceiling of the afore- mentioned comic book-themed restau- rant or the spectacular views from a rooftop patio.
5.
SECRET RESTAURANTS
From pop-up eateries to private dining clubs to underground supper spots, secrecy is all the rage in food- service these days. These venues are often a means for chefs and restau- rants to explore dishes outside
their usual repertoire, or to test the waters for new concepts.
Evans says the cutting-edge fare typically served at secret restau- rants appeals to hardcore foodies. “And discovering the secret makes them feel special.”
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MENU MARCH / APRIL 2018