Restaurant Sales Down in February

The National Restaurant Association's index that measures restaurant industry health through same store sales dropped 0.8% to 99.9 in February, signaling that the industry is softening.  February was the fourth time in five months that the index saw a decline.  What does this mean for those in the food service industry? It means that you are going to have to work harder than ever to maintain your bottom line.  Analysts believe that the decrease in sales can be linked to the increase in gas prices and the payroll tax.  These two factors have families eating in on a more regular basis.

This presents a problem when restaurant owners are busy trying to attract new customers.  They cannot rely on their regulars to drive all of the business.  If they are going to continue to be successful, they need new faces seated at their tables.  To do this, we recommend that they engage in some new forms of guerilla marketing.  Take samples of your new menu items to the streets.  Give them to hungry unsuspecting people and encourage them to come to your establishment to try the rest of the menu.  If your food is as good as you are telling people it is, then they will come.  This is a new and creative way to get new customers through your doors.  It will also help you to strike up conversations with potential customers to gauge their tastes and preferences moving forward.