How to Increase Sales with Private Dining

In a changing restaurant climate—where online ordering, delivery and takeaway has turned the industry on its head—in-house growth opportunities can get overlooked. Technology is making private dining and private events easier than ever. It’s a great way to fill seats, anticipate guests’ needs and increase profits.

What are the ways that you can optimize your space for private dining to increase revenue? We talked with BentoBox’s Experiences Manager, Matt Renskers—and previously the Private Dining Director for Daniel Boulud’s restaurants—about private dining and restaurant events.

Why Private Dining is Good for Business

When you think about your space, it’s easy to picture a full, bustling restaurant with the front of house and back of house working together to provide an excellent guest experience. But it’s important to look at alternative ways of driving business—a private dining room or section should equally be a part of this vision. 

Matt states that “whether it’s two people dining, or two-hundred people, with private dining the details are what make the experience special. Not only is offering a private dining experience an opportunity for a restaurant to shine and show what they do best, but it builds a loyal customer base.”

The average check price for private dining greatly exceeds the average check price for that of a typical diner. This is because larger parties tend to spend more on food, wine and alcohol and often include built-in gratuity. Even on slower days, private events can fill seats, bring in revenue and keep your staff busy and engaged. 

How to Get the Word Out

When thinking about your space, it’s important to let people know that you offer private dining options. “A private dining room should really be a completely secluded space - that’s the fun,” says Matt. “But if that’s not reserved on a given night, you can make use of the open real estate and still take reservations in the space for a seating.” It’s important to use the opportunity to showcase the room since many diners may not know you even have a private space in-house.

Matt says that “with restaurants, we shop with our eyes. It’s very important to make sure your website, photos and private dining menus are always up-to-date online. The dining experience really begins there.”

Dedicate an entire page on your website to private dining like the example below. Show photographs of the space and include information about the capacity and any unique features that come with it, such as a private bar or a roaring fireplace.

Since people are visiting your website each day and week, many of them have the intent to inquire or book space at your venue. BentoBox’s Event Management Tool captures 9 out of 10 event inquiries on average directly through the restaurant’s website. Mark a clear path for visitors to your website where they can learn more information about your private dining room options and see photos of the space. If they are interested in booking or have questions, your website should provide inquiry forms.

This is helpful particularly on the BentoBox backend, where operators will be notified of a new inquiry for a private dining experience—even so far as using the events management tool to streamline the event all the way to completion. This is also a great opportunity to be unique and set yourself apart from the competition. 

 “One of my favorite private dining experiences was a special tasting menu. They matched cocktails to the dishes and had menus with our names pre-printed on them,” says Matt. Situations like this create memorable and personal experiences to keep guests coming back.

Executing Excellent Private Dining Service

When you’re working with a group, it’s important to cater to their needs or special requests to ensure that they become repeat guests. When it comes to the details, Matt says, “do what is unique to your restaurant.

Even the smallest nuance, like the chef stopping by to ask how the dinner was or leaving a small treat with the check, can have a big impact. I try to imagine if I were seated at the table, what would I want to experience?”

As always, it’s good to take a step back and ask what other ways your restaurant can bring in additional revenue and appeal to your guests’ needs, especially over the holiday season. Whether it’s through private dining, eCommerce or catering operations, there are more ways than ever to increase sales with your space, online and off.

If you’re interested in learning more about private dining, get in touch with our team.