Tips For Keeping Your Restaurant Recession-proof

The National Restaurant Association (NRA) estimates that, during 2009, there will be $1.5 billion spent in restaurants across the country on any given day. In all, it's estimated that the industry will generate $566 billion in sales, this year. While some restaurants are struggling to keep their doors open, due to the current economic conditions, others are thriving. Just what makes the difference between one that sinks and one that stays afloat during a recession?

"There's no one particular thing that keeps a restaurant thriving during economic turmoil," explains Enzo Febbraro, the co-owner and executive chef of D'Acqua Ristorante, located in Washington, D.C. "Rather, it's a combination of steps that the restaurant takes to remain on top. In this economy, you really have to be proactive, rather than reactive."

Chef Enzo's restaurant, D'Acqua, is one of those restaurants that has managed to maintain a successful position, while so many others in the nation struggle. As he is quick to point out, it's not by luck but, instead, because they have taken steps to meet and exceed their goals along the way.

Even in a poor economy, people still want to dine out, but they may change their expectations somewhat. "Diners are more cautious about spending their money, right now. You need to show them that what you can offer is worth it, and that they can't easily duplicate the dish at home," adds Chef Enzo. "It's really just a matter of giving them a great experience at a fair price."

The restaurant industry employs 13 million people, in this country, and is largely made up of small businesses. The NRA reports that 91 percent of U.S. restaurants have fewer than 50 employees. To help keep your restaurant recession-proof, keep the following tips in mind:

�Quality. Diners are paying more attention to the details. They want quality ingredients; therefore, even if costs go up, quality should not be sacrificed. Now is a good time to cut expenses, but avoid any that will diminish the quality of the food you serve.

�Price. Cost will always remain an issue, for those dining out. Give them a reason to notice your restaurant. Run specials (e.g., happy hour, two-for-one drinks, half-price appetizers, free kids' meals on Wednesdays, etc.) to get diners through the door.
�Sales. Once they are there, work on selling them more. Offer drinks, side salads, desserts, etc. Offer a small daily bonus to the wait staff whosells the most add-ons in a day.
�Special. Try to make each diner's experience as enjoyable as possible. Offer signature dishes that they can't easily recreate at home, treat them well, and thank them for dining at your restaurant.
�Promote. It is important, in this economy, to keep getting your name out there. Utilize public relations efforts to keep your name in the public's mind. When they decide to dine out, you want your restaurant to be their first choice.

"Once you get them to dine with you once, it is up to you to make them want to come back," adds Chef Enzo. "If it's a good experience and they enjoyed the food, then it will sell itself the second time around."

About D'Acqua Ristorante
D'Acqua Ristorante, owned by Chefs Enzo Febbraro and Francesco Ricchi, is located at 801 Pennsylvania Ave. NW in Washington D.C. The restaurant, which features a coastal Italian menu with a seafood emphasis, was opened by the two highly acclaimed chefs in 2006, and has quickly earned great reviews. Enzo, a native of Naples, Italy, has traveled throughout Europe, preparing dishes at high-end restaurants and hotels. Francesco, a Florentine native, has owned a number of award-winning establishments, and has also hosted President George W. Bush. T