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Education

Help restaurants If permitted, a restaurant should develop an outdoor space
that can be decorated for summertime fun. Whether in
sizzle this summer front or in a back or side yard, an area with an appealing
seasonal theme could prove eye catching and grab the
attention of those walking by.
By Steven Feldshuh Holding some outside events or having music can also
Merchants' Choice Payment Solutions East attract eaters. A restaurateur could work with other
merchants on this. Think of including a neighbor's clothing
f a restaurant is not in a resort area, it probably suf- business and have a fashion show, or a local wine shop and
fers from the summertime blues. Many businesses have a wine tasting. An outside guitar or violin player may
face this slowdown each time summer rolls around, be an interesting way to bring in the crowd. If the crowd
I and if a business hasn't put aside funds to cover the you attract has young children, someone who does face
slowdown, it can run into trouble. painting, or blows balloons can work. It beats a "Happy
Meal"; kids will push their parents to return.
Besides giving employees vacations, a restaurant's overhead
might not change or might increase due to hot weather. It's Placing a classic pick-up truck or convertible nearby that
important for a business to maintain a healthy cash flow advertises the restaurant can also create a fun buzz around
all year long. As most businesses have found out, it doesn't your place. Nighttime presents opportunities for romantic
take long for an enterprise to go from payment terms to lighting or over-the-top lanterns. A searchlight is a cool
COD. way to attract people from miles away and gives patrons
that Grand Opening feel.
So, how can a payment professional help? I have some tips.
First, a business owner needs to take action to get those Fun experiences, rewards foster loyalty
creative juices flowing. One way to do this is to spend time
away from the business to find out what others are doing. Summertime can also be a time to give small gifts to
Ideas can come from businesses similar to or unlike their patrons. For a few dollars apiece, a business can get a printed
own.

Restaurateurs could visit other food
establishments to spot things that
might work for promoting their own
businesses. Getting away from routine
management concerns for a day or two
doesn't mean going to play golf, but
instead, visiting different shopping
areas or malls to see what other
business owners are doing that appears
to generate people traffic.
Big budget not required

Obviously, one needs to have a budget
in place to accomplish getting new
sales during the summertime, but that
does not necessarily mean spending a
fortune. There are some low-cost traffic
builders that are worthy of a look.

Adjusting advertising to focus on
a longer happy hour or special
summertime drinks is a good start. A
two-for-one special may not be exciting,
but inexpensive mixed signature drinks
may fit the bill. Advertising can be in
the form of outside signs, radio ads or
localized Internet ads.

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