Free advertising. High visibility. Interaction with your target market. Yes, restaurants can reap big rewards when participating in indoor or outdoor festivals.
Lee Hilson is the executive chef of T. Cook’s at the Royal Palm Resort in Phoenix. He volunteers for several festivals each year, enjoys the “giving back” aspect and considers that the best overall reward. But he knows community involvement also puts his restaurant in a favorable light and positively impacts its bottom line.
Ross Burtwell, executive chef and owner of Cabernet Grill, Fredericksburg, Texas, says he, too, participates in several food and wine festivals each year, offering cooking demonstrations or small sample dishes.
“It’s the best advertising I can do for my business,” he says.
“When I can go out and have someone taste the product we produce, it has an immediate impact [on dinner reservations],” says Burtwell. “I can do radio ads, print ads and pass out brochures all day, but it takes a ton of that kind of marketing to sink in and sway someone new to dine at my restaurant.
“I have people in my restaurant tell me all the time that they saw me do a cooking demo at some location, and that is why they decided to try us out. It is much more rare for someone to tell me they decided to dine with us because of a Facebook posting.”
Pam Swartz, who organizes a Phoenix-based benefit called Dine Out With the Chefs, has worked for six years with T. Cook’s Hilson. She says participating chefs get dozens of requests to participate in these fund-raising events and need to be selective in order to get the most return on investment.
“Do your due diligence,” Swartz says. “It’s helpful to know, for instance, if the charity involved matches your values; if the event will reach your demographic; that the organizers will add your name and logo to all print advertising and marketing efforts. You also want to know how much it will cost to participate. The advertising should cost you nothing.”
Overall, Hilson expects he’ll spend $12,000 on food alone for festivals by year-end. Costs vary, he adds, according to the type of event. In his budget, he also factors in what it might cost to plate the dishes and decorate his booth.
Because participating in a festival offers an affordable way to bring your food to the people, it can also be the best place to try out a new menu item, says Raymond Bednar of New York’s Hyperion Marketing, whose expertise involves helping businesses find sponsorships. If the menu items are geared toward the festival audience, they become your “free focus group,” he says.
A festival can also serve to boost the morale of your employees.
“Done right,” says Bednar, “this can be a very rewarding activity for staff.” It gets them away from the daily routine, provides an additional opportunity for training, and helps you discover good performers.
Adds Swartz, “No matter what, it’s a win-win for all involved.”
By Jackie Dishner
