This week I read a good article in Restaurant Hospitality on attracting Millennial business diners. Read the article here. Did you know business diners spend 1.6 to 1.8 times more money in restaurants than typical clientele?

One of the key points made about keeping this segment happy and spending was to have big tables that accommodate larger parties and private dining rooms. That got me thinking about ways to leverage a private dining room in your brand building. After all a large part of your brand comes from the diner’s experience.

1) Consider naming your private rooms.
Depending on your restaurant concept, room names inspiration can come from local heroes, things related to your concept, VIP customer’s names, geographic names tied to your décor or food style or even famous foodies.

2) Use large flexible and movable props to transform your private room into a culinary adventure.
For example try painted screens, repurposed kitchen equipment or even random architectural elements from historic buildings.

3) Create ways your customers can show their brand.
This can be done very tastefully with a projector that shines an image or logo on a wall or ceiling, or print a customer’s logo mark as a pattern on a table runner or customize the room’s welcome signage to recognize your host and guests.

Marlin placecard

4) Personalize parts of your menu with your host’s name.
Create a special dish that is some how tied to the host’s story, print short run menus with the host’s name on them.

5) Give the host a branded thank you gift.
This can be a bottle of wine branded with your restaurant’s logo, a small jar of branded seasoning, meat rub or special sauce or even a candle in a tin branded with your name.

6) Take a few pictures of the hosted event and or some candid shots of the guests (with their permission).
Present them to the host with a thank you note or if it was a really big party, order a custom book showcasing the event. There are many short run printers that can quickly deliver a 4 color bound book. Here is one resource.

7) Offer places where the host can select event elements to tailor the event to their needs and style.
Consider a private room event check list where your offer the options. These can include: place cards or note for the guests, flowers/centerpieces, type of music piped in through sound system, or live entertainment options, staff uniforms, special aprons, ties or even their shirts.

Private rooms can be a gold mine to sell up customers and create a very remarkable experience. All these details can further imprint your restaurant’s brand in the mind of your customers.

Does your restaurant have a private dining room? What have you done to make the experience unique? We’d love to hear about it.

Do you have a question for us? We’d love to answer it here on the blog. You can email us jring[at]restaurantbrandingroadmap[dot]com or reach us on our Facebook page or Tweet us.

Did you like this article? Sign up for free updates from the blog and receive our FREE e-book “25 Things Customers Think (But Won’t Tell You)” by entering your email in the box at the top right corner of this page.

You’ll also be the first to hear about our upcoming free webinars and courses where we’ll share more step-by-step tips on how to create a successful restaurant brand.