A restaurant renaissance is underway, with restaurant operators eager to attract patrons through the door to enjoy a meal. The good news is that diners are just as excited about enjoying the in-person experience, with a TouchBistro report finding 78% of consumers say they dine in at least once a month, with 44% boosting that to once a week or more, compared with only 27% who get takeout or delivery at least once a week.

Are you doing all you can to entice more diners to your location? Here are some tips for using the right graphical elements to attract hungry consumers and provide an experience that delights.

Why on-premise dining is vital to restaurant success

While pickup and delivery remain crucial channels, most restaurant operators agree that the magic happens when guests enjoy their meal in-person. One of the top reasons is profitability, notes Lisa Munson, corporate account manager for FedEx Office®. 

But there are numerous other reasons in-person dining is preferable. Restaurants can more successfully experiment with new menu items or specials, as servers have the opportunity to describe ingredients and then gauge patrons’ reaction on the spot. They also have more control over the food quality and overall encounter by ensuring dishes are served hot and fresh.

And, by interacting with customers, restaurant staff can foster engagement and personal connections, all of which increase the likelihood that a guest will become a repeat customer and recommend it to friends. Word of mouth plays a significant role in a restaurant’s success; in fact, 91% of restaurant-goers said they had visited a restaurant they’d never been to based solely on a friend’s recommendation.

Signs of greatness: Innovative options for restaurants

While restaurant operators are obviously focused first and foremost on their cuisine, a restaurant’s ambiance is a significant factor in the experience and the right signage can play a starring role.

Don’t neglect the power of first impressions to capture foot traffic and draw in new guests, especially in urban areas, recommends Munson. “Use attention-getting signs to inspire passersby by sharing limited-time menu items or prices, or alerting them to an event, such as a Restaurant Week promotion or other celebration,” she suggests, noting that FedEx Office offers unique sign materials like metal and fabric that feature vibrant color saturation in a cost-effective, weather-resistant format.

Then once diners are inside, signage can provide key personalization features, while still containing operating costs. “Our restaurant customers appreciate how we can help with their décor and allow them to easily make subtle changes based on timely messaging and activities,” Munson says.

For example, you could encourage discovery of seasonal menu items or set a welcoming tone with a customized sign for a rehearsal dinner, graduation party or other event in a private space. Custom signage can help bigger brands compete with independents by highlighting their community affiliations with a local nonprofit, sports team or school. And clear directional signage eases traffic flow whether customers are looking for the check-in podium or the pickup window.

Another strategy managers are embracing is using explanatory signage to showcase a restaurant’s loyalty program, which is becoming a key internal metric for brands focused on establishing their digital platforms. A consumer engagement report from financial services firm William Blair found only 55% of diners are members of loyalty programs, yet another study found 33% of consumers believe they would spend more as a club member.

“We can support brands as they build this key constituency by providing education and awareness via signage, flyers and decals inside the restaurant,” Munson says. For example, a sign could feature a QR code that a customer could download to join seamlessly.

Are you ready to upgrade your visual offerings?

FedEx Office’s wide array of products allows restaurants to pick the format that most closely aligns with their brand personality – from flutter flags and window clings that add whimsy at a fast-casual location to more understated options for a sophisticated fine dining establishment.

One of FedEx Office’s key differentiators is daily color recalibration, which allows them to provide customers with branded materials and restaurant menus in a consistent way across the United States. Restaurant operators, who routinely wear multiple hats, appreciate the quick access to FedEx Office’s premium print-on-demand and installation capabilities, whether they are seeking a permanent sign or want to temporarily update a space with a customized theme.

“We’re dedicated to meeting our restaurant customers’ varied needs, whether it’s building buzz for a new location or fresh menu items, recruiting associates, bolstering their loyalty program or welcoming guests,” Munson says. “Our goal is to apply a consultative approach and partner with brands as a true solution provider.”

Would you like to learn more about how FedEx Office can help you boost marketing performance and customer experiences? Sign up today for a complimentary consultation.