Unlocking Success: How Your Hotel’s Restaurant Can Thrive with the Local Marketing Strategy

By Kevin Attwood, Head Chef with 30 Years of Expertise | Rosette Standard Chef

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As a chef with over three decades in the industry and a proud history of achieving rosette-level standards, I’ve learned that success in the hotel and restaurant business goes far beyond just preparing great food. It’s about building relationships, cultivating loyalty, and, most importantly, understanding the power of local marketing. My journey, from a young chef starting out in the industry to winning a prestigious rosette, has taught me that marketing and community engagement are key to driving long-term profitability. Let me share how my career unfolded and how the lessons I learned shaped my approach to the business.

The Sunday Carvery: The Beginning of My Journey

It all started in the early days of my career, at a hotel where I was just beginning to make my mark. The hotel, despite its great food and atmosphere, struggled to bring in consistent traffic. That’s when we decided to introduce a Sunday carvery. Initially, it was more of an experiment—offering homemade, fresh food to a local crowd. The results were impressive; over 150 people came through the doors each Sunday.

But despite the large numbers, the carvery didn’t initially meet our gross profit targets. It seemed like a loss leader at first, and we wondered if the effort was worth it. However, as time went on, I began to see the bigger picture.

While Sunday wasn’t immediately profitable in terms of gross revenue, it was something far more valuable: it became a space where people could connect. Customers weren't just coming for the meal; they were coming to network, make friends, and enjoy an experience that extended beyond the food.

Guests who came for the Sunday carvery started booking functions, returning in the evening for drinks at the bar, and recommending the hotel to others. These early interactions built a sense of community that we hadn't anticipated. Over time, we adjusted the pricing, and by then, the trust was already established. People didn’t mind paying a little more because they knew they could count on the quality of the food, the welcoming environment, and the connections they had made.

That’s when the carvery finally began hitting its gross profit targets. It was a great lesson in how patience, quality, and trust can turn what seems like a loss leader into a profitable and sustainable initiative.

The Trap of Discounting: A Lesson in Quality Over Quantity

As my career progressed, I encountered the temptation to discount prices during slower periods, hoping to attract customers with deals. It's a common instinct, and I too made that mistake early on. The idea is simple: lower the prices, and people will come. But, in my experience, this approach often leads to unintended consequences.

When business was slow, it was easy to fall into the trap of buying cheaper produce and cutting menu prices. While the volume of customers might increase in the short term, the quality of the food inevitably suffers. And customers can tell when they're getting subpar meals.

Worse still, discounting often attracts the wrong crowd—the "bargain hunters" who are more interested in a deal than in a great dining experience. More often than not, these customers would dine and never return.

Through these experiences, I came to understand that cutting prices isn’t the answer. Discounting may drive foot traffic, but it rarely leads to long-term loyalty. What’s more valuable is offering consistent, high-quality meals at reasonable prices. People may come for the food, but they’ll return for the experience and the atmosphere. Over time, word-of-mouth recommendations from satisfied customers become your most effective form of marketing!

The Importance of Consistent Gross Profit: Balancing Quality and Strategy

As a chef, it's essential to understand that gross profit isn’t just about how busy your restaurant is. Even if you have a bustling restaurant, you may not be hitting your profit targets if the quality isn’t right. Similarly, during quieter times, it’s tempting to think that slashing prices and buying cheaper ingredients will keep the business afloat. But that strategy can backfire.

In my experience, the key to success is consistency. Whether the restaurant is busy or quiet, the focus must remain on providing high-quality meals while managing costs effectively.

Even during slow months, it's possible to hit your gross profit target by serving well-priced, high-quality meals to loyal customers, who will appreciate the value you offer.

The goal is not just to fill the restaurant with customers, but to fill it with the right customers—those who appreciate the food and will return time and again.

Building Loyalty: The Power of Regulars

One of the most valuable lessons I’ve learned over the years is the importance of building relationships with regular customers. Early on in my career, I noticed that the regulars—the customers who returned week after week—were the lifeblood of the business. They weren’t just there for a meal; they were there because they trusted the food, the service, and the experience. They were loyal.

And I quickly learned that keeping regulars happy is key to growing the business. If someone asked for something special, I would always make sure to go the extra mile to accommodate them. It might have been a slight tweak to a dish or an off-menu request, but those small gestures made a huge difference.

The return on this investment was immense: regulars brought in new customers, often referring friends, family, and colleagues.

These regulars were often the ones who booked functions, which became a significant revenue stream. Not only did they bring in more business, but they were also great advocates for the restaurant, helping to spread the word and bring in fresh faces.

This is why I always considered regulars to be the most important aspect of any business—nurture them, and they will return with more customers.

Functions: A Profitable and Predictable Revenue Stream

Another key lesson I learned early in my career was the value of functions—whether they were corporate events, weddings, or other private bookings. Functions offer several advantages: you can cook in bulk, which reduces the cost of ingredients, and you can set a pre-defined menu that ensures you hit your gross profit targets. The predictability of a well-executed function makes it easier to manage costs and profits, ensuring the business remains profitable even in quieter months.

Whenever there was a slow period, securing a good function could make all the difference.

Regular customers, who had become loyal over time, were often the ones to book these events. Not only did this provide a boost to the business, but it also helped strengthen the relationship with those key clients. Functions, done right, could turn a quiet month into a profitable one, and that’s why maintaining those regular connections was so important.

The Power of Local Marketing: Staying Connected with Your Community

One thing I’ve seen repeatedly throughout my career is that marketing is critical. I’ve worked in places where the marketing machine was left idle, and the results were clear—restaurants that were once busy became quiet and forgotten. The locals didn’t know we were open or didn’t know about our specials. The lack of marketing meant a lack of visibility, and that hurt business.

Local marketing is especially important. A simple mention in the local newspaper or a well-placed social media post can work wonders to keep your name in front of the community.

When people know you’re there, and when they know you offer quality, they’re more likely to stop by, book a function, or refer others.

In my experience, the community is everything. In quieter months, it’s the locals who will keep the business afloat. A small effort in marketing can create a steady stream of customers, keeping your restaurant or hotel visible and top-of-mind. It’s an investment in your long-term success.

Conclusion: The Road to Long-Term Success

Looking back, I can see how everything I’ve learned—about the importance of building trust, providing quality food, nurturing customer relationships, and engaging in local marketing—has shaped the chef I am today. The Sunday carvery, which I helped introduce in the hotel where my career began, was more than just a menu item. It was the beginning of a journey that taught me invaluable lessons about customer loyalty, pricing, and the impact of local marketing.

Success in the hotel and restaurant industry isn’t just about serving great food; it’s about creating an experience that customers want to return to. It’s about building connections, fostering loyalty, and embracing marketing strategies that keep your business visible and engaged with the community.

These lessons, learned over 30 years, have been crucial in helping me achieve the recognition and success I’ve enjoyed—and I hope they offer valuable insights for others in the industry.

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About Kevin

With over 30 years of experience in the culinary world, Kevin Attwood is a highly respected Head Chef known for his exceptional skill, creativity, and unwavering commitment to culinary excellence. Throughout his illustrious career, Kevin has honed his craft in some of the finest kitchens, earning a prestigious Rosette for his ability to consistently deliver outstanding dishes that blend tradition with innovation.

Kevin's passion for food is matched only by his dedication to his team and his commitment to sourcing the highest quality ingredients. His leadership and mentorship have helped shape the careers of many up-and-coming chefs, and his approach to kitchen management is both meticulous and inspiring. Under his guidance, kitchens not only deliver exquisite meals but also foster an environment of growth, collaboration, and excellence.

With a deep understanding of both the technical aspects of cooking and the art of creating memorable dining experiences, Kevin Attwood is a chef whose work continues to set the standard for the industry. Whether crafting classic dishes with a modern twist or pushing the boundaries of culinary innovation, his relentless pursuit of perfection has made him a cornerstone of the restaurant industry.