Unlocking the Power of Expense Account Diners:

Great food and great service still require one more element to make a great restaurant - Guests.

In the latest episode of the Culinary Mechanic Podcast, host Simon Zatyrka sat down with Laura Wilber , a sales expert who specializes in helping restaurants tap into the lucrative world of expense account dining. This eye-opening conversation revealed valuable insights that could revolutionize how restaurants approach customer acquisition and retention.

Laura's unique perspective, shaped by years of experience on both sides of the dining table, offers a fresh take on an often-overlooked segment of the market: business travelers. These diners, armed with company credit cards, often spend 50-200% more than the average customer. But how can restaurants consistently attract this high-value clientele?

The answer lies in strategic partnerships. Laura works with Dinova, a company that connects restaurants with global corporations and government agencies. Through these partnerships, businesses can become part of a preferred network, making them the go-to choice for traveling employees using company cards. This system not only drives more traffic to partner restaurants but also ensures a steady stream of high-value customers, especially during traditionally slower weekday periods.

But it's not just about getting diners through the door. Laura emphasized the importance of authenticity in creating a memorable dining experience. Restaurants that stay true to their origin story and unique identity are more likely to leave a lasting impression on guests, encouraging repeat visits and positive word-of-mouth.

The conversation also touched on the evolving landscape of business dining post-pandemic. With many companies trying to lure remote workers back to the office, there's been a surge in demand for business catering. This presents a golden opportunity for restaurants to fill the void left by closed corporate cafeterias and create new revenue streams.

For restaurant owners and operators, the key takeaways are clear:

1. Don't underestimate the value of business travelers and expense account diners.
2. Consider partnering with corporate networks to become a preferred dining destination.
3. Stay true to your restaurant's unique identity and story.
4. Explore opportunities in business catering to capitalize on changing workplace dynamics.

As the industry continues to navigate post-pandemic challenges, thinking outside the box and targeting specific high-value segments could be the key to thriving in a competitive market. By focusing on authenticity, strategic partnerships, and emerging opportunities like business catering, restaurants can position themselves for success in the years to come.

Remember, running a successful restaurant is about more than just great food – it's about creating experiences, building relationships, and adapting to changing market dynamics. By keeping these principles in mind and exploring innovative approaches to customer acquisition, you can take your restaurant to new heights.

To hear the full conversation check out episode 27 of the Culinary Mechanic podcast with Laura Wilber . Or check it out on YouTube .

Until next time,

Simon

P.S. Whenever you are ready here are a few other ways I help people like you every day.

• If you are a restaurant operator looking for ways to improve the culture, systems, and profit in your kitchen. This is the way .
• If you are a sous chef or chef who looking to increase their leadership and find ways to run your kitchen without burning out. I've got you. Book yourself some time here
• If you are a corporate chef, culinary director, or high-level leader that is looking to invest in your chef team's leadership, email me at [email protected]