10 Things Every Restaurant Owner Must Do

To keep the cash register ringing…

So you have finally decided to start your own restaurant. Bravo! I assure you that you are about to embark on a delicious and profitable journey.

Living in Pune, I’m constantly surrounded by bustling restaurants, each one filled with eager (and hungry) patrons. And on weekends, it feels like the entire city has collectively decided to take a break from cooking. Kitchens in every household are seemingly placed under a massive lock.

Because…

And those who don’t are merrily ordering online. ‘Swiggying’ for food has become as common as ‘googling’ for answers. …’ (Imagine – nobody had even heard the word ‘Swiggy’ a decade ago). 

So, what should you do to make your restaurant business successful? 

Well, it’s the great food that people keep coming back for. But you have probably got this part sorted. Your culinary skills are what brought you into this line of business in the first place. 

But wait, there’s more!

In addition to your yummy offerings, there are a few marketing and communication efforts that you can take to ensure that the cash register goes ka-ching and maybe even get your restaurant listed in the Michelin Guide 😀

And so, I present…

Sell on the table. Put your best foot(d) forward.

Humans are visual beings, and our brains are wired to soak up every little detail our eyes can feast on. And so it makes sense to sell our gastronomic offerings in the most visually appealing manner possible. 

And where do we make this marketing magic happen? Right on the table, of course! After all, it’s where our guests will spend a significant part of their time.

Eye-catching Menu Cards that Make the Client Drool

We’ve all been there—sitting at a restaurant, eagerly anticipating a delicious meal, only to be handed a menu card that looks like it’s been pulled through a war zone. A menu card that is scratched, stained, and with a plastic cover that’s falling off faster than the peel of an overripe banana. 

Talk about a buzzkill! It’s like the menu is saying, “Hey, if you think I’m bad, wait till you see the kitchen! 😱😰🤢

The material on which the menu card is printed must be long-lasting.

Ask your printer to fabricate your menu cards using NT – Non-Tearable plastic paper. This magical material laughs in the face of water, staying pristine even when things get splashy. 

And don’t stop there. 

Instruct your print service provider to give the prints an additional coat of lamination. This will allow you to wipe away oil and food stains effortlessly. And your menus will look fresh and clean every time a client takes them in hand.

If you’re looking for a unique menu card system, check out the video below showcasing what we’ve created at Orchid Digital. What makes this menu card special is its changeable feature. You can update the contents daily by sliding strips in and out of the frame that holds the menu.

Simply place this frame on your counter and easily adjust the menu items based on the time of day. Setting separate offerings for breakfast, lunch, and dinner is now a breeze!

A few design tips for your menu card

❌DO NOT use a black-and-white typewritten menu. ❌

I have seen this type of menu card in so many highway cafes. It’s too abrupt, and it shows that the owner just isn’t bothered to make an effort. 

And a word to the wise: don’t let your menu look like a collage from an MS Word doc gone rogue. Randomly placed images are about as appealing as lumpy gravy. And the end result looks pretty abrupt. 

Instead, aim for a layout that invites your customers to savour each choice. Keep it classy, keep it appetising, and watch your patrons drool over more than just their plates.

Spice up your menu with tantalising photos of your culinary masterpieces. A good design will make your client spend some time going through the various offerings.

Remember what I said about human beings being visual animals? Have you ever walked into a restaurant craving a burger, only to be seduced by a mouthwatering photo of sizzling fajitas? That’s how a great image’s power can influence buying decisions!

Ask yourself: Which of the two layouts featured above would you prefer?

Use a design tool like Canva to create an attractive piece of communication. Canva offers tons of menu card design templates that you can customise to your liking in a matter of minutes.

And if you don’t have the patience to do this, hire a professional designer.  

Designing a menu card takes money, time, and effort. But in the long run, this effort pays off in spades.

Check out the circular menu card we printed and cut into the shape of an Indian thali in the video below. Using such a uniquely designed menu card on your table is sure to capture your clients’ attention and become a conversation starter among the patrons visiting your restaurant.

Tent Cards Placed on the Table Featuring Your Premium Products

Imagine this: Your customer is comfortably seated at the table, eagerly awaiting the menu, or perhaps they’ve already placed their order and are now just biding their time for that delicious dish to arrive. 

Suddenly, their gaze lands on a tent card strategically positioned right at the centre of the table.

This little marketing gem can work wonders for your restaurant. 

Use tent cards to flaunt your irresistible premium desserts or highlight the chef’s latest culinary masterpiece. Or perhaps you can spill the beans about your happy hour deals that are too good to keep under wraps. 

To create a tent card, you can use an acrylic stand like the one shown in the image above. These acrylic stands are readily available at any stationer’s store. All you have to do is print your offer on a small piece of paper and slide it inside. 

To change your offer, you simply slide out the old print and replace it with a new one.

Alternatively, if you are on a budget, you can opt for a printed tent made of paper. This will work out to be more economical.

Brand the table itself!

At Orchid Digitals, we executed a pretty interesting project. We branded the very table itself with images of the restaurant’s dishes.

To make this happen, we whipped up an eye-popping design of the pizza in question and printed it on a material called photo vinyl.

The image was reproduced at such a high resolution that you could almost taste it. This vinyl was then pasted to the restaurant’s tabletops. 

And because we know how messy a restaurant table can get, we laminated the prints to keep them safe from dust, scratches, water and the occasional marinara mishap 😂.

The result? A mouthwatering marketing masterpiece that not only screamed “Try me!” in a fresh and funky way but also spruced up the café’s interiors. 

The Front Facade of Your Restaurant Will Draw Your Clients In!

You know that you have a great product. And I know this, too. But is the customer on the street aware of this fact?

When your hotel is situated on a commercial high street, you must make it stand out. You have to differentiate your business from the scores of competitors lined up next to you.

And the only way to do this is to elevate the looks of your entrance. An attractive front facade will pull those hungry but undecided customers right inside.

Your restaurant’s facade should be as inviting as a warm hug. Make it so irresistible that passersby can’t help but wander in.

Budget for an Attractive Glow Sign Board

Shout out the name of your business as loudly and brightly as possible. Spend money on a neon sign that will make your entrance so attractive that it will stop window shoppers in their tracks.

You can use new-age materials like acrylic, ACP and LEDs to create 3D signboards. And the classic metal letters and logos have also always been a winner!

I can probably place hundreds of images of restaurant signboards we have fabricated at Orchid Digitals. But allow me to draw your attention to some of the images featured above:

Use Glass Films For your Front Facade

If your restaurant has a glass partition installed at the entrance, this provides an additional opportunity for branding and store decor.

You can use printed films that can be directly pasted on the glass panels at your shop entrance. These films are pretty economical and can also be changed repeatedly. 

All you need is a good design to take your interior decor up a notch. 

For example, take a look at the doodle pattern reproduced at the entrance of the Naturals Ice Cream store and the Kaka Halwai bakery using white ink prints. This transparent film print allows the customer to see what’s happening inside while simultaneously showcasing the outlet’s food offerings.

This Bollywood-themed cafe also used opaque vinyl prints to add a dash of colour and a trendy look to the glass panels installed next to the sidewalk.

Use a Wooden Easel Stand to Display Your Food Offerings Right at the Entrance

Most cafes abroad deploy wooden easel stands to showcase their food offerings right at the entrance of their cafe. After all, marketing is about creating a need in the client’s mind even when he is not aware of the same!

And these easel standees display attractive images of your food menu to window shoppers and casual passersby. People walking on the streets now get a chance to browse through your offerings and are enticed to walk in!

This wooden easel standee has one primary function. To prop up a very colourful, eye-catching poster showcasing your products and services.

At Orchid Digitals, we print this poster in a very high resolution with stunning image clarity and vibrant colours. The print is reproduced on a smooth and rigid material called sunboard/foamsheet.

The construction of the display stand is similar to the easel stands used by painters and artists. The stand has a tripod base frame (three legs) that gives the structure stability. Moreover, the stand can be set up in minutes. 

And when you are ready to lock the store at the end of the day, this lightweight easel stand can be folded and easily carried inside for safekeeping. 

You can place a print of 3 feet in height and 2 feet in width. And this size is large enough for any artwork, design, image or communication meant for your end customers. 

Moreover, the print itself does not cost much and can be changed on a regular basis to display newer products or updated services.

And the wooden stand beneath is sturdy enough to give you years of faithful service.

Your Cafe’s Interiors will Impact the Experience of the Diners

I have seen hotels with cobwebs in the corners. I have seen restaurants with the paint peeling off the walls. And there was this one unforgettable place (and I mean unforgettable in a bad way) where I saw a rat scurrying around. 

Yikes!

Nothing kills your diner’s mood faster than dirty, unkempt interiors. On the flip side, a sparkling, stylish space can turn a casual visit into a cherished memory, bringing diners back again and again. 

So let’s ditch the drab and embrace the fab. Here are a few tweaks to take your restaurant’s interiors from ‘meh’ to ‘wow’!

Check this story of how we gave a bland and empty wall of a cafe a complete makeover using shiny golden laser-cut acrylic icons and cliparts of food items.

Let your Walls Tell your Story

An empty wall is like a blank sheet of canvas—full of potential but not much to look at. So why settle for a snooze-fest when you can jazz up your café with custom-printed wallpapers? 

Give your walls a personality makeover! Use custom-printed wallpapers in your cafe.

Imagine this: if you can order any artwork from your local print service provider, your walls could showcase tantalising images of your signature dishes or any design that tickles your fancy. 

You now have a chance to let your walls do the talking, sharing your café’s unique story instead of blending into the background with some generic design.

And if you are wondering, this print solution is also pretty economical.

Curious about the details like costs and material specs for wall prints? I’ve got an exhaustive page for that, just a click away. But first, feast your eyes on the two images below—they’re sure to inspire your inner designer! 

Meet the hotel owner in the pics below who is also a doodle artist. Her dream? She wanted to see her quirky doodles take centre stage in her cafe in a larger-than-life format.

So, we simply reproduced her artwork at an extremely high resolution on specialised wall vinyl media. Then, we carefully plastered these masterpieces onto the cafe walls, transforming the space into a gallery of giggles and grins.

We transformed a travel-themed cafe into a global adventure hotspot in this second project! Imagine sipping your coffee while gazing at a stunning mural that takes you on a whirlwind tour of the world’s greatest monuments—all without leaving your seat. 

We even added a twist, quite literally, by wrapping the artwork around a corner to keep the visual journey seamless. It’s like a passport for your eyes, minus the jet lag! 

Use LED Panels to Display Your Menu

Trendy cafes (think McD or Pizza Hut) tend to display their wares right above their serving counter. And this can be done in a very tasteful manner using slim LED frames or light panels.

Mouth-watering images of your food offerings, along with the prices, allow your clients to make a choice quickly.

And it goes without saying that these panels brightly light up your interiors as well.

These LED panels also allow you to change the print within repeatedly. Whenever you need to change your menu, including the food items or prices, you only have to bear the cost of the new poster that needs to be inserted into the LED frame.  

Acrylic Logos & Laser-cut Letters

Imagine transforming your restaurant’s ambience with a touch of elegance that turns heads and leaves a lasting impression.

Enter acrylic, a glass-like material – sleek, premium, and available in a kaleidoscope of colours, including those irresistible metallic shades.

At Orchid Digitals, we use our laser cutting machine to fabricate company logos and letters from the above material and bring your brand to life in three dimensions. 

And a judicious use of this solution can propel your restaurant interiors to the next level. 

For example, take a look at the picture above, where the tagline “health for all, hunger for none” has been cut from acrylic letters and fixed directly onto the wall. The outline of the chef rolling the bread has been similarly fabricated. 

And the backdrop on the above wall? A simple yet stunning wall vinyl print that ties everything together.  

All of these elements (the laser-cut logos/letters along with the print behind) taken together create a visual feast that’s as appetising as your menu.

In this second example (above), we transformed the serving counter of an ice cream outlet using a vibrant 2D wall vinyl containing colourful images of their ice creams and desserts.

And then, like a cherry on top, we added in the tagline.  The letters “Explore the ice cream universe” were laser-cut in 3D from a metallic gold sheet with a beautiful, mirror-like finish.

In this next example, we branded the interiors of the Cocoa Patisserie Bakery in Koregaon Park, Pune. We installed an acrylic cutout of the company logo right behind the serving counter, where it grabbed the attention of every client who walked in.

The main board shop sign was made of metallic gold letters with LEDs embedded below, giving the store’s entry an ultra-classy appearance.

Here is another acrylic LED ACP signage. What makes this glow sign unique is the base ACP, which features doodle-like patterns of fast food, with the highlight being an image of a sushi platter. Beneath the sign, numerous LEDs provide a bright illumination.

Additionally, the word “Sushi” is laser cut into the base ACP and highlighted with red-colored LEDs.

Finally, feast your eyes on the ‘Malhar’ logo below. A shining example of acrylic logo boards at their finest!

The acrylic sheets are meticulously cut to form the perfect silhouette of the restaurant’s emblem. And this signboard doesn’t just sit flat; it’s a 3D masterpiece with multiple layers that pop out to greet you. 

But wait. That is not all. 

The logo is also packed with LEDs that light up the night like a beacon for hungry souls. 

Trust me, this logo board doesn’t just light-up; it glows with the kind of charisma that could make even a dimly lit alleyway feel like a red carpet event. 

I have pretty detailed product pages about non-lit acrylic logos and lit neon glow signs. Do take a look at the same and make your interiors the talk of the town, one acrylic letter at a time! 

The online world. A place where your restaurant must have a presence. 

Imagine a potential client clad in pyjamas, viewing your wares from his couch. Sounds perfect, right? That’s the magic of the internet! Just like those stunning window displays at large stores coax you inside, your online presence has the power to draw customers in from the comfort of their homes.

Now, I know what you’re thinking: “In this smartphone era, isn’t this common knowledge?” Well, yes. But this strategy is so crucial that it deserves a drumroll and a spotlight. 
Your online presence—or lack thereof—can make or break your business.

So, unless you want your bottom line to be as empty as an abandoned shopping cart, it’s time to spruce up your digital storefront!

Create business accounts on all major platforms like Google My Business, Instagram, Facebook, etc.

Capture mouthwatering images of your culinary masterpieces and share them on platforms like Google My Business. Post pics of your menu, your interiors, and exteriors too. This way, potential diners can get a taste of what to expect in terms of pricing and ambience.

And don’t be camera-shy when it comes to making videos for Instagram. I mean, if I, at the ripe age of 51, managed to open an Insta account last year, you can do it too! Sure, my daughter comments that I am a decade behind, but hey, who’s counting? 

In fact, enlist the help of influencers to spice up your restaurant’s exposure. It can only help.

In fact, I would argue that my line of business (digital printing and signages) is pretty dull and boring for people to follow online. And I’m still making an effort to create an online presence.

But let’s face it. In the world of Instagram and Facebook, food is the star of the show. Everyone’s on a quest for the next mouth-watering meal or drool-worthy dessert. Meanwhile, over in this corner, my digital printing and signage business is trying to get a word in edgewise. I mean, who ever heard of someone salivating over a printed banner or a signboard? 😂😅

And here is some secret sauce… 

Gather online reviews

Good online reviews are like digital gold nuggets. They draw customers in like bees to honey. So, rally your satisfied customers and encourage them to sprinkle those 5-star reviews all over your Google My Business profile. Each shining review boosts your business’s credibility and makes you stand out from the crowd.

Use online food delivery platforms to grow your business

Sell your food on online delivery platforms like Zomato and Swiggy. I know that these platforms charge heavy commissions for their services. But do not begrudge them their charges. Because these platforms can whisk your café’s flavours across the entire city.

If your restaurant premises has the floorspace to accommodate 10 tables, these food delivery aggregators have the power to bring a 100 more, to your doorstep.

And hey, why not hire your own delivery crew? It’s like having your cake and delivering it too! You’ll be able to reach those far-flung foodies without forking over hefty platform fees.

Conclusion

Congratulations on starting your restaurant journey! As you dive into this delicious venture, remember that while great food is your foundation, a sprinkle of marketing magic can turn your establishment into a bustling hotspot. 

Imagine your menu as a first date—make it drool-worthy with vibrant images and sturdy materials that withstand the occasional marinara mishap. And why stop at menus? Let your tables, tent cards, and even the walls join the conversation, showcasing your culinary masterpieces and enticing offers.

Your restaurant’s facade is the first impression—make it as irresistible as a warm hug. Think neon signs that glow brighter than your grandma’s smile, and glass films that turn your entrance into a piece of art. Also, don’t forget those wooden easel stands, perfect for luring in passersby with tantalising images of your dishes.

Inside, let your walls tell a story with custom-printed wallpapers, and use LED panels to spotlight your menu. Acrylic logos and laser-cut letters add a touch of class, making your interiors as appetising as your menu. 

And let’s not forget the digital world—your online presence is key. Capture mouthwatering images, engage with influencers, and gather those golden online reviews.

Finally, embrace the power of online food delivery platforms. They might charge a pretty penny, but they can bring a hundred more tables to your doorstep. Or, get creative and start your own delivery service. 

After all, in this culinary adventure, the world is your oyster—or should we say, your pizza? Here’s to a restaurant that not only fills bellies but also hearts. Bon appétit!