6 Brunch Strategies to Drive Your Event Business


Developing brunch strategies and adding brunch to your restaurant or venue’s event offerings can be a business-savvy move. After all, brunch has broad customer appeal, it is cost-effective, and it has the potential to be a significant part of your brand.

But the addition of brunch to your business is not as simple as adding a few breakfast items to your existing event menu. It’s important to plan out the details so that your new morning events will attract positive attention, additional customers, and extra revenue.

Let’s go over some proven brunch strategies as you consider adding a new option to your business.

1. Create a brunch experience

The first brunch strategy we’d like to talk about is the importance of creating a customer experience. It is crucial to make brunch an exceptional and memorable event for your customers. If you make your brunch unique, comfortable, and welcoming, you will have a successful event business.

Design your space and try to create a celebratory or more subdued, relaxing atmosphere. Choose jazzy, upbeat music or relaxing music depending on the event type. Use lighting and candles to help set a mood. Set a tablescape and consider dishware, tablecloths, and centerpieces to create a thematic statement. Can you differentiate your brunch by offering in-person musicians, live food stations, or any other opportunity to customize? If you offer full-service off-premise catering, think about how you can bring the ambiance for your customers to enjoy.

If you provide your customers with an excellent brunch experience, it will add to the success of your overall event business.

2. Create an exceptional menu

Second, menu planning will add quality and profitability to your brunch events. It is perhaps the most important out of all of your brunch strategies. Coordinate your new menu to blend well with your existing brand.

For example, if you have a more casual, Italian eatery, include harmonious, authentic ingredients in your brunch menu items. You’ll need to decide if your brunch event menu be prix-fixe or customizable. Make sure you offer a special drink and dessert menu that includes a variety of distinctive items.

No matter what your menu consists of, add special twists on traditional brunch items to make you stand apart but retain the tradition of familiar breakfast foods and beverages. 

3. Choose table service or buffet

Next up in developing your brunch strategy is to decide if your brunch events will be served plated by waitstaff or you will set up a self-serve buffet. There are pros and cons to both options.

A served menu can be perceived as more upscale and may bring in more events. Sit-down meals can be profitable but you’ll need to add waitstaff and consider other operational costs.

On the other hand, a buffet may be a better option for staffing and easier logistics for your restaurant or venue. But you’ll want to watch your food cost and food waste if you end up offering your brunch buffet-style. When deciding, think about your space, the potential number of customers per event, staffing, and food costs.

4. Perfect your pricing

Another brunch strategy to really consider is how you will price out your menu options. Brunch can have wonderful profit margins for you but you need to plan.

Compare supply and ingredient costs as well as operational costs for the events. Set your prices to cover your costs and allow you to profit. Be fair and offer value to your customers. Make sure you don’t overprice to deter your potential customers. 

5. Staff your brunch

Brunch often requires different organization and a faster pace than other event types. Brunch can be higher stress for the staff and is all about the details. Your customers expect a high level of attention when it comes to brunch service.

Whether your existing kitchen staff and front-of-the-house staff have the skill set of executing a brunch, you’ll want to consider time management. You may need to hire additional staff. Or you might need a certain skill set from your staff to execute your vision. If you are using the same staff, avoid scheduling any close-open shifts to ensure your people are rested and ready to serve your customers. Be prepared and do some practice runs prior to your brunch launch. 

6. Promote your brunch

Finally, be sure to promote your brunch offering. You want to cultivate an interest and generate more event leads. Use your website, email lists, event directories, and social media to let regular and potential customers know you are adding a brunch experience. Have signage, printed handouts, and check presenters to provide customers at your restaurant or venue.

Use the right technology to manage your events

Now that you know how to roll out a successful brunch event, manage all those added event leads by using the very best event management software out there. Learn more about how Tripleseat builds and streamlines your events and private dining business. Schedule a demo at a time and date that works for you.

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