With the soccer World Cup just around the corner many Canadian restaurants may be considering the possibility of installing televisions on their premises to show the action. Is this the right move? Do sports have any place in restaurants? Or should they only be shown in spaces specifically marketed as ‘sports bars’? Join Olivieri Foodservice® as we explore the pros and cons of restaurants showing sports on their premises, so that you can make the best decision for your business.
Know Your Patrons
The most important thing you need to consider before you make any decision is your customer base. This is why it’s essential to know your patrons and understand what it is about your restaurant that appeals to them. Being out on the floor communicating regularly with the people who frequent your establishment will help you better understand their needs.
Who Comes to Your Restaurant and Why?
There are many reasons why people chose one restaurant over another, so it’s important to understand the nature of your appeal. Perhaps people come to your restaurant to get away from it all and spend some quality time with friends and family. In this case, having live sports in the background may be distracting. For some, sport may be the primary topic of discussion during the meal, so keeping up to date on the latest scores and results while they’re eating is a priority, hence showing live coverage of sporting events is not merely a bonus, but a must. For others, however, the very sight of sports in a restaurant is enough to dissuade them from entering. Getting to know your patrons means you will be in the best possible position to make this call.
Exceptional Cases
Certain sporting events have universal crossover appeal and become of interest to people who wouldn’t normally follow sports. Competitions like the Stanley Cup, Olympic Games, or World Cup fall neatly into this category, and restaurants that wouldn’t usually entertain the thought of putting on ‘the game’ can find themselves at risk of losing custom if they don’t. As always, being prepared for the demand allows you to react accordingly.
What You Need to Do to Equip Your Restaurant for Sports Events
If you’ve taken all these factors into consideration and have decided that your restaurant would benefit from having the facility to show live sports, then here are some measures you will need to take in order to ensure you can do so efficiently and effectively:
- Invest in the Right Equipment: Choose high-quality televisions with clear picture resolution and reliable sound systems to ensure guests can enjoy the game comfortably from different areas of the restaurant. Consider wall-mounted screens to save space and improve visibility.
- Test Your Wi-Fi and Cable Connections: Nothing frustrates customers more than buffering streams or interrupted broadcasts during a major sporting event. Make sure your internet and television services are dependable well before game day.
- Create Flexible Seating Arrangements: Rearranging tables or adding communal seating can help accommodate larger groups gathering to watch important matches together while still maintaining comfort for other diners.
- Offer Event-Themed Promotions: Consider creating limited-time menu items, drink specials, or viewing packages tied to major sporting events. These promotions can help increase traffic and encourage customers to stay longer.
- Prepare Staff for Higher Volumes: Big games often bring larger crowds and increased energy levels. Ensure your front- and back-of-house teams are properly staffed and prepared to deliver efficient service during peak times.
- Manage the Atmosphere Carefully: Sports events can create excitement, but maintaining the right balance is key. Adjust music levels, television volume, and lighting to create an enjoyable environment without overwhelming diners who may not be interested in the game.
- Promote Upcoming Viewings in Advance: Use social media, email newsletters, and in-store signage to let patrons know which sporting events you’ll be showing. This helps generate anticipation and allows customers to plan ahead.
- Know Your Licensing Requirements: Depending on your region and the type of broadcast, you may need the proper commercial licensing to legally show sporting events in your establishment. Be sure to review local regulations before hosting public viewings.
Stay True to Your Brand
Whatever choice you make, make sure it’s right for your brand. For any restaurant operation, word of mouth is still the most powerful form of marketing, so make sure your restaurant continues to follow principles that made it successful in the first place.
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FAQ about Restaurants Showing Sports
Should I keep a television on the premises just in case?
Yes. Make sure you have a working television on the premises that you can set up at a moment’s notice if needed.
Where is the best place to put the television?
Depending on the level of interest, position the screen in an area of restaurant suitable for the number of people looking to watch the event. If possible, make sure those who are not interested can enjoy their meal without being disturbed.
What if my restaurant space is too small to do this?
If you find yourself in a compromised position, try and read the room. If your regular customers want one option, it’s probably best to cater to them as far as possible. One compromise would be to play the event without the sound.
My restaurant is geared towards foodies and gourmet dining, what should I do?
If your restaurant trades on its reputation for serving gourmet dishes made by marque chefs and kitchens, then it’s probably best to stick to your guns. Your patrons will have come to expect certain standards, so it’s best not to deviate from the core values of the restaurant.