Dining Out for Thanksgiving: Foodservice Trends + Foodservice Marketing Best Practices

30 Nov

We always keep an eye on foodservice trends and foodservice marketing, and every November we consider, How many people will be dining out for Thanksgiving?

Before the holiday, the National Restaurant Association said that a survey found that nearly 14 million Americans will dine of for the Thanksgiving Holiday. Two top reasons for dining out are convenience and not having to “do the dishes.”

Another interesting foodservice marketing trend we saw this year is that restaurant booking websites identified restaurants that were going to be offering a Thanksgiving menu.  In particular, Open Table helped facilitate the “convenience” factor for people who wanted that option. They offered a search functionality for restaurants that were putting on a Thanksgiving Meal, with options that included, cuisine type, price, location, buffet and other tasting options.

Open Table also did a nice job of informing their users that dining out was an option for the Thanksgiving holiday. They used a lot of best practices in their email marketing campaign which we’d like to point out and share with our readers. The subject line for the email reads: Thanksgiving Made Easy

Here are some other best practices Open Table used in their email:

Open Table - Dining Out Email

1. Clear, benefit driven subject line. The better the subject line, the higher the open rate.

2. Scannable copy that is personalized to the reader, listing specific local restaurants that are offering Thanksgiving Meals (This email was sent to someone who lives in NYC).

3. There is a clear call to action, “Make a reservation.”

4. There is a secondary call to action. So, if you don’t dine out on Thanksgiving, there are other nights like Friday, Saturday and Sunday night that you can dine out too.

We thought this was a nice job by Open Table to promote dining out options on one of America’s favorite holidays and we wanted to share it with our readers. We hope you had a wonderful  Thanksgiving and if you have any other questions about foodservice marketing or foodservice trends, let us know. We are happy to help!

Feel free to call us at 312-768-6900 or email me (Nico) at nwatson@chd-expert.com – We can’t wait to hear from you.

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