Adding Banquets to Your Restaurant Business Model

Banquet service can be a way to optimize your space, both in the front and back of the house. Corporate events and private parties can be profitable when you have proper systems and staff in place. With accurate guest head counts, you can purchase inventory and schedule labor without waste or over- or under-staffing. Banquets can also introduce your restaurant to guests who might not have discovered your concept otherwise. Here are some considerations for incorporating restaurant banquets into your business model.

Evaluate what your facility and operations can realistically accommodate. While many event-planning resources suggest allocating about 10-12 square feet per guest for banquet seating and less for standing receptions, those guidelines often assume large, open event spaces. In most restaurants, it is safer to plan on approximately 15 square feet per guest for seated dining events and 10-12 square feet per guest for standing receptions to ensure comfortable guest flow and efficient service. If you plan to offer buffet service, reserve additional space for buffet tables and circulation so guests and staff can move easily throughout the event.

Figure out whether there can be a dedicated entrance for event guests and how these customers will make their way to and from the restrooms, especially for events with 20 or more guests. Private events that take place at the same time as regular meal service can create challenges at the host stand. Also consider how noise from celebrations, presentations, or microphone use may affect the dining room, and plan accordingly to minimize disruptions for other guests.

"Investing in new capacity for a fledgling event program introduces a significant level of risk. If possible, start small by making the most of your existing resources, then expand your capacity as event revenue grows."
- Stephani Robson

If you want your catering and events business to be as successful as possible, you need to create a part- or full-time position dedicated to marketing, bookings, and coordination of orders and events. As the point person for all things catering, this manager requires strong organizational and communication skills as well as a fair dose of salesmanship. You should also use a reliable labor scheduling system to assure restaurant banquets are adequately staffed.

Your restaurant banquet manager should routinely follow up with clients after their events to ask how things went and to collect valuable feedback. The best approach is to reach out by email or phone about 24 hours after the event ends while the memories are fresh. Sending along a handwritten thank you note the following week is an added touch that strengthens your relationship with the client.

For seated events, you do not want groups to order from your full menu at the table as this takes far too much time and can drastically increase the strain on your kitchen. Instead, provide groups with a limited number of menu choices for appetizers, entrée, and dessert. Even better is having pre-ordered appetizers delivered to the table for sharing as soon as guests are seated, with each diner only choosing an entrée from a short list of possibilities. Dessert may be served the same way as the appetizers or could be a cake or other festive choice provided by your kitchen or from another source.

Banquet service can transform unused space into steady revenue. Check out the resources listed below to help you plan, promote, and staff restaurant banquets effectively, so every event runs smoothly, delights guests, and contributes to your bottom line.

Related Resources

Catering & Banquet Sales and Marketing Scorecard: Evaluate your banquet service performance with this scorecard to identify strengths, improve sales, and refine your marketing efforts.

Catering & Banquet Telemarketing Script: Use this ready-to-go script to confidently promote your restaurant banquet offerings and convert more event inquiries into confirmed bookings.

Labor Scheduling System: Streamline staffing for banquets and regular service with a scheduling system designed to balance labor costs and ensure smooth event execution.

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The RestaurantOwner.com Team