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May in Ukraine is usually associated with long weekends, picnics and the start of the terrace season. But martial law has greatly changed the usual calendar: there are no official weekends, and life is more closely tied to the work rhythm. For restaurants, this is another test that requires not only endurance, but also quick changes. Best Restaurant Group shares its vision and simple tips on how to turn the lack of holidays into new opportunities for the establishment.
Changing approach: from celebrations to “quiet rest”
The first thing that is important for a restaurateur to understand is that guests have not stopped wanting to relax, they just do it differently now. Since May days remain working days, the main flow of guests often moves to the evening. At Best Restaurant Group, we recommend shifting the emphasis in marketing from the idea of “celebrating loudly” to the format of “emotionally recharging”.
The establishment should become a place where people come after work to spend at least an hour in a calm atmosphere. Accordingly, the service should be even more tactful, and the space should be warm and cozy. It is also important to adjust the team’s schedules: in the evening, when the load is highest, more people should come out to maintain good speed and stable quality.
- Traffic forecast: Expected increase in evening traffic (18:00–21:00) by 20-25% compared to April.
- Optimization of FOP: Reducing the morning shift by 15% of staff allows you to redirect resources to strengthen evening service without increasing salary costs.
- Timing: The time of serving meals becomes critical – a weekday guest expects a dinner lasting up to 45-60 minutes.
Gastronomic adaptation: May on the menu
Even without official reasons, May is a month of flavors that many people are waiting for. To keep guests interested, it is worth adding to the daily menu something that is associated with May. We recommend sticking to two directions: seasonal products and the Take Away format.
Dishes made from the first local greens, radishes or asparagus help refresh the menu without much expense. And another important thing is the “May grill”. If there is a technical possibility, add items cooked on fire: this way you will partially satisfy the guests’ need for a vacation “like in the countryside”, but within the city limits. And for those who still plan to go to the park, ready-made picnic boxes work well. This gives the restaurant the opportunity to be with the guest not only in the hall, but also in his leisure time outside the establishment.
- Food Cost: Using the first local greens and vegetables allows you to keep the food cost of seasonal items within 25-28%.
- LTV (Lifetime Value): Introducing a lunch menu with spring accents increases the frequency of visits of regular guests on weekdays by 12%.
- Take Away: Special “picnic sets” can provide up to 10% of the additional turnover of the establishment on Saturday and Sunday.
Communication ethics and social responsibility
Now, communication with the guest should be as careful and humane as possible. Overly aggressive advertising of “holiday offers” may be perceived inappropriately. Instead, Best Restaurant Group offers a “useful presence” approach. Explain to guests that each visit is not just an order, but support for the economy and jobs. We also recommend adding a charitable component to your May activities. For example, transfer a portion of the funds from each seasonal drink or dessert to the needs of the Armed Forces of Ukraine. This provides an additional incentive to come in: the guest receives not only a delicious experience, but also a feeling that he has joined a common cause.
- Charity: Even 5-10% deductions from the sale of a specific dish at ZSU increase audience loyalty and stimulate sales of this item by 20%.
- Retention Rate: Personalized offers for regular guests on “former holiday dates” (May 1 and 9) help maintain the customer base at 85%+.
Flexibility as the basis of resilience
Adapting to the realities of May is a test of how quickly management can adapt. We recommend focusing separately on the opening and arrangement of summer playgrounds. Even without a day off, the opportunity to spend a lunch break in the fresh air is often a good reason to choose your institution.
- Conversion of passers-by: An open terrace increases the inflow (walk-in traffic) by 30-40% compared to establishments without outdoor seating.
- Average check: On terraces, the average check is usually 15% higher due to a larger number of ordered drinks and desserts.
- Profitability: Investments in the arrangement of a summer area (decor, furniture, textiles) usually pay off within the first 20-30 days of active operation.
In conclusion: the result during this period depends on how quickly you can give the guest the usual comfort in unusual circumstances. The absence of holidays is a chance to become a reliable place for the client, where a warm atmosphere, seasonal dishes and quality service are always waiting for him, regardless of the date on the calendar.