Does your restaurant want to have repeat customers who market your business for free? Are you missing opportunities by not focusing on the fastest growing population of people? As Americans live longer restaurants are stepping up to appeal to older people. The number of seniors in the United States is increasing allowing restaurants new opportunities for growth in sales. Restaurants that cater to seniors or as I prefer “the wiser population” will have “loyal” return business. Many folks who find a restaurant they like will continue to come and back tell their friends about their “favorite” spots to eat out. Seniors find that they don’t want to cook as much as they used to. They had their days of cooking and now enjoy having someone else do the cooking for them. That’s where you come in. What can you do to entice seniors to your restaurant and keep them coming back for more?

Discovering what the needs or expectations of the senior population is critical for success. Food service operations need to adjust their service concept or perception to meet the needs of seniors. For many seniors eating out is a social event. Elderly people want to have friendly service and be welcomed in a pleasant, comfortable atmosphere. Dining staff have to learn how to perceive them, provide a friendly atmosphere and make them feel important. Seniors look for an enjoyable atmosphere that they can share with family and friends. Some studies indicate that return business was related to friendly staff and good customer service. Trends lead to elderly eating out on weekdays, generally breakfast, lunch or an early dinner. Many seniors enjoy “comfort” type foods like meat loaf, chicken, pork chops and similar type foods.

 What can you do to create an inviting place for seniors to come and socialize? Create a warm and friendly environment that will make elderly people feel as they are eating at home. It is necessary for dining staff members to understand elderly to provide the right service to them. When eating out with my father, he chooses places that make him feel valued and remember him. He has his favorite places that he always returns to! One restaurant that my father frequently goes to, the cook came out to meet my father. He offered that my father could call in advance if he was coming and wanted something special to eat. Now that is personalized service! We all can’t do that but what can you do to customize your services?

 Elderly are looking for convenience and companionship when eating out. The experience starts when the customer walks in the door. Many of us talk and walk fast. Seniors often need us to slow down. Your greeting should be authentic and cheery making them feel welcome and comfortable the moment they walk in the door. When you are escorting them to the table, walk in a pace that the senior customer can keep up with. Are you able to seat them at a table without multiple obstacles to get through? Seniors often prefer a less noisy place to sit. Ask if they prefer a booth or a table when possible, considering what is easier for them to get in and out of. Choose a table that has adequate lighting.

 One study found that friendliness of the service and the feeling that they are valued customers by giving individual attention, rather than speed and accuracy of service, were two important factors to satisfy elderly people. Greeters and wait staff that are friendly, not pushy and take their time assisting the elderly will generate return business.

 In restaurants, the elderly frequently dine before 6 P.M. to take advantage of early-bird specials. But some restaurants, particularly nationwide chains, offer special discounts.

These restaurants say the older customer wants both smaller portions and lower prices. Some restaurants offer a senior citizens’ menu. Some restaurants have a smaller portion menu. If smaller portions are not an option for your establishment you can offer to box up a portion of the meal promoting value in another meal to take home. Another option can be allowing patrons to split the meal with someone.

 Consider that some elderly are on low sodium or low cholesterol diets. What can you do to accommodate dietary restrictions? Possibly the wait staff can make suggestions if the customer makes them aware of dietary concerns. Be in tune to questions or comments made.

 However, the most important thing that has to be remembered is know your customers first by determining their needs and wants. Then create the mix of products and services that will satisfy those needs and wants and finally promote and sell the service to generate satisfactory income. The elderly have the time to enjoy eating out. You will have a new market of loyal satisfied “return” customers who will spread the word about your establishment. Aging networks will hear that you cater to seniors and will become a resource of advertising for you. What a great opportunity to grow your business in these challenging times!

 For more information, contact Donna Manring, owner of Innovative Dining Solutions at www.info@InnovativeDiningSolutions.com