5 ways to help your seasonal restaurant thrive

By Stu Snyder, co-owner of Beal's Lobster Pier

COVID, rising costs, and staffing were just a few of the hurdles that restaurants have faced over the past two plus years. But for seasonal restaurants, those challenges were exponentially more difficult.

I know: I'm the co-owner of Beal's Lobster Pier in Southwest Harbor, Maine, which is a landmark restaurant and seafood retailer/wholesaler that will be celebrating its 90th anniversary this summer.

My partner, Russ Bernard, and I bought Beal's from the Beal family in 2014 knowing that we had inherited a destination that was one of the most beloved and top-rated eateries in the state. Our goal was to build upon the quality of the Beal's experience, maintain the integrity of the brand, and expand our revenue streams through the season as well as the off season.

We expected and overcame obstacles, but nothing like those that we faced during the pandemic. So how did we navigate all of the complications that we faced?

Our approach was driven by five simple guidelines. Regardless of the cuisine, location, or size of your seasonal restaurant, this guidance helped us and will also help you in your efforts to keep your season restaurant profitable season after season:

1. Restaurant owners aren't in the food business— you're in show business.
While Beal's Lobster Pier is my first venture as a restaurant owner, I have a long history as an executive in the worlds of live, film/television, and digital entertainment (Time Warner, WWE, Feld). I migrated my media background to Beal's by infusing the concept that every time we open our doors, our show is live on stage for our guests to experience and enjoy. The spotlight is on us, and our aim is to entertain, thrill, and delight. Every aspect of what we present must be not just adequate or acceptable, but memorable, sensational, and delivering continuous joy.

2. If you're not constantly innovating, your guests will get bored, your staff will get bored, and ultimately your competitors will notice.
Regardless of how well we're doing, we never kick back and coast: We always wonder what else we can do to one-up ourselves. Whether it's adding live music, tweaking our menu, (including adding gluten-free options), or offering party/event booking, there is always something new and noteworthy that's in the works. This 24/7 approach of relentless innovation not only keeps our guests coming back, it also keeps our staff energized and enthusiastic.

3. Micromanage the oiling of your machine.
Overseeing the minutiae of your inventory, site/equipment maintenance, staff training, and cost structure isn't sexy, but it must be done. And if you punt these essential to-do's down the road, you're setting yourself up for problems that were 100% preventable. For seasonal restaurants, each day counts, and if you squander your hours, get distracted, or find yourself lost in the weeds, you can't make that time up. Establishing proper systems that will allow you to manage/understand your daily finances and sustain your smooth operation will maximize your efficiency and profitability.

4. Stay on task during the off season.
In his 1962 State of the Union Address, JFK stated that "the best time to repair your roof is when the sun is shining". While his quote wasn't intended for seasonal restaurant owners, it's solid advice that we all should follow. Is the off-season a great time to unwind and recover? Absolutely. It's also when you should be prepping for when the curtains will go up again. This includes taking care of equipment and fixture repairs, bolstering your presence in traditional media, connecting with guests (and potential guests) via social media, doing renovations/expansions/improvements to your property, and experimenting with tweaks to your décor, menu, and team.

5. Make money while the lights are off.
During the hours when your restaurant is closed and throughout your off season, there are ways in which you can generate income that will markedly boost your bottom line. I can confidently state this because the D2C Beal's At Home e-commerce component of our business is a substantial generator of revenue for us. Whether it's meal kits, particular menu items that can travel freshly and safely, branded merchandise, or other creative offerings that will delight your "audience", explore — with input from your staff and most loyal customers —what would be in demand, profitable and logistically achievable.

When operated with your guests' happiness in mind, your seasonal restaurant can create excellent goodwill in your community, prosperity for your staff, and returns for you. The five simple recommendations above — which are based on the success that we've achieved in our business journey — will help to reduce missteps and ramp up your positive outcomes.