How to Design and Promote Your New Outdoor Restaurant Space

Capitalizing on extra restaurant seating is always a smart move. But how do you design an outdoor space when you’ve never had one before? And how do you effectively advertise this change to new and existing customers? If you’re asking yourself these questions, don’t sweat it! Lands' End Business Outfitters has you covered with industry tips and products that will make planning and promotion a breeze.

Have a Clear Goal

What do you hope to achieve with an outdoor expansion? Perhaps a few more sidewalk bistro tables will mean more morning coffee drinkers; maybe an underused concrete slab can become a dance floor by night. Dog-friendly outdoor spaces could attract dog walkers who’d normally be unable to visit your establishment with Fido in tow. Think about how, when, and by whom a new outdoor area will be used.

Visualize the Setup

Outdoor seating areas can range from a purposefully built patio to a small sidewalk to an unused side street. So, first things first, determine the exact space you have to work with. If you own the property, great! Many of the following decisions will largely fall under your authority. If you rent your restaurant space, be sure to talk to the landlord about extending your business outside. You might also need to talk to city officials about sidewalk seating or changes to parking. It’s always best to know about any parameters or limitations before the fun starts.

Next, draw your blank space on paper to start planning for actual seating arrangements, potential workstations, proper employee and customer flow, etc. While troubleshooting will be necessary, this step will at least give you some direction before you begin moving heavy furniture. Create lists of items that you already have/can repurpose and that you’ll need to fill the space, especially when it comes to furniture. Investing in high-quality outdoor furniture with custom umbrellas is a great way to ensure your guests will be comfortable outside.

It’s All in the Details

Once the bigger items are handled (tables, chairs, etc.), you can focus on the smaller details that make your place unique, fun and inviting. Your restaurant’s brand and overall vibe should carry over into outdoor spaces to create a cohesive atmosphere for customers. Order extra custom company mugs to accommodate additional coffee shop guests and branded plastic cups for an outside bar. Decorative items like bright throw pillows, fresh flowers or planted succulents, and water features add seasonal flair. Ensure any signage, including menus, ordering protocols, or upcoming event announcements is designed with proper business branding.

Consider Employee Uniform Changes

Depending on how large and involved your new outdoor space is, you may decide to change up your employee uniforms. Seasonal weather patterns will dictate employee dress code; a versatile range of clothing options is best. Custom uniform bulk T-shirts, ordered in the same color, are a smart way to always have branded T-shirts on hand for employees – and to sell to customers! If servers or bartenders are stationed outside for large parts of their shifts, consider custom company hats for sun protection and bonus brand awareness.

More seating often means more movement – your employees will have new ground to cover. Help everyone stay organized and prepared with server apron. Ample pockets offer storage for go-to items like order pads, pens, straws, change, and more.

Spread the Word

So, how should you most effectively advertise your awesome new outdoor area? Start with your typical avenues and branch out from there. Social media advertising is low-cost (or free) and can cast a wide net. It helps to have an existing social media plan or set of guidelines; be sure to follow company branding rules and share high-quality photos. You might try a “coming soon,” or countdown approach, where you advertise sneak peeks before unveiling your finished space. People love a good countdown!

In-store posters or other messaging is a convenient way to capture the attention of regular customers. Consider other forms of print marketing, like advertisements in local newspapers or direct mailers. Radio or television commercials are also an option. Of course, the level to which you advertise an outdoor restaurant space is dependent on the size of your business and the size of your expansion; two new bistro tables might not warrant a radio commercial, but a large patio and outdoor bar could benefit from increased traditional marketing efforts.

Promotions and Events

You know what else people love? Winning! Sponsor a giveaway or raffle to highlight your expanded outdoor area; this could include giving away or raffling promotional items, food, drink vouchers, or tickets to local events. Hosting a “grand opening” type of event in the new space can also increase interest and drive customers to your business. Consider offering live music or other live entertainment, food and drink specials, and free gifts or party favors at the event.

Have Fun and Roll With New Experiences

Remaining consistent in branding and service is key — but don't be afraid to try new things and add seasonal flair to menus and decor. Reaching out to fellow restaurant owners is another great way to share and workshop ideas, and you may even want to team up for outdoor events and advertising ventures. With proper planning, attention, and advertising, you can transform outdoor areas into fun and functional extensions of your restaurant.