Dining week spike helps restaurant group face coming challenges
The Common saw a 20% increase in sales during Downtown Dining Week in March, a welcome boon heading into a summer that will see increased fees for patios.
"We saw a good uptick this year — I think it was one of the more successful years that we've had," said Kyla Kazeil, one of the owners of The Common, Dolly's Cocktails, and Fu's Repair Shop, all of which participated in the week from March 11 to 22.
The Common sold 75 of its $35 dinner features, Kazeil told Taproot, noting that the restaurant is not open for lunch, nor on Mondays and Tuesdays, so longer hours may have led to more purchases. Still, sales were up 20% on the whole.
Established restaurants such as The Common — which has operated on 109 Street since 2009 — have the most to gain from the initiative coordinated by the Edmonton Downtown Business Association, Kazeil said. Fu's and Dolly's have more novelty than The Common, which can be taken for granted.
"It's been nice to help The Common stay relevant and have new features and market to people that maybe haven't tried it," Kazeil said. "I mean, it's hard being an established restaurant because there's always so many new places — and then for our group, we're all competing against ourselves."
Regardless of their vintage, there's a communal benefit for downtown restaurants during dining week, thanks to the marketing efforts of the EBDA and participants, Kazeil said.
"I think it just casts a wider net, where everybody is kind of sharing, so they're getting the visibility," she said. "When other restaurants are sharing dining week, … it has the power of a combined network."
March saw 79,000 visits to the Downtown Dining Week webpage, the EDBA's Quinn Phillips told Taproot, with more than $22,000 worth of downtown gift cards redeemed in that month compared with $6,700 in February and $7,400 in January.
As the days get longer and warmer, it's easier to attract customers than in the dead of winter. But Kazeil's restaurant group now faces new fees for patios on sidewalks or other public land. Her team is reducing The Common's patio footprint from 60 seats to 20 to avoid a $3,700 fee. The new configuration will incur a $500 fee instead.