Taking Control & Advantage of your Features


Studies show that a high percentage of restaurant customers will order the special or feature on the board. With a little pre-planning you can make your features a vital part of your marketing! I followed this method of creating features when running my own business and it worked really well!

Just a few easy “rules of thumb” guidelines that helped to keep my features running smoothly.  
Pre-determined features will helped to alleviate confusion and indecision in the kitchen. The 1st & 2nd feature should be the same every week. This will create routine, repeat business and it will cover different levels of spending and appetites. The 3rd feature is different every day, it creates variety, a means to use up leftovers and the opportunity to experiment with the season's trends.

1 - BREAKFAST FEATURES - Offer 3 different features every day of the week.

  • 1st Feature - Breakfast wrap or sandwich of the day with side. You may also include a drink. (This feature should be your quick and easy feature that is no more than $6.00)
  • 2nd Feature - Omelette of the day (This feature should be a heartier breakfast with two sides; try and keep it under $10.00)
  • 3rd Feature - Seasonal Feature (Use this feature to take advantage of seasonal trends and experiment with menu items you would like to see on your permanent menu)


2 - LUNCH FEATURES - Offer 3 different features every day of the week.

  • 1st Feature - Sandwich of the day with soup, salad or fries. You may also include a drink. (This feature should be your quick and easy feature that is no more than $7.00)
  • 2nd Feature - Lunch Platter Feature  (This feature should be a heartier lunch with one or two sides; try and keep it under $10.00)
  • 3rd Feature - Seasonal Feature  (Use this feature to take advantage of seasonal trends and experiment with menu items you would like to see on your permanent menu)


3 - DINNER FEATURES - Offer “Feature Nights” with 2 different additional specials.

  • 1st Feature - Your themed feature of the night!  (This is usually the main drawing card for the evening. This is a well priced special best used on slower nights to create traffic. For example; Wing Night/Steak Night/Pasta Night/Half Price App. Night/Fresh Fish Fry Night - try a different fish each week)
  • 2nd Feature - Specialty Feature (Use this feature to show off the house specialties. Slightly discounting your most delicious signature meals will not only create traffic on off nights but will also create repeat weekly visits from your customers)
  • 3nd Feature - Seasonal Feature  (Use this feature to take advantage of seasonal trends and experiment with menu items you would like to see on your permanent menu)