How to get more customers for a Halifax restaurant, in and out of cruise season

Halifax is a city of regulars and visitors. Students, hospital and government workers, and long-time residents fill the restaurants for most of the year. From spring to autumn, cruise passengers and other tourists join them. A restaurant that treats both groups well can stay busy, but each group wants something different, and the visitors leave in November.

How long is the cruise season?

Halifax has a long cruise season that runs from spring into autumn. The size of the season varies from year to year, so check the port's published schedule, but the pattern is clear: on some days, several ships are in port at once and thousands of people step onto the waterfront.

What do cruise visitors want?

Visitors have a few hours. They want somewhere close to the ship, a taste of the place and a meal that arrives quickly. If you are near the waterfront, think about:

• A short menu with local dishes. Seafood, donair, chowder and baking.
• Clear prices in Canadian dollars. Many visitors compare with home.
• Fast table turns and quick service. A guest who must be back on board by 4:30 will leave if they cannot order.
• Visible menus and photographs outside. Visitors choose by sight and by phone.
• A tipping note on the menu. Visitors from outside Canada may not know the norm.

Should you change your whole business for the ships?

No. A restaurant that depends on cruise traffic has no income in the months without it, and cruise visitors rarely return. Treat the ships as a bonus. Keep the core menu for locals, add a few items for visitors, and watch which days each type of guest comes.

How do you win local regulars?

Halifax locals choose places they trust. They read recent ratings, ask friends and look for places that treat staff well. Build trust with:

1. A signature dish. One plate people recommend to others.
2. A weeknight reason to come. A set menu, a pub night or a seasonal special.
3. Consistent hours. Closing on days that guests expect you to be open costs more than it saves.
4. A way to say thank you. A stamp card or a free dessert on a fifth visit.
5. Active reply to reviews. Locals notice who responds.

How do you plan the winter?

November to March is long. Look at your sales by month for the last three years and find the lowest week. Plan three things:

• A winter menu that suits the weather: chowder, braises, roasts and baking.
• A fixed-price evening that you can run with a smaller team.
• A booking push for the holidays, with office groups and family gatherings.

Staff matter as much as menus. Seasonal workers may leave when the ships do, so tell your core team early what hours they can expect in winter.

How do you reach students and young professionals?

Halifax is home to several universities. Students come back in September, spend carefully and talk to each other. A student-night offer, a quiet corner for studying and a fast Wi-Fi password are small touches that earn repeat visits. Many graduates stay and become your next set of regulars.

How should you handle reviews from visitors?

Visitors leave reviews on travel sites and maps. Reply politely, thank them and fix any real problem. A short, calm reply from the owner reads well to the next guest.

What should you measure each season?

Keep three numbers on one sheet: covers by day of the week, the average spend per table and the share of guests who are new. Compare them across the cruise months and the winter months. If your Monday covers in February are a third of your Saturday covers in July, you know where to put effort. If the average spend of a visitor is far above a local's, ask why, and whether a local version of the dish could earn the same margin at a friendlier price. Review the sheet every month with your manager and your head cook.

How do you keep the waterfront from being your only story?

A business on the waterfront can fall into the habit of being known as a tourist stop. Keep a second story alive: a neighbourhood menu, a seasonal dish that changes with the market or a chef's table for locals. Post it where residents will see it. Small signals, such as a chalkboard with this week's catch, tell regulars that the kitchen is still paying attention.

Do you want regulars and visitors to find the same best dish?

A dish that is known by name is the easiest way to bring in both. Mosey is a food discovery app where diners rate the dishes they ate and search by what they want to eat, which helps visitors and locals find the same standouts. Nobody can pay to outrank you there, because Mosey Gold is earned from ratings alone.

More guides for your business:

• How to get more customers for a restaurant in Hamilton, Ontario
• How to get more customers for a restaurant in Kitchener-Waterloo
• How to get more customers for a restaurant in London, Ontario

More in the Canadian guides for food businesses.