How to get more customers for a restaurant in Hamilton, Ontario

Hamilton's reputation has changed, and its restaurants have changed with it. People who once drove through on the highway now spend weekends there, Toronto commuters have moved in, and the city has become a place that southern Ontario talks about for food. That is good news for an independent restaurant, but it also means more competition for the same guests.

Who comes to a Hamilton restaurant?

• Long-time residents who know the city and expect value and honesty.
• New arrivals from Toronto and elsewhere who want a good meal close to home and have more to spend.
• Students and staff at McMaster University and Mohawk College.
• Hospital and health workers, a large local workforce with shift patterns.
• Weekend visitors who come for the arts, the waterfalls and the markets.

Each group has a different peak time. Students and shift workers are busy at odd hours. Visitors come on weekends. Residents fill the room on weeknights if you give them a reason.

How can James Street North and the Art Crawl help?

The Art Crawl on James Street North is held monthly in the warmer season, with a section of the street closed to traffic. It grew into a street party that also inspired the Supercrawl festival. For a restaurant on or near the strip, the Crawl is a reliable monthly peak. Prepare for it: a shorter menu, extra staff, takeout items people can carry and a plan for seating. If you are not on James Street, consider how to benefit from the crowd without competing with it, for example with a late opening or a pre-Crawl dinner offer.

How do you use Hamilton's markets?

The Hamilton Farmers' Market, a long-running downtown market, sells produce, meat and prepared food. Its vendors are a good source of local ingredients, and its customers are the people who care about where food comes from. Name your producers on your menu and tell their story. A short line, such as "tomatoes from a farm outside Hamilton," builds trust.

How do you reach Toronto commuters?

Hamilton has GO Transit connections to Toronto, and many people work in the big city and eat at home. They are on their phones in the evening, looking for something good nearby. Put your hours and menu on your page and make it easy to order ahead. A call-ahead pick-up option for people stepping off the train at the end of the day can be a steady source of sales.

How do you build weeknight regulars?

1. Pick one weeknight and give it a name. A "Wednesday supper" with a set price is easier to promote than a general discount.
2. Offer something local. A beer from a Hamilton brewery or a dish with local produce.
3. Make it easy to book. A simple form or a phone number that is answered.
4. Thank regulars by name. In a city of neighbourhoods, personal service travels by word of mouth.
5. Ask for ratings of specific dishes. Reviews that name the plate are worth more than stars.

How do you stand out from the new openings?

New restaurants open often. You cannot match their novelty, but you can match their clarity. Know what you do best and say it plainly. Keep your photographs and hours current. Keep your service warm and consistent. Rotate a few seasonal dishes to give regulars something new.

Should you open for lunch?

Lunch needs staff and a shorter menu, but it brings reliable trade from workers and students. Test it two days a week for a month, and track covers. If it works, extend it.

How do you track what is working?

Pick two or three things to measure for ninety days. For example: covers on Art Crawl nights compared with other Fridays, the number of new faces at lunch and the number of GO-train pick-ups. Write them on a whiteboard in the office. When one of them moves, look for the cause. If the Art Crawl nights are strong but the following Saturday is weak, you may be drawing guests who do not return, and a small follow-up offer could help. Keep what works, and drop what does not after a fair trial.

What can you learn from nearby businesses?

Walk the street on a Friday evening and see where the lines form. Talk to neighbouring owners, because many of them face the same problems with staff, deliveries and noise. A shared plan for the Crawl, such as a joint map or a common time for late opening, helps all of you. Competition in a growing food neighbourhood is also what draws guests in the first place.

Do you want your best dish to reach people before they arrive?

Many guests decide where to eat before they leave the house. Mosey is a food discovery app where diners search by dish and mood and rate what they ate, so a good plate on James Street can reach someone on the GO train. 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 Kitchener-Waterloo
• How to get more customers for a restaurant in London, Ontario
• How to get more customers for a Niagara restaurant, from summer crowds to January icewine

More in the Canadian guides for food businesses.