How Do You Fill Your Club's Dining Room?

Overall, 56 percent of managers say formal dining space at their club will decrease by 2010. Is it because people would rather drive 10 miles to the nearest pub and grill after 18 strenuous holes? Doubt it.

The clubhouse is the first and last impression of your course. It’s important to keep those dining chairs filled - not only for revenue, but for atmosphere. Savvy operators are also finding that a top-notch running dining room is a viable, and somewhat necessary way to attract incremental business from non-golfers as well. But how do you pack what may be a dying dining room?

Last year at Great Country Club’s of the South Symposium, Carolina Country Club General Manager, Jack Slaughter, talked about the growing trends in food and beverage and how to fill seat’s in the Club’s Dining Room.

Jack made four keys points on the subject. Here's what he had to say:

1) Hire only a quality well-trained staff with the right attitude and leadership.

2) Purchase only quality food with an innovative menu, traditional favorites and options geared towards what the members like and your team does well.

3) Branding your F&B Program – Try to brand what you have going for you, build on your strengths...could be your Chef, a venue style of cuisine or service, your location, unique culture or tradition. Build consistent marketing effort – “Branding” includes uniforms, tabletop, menus, decor, and wine list.

4) Market and promote your Chef at every opportunity. Look for ways to expose the Chef to the membership and build a personal relationship with individual members, Chef Tables personal notes from the Chef, newsletter articles, competitions, Chef in dining room talking to members etc.