It’s still weeks away, but two things are already certain about April 7, the day of the NCAA men’s basketball tournament championship.
One, I’ll shed a few tears—that “One Shining Moment” montage gets me every time—and, two, I’ll be enjoying all the excitement in the comfort of a local restaurant or pub.
Sure, I have a brand new high-definition TV and I make a mean guacamole, so hosting a tailgate at my apartment is always an option. But there’s something about that sense of community with fellow fans that is impossible to duplicate at home.
So as millions of Americans begin filling out their brackets, it’s a perfect time for restaurants to reconnect with local sports fans. It’s a win-win proposition for operators, who stand to score stronger sales and customer loyalty that lasts even after the season is over.
That’s certainly been the case for me. As a displaced Ohio native and die-hard college football fan, discovering a Big Ten bar in Manhattan where I could watch my beloved Buckeyes was like finding an extended family. I bypass hundreds of other bars and restaurants on my train uptown just to join my Buckeye brethren at Blondie’s, and that loyalty has translated into a whole lot of Buffalo wings, BLTs and beers.
Likewise, until the Buckeyes dust off their helmets this fall, I’ll be cheering on my new favorite basketball team, Kansas, not to mention spending my hard-earned cash, at two Jayhawk-friendly establishments in the city.
As consumers persist in tightening their belts and casual-dining restaurants’ sales continue to suffer, there’s no better cultural phenomenon to hang your hat on than the nearly recession-proof sports industry.
Even for operators that don’t have deep enough pockets to offer high-dollar giveaways like tickets and trips, there are countless ways to engage sports fans. They can be as elaborate as a drink special tied to a team’s record or as simple as a server’s kind smile after a crushing loss.
There are also more tangible benefits to catering to sports fans. Buffalo Wild Wings learned that last April when Ohio State advanced to the NCAA men’s basketball championship. The Minneapolis-based chain, which has about a fifth of its locations in Ohio State’s home of Columbus, saw same-store sales rise 14 percent that month.
There’s no question that operators stand to gain from hungry sports fans eager to celebrate in victory and console themselves in defeat. So during the powerhouse performances and heart-stopping upsets of this year’s tournament, consider making your restaurant or bar a haven for local fans.
It might even lead to a shining moment for your restaurant’s bottom line.