Entertainment in your restaurant: eleven ideas and what they really cost

Entertainment in hospitality almost never fails on the idea. It fails on execution: something that takes too much work, needs too much space or only works once. Below are eleven forms, with an honest look per form at what you get back for it and what it costs you.

Ongoing, every day

1. Games on the table via a QR code

Works every day, takes no space and no staff. Fills exactly the gap between ordering and serving. Downside: it's not a reason to come specially; it makes a visit better rather than attracting guests. See the overview.

2. An open kitchen

The strongest form of entertainment there is, and the most expensive. Only relevant during a renovation.

3. Board games in a cupboard

Likeable and cheap to start with. In practice pieces go missing and someone has to keep track of it. Works best in cafés where people stay a long time, less so in restaurants where the table needs to turn over.

Weekly or monthly

4. A pub quiz

The best way to fill a quiet weekday evening. Takes two to four hours of preparation each time if you write the questions yourself. Described in detail in the guide.

5. Live music

Draws in an audience and completely changes the atmosphere. Costs money per evening, takes space, and you need to consider noise regulations and neighbours. Only works if it suits your venue: acoustic in a small restaurant, louder in a café.

6. A theme night

A country, a season, a dish. Works well if you repeat it consistently and regular guests start to expect it. Doesn't work as a one-off.

7. A tasting or workshop

Wine, beer, coffee, cooking. High spend per guest and a strong reason to come, but it takes a staff member who's busy with it the whole evening.

Seasonal

8. A terrace activity

Boules, a dartboard, a table tennis table. Works excellently from April to September and gets in the way the rest of the year.

9. A match on a big screen

Fills the venue at moments you know in advance. Downside: guests who didn't want to watch a match won't come that evening.

For families

10. A play corner

Attracts families, takes up square metres you need on busy evenings, and needs to be kept clean. See also what parents are really looking for.

11. Colouring sheets and puzzle books

Cheap and easy to introduce right away. Keeps a child occupied for five to ten minutes and needs to be kept in stock.

What suits which moment of the week

Entertainment solves two very different problems, and it helps to know which of the two you have.

Filling a quiet evening

Tuesday and Wednesday, when the venue is half empty. Here you need a reason for people to come, and that's something you announce: a quiz, live music, a theme. Something that's always there doesn't solve this — nobody comes specially for that.

Making a busy evening better

Friday and Saturday, when the venue is full and the kitchen is behind. Here you need exactly the opposite: something that's always there, requires no attention from your staff, and bridges the waiting time. A quiz night on your busiest evening only makes it heavier.

Most venues have both problems, and choose one solution. That's why it so often only half works.

What each form costs, side by side

Money is rarely the decisive factor; time is. This breakdown helps to see what you're really spending:

• One-off money, no ongoing time: a dartboard, a table tennis table, a cupboard with board games. Cheap to maintain, but seasonal or space-consuming.
• Ongoing money, no time: games on the table. A fixed amount per month and nothing else, not even on a busy evening.
• Money and time each time: live music, a tasting, a workshop. The strongest crowd-pullers and the most expensive form in both respects.
• No money, lots of time: a self-written pub quiz. Works excellently as long as the person who writes it keeps it up, and collapses as soon as that person leaves.

That last category is the pitfall most venues fall into. Something that seems free because it doesn't generate an invoice can be the most expensive option.

The three mistakes made most often

Introducing something on the busiest evening

The temptation is to start when it's full, because that's when most people see it. That's exactly when your staff has no time for it and things go wrong. Start on a quiet evening, where a mistake goes unnoticed.

Stopping too soon

The first time almost never works. A quiz night needs three to four editions before there's a regular crowd. Anyone who concludes after one time with eight participants that it's not working is stopping exactly too early.

Three things at once

Anyone who introduces a quiz, a play corner and live music in the same month won't know afterwards what helped and what got in the way. One thing at a time, with two weeks in between.

How you choose

Go through these three questions before introducing anything:

1. Does it work every day, or only on the days I organize it?
2. Does it cost my staff time at the moment it's busy?
3. Can I tell within two weeks whether it works?

The formats that score well on all three are the formats that stay. The rest gets quietly stopped after a month.

The difference between entertainment that stays and entertainment that disappears is almost always how much work it costs on a busy evening.