The Golden Gourmets

Today, we are going to talk about another market that you should be getting your share of whether you are in Tulsa, Tampa, Tucson, or Toledo. And, you can get your share by utilizing a few ideas and maybe spending just a few bucks. If you are contemplating building a new restaurant or a complete remodel, you might want to consider some of the thoughts to come. The market I want you to think about is me, a golden gourmet, a senior citizen.

Seventy-eight million Baby Boomers started turning 60 last year. In addition, millions of Americans are already 60 and over. They are vital, active members of society. They hike, canoe, play video games, work out, ride motorcycles, travel, and eat out often. And, not a lot of restaurants cater to their needs. This group looking for highquality food, service, cleanliness, and good value, just like most other folks. But, they also have special wishes that are rarely acknowledged in most restaurants, and they are not difficult.

• To start with, are your ingress and egress signage easily seen and understood? Is your parking lot clearly striped? You know, we love to stay between the lines. That was part of our generation, whether Catholic school or not. Here’s a thought: I know you have handicapped parking by the door. How about one or two designated senior spots next to these? Bet you would see them filled a lot of the time. And, probably at off times, when you wish you had more business. All it would take is a sign.


• Automatic entrance doors would be great for everyone, especially seniors. And when is the last time you looked at your ambiance? Pleasant surroundings with some art, or wood decoration to accent the fun and friendly mood would certainly appeal. Even just a couple of planters would work.


• Make sure you have some tables for seniors. It’s hard to get in and out of those booths. Is there anywhere you can designate for parking walkers and canes?


• And, if it’s not a big deal, keep the lighting relatively bright. First I have to find my glasses and then I can’t see the menu. Speaking of reading, the latest local newspaper would be great. Seniors hunger for information. You might want to think about seminars in the dining room at off hours on Medicare, investing, or the latest best-selling book. If you have a kids’play area, invite grandpa or grandma to bring the grandchildren for a special play date.


• Seniors are very social and like to come in groups or meet up at the restaurant. That means more business for you. And, again, they eat early, probably at your down times. Make it easy for them. If you don’t have servers, provide paper menus on the tables that they can use to order from and fill out. If you can, have one of the crew people run over and get the order and money.


• Seniors are very health conscious. Hopefully, you have menu items that are friendly to health and weight management. Make sure these items are described in writing at the table on the paper menu so there is no question about allergy problems. Ensure that your menuboard and menu have type large enough to be read by tired eyes that have seen most everything.


• Another nice idea would be a senior menu. Have the prices include sales tax and make them nice even numbers. If you don’t have a kids’ menu, have a grandkids’menu as a part of the senior menu. That invites us to bring the little ones. But be careful. All silver-haired people sometimes have kids who are not necessarily grandkids.


• Name the food what it is. No pish-posh names that I can’t pronounce. A ham and cheese is not a pig and cow or a cham-wich.


• Keep the restaurant really clean and deal with spills immediately, especially if there are grandchildren around.


• Avoid stairs.


• Marketing wise, besides the in-store seminars, consider restaurant- sponsored field trips to museums, theatres, and sporting events, starting or ending with a meal at the restaurant. Contact the senior center near you and see what you can do. Maybe you can even provide meals to them or for Meals on Wheels.


• And, of course, stay active in recruiting seniors to work in your restaurant. You won’t find a harder working or friendlier group of employees. Plus, we know just about everyone in town and can recommend your restaurant and be believed. After all, whose grandmother ever lied?

All in all, make your restaurant an oasis for the senior and his active lifestyle, providing a great meal alone, with family or friends, in a wonderful atmosphere, at great value. Once you have made a friend of a senior, his return rate will be enormous. He will think of your store as the only place to eat where he can meet vital, healthy, active senior friends. Remember, he has the money to spend and wants to spend it.

Just a few thoughts on a market that folks are beginning to mention but not do a lot about. We’re on the run, we love to eat, and we don’t have time to cook. Sounds like a formula for success for you.

Many of the areas I’ve covered have been suggestions from you readers, including this one. If you would like me to cover a certain topic, e-mail me at the address on the bottom of the article. Thanks for all the help.

Happy Trails, and have a peaceful life.