What Would Be a Reasonable Restaurant Offer That You Cannot Refuse?

Llukejen on 14/03/2025 - 14:03
Last edited 14/03/2025 - 15:57 by 1 other user

Long time lurker… first time poster, and yes I had to finally create an account to post in the forum (hence newly create account).

I have a genuine concern and need your opinions, input and help! My friend owns a restaurant in Melbourne (Indian cuisine), unfortunately I cannot name the restaurant as he has no idea I am posting this here, I just wanted to know if I can help him out. Also, the restaurant's name does not really matter for this post as this essentially applies to all restaurants.

The concern is that his business is not doing well. He has tried multiple different offers like % off total bill, and various offers on UberEats etc. He says the offers get a few customers in but then it is the same. He does social media marketing, has reasonable rating on Google (4.4 stars overall) as well. From a customers perspective the food is good quality, tastes good, service is really goos, customers are generally happy.

The main reason for this post is to understand what would be something that he could do to increase their regulars. I am asking from you guys as I have seen you guys usually have sensible opinions (sometimes harsh) and genuine ones! What would you want in a restaurant that would make you return and be your go-to restaurant?

He is really struggling at this stage to make sure his business survives and I often see him stressed due to this. He has tried multiple things that the marketing world tells him. They do fb/insta ads as well + organic posts almost every other day. So basically he has tried pretty much everything I would say.

So the main question being… what would a reasonable promotional offer for you be to get to a restaurant you have never tried before! As I feel once people try the restaurant, there is not much to not like about it, it is decent.

Any help/input is much appreciated and please don't be harsh as it is my first post in the forum, thanks guys!

Food & Grocery Restaurant

Comments

      • CocaKoala on 16/03/2025 - 16:09

        may affect his restaurant's image adversely

        Given the fact that not a lot of people want to eat at this joint, I'd suggest this "image" of the restaurant is pure fiction and resides only in your "friend's" mind.

        Nobody cares if a restaurant was opened last Thursday or not if they want to eat in there today.

  • chevson on 14/03/2025 - 18:01
    +4

    A local Indian restaurant that is popular has a family dinner pack cheap special. Sunday to Thursday. Changes every week set menu made in bulk. 1 entree, 2 Currys, 2 rice, 2 naan, raita. $35. No modifications.

    Also has a lunch special

    Manjits Corrimal family dinner pack. This deal is takeaway only and in the quiet nights

    They get saving from making in bulk. People add additional regular dishes as they like for regular price.

    They've had it running for decades

    • lukejen on 15/03/2025 - 00:00

      yea others mentioned family packs as well… i will talk to him about it. he has set menus but only for groups of 6+ or 8+ (cant remember exactly). thanks

  • dtc on 14/03/2025 - 18:05
    +1

    1. as others have said, 'cheap' lunch and dinner deals. $15 or whatever for rice, curry, naan and a drink. Plenty of places target completely different groups for lunch as against dinner; so focus on what each of those crowds want (eg fast cheap but not too much for lunch; there is a demand for similar meals straight after work; but evening may get more slower eat in diners as well)

    2. offer takeaway discount. More sales but no need to staff up. Probably wont create a big extra demand but people like feeling they are getting a bargain. However if the restaurant isnt near where people live, then they arent going to buy takeaway and hop on the train for 20 minutes.

    3. market around universities (aka where there are a lot of indian students) (yes, understand that many of them are not eating out at restaurants). can he make money offering a discount for uber eats etc (not a discount from the dine in prices, but a discount on uber eats orders from their outrageous prices eg 10% off uber eats is the same as the 10% off takeaway price). Check out a lot of cheaper east asian restaurants, there are uber eats and panda eats drivers coming in constantly.

    4. I would love to say 'offer something that isnt northern indian that is the same as everyone else', but I've seen too many southern indian or Goan or ones serving thali fade away, since most Australians still think indian food means northern indian. But its an option - be different

    • lukejen on 15/03/2025 - 00:04

      all good points!
      I will tell him to consider the $15 meal offer (which he was planning as well). takeaway discount sounds good too. thanks for your input, cheers!

  • tenpercent on 14/03/2025 - 18:20
    +1

    To answer your question directly…

    A korean restaurant opened in my area recently, they had 50% off mains for the first week. We only tried them out because of that. It is more of a takeway joint than a sit in restaurant.

  • duluxe2000 on 14/03/2025 - 19:21

    Location matters , does his shop get a lot of foot traffic? is it it in the area where demographic like to eat Indian cuisine and/or afford eating out regularly ?

    • lukejen on 15/03/2025 - 00:09

      it is located in the city so foot traffic is present, but it is not on one of the main streets, so relatively slightly lower foot traffic than competition.

  • belongsinforums on 14/03/2025 - 19:41
    +2

    $5 deals or two for one

  • lainey13 on 14/03/2025 - 19:44
    +3

    If it's too expensive for takeaway, then it has to be nice enough to make the effort to go out and eat in a restaurant. If not I'll just make my own cheap food at home.

  • Ocker on 14/03/2025 - 19:53
    +1

    Indian restaurants in the inner East suburbs of Melbourne are a dime a dozen. Nothing really to differentiate one from the other, except price, and even then the quality is pretty much the same.

    • lukejen on 15/03/2025 - 00:12
      +1

      I agree… i have seen hundreds of indian restaurant's popup in the last couple of years. no doubt that is one of the reasons.

    • Poor Ass on 16/03/2025 - 14:35

      Is it just a bunch of home cooks?

  • dono2 on 14/03/2025 - 20:43
    +2

    From Grok -

    I’m sorry to hear about your friend’s struggles—it’s tough seeing someone you care about in that position, especially when they’re pouring their heart into something like a restaurant. Indian cuisine is fantastic, and with good food, service, and a solid 4.4-star rating, it sounds like the foundation is there. The challenge seems to be turning one-time customers into regulars and getting more folks through the door in the first place. Let’s break this down and think through some ideas that might help, based on what could draw people in and keep them coming back.

    From a customer’s perspective, what makes me return to a restaurant isn’t just about discounts—it’s about feeling like the place gets me and offers something I can’t easily get elsewhere. Since he’s already tried percentage-off deals and UberEats promos with limited success, the issue might not be awareness or initial interest but rather building loyalty and standing out in a crowded market like Melbourne, where food options are endless. Here are some thoughts on what could work, both for attracting new people and making them regulars:

    Promotional Offers to Hook New Customers

    1. "First Taste Free" or Low-Risk Trial

      • Offer a free small appetizer or a signature dish sample with any first order (in-store or delivery). People hate risking money on something untested, so this lowers the barrier. Pair it with a minimal spend (e.g., $20) to ensure he’s not losing too much. Something like, “Try our butter chicken bites free on your first visit!” could tempt people who’ve been on the fence.
      • Why it works: It’s not just a discount; it’s a chance to showcase the food’s quality without asking for full commitment upfront.

    2. Combo Deal with a Twist

      • Instead of a flat % off, create a unique combo that feels like a steal but highlights the menu’s strengths. For example, “$25 for a curry, naan, and a craft Indian-inspired drink (like mango lassi or spiced chai).” Make it exclusive to first-timers or a limited-time offer.
      • Why it works: It’s specific, memorable, and gives a full experience, not just a price cut. People love feeling like they’re getting a curated deal.

    3. "Bring a Friend" Incentive

      • “Come with a mate, and your second main is 50% off.” Or even bolder: “First round of naan on us for groups of two or more.”
      • Why it works: Word-of-mouth is gold. If someone tries it and loves it, they’ll bring others. Plus, it creates a social vibe, which Indian food suits perfectly.

    Turning Newbies into Regulars

    1. Loyalty That Feels Personal

      • Ditch the generic “buy 10, get 1 free” card. Instead, do something like, “After 3 visits, unlock a secret menu item” or “Visit 5 times, and we’ll name a special dish after you for a week.” Maybe even a simple handwritten thank-you note with their second order.
      • Why it works: People crave connection. A personal touch makes it less transactional and more like they’re part of the restaurant’s story.

    2. Community Vibes

      • Host a low-key event: a Bollywood movie night, a spice-tasting workshop, or a Diwali mini-celebration with a set menu. Promote it on socials and invite locals. Charge just enough to cover costs, but make it fun and communal.
      • Why it works: It’s not about profit—it’s about making the restaurant a place people associate with good times. Regulars come from familiarity.

    3. Subscription Lite

      • Offer a “Curry Club” pass—e.g., $50/month for one discounted meal a week (say, 30% off) plus a free chai each time. Limit it to 50 subscribers to create scarcity.
      • Why it works: It’s a commitment that’s not too heavy, and it guarantees repeat visits. People love exclusivity.

    What I’d Want as a Customer

    For me to try a new spot and keep coming back, it’s about value, vibe, and something unique. A promo like “$15 for your first lunch special + a drink” would get me in the door—simple, affordable, no pressure. But to return? I’d want consistency (same great food every time), a reason to feel special (like a loyalty perk that’s not boring), and maybe a dish I can’t get elsewhere—like a fusion naan pizza or a regional Indian specialty that’s rare in Melbourne. Good playlist and warm staff don’t hurt either.

    A Harsh but Honest Take

    Since you mentioned we can be blunt—here’s a possibility: if he’s tried everything (ads, discounts, social media) and it’s still not clicking, maybe the issue isn’t the marketing but the positioning. Melbourne’s food scene is brutal—Indian restaurants are everywhere. Does his place have a clear identity? Is it “the cozy family joint,” “the bold flavors spot,” or “the hidden gem with killer naan”? If it’s just “another Indian restaurant,” even great food might not cut through the noise. He might need to lean harder into what makes his place his—a unique dish, a story, a vibe—and hammer that in every post, every offer.

    Next Steps

    If you want to dig deeper, I could analyze his social media or Google reviews for patterns (without the name, just general trends you describe). Or search what’s working for other Indian spots in Melbourne. Let me know! For now, I’d say pick one promo from above—something fresh he hasn’t tried—and test it for a month. Track who comes in, who returns, and tweak from there. Hang in there—he’s lucky to have a friend like you looking out for him.

    • lukejen on 15/03/2025 - 00:14
      +1

      some of those points are actually good haha… noted, thanks mate!

    • Deals For Days on 15/03/2025 - 15:46
      +8

      Nothing says helpful advice like an ai generated wall of text…

    • Daabido on 16/03/2025 - 18:51

      I think Elon should take that advice.

  • BobLim on 14/03/2025 - 20:48
    +8

    Not keen to spend more than $10 on lunch if I'm in the office, otherwise I'll just bring something from home or not bother at all. Do a quality takeaway curry (or two) with choice of naan or rice for under $10.

    • lukejen on 15/03/2025 - 00:15
      +1

      would you buy if it was $15? i ask coz he was planning to start such an offer… $15 curry and rice (might do choice of naan as well).

      • BobLim on 15/03/2025 - 17:51
        +3

        Pretty unlikely. Maybe $12 at a stretch but it wouldn't be as frequent. Not interested in a drink bundle to increase it to the $15 either, but I would occasionally indulge in a $4-6 mango lassi if it was available and decent quality

    • pipboy on 15/03/2025 - 23:51
      +1

      +1 price is really important to attract the office crowd especially in the cost of living environment.

      The busiest place I ever saw as an office worker in cbd was a bahn mi joint that did $7-$8 rolls which were fresh and packed with fillings, there’d be a line of 15-20 people everyday.

      I’d get Indian for $10 every day if I got two choices with rice (1 meat 1 veg) and it wasn’t a couple of small pieces of meat drowning in a sea of sauce.

      $15 would be stretching it, you’d have to have a can of drink and some naan in there at that price and for me it’d go into the once a week category.

      Have a walk around and see what places are doing a busy trade around your mate’s restaurant at lunch time to help calibrate pricing. Most office workers are looking for cheap and quick unless it’s a social event where they want to sit down somewhere with decent ambience.

  • haggertm on 14/03/2025 - 21:34

    It sounds like they have good food but are failing to build a brand in a market with a lot of options. Perhaps they could reach out to some social media influences in the Melbourne food space and offer a free meal and possibly payment in exchange for a review/post to their followers. If I were to do this, I would probably also try to create some kind of offering that your competitors don't have, something that you can become known for, to give people a reason to visit your restaurant over your competitors. This is something that you will have to brainstorm on but it could be anything from a huge naan with a crazy amount of cheese, maybe even creating a secret blend of multiple cheeses (make sure to include a load of mozzarella as it looks appealing how it stretches). Or you can make a crazy hot curry and try to attract that crowd. You could even do a challenge where if they finish the dish they get a shirt or something. You could have a wall of pain on social media with all the people who have attempted the challenge and who has succeeded and who has failed. It depends what kind of crowd you're trying to attract I guess.

    • lukejen on 15/03/2025 - 00:19

      yea I know where you are coming from… i see this kinda stuff all the time these days and it is without a doubt interesting to an extent haha. I think he did approach a few insta influencers, but apparently didnt do much for him. however, i like the idea of doing it with some sort of an offer, maybe that will work… I will tell him. thank you!

  • Ciderfizz44 on 14/03/2025 - 22:50
    +3

    Lunch special, early bird dinner special, BYO licence.

    As a CBD office worker I would not typically consider indian for lunch though, I find they seem to do better in the burbs. (He'd save on rent also)

    • lukejen on 15/03/2025 - 00:22

      he has a few lunch specials, and is fully licensed, no byo. doesnt do early bird dinner specials though.

  • randomusername2017 on 14/03/2025 - 23:17
    +4

    Call Gordon.

    • lukejen on 15/03/2025 - 00:22

      hahaha…. that would be epic! ringing him rightnow lol!

  • soan papdi on 14/03/2025 - 23:31

    Turn it into a takeaway-only restaurant maybe, would save on rent.

    • lukejen on 15/03/2025 - 00:24

      i doubt that would work for him as the place is relatively huge and lease already in place for now…

      • BewareOfThe Dog on 15/03/2025 - 10:46

        Does wlhe have food pre-cooked in trays for people wanting a quick takeaway?

  • Kegsta on 15/03/2025 - 00:17
    +8

    I'm no marketing genius so all I can do is tell you what I do if I'm trying to decide on a random place to eat nearby, this isn't much help for return customers but i'd say it would be more valuable than facebook ads.

    Make sure the google business profile is up to date, contains an easy to access menu, good reviews and good pictures of the enviroment assuming its not a shithole, make the first picture look like a nice place to eat, not some random low res logo, google maps image, or random customers photo.

    Type Indian resteraunt near me, and see what comes up on google maps, compare the places around and maybe get some test subjects from the target demographic who don't have a connection to the place to look around the area on thier phone and tell you where they would choose and why from the online presence alone.

    • lukejen on 15/03/2025 - 00:26

      interesting points, thats the thought process of a customer looking for food, makes sense. I will pass on the info to him, thank you appreciate it.

    • Daabido on 16/03/2025 - 18:52
      -1

      "Very very bad man!"

  • apple2016 on 15/03/2025 - 00:51

    My friend owns a restaurant in Melbourne (Indian cuisine)

    What type of restaurant is it? Fine dining / casual dining / fastfood/ takeaway ?
    Most dine in restaurants make fair bit of money on drinks. Most indian cusine restaurants dont seem to focus on this. Also the sucessfull restautants usually are the ones that focus on one style rather than trying to be jack of all!

    From a customers perspective the food is good quality, tastes good, service is really goos, customers are generally happy.

    Dont be fooled by what customer is saying. If the food is good they will return. If they are not returning, it simply means there are better choices out there. About time to face reality!

  • miwahni on 15/03/2025 - 02:14

    What's the ambience? Does the restaurant have character or does it appear sterile and soulless? There's a street lined with restaurants near me, and the last time I went there I chose my dining spot based on the feel. It had people already seated and seeming to be enjoying themselves, golden lighting, "uniformed" waiters, Indian music playing softly, and a heavenly smell. So basically I chose it based on anticipated experience, rather than price, ads etc.

  • snapper17 on 15/03/2025 - 06:49
    +5

    personally I find indian a bit too expensive
    Over $20 and each pack has maybe 200g of meat if your lucky
    add some garlic nann safron rice and a mango lassi and its $60 for 1 meal

    Also it can be hit and miss. i usually get 2 curries so I can get 2 meals out of it. Often the butter chicken is good but the others not so much (lamb rogan josh, beef mandras ect)

    Fish and chips with some dimmies is closer to $25
    Pizza also $25
    2 x Bahn me $25-30
    Kebab and chips with can $27-30

    just a few more options that are half the price

    • Foggy Fluoride Stare on 15/03/2025 - 10:27
      +1

      Indeed, fish and chips serve as an excellent comparison to Indian food.

      At one of my local establishments, they offer fresh barramundi fillets and most customers can immediately detect if the oil has gone rancid, both in the aroma and taste.

      The same principle applies to Indian cuisine. If the oil, sauces, curries are being reused, it will be obvious.

      As others have mentioned below, it’s clear there is something fundamentally wrong with the food at the restaurant.

      Save $5 on sauces and $20 on oil every day, and the owner will soon be living homeless in the streets.

      • BewareOfThe Dog on 15/03/2025 - 10:47

        Butter chicken kebabs?

        • snapper17 on 15/03/2025 - 16:39

          actually it does exist and its fantastic.

    • Poor Ass on 16/03/2025 - 14:41
      +2

      Bahn mi 2 for $25 wtf that's insane

  • brendanm on 15/03/2025 - 08:36
    +2

    Either the food isn't good or the price is too high.

    • CocaKoala on 16/03/2025 - 03:42

      I've seen places where both were true! Never visited them again. Even when I was pretty hungry once I chose to drive up the road to get to a subway instead. One bad experience could been a customer never visiting the joint again.

  • kanter on 15/03/2025 - 09:07
    -3

    He needs to tell his customer to come again, it works for Apu

    • Deals For Days on 15/03/2025 - 15:48
      +1

      I’m no woke but commenting this just seems racist lol

      • greatlamp on 15/03/2025 - 18:30
        -2

        I'm not racist but… we have come full circle

  • Foggy Fluoride Stare on 15/03/2025 - 10:19

    Curry and sauces must always be prepared fresh. Any dish that has a hint of rancidity is immediately discernible to the customers. If one has ever encountered the offensive stench of spoiled curry or sauce, they will understand that even the faintest odor will permeate throughout the establishment, diminishing the entire dining experience.

    Throw away any curry and sauces at the end of the day. Everything must be fresh. Gordon Ramsay 101.

    It is night and day when I compare a meal crafted by my private chef to the meals served at many local restaurants.

    My chef utilises a select combination of India Gate Classic (Brown Bag), Daawat Biryani (Green Bag), and Lal Qilla Traditional Royal (Green Bag). The proportions remain a closely guarded secret of my private chef.

    It is the texture of the rice that elevates the entire meal, providing a pleasurable experience. Many scum of the earth restaurants resort to the inferior rice found in supermarkets such as Woolworths, which when used risks subjecting their diners to an entirely unsatisfactory culinary experience. While many Indians may settle for such low-grade rice in their daily meals, those of us with proper sensibilities simply cannot abide by such mediocrity.

    If you believe I am exaggerating, I encourage you to compare Alishaan Super, which has a harsh abrasive texture to India Gate Classic, which has a silky smooth and refined texture. The distinction is undeniable.

    Obviously, you do not believe the food tastes bad, but often it is the owner that is posting on OzBargain given the many threads we see here.

    Australians deserve higher quality Indian food and we will not tolerate the cheap standard Indian homemade meals charged at premium prices. In my opinion, anything less than the best is unacceptable. If you want to run a business like that, just be prepared to become a homeless person. No kidding.

    • pyramid on 17/03/2025 - 20:17
      +1

      Australians deserve higher quality Indian food and we will not tolerate the cheap standard Indian homemade meals charged at premium prices.

      No indian cooks restaurant styles curries at home…

  • anthony t on 15/03/2025 - 10:50

    Lots of good ideas here, but I think mostly about 'selling' rather than marketing. It sounds like things are getting dire for what sounds like a pretty good restaurant, so drastic action may be needed!
    Someone mentioned Gordon Ramsay. His 'rescue' series was often basic stuff, but also had some great ideas. One of them was to take it to the streets. You said it's a 'business area', but regardless of this, I reckon 2 or 3 staff on the busy nearby streets about lunchtime on weekdays - say 11:45 to about 12:30 - armed with warm samosas and curry puffs (preferably vego, as cheaper and suit more people) and dipping sauce on the side on a tray - take 1 free! Plenty of business cards or whatever to give out or brochures (see below).
    As to 'selling', if there are offices with even 20 people in them, drop in about 11AM with well-prepared brochures and even some of the above food to leave there, on say, a Monday. The smell alone will attract plenty of interest! But do have an offer in the brochure (must present brochure for freebies) - say free samosas or curry puffs with every order over say $25 or $30 - expiring, say, after a date about 4-6 weeks later. Money discounts cost the restaurant much more than free food, so worth avoiding.
    If it's legal, maybe a free beer (or soft drink for non-drinkers) with every main course instead?
    It's a personal thing, but I find 'fully licensed' is offered as a 'brag', when for me, it just adds unnecessarily to the eat-in price, and 'suggests' a more expensive restaurant. Maybe BYO, wine only, for $10 corkage?

  • richmond12 on 15/03/2025 - 10:56

    Get one of the popular instagram food reviews in but the paid version. Its basically an ad. You gotta pay them though.

  • arsey on 15/03/2025 - 12:22

    Occasional Melbourne office worker and purveyor of Indian food, so I'm somewhat of an expert ;)

    I'd be tempted by lunch specials
    - $12-13 one curry and rice
    - $18 two curries, rice and naan
    Drinks extra

    To convince my coworkers, you'd need at least three veg dishes, eg. Dhal, palak paneer, beans or okra

  • greenjalapenosauce on 15/03/2025 - 12:42
    +1

    Follow Roti Bar and Villas Restaurant - based in Collins St, Melbourne. They have lines out the door, all the time!

  • Lucky Lady on 15/03/2025 - 12:53
    +2

    I’d be tempted by a buffet night with a per person charge as I might actually find a dish/dishes that I like. I’ve always been wary of Indian cuisine.

    Labels and chilli pic ratings on the dishes would be great.
    Some customers would pig out but most cashed up retirees don’t eat much and are the demographic most likely to return. Plus Indian meals are generally easy to chew for us seniors.

  • Hangryuman on 15/03/2025 - 13:42
    +1

    what is his point of difference - what distinguishes his restaurant from any other Indian restaurant ?

    If it's fully licensed that suggests higher priced and likely to deter the office worker lunch crowd.

    People will drive across town to a restaurant they love - but walk past every day and never go into a restaurant that doesn't appeal to them.

    Someone up front with a welcoming smile - maybe stand out the front with bite-sized samples.

    Depends on location - how much passing foot traffic - in an urban or suburban shopping centre - near public transport or do you need to drive to it - what are the demographics of people in the area

    And word of mouth - I used to teach customer service - how to handle a customer who complains - you should Thank Them ! "Thank you for bringing that to my attention - now we have an opportunity to fix a problem we otherwise might not have found out about!"

    Most unhappy customers walk out, never come back, and tell their friends to avoid it - so the business can go downhill and never know why they are bankrupt in 6 months.

    So a customer who complains to the manager is valuable - they want to come back - they just want this problem fixed - if you fix it for them they will feel special ("I Did That!") and become the best evangelists for the business, recommending it word of mouth to their friends - who will drive across town to visit this restaurant their friend told them about.

    So if the manager wants to improve, DO NOT get the staff to ask after a meal "Good!?" while walking past not stopping - customers will nod even if they hated it.

    Get the manager to come out and say "Hey guys - I'd appreciate your feedback - what could we do to improve this restaurant?"

    Then stay silent and wait - customers will tell you their thoughts. They will also feel chuffed at having been asked for advice - and probably come back again - after telling their friends about the special service!

  • Alley Cat on 15/03/2025 - 14:39

    I quite like the idea of take-away and delivery-only places, like a dark restaurant that doesn't have seating. I think they could be more popular as retail dies and most people prefer to WFH.

    That aside, eating out at a particular establishment is hardly about the deal/price for most people, and you probably don't want ozb crowd unless it's a take away place in a food court.

  • b0rnwithabeard on 15/03/2025 - 16:50
    +1

    lots of other people have great suggestions - what about the clientele that's already there? As a white guy, if I'm going to get Indian or any style of Asian food, I'm more likely to go in if the "locals" are eating there. An Indian restaurant that's packed with white bros in suits? Meh. An Indian restaurant that's packed with Indians? Damn, it must be good, let's go.

  • H3R34TH4C0MM3NTS on 15/03/2025 - 17:43
    +1

    At the end of the day the Market determines what Value your product provides them. Lowering the price often does not always translate to providing more value. If you are unable to price your product accordingly to provide enough value to enough people and also turns you a profit as well as values your input and time, then its time to get out of the game. did I mention the word value enough.

  • SuperGreen on 15/03/2025 - 17:52
    +2

    An Indian place that I and a couple friends used to go 30 minutes out of our way to get, hooked us after being recommended by another friend. It was the only Indian restaurant that I ate for 7 years.
    Value and variety was important and it helped that it was very tasty, with a very friendly and hard working owner. Last time I was there a large plate with rice and the option to choose 3 toppings e.g butter chicken, vindaloo, korma etc was around $19. They also had the best naan bread by far for $5-$7 depending on variety.
    At the end of the day it will really just depend on the quality of the food, I for one don’t believe in paying a premium for something that I can make half as decent at home, but I will go out of my way if the price is right.

  • imurgod on 15/03/2025 - 18:03

    The issue may possibly be that it's Indian food in an already saturated market and mainly bought by super tight people looking to pay next to nothing for a meal.

    There's one in my area that became known to offer free meals to those doing it tough. The gesture hit the local FB page and everyone rallied behind them to support them.

    I order from there if I ever decide to eat Indian food.

  • greatlamp on 15/03/2025 - 18:09
    -1

    $21ish is neither cheap nor expensive. It's the most competitive spot to be in.

    The aim is to increase value. Value is perceived.

    Decrease the price to $15 in a promo and you will attract more customers but you will be attracting customers that expect a cheap meal. Once the promo is over they aren't coming back. All you do is cut margins.

    Cutting prices is the last resort of a failing business - you can never increase them again.

    As others mentioned, customers get annoyed when their favourite restaurants increase prices but they leave completely when the portion size - the perceived quality/value decreases.

    The aim of business is to take people's money not sell them more items. Some customers will buy sides because the main is small, some won't. What are you taking per customer on average?

    You friend should increase prices to $30-$40 and offer more value. Rice, Soft drink, tea, Flatbread etc is very cheap. Offer it for "free" with every menu item. Set menu is another option.

    Get a license to sell alcohol and sell it at a fair price. If soft drink and tea is free you want to convince people to spend on drinks - it needs to be cheap enough for impulse buying, $8 for a bottle of beer. Now the average customer is spending close to $40.

    Make sure the place looks like it warrants the higher price. Staff in uniform. The owner at the front greeting customers- not some 20 something student. Tablecloths. Put some art on the wall. Perception is everything.

  • tonka on 15/03/2025 - 18:55

    Multiple brands and price points using Uber Eats. Maybe a second counter just for those pick ups. Can have quality more expensive meals, and discount cheaper meals from same kitchen, different brand. Can have a kids theme hot dog restaurant or a healthly them menu appeal to different tastes if u want. Business costs same wider demographic.

  • Innately Incognito on 15/03/2025 - 18:56
    +1

    We're a DINK couple that eats out (or takeout) most nights so I think we're your friend's target demographic.

    Although we do quite well financially I would say we really heavily frequent places that can offer us around $15/meal. As an example, there's Thai and Chinese places around that we'll order 2 dishes for $45 but get 4 meals from them (leftovers for tomorrow's lunch). Main thing is either providing enough food, or a cheap enough offering that it ends up in this price point for us.

    Other thing that helps us is making sure the food feels somewhat healthy/balanced so we don't feel guilty that we're eating takeout (or dining out) every night.

  • Parentheses on 15/03/2025 - 20:09
    +1

    There's a huge number of Indian restaurants in Melbourne, and statistically speaking most restaurants fail as businesses within 5 years (as in 80% - 4 restaurants will fail in their first 5 years, 1 will limp onwards). In an economy where people have less and less to spend on things like eating out and that % is likely to be worse than normal, the most important advice you could give your friend is to make sure they will survive in the VERY likely case the restaurant goes under completely.

    That means NO LOANS - whether from banks, or friends, or anything else. The thing that sends most failing restaurants into the shit is chasing loans with more loans, until they end up underpaying staff, losing houses, and ending up in crime or suicide. There is a HUGE amount of luck with restaurants, and your friend needs to make sure they are only gambling with an amount they can afford to lose.

    Doing something unique is likely to be the only way to try and tip the odds, but it's still a huge gamble. Getting into catering on the side for events or businesses (particularly if they have a good network of friends in large companies), running an online delivery webpage with their own delivery people rather than getting slaughtered by UberEats fees, or maybe offering cooking&eating experience classes might do something. Just be aware that no matter how much effort they put in and how good their food is, they are still fighting terrible odds, it's not a good industry to be in at the best of times.

  • 42 on 15/03/2025 - 20:41

    Do something different to other Indian restaurants. Eg Indian twist on something like a KFC Wicked Wings. Put it out on social media and hopefully it goes viral. Or put some Indian cooking videos or day in the life of an Indian restaurant owner video on Instagram, Tiktok,etc

  • IpGem on 15/03/2025 - 21:43

    I love Indian food, actually I'd prefer it over most of other dishes given a choice and if I'm dinning out. The only concern Ive is most of the Indian restos I've been to, couldn't either keep up with the food quality or cost of living or both and that reflected in their food portions too.

    Second, the ambience and customer service- many Indian restos although their food tastes good, lack the kind of ambience and customer service that a CBD based resto demands.

    Small things add up

  • movieman on 15/03/2025 - 22:22

    1. Offer package deals.

    2. Offer early bird pricing for dinner.

    3. Ask the customers how their meal is, and then action any recommendations.

    4. Post us the restaurant details with a promo, and happy to try it out!

  • franz87 on 15/03/2025 - 22:34

    For me personally, a restaurant that offers ongoing cheap food always trumps a "deal". Permanent offers make the brand seem more affordable in its category, and so more like for regular and chance (as opposed to pre-planned) visits. Deals can cause anxiety with offer expiry, whether it will be honoured, etc.

  • Freitag on 15/03/2025 - 23:27

    There is a Thai place near my work that has weekday lunch mains from $13.50, it’s always busy. Prices go up on weekends and for dinner. It’s always busy because it’s good and cheap. The decor is bad, but it kinda adds to the charm. The staff are very friendly.

  • The General on 16/03/2025 - 00:29

    Perhaps offer a family bundle. I was in Adelaide recently and noticed a lot of restaurants offered this option.

    For example have an offer like the below..
    2 x mains.
    1 large rice
    4 x Naans.
    1x Biryani
    1 x bottle of drink.
    All for $60.

    As a family, deals like like this offer really good value. I doesn't have to b exactly like the above, But it has to be enough to stop a family of 4 from going hungry.

  • douevenozbargain on 16/03/2025 - 04:57

    Dirt cheap lunch deal for office workers, rotate currys daily and make it only 2 or 3 options so you can save on bulk purchasing ingredients. Offer workers a bottle of wine or something similar to come back for dinner.
    Family takeout deals at night, i hate having to order a curry, rice and naan, do a few curries with rice naan and a raita for 50ish.
    Assuming you can, create a different vibe for weekends. The free bottle of wine idea and limiting uber eats orders during peak times will hopefully create a good vibe. I hate going to a restaurant and uber eats drivers are talking loudly on their phones, absorbing time from waiters and waitresses. Id rather stay home

  • hopper on 16/03/2025 - 09:02

    Did he try hooters formula?

    • eddyah on 16/03/2025 - 09:28

      Another business to go tits up

    • payton on 16/03/2025 - 11:26

      hooter girls in sarees, whoa
      Hurry before the DEI funding dries up.

  • Ford Prefect on 16/03/2025 - 09:50
    +2

    This comes from somebody who was in restaurants for a long time.

    It's never been harder, because there is more choice than ever for consumers, but less discretionary dollars to go around. In other words, there are more restaurants competing for their piece of a shrinking financial pie. When you combine that with the absurd costs of doing business in this country, it's no surprise so many venues struggle, and even fail.

    However, despite that, it is very difficult to have a successful business model built around discounting. There are a lot of reasons for that, but for now I'm just going to assert that it's true.

    On the other hand, you may notice that many of the most successful restaurants almost never discount - indeed, they are often quite expensive - and yet they find themselves heavily-booked weeks in advance. Why? Because they're often selling something besides just a meal on a plate. Maybe it's a popular chef, maybe it's an iconic location, maybe it offers a famous dish, maybe it's just the current trend. Whatever it is, it's almost never posters in the window promising discounts.

    Your friend needs to differentiate his restaurant from all the others, and that's going to require putting on a business hat rather than just a chef's hat, so to speak. All the suggestions around discounts, meal deals and so on are exactly what the competition is already doing, and probably doing better.

    I'd be trying to create something unique, that the experience-seekers will queue up for (because THAT'S where the money is). Without knowing anything much at all about your friend or his business, maybe he'd give thought to creating a 'night in India' experience - take the customer on a journey they can't get anywhere else. Everything from the food, decor and staff attire would need to be uncompromisingly authentic, and then think about what else could be added to enhance the experience.

    The food would need to tell its own story, with high quality and no shortcuts (with menu prices that reflect that). Beyond that, though, what food style or dish might there be somewhere in India that Australians might not be aware of? Is there anything he could master and offer that no-one else is doing? The marketing would then focus heavily on that - "Melbourne's ONLY (insert words) Indian restaurant," for example.

    And finally, when it's ready, I'd engage high profile influencers to promote it. Their followers and their associates are right in your target market.

    Just my thoughts, and there's certainly no guarantee I'm right, or even anywhere close to it. But I am certain your friend won't be able to discount his way out of trouble.

  • EnALup on 16/03/2025 - 11:43
    • Our Ideal Restaurant is: Very good food, have really good ambience with sitting, amazing service and little pricier. Even Expensive, its a good place to go out.
    • Wont mind: Good food and good service, ambience and sitting are average. Place can still get the foot count.
    • Dont like: Average food, big hall, but ambience is below average. place has tables and chair. Minimum staff. Food takes for ever and on top of that place is not that cheap. I dont want to go to such places.

    You need to advise what kind of place your friend has. Does he have more Indian cuisine restaurants locally? He might have to go and see if a restaurant closby is doing good. Checking what people like there might work for him too.

  • dannyboi on 16/03/2025 - 12:04

    For us, as hate as I like to admit it, the social media influencers are enough to get us across the line in terms of having a visual review of the food.
    Factors that would keep us coming back in the long term would be taste, value, quality, consistency and service.

  • deanylev on 16/03/2025 - 12:16

    I'm not sure if your friend's place is around many other businesses but he could try offering some sort of lunch deal?

    The Indian place near my work in South Yarra has a few lunch deals that start at $10.70 for curry, rice and naan. It is generally quite busy, especially for office workers getting takeout, and my coworkers and I consistently go there once a week.

  • Hydrool on 16/03/2025 - 12:39
    +2

    Does he give decent portions? Most indian places will give you two bits of chicken and call it a day.

  • drfuzzy on 16/03/2025 - 13:31
    +1

    Why don't you ask actual customers who have eaten there, rather than randoms on the internet?

  • Oz em on 16/03/2025 - 17:57

    Free rice.
    Just plain steamed rice.

  • Kranbone on 16/03/2025 - 18:09

    You have to understand people are stupid and will go to a popular restaurant with poor food or service purely because it's popular over one with good service or food.

    Had a friend in a similar situation in business. Offered great service and product set but couldn't crack the market because people are like sheep and follow others. What tipped him off was a customer who came complimented my friends business but said he wouldn't come back because it was a ghost town.

    You can do everything right, but it doesn't guarantee you'll be popular or crack the market.

  • Miss B on 16/03/2025 - 18:41

    I normally wouldn't recommend it, but over lunch having ready made curries and a couple of lunch specials is probably a good idea. Curries/rice/naan/pappadams/raita/drink in a few combos. Maybe just curries and rice and have naans/pappadams/raita/drink as cheap addons. Smaller portions for a lower price would probably go better over lunch, but you could have a small and large option.

    Melbourne restaurants are tough at the moment, probably better in the suburbs.

    Advertising - maybe handing out flyers with the specials (you could throw in an extra free thing the week you hand them out - like a naan/upgrade to large option or something that's not too expensive) between the train station and the restaurant in the mornings to catch people working in the local office buildings.

  • Vater Woods on 16/03/2025 - 20:25
    +1

    Cash discount.

  • C1de on 16/03/2025 - 20:35
    +1

    Know your target market, what type of new customers you want to attract. Is it near other small businesses… offer their staff lunch discounts. Is it near a university or people after cheap fast meals they can grab on the way home. Location and the neighbourhood its in can make a big difference on the strategy.

  • casho on 16/03/2025 - 22:28

    Taste and portion size is key. Some people want very bland Indian, no heat. Myself I want the opposite, full of flavour and heat. I've tried local places and they ask "how hot?" I say "hot, vindaloo hot" You get home and it's as hot as ice cream. I will never go back. But I understand at the same time someone will ask for it mild and suddenly the ice cream hot mild curry will burn their mouth off and they won't come back. It is a fine balance. If you cater to one market and not the other, that will kill sales. Just be mindful of what the customer asks for. Mild is very very mild. If they ask for hot, make it hot like back in India.

  • yamborghini on 16/03/2025 - 22:59
    -1

    I own business as well, different sector and do paid advertising. Restaurants should NEVER do paid advertising. There is literally no ROI on it.

    Who is it marketed at? Whites or Indians? Indian students arent exactly known to have money unlike the chinese. I think $21 is too expensive for a main for students.

    If its marketed to whites then you need to do the place up nicely, have nice ambiance, wine list and pairings etc. Staff must be westernised, uniformed. Speak properly and understand etiquette. I had someon refuse me water and try to make me buy a soft drink or a beer once. When I was at Tonka with some friends there were hardly any Indians there but it was absolutely packed.

    Never do offers for food unless youre going for the students. Never compromise quality. Often people struggling cut when they should invest more. If you look like you are empty, people will assume your food is bad.

  • COnigiri on 17/03/2025 - 08:24

    I would go for a 50% off deal if the end price was reasonable.

  • curtturtle on 17/03/2025 - 08:36

    The one that always gets me is spend $30 and get $10 off. I have to hit $20 for the free delivery so being able to add $10 more and get it back works. I always end up buying more than $30 so it works as an upsell.

  • luminousfox on 17/03/2025 - 09:24
    +1

    My guess would be that Indian food is nothing special anymore and with the plethora of packet mixes and jars that can taste great (like those packet mixes that include full dried spices) it could most likely be a regular food in a lot of peoples homes, same reason i wouldn't bother getting a stir fry or pasta unless i already knew it was some next level exceptional flavors. I cook a lot and in a weird twist of irony, regular fried fast food is a big treat because frying food at home is an annoying wasteful process. The other meals we usually go for are Asian ones that require a lot of prep or investment like making a pho or ramen from scratch.

  • Maki on 17/03/2025 - 13:54

    A restaurant was promoting 25% off its gift card on Black Friday, ended up the checkout page and a third-party payment system both discounted 25%, making it 43.75% off. We paid $56.25 to get a $100 gift card. A few Ozbargainers jumped on that deal immediately. I personally bought $300 and had a few meals there. Nothing special about the food, just normal pub food but I am locked in to go there to use the gift cards.

    I am thinking instead of discount on the food, maybe discount on the gift card. Customers are then locked to spend there. Maybe some intentional error could attract people to buy the gift cards? :P

  • whyisave on 17/03/2025 - 16:27

    It's a bad time now, to go out and eat, when a lot of people are hurting economically too.
    Then again, I see shopping centre food courts full of people too.

    Create menus that feed 3-4 people for a good price,
    ie.
    a $50 deal that has enough food for 4 people,
    eg.
    2 mains [veg + veg / veg + chicken / beef + chicken]
    4 pakoras
    4 papadoms
    4 serves of rice

    It's better to break-even than to make losses.
    I don't know this restaurant's finances, but building a base of repeat customers with good deals,
    means if the food is good enough, they'll come back for the deals.

    Advertise meat is Halal, and this will appeal to more people too.

  • hopper on 17/03/2025 - 18:49

    Add a menu item called hyd chicken dum Briyani and price it for $10.

  • whatthecrappin on 17/03/2025 - 21:21
    +1

    If there’s a one off special, word gets around and then you feel ripped off paying more on your revisit….

    My local which we go to once or twice a month has decent prices so we’re regulars
    https://www.menulog.com.au/restaurants-corlam-kitchen-glen-w…

    1 meat 2 veg dinner for 16.75 or 2 meat 1 veg for 19.35 is pretty good especially since their takeaway serves are massive. I struggle to finish it and feel guilty afterwards or sometimes even left overs.

    A cheap meal and not feeling satisfied - means nothing at all if all I remember is feeling hungry - not the savings

  • BuddhaBoy on 17/03/2025 - 22:31

    Hey, sorry to hear about your friend.

    Is food actually good?! I have seen people travel at length to have great entrees/curries/naan. Amazing food and service will bring crazy foot traffic.

    Also $21ish for a curry is pretty okay for a city establishment. You may need to review the overall business model and position the resturant accordingly based on the demographics, competition etc.

    Example - Indian restaurants with good food in the western suburbs of melbourne have waiting (sometimes 15-20mins) every Thursday-Saturday. It’s crazy because the demographic loves the Indian stuff.

  • pjbargain15 on 18/03/2025 - 00:10

    So some advise for "your friend", from my experience running a small business - It always comes down to the age old law of supply & demand.
    Which location is it for - that would give a rough idea of demand and possible supply by local competition. As most have mentioned, "restaurant", is quite a vast category, sure cuisine narrows down a bit, but still too vast category. If you are looking for regulars, it would have to be the budget category, where you want office workers to come at least 2 times a week. With current cost of living, you would be pushing it if a meal for 1 person is costing more than $15 in CBD, max may be $18 with some extras, e.g. sides/desserts. I am talking about Melbourne/Sydney CBD, but could be a bit less for other city/suburb. Remember, we are talking about target customer base as regulars coming to eat at least twice a week, not once a month/quarter celebrators. Goes without saying but quality is going to be the differentiator as well, because there are many options in the range of $12-20 in CBD for a meal, and for Indian meals too. You (or your friend) have to compete with them and the product (food) has to be a superior quality (taste and hygiene) to turn customers regular. It is a tough sell with rents, wages and utilities through the roof, but that is what will sustain long term growth if you can manage turning profits within those criteria. Compromising quality would turn the regulars away to the competition, so be wary cutting corners there though. Good luck

  • Gros21 on 18/03/2025 - 08:43
    +1

    my local place offers a good deal on a basic meal deal 2 curries, 2 naan, 2 cans of soft drink and a few other smaller thinks for like $60
    Pisses me off needing to spend a fortune for curry then rice then everything is extra a few cheaper combo's staying under ~$20 would be ideal.

    If people ask for half rice half curry then push it. as sure as hell i don't need 1tub of curry and 1 tub of rice.

    If there is a more popular indian place in town see what they offer and there prices and go from there.

  • Baghern on 18/03/2025 - 11:03
    +1

    Unfortunately Indian just doesn't do well in Australia, you're either compromising quality for price or quality for Australian taste

    From what I understand the cost to profit ratio is too small for what is offered

    Indian, good Indian is pretty expensive

    I've seen so many small take away's close down over the years, I rarely ever see them have lines.

    Their price point is often 20-30% more than their competitors.

    This is also reflected in Restaurants

  • alikazi on 18/03/2025 - 13:18

    Lunch time offers 2 pm to 5 pm half price biryani or curries, meal sets for $10 etc. Also quantity needs to be good, often Indian restaurants have tasty food but the quantity is not enough for the price.

  • will05 on 18/03/2025 - 13:24

    I often see him stressed due to this (: …..put him on Gordon ramsay like chef shows and he will something ;)
    about promotion my local Asian store doing well on lunchtime deals from $9.99 to $13.99., way smaller in dining with one employee most days.

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