10 ways to help tackle train disruption

By Max Palmer-Jeffery, Client Relationship Manager. 

This time of year is vital to the hospitality industry – and many businesses have already been hit hard in 2023 by the cost-of-living crisis. So with another round of train strikes causing disruption again during December, no doubt you’re looking for ways to minimise the impact on your revenue. We’ve put together 10 ideas that you could consider to keep customers coming in.

While train disruption causes unwelcome interruption to commuters’ routines, it can give them an opportunity to do something different while they wait. Like grabbing a drink or food at your place. Here’s a few ways you could attract their business.

1.    Run disruption promotions
Could you offer a special promotion to people who show a train ticket or pass that’s valid on the day of the strike? Or to your loyal local customers who don’t need to travel to get to you? 

This could be a set amount off a specific option or combinations, or a percentage off their whole bill. We know hospitality businesses have tight margins, but getting people through the door on a slow day could be a step in the right direction.

2.    Make happy hour last hours
Think about extending your happy hour to coincide with peak times when commuters are likely to be looking for somewhere to rest and refresh. Research the altered timetable for a nearby station to work out when that might be, and get word out about your offering to get people coming in.

3.    Act as an office-from-office
We all know about being a home-from-home, but what about an office-from-office? 

You could offer your place as an alternative workspace. Head to social media to reach out to those who can’t get to the office and who can’t (or don’t want to) work from home. Share what you offer. Free Wi-Fi? Warmth? Plenty of power sockets? Perhaps even limitless drinks for customers who order food, or another promotional discount? Whatever makes your place welcoming, spread the word.

4.    Cut overheads (and menus) as low as they’ll go
This is something you may already be working on. Think about having a reduced menu on strike days to help eliminate waste and save on ordering supplies. 

Or if you only usually offer a limited food menu because drink is your main earner, you could cut out serving food altogether that day. Also consider changing the rota to reduce staffing costs.

5.    Deliver takeout and delivery deals
Not everyone wants to eat in, but they may still want to order from you. Promote your delivery and takeout services during the strikes to help target those who prefer to eat out or avoid crowded places.

You could also consider creating special package deals or discounts for large orders. Workers may want to eat in the office or staff room together if they’re staying later than usual, or groups of people affected by the strikes could congregate around a friend’s place and want to grab a bite.

6.    Team up with transport services
Consider partnering with local transportation services, such as taxi firms or rideshare companies, to offer discounts or promotions for customers who use their services to reach you. It could work both ways. You could advertise their business in yours or give free hot drinks to the drivers.

7.    Offer a strike special
Could you put a twist on a current menu item to turn it into a strike special? From an All-Aboard Burger or That’s the Ticket Pizza to a Commuter’s Delight Cocktail or Moocher’s Mocktail, offering items that tired travellers can relate to could grab attention and raise a much-needed smile.

8.    Become the place to be with a special event
Think about hosting a themed event, such as a Strike Survival Night. This could work alongside the strike special idea above, with themed food and activities that create a light-hearted atmosphere to help people forget about the inconvenience. 

Make sure to make plenty of noise about it beforehand. And to get a feel for numbers, you could have an early-bird ticket price, or take deposits on bookings.

9.    Collaborate with local companies
Consider partnering with a nearby business that offers something different to you. 

Together you could create joint promotions or cross-promotional events to help attract more customers. Say, if someone buys a smoothie from a local juice bar, that customer could get a discounted snack from you – and vice versa. The customer just has to show their receipt to benefit. 

10.    Hit social media hard – but keep it light
It’s something we’ve mentioned in the ideas above, but this can also be done on its own. Use social media to actively engage with your audience during the strikes. You could share your special offering or run competitions. For example, encourage people to share their commuting stories while tagging you to bag a freebie. Best (or worst) story wins. 

Don’t forget your other channels – from your email database to your window space to using your outside area to attract delayed train travellers.

And remember, even if doing something different doesn’t win customers on that specific day, it could still help boost brand awareness and encourage customers to come to you in future. We’ll raise a toast to that.