In a speech delivered in the ultimate dining city of Paris, Teddy Roosevelt once said, “the credit belongs to the man who is actually in the arena.” And there’s no question restaurant owners, operators, and their teams are in the arena, putting passion and hard work on the line. In the world of dining, the arena can be viewed as the table itself — as server and guest are engaged in a delicious culinary game, complete with plates, menus, silverware, and condiments.
If the table is the arena, then it’s also the stage that makes or breaks the experience. Either the guest loves the service, spreads the word to friends, and plans a return visit — or the opposite occurs, and it takes that much more effort to bring in new customers.
It’s possible the table is the most valuable space you have — an active marketing zone for your restaurant’s brand. So, pull up a chair and let’s explore what can make a table special and how to leverage table arrangement to encourage repeat visits.
The Eyes Have It
Right off the bat, guests will visually take in the table’s layout and vibe. This of course includes menus, plates, and settings — along with any marketing materials and a condiment display or caddy. Aesthetically, you’ll start with lighting choices; possibly candles for a more intimate feel; perhaps rustic lanterns to play up a farm-to-table motif; or funky, modern lighting if your concept leans contemporary.
Next, you might focus on floral arrangements, with subtle aromas that complement, rather than overpower your food. Bright, bold colors provide stimulating energy, while whites and creams exemplify relaxation and freshness.
Maybe you want to draw the guest’s attention to a curated tray with cohesive elements that tell your restaurant’s story. Decorative touches could include antique signs, figurines, and matchbooks, alongside recycled bottles or teacups that might hold fragrant coffee beans, sugar packets, and after-dinner sweets like cinnamon discs or chocolate peppermint candies available in the West Creek® brand. Small but intentional details go a long way.
Corner the Market
Remember that the table itself is a prime marketing canvas. Try making the experience feel even more personal with hand-designed chalkboard specials or jars decked out in pop culture memorabilia that tie into your brand. If you operate a bar & grill, commemorative sports souvenirs help get fans into the action.
The condiment caddy area works particularly well for highlighting Happy Hour specials, weekly deals, and upcoming events like karaoke, live music, or trivia. Get the most out of ring stands or dispensers, like the Tork Xpressnap Fit® Tabletop Napkin Dispenser, featuring AD-A-Glance® — a customizable window display to help showcase promotional items and engage with guests. Of course, digital is everywhere now as well, so stay up to speed with dynamic messaging right at the table. Providers like One Source partner, RTT Digital Signage, can offer in-store marketing that catches guests’ attention at exactly the right time, including promotion boards for special items and event messaging.
Brand loyalty is also essential to a restaurant’s success — with cult-favorite sauces and bottles generating a unique bond that keeps customers coming back. Exclusivity means they can dip fresh bread in authentic Piancone® Extra Virgin Olive Oil, poured from the iconic green bottle at your place. Fans of signature Contigo® Hot Sauces, sourced from Mexico, know they can only access these vibrant bottles where Contigo is served — creating demand for branded swag, souvenir bottles, and even branded caddies to-go.
Flavor Top Off
Place settings, marketing, and décor aside, what patrons really want is to reach out for a condiment or sauce that takes their meal next level. How many times have you glanced over to find that your favorite hot sauce is right there waiting for you? It’s a comforting feeling!
Start with the big duo — ketchup and mustard. Classic brands are always en vogue, but again, exclusivity offers an opportunity to tie a fresh, new label to your unique branding. Take, for instance, FLAVORSMITH® Fancy Tomato Ketchup and Yellow Mustard. The high concentration of vine-ripened tomatoes, with hints of onion and sweet spices, from a brand based on 140 years of craftsmanship, provides guests with a fry dipper that exceeds expectations.
The FLAVORSMITH expertise also lends itself well to grinders, like Premium Mediterranean Sea Salt and Black Peppercorn. Available in upscale glass jars for a touch of sophistication, these staple ingredients are made with all natural salt from the Mediterranean Sea and sun-dried peppercorns, bursting with a spicy, bold fragrance.
Consumers, particularly younger generations, are condiment-obsessed, so when deciding on the right combination for your restaurant, you really can’t go wrong with a number of dynamic selections. TAJIN® seasoning brings together the classic Mexican flavors of chili spice and lime citrus, while a sauce like West Creek Jala-Mango blends sweet with spicy and fruity. Flavor is a critical part of the game, and if you can wow guests with bites that taste like a new experience, you can own the table — and own the arena.
