The summer season is a boom time for ice cream parlors and smoothie shops, but it can be a challenge for traditional restaurants.

A good portion of a restaurant owner’s regular customers may be on vacation throughout the season. Sun-kissed days find would-be diners at the beach while heat waves dissuade patrons from leaving their air-conditioned homes.

However, there is good news. Restaurants have many options at their disposal to draw diners in during the dog days of summer.

One starting point is offering discounts on days that both do best and suffer most from lost business. Such enticements could include extended happy hours, a promotion for a free side when ordering a meal, a summer rewards program and a beat the heat special based upon the mercury reaching a certain level.  

While restaurant owners may be wary of reducing prices, they could benefit in the long run by offsetting revenue loss and even turning a profit.

A heralded move to draw patrons is setting up an outdoor dining area. On gorgeous days when people are at the beach or in their backyards, dining al fresco presents an additional, great option. Outdoor dining provides a pleasant atmosphere that brings people together.

Open-air meals are appealing for friends catching up over a light meal and tasty cocktail, a family lunch, a romantic dinner and as a spot to bring visitors.

An outdoor menu could even attract spontaneous customers. If your restaurant is located in a downtown or other heavily trafficked area, people walking past your outdoor setup may decide it’s the perfect place to stop for a bite, either on the spot or in the future.

A pet-friendly outdoor dining area is another way to boost patronage.

Drawing diners during a heatwave can be especially challenging. While customers relish outdoor meals and drinks, many will be deterred by the blistering sun.

In order to create a welcoming atmosphere on very hot days, have the wait staff approach tables more often, asking if anyone needs water or a refill of a soda.

They should also be attentive to customer needs, and proactive in implementing tools that patrons would appreciate. Using a mister or fan and adjusting ventilation systems to increase breezes are excellent methods to provide a pleasant atmosphere.

There are also inexpensive ways to create a positive ambiance despite the heat. For instance, consider plantings and the use of decorative materials such as lattice.

A summer-friendly menu is a must to market your outdoor dining options. Refreshing fruit, summer salads, smoothies and other invigorating and dehydrating options are perfect choices to appeal to those looking to get out of the heat and depart ready to face the sun.

Establishing pet-friendly outdoor dining is an added way to win customers. Providing water bowls is a must, and offering treats will further endear you to diners, and their four-legged friends.

Promoting the beauty of dining outdoors at sunset in a picnic-like setting, providing comfortable seating and offering wi-fi are just a few of many ways to further entice diners.

Restaurant owners would do well to explore the plethora of possibilities that can make outdoor dining a winning situation for your customers and your wallet.