From 6 to 16 October 2022, the event will be held again the DiningCity National Restaurant Week. With the participation of around 140 restaurants, the programme offered 3-course menus over 11 days. The national event has been organised by the organiser (DiningCity Restaurant Guide) since 2011 with the aim of introducing the offer, cuisine and specialities of premium restaurants in Hungary to a wider audience. The event is held twice a year, in spring and in autumn, and we talked to Zoltán Kiss, the main organiser of the event, about the experiences we have gained.
The event takes place twice a year, in October and March each year. What experience did we gain from this year's event?
The most important new feature is that, due to increased demand, this year's Restaurant Week lasted 11 days. If you want to have lunch or dinner at one of the participating restaurants, you can book online only (www.etteremhet.hu) and because the number of tables is limited, weekend dates fill up almost within hours. However, thanks to the increased time, two weekends were available, allowing restaurants to serve more guests more smoothly and with higher quality service and less waiting time.
What is the main purpose and message of the event?
I wouldn't put the programme in the same category as the coupon options. DiningCity National Restaurant Week is trying a different business model to address people interested in gastronomy. We have a price of 100% for drinks and 50% for food. Each restaurant puts together its own fixed-price, three-course menus and determines its own price advantage. This event is far from being about giving huge discounts, but rather about trying to bring quality restaurants into the public eye, showcasing the best of their repertoire. The ones that are most popular here are the top and mid-range restaurants, and even the Top 100. To name just a few, our partners are St. Andrea, Szaletly, Gundel, or Matild Café & Cabaret, and there is a wide selection not only in Budapest but also in the countryside, for example, Almalomb, 67Sigma, Hosszú Tányér, Végállomás or bistro Macok.
Over the past 10 years, DiningCity National Restaurant Week has undoubtedly grown into a prestigious event of the highest calibre. What do you see as the secret to your success?
Now in its tenth year, the event is organised twice a year. In the beginning we were one of the so-called „promotional” events, but from the very beginning we consciously avoided the words ‘discount’ and ‘promotional’ in our communication. We used to emphasise three-course menus - top restaurants - unique price! Obviously there are a discount, we don't deny it, because it is a promotion, a marketing tool. And one of the most important things is that we ask every single guest - after the meal is over - to rate the restaurant. The reviews that can be placed on our website are about the cuisine, the service and the ambience, all using scores on a 5-star system. For this Restaurant Week, we received a total of 2,707 reviews, which we read and process one by one.
What do you do with all this data, all this evaluation, because it's a serious database, not to mention the marketing value.
When we receive some medium or negative comments about a restaurant, we collect them, evaluate them, call the restaurant manager or go to the restaurant and discuss the feedback. I think that's a huge help because that's how they can improve on mistakes and be better. We, and DiningCity National Restaurant Week, are on the side of quality. It's very important that we don't take on restaurants that we know are not very good. What this means in practice is that we sign a contract with each restaurant that requires them to produce the maximum. In other words, if a restaurant performs below four stars out of five stars - the maximum possible - based on the ratings for Restaurant Week, we will exclude it from the next event. We don't just talk about it. quality is important, but also work accordingly!
Doesn't this go against business interests?
We believe in the principle of ‘slow waters wash ashore’. Long, hard, hard-working years have been behind us, and today that path seems to be proving true. Our aim has always been to be not the ‘happy-go-lucky’ ones, but only the ones who represent quality hospitality and are guest-centric. If a guest is disappointed at Restaurant Week, they will never come back to the event or the restaurant. We are thinking long-term, and we believe it is important that if an interested guest is looking for a restaurant on the DiningCity website for one of our gastronomic events, they can go to virtually any restaurant, even if they are unfamiliar with it, with confidence, because DiningCity's recommendation is a guarantee that they will not be disappointed.
But your perseverance has paid off! Now the whole industry is taking the event seriously, and top restaurants are joining the queue.
Fortunately, we can say that while years ago we had to do a lot of outreach and persuasion to restaurants, now we are largely being approached by them, from all levels. Obviously, the Covid period has also played a part in our demand, as restaurants that were basically well catered for by foreign customers found themselves in a difficult situation and had to open up to the domestic audience in a serious way. All cause and effect. The economic problems have also made many operators realise that the Hungarian audience is very important and that DiningCity events are one of the most effective ways to showcase themselves. Basically, Dining Week is for Hungarians and foreigners living here. A total of 140 restaurants participated in the autumn programme and more than 25,000 guests booked a table. We are proud of this number, because there are few restaurant promotions in Hungary that can attract so many people. Of course, there are still some people who see it differently, but I think we have broken down the stereotypes and those who have worked with us are aware of the value creation that is our heart and soul.
What were the prices to go and book a table?
Like everyone else, we have had to raise prices in the autumn due to higher raw material and energy prices and increased labour costs. But we have tried to create three-course menus that result in a win-win situation, so it's good for the guest and the restaurant. Restaurants could think in three categories. The lowest price was 4.900 Ft, in this category about 10% of the participants started. The next category was 6.900 Ft, with the majority of restaurants, about 60%. The top category was 9.900 Ft, with 30% represented.
For you, one of the most important things is guest opinion. Can you rank them?
Of course, we document all reviews and monitor the performance of restaurants based on guest reviews. In the 9.900 category, first place went to Matild Café & Cabaret, in the 6.900 the Manna Lounge & Restaurant, and in the 4.900 the Buda Gourmet Restaurant took the lead. Rural restaurants are counted separately, as the comparison is completely different at regional level. In the 9.900 category Wind Sons Inn & Cellarium (Rabbit) was the highest scorer, with the 6.900 in the Lavender Terrace (Balatonvilágos) was rated the best, and in 4.900 the Malomkert Beer House (Veszprém). This top list is also publicly available on the DiningCity community. The special award for best service in Budapest goes to Meat Again Grill & Wine Restaurant, who were fully punctual, the special prize for best cuisine went to FLYBY Steakhouse received In Budaörs. These restaurants will also launch an extra week in November - the „winners” week" - when they will offer the same menu as the original week in October. We will, of course, promote the extra week and put all our resources into it in the same way as we do for the normal Restaurant Week.
More information, DiningCity restaurant guide, Budapest, budapest@diningcity.hu
