Some casino customers are focused on getting their time in on slots and table games; eating is a necessity to keep them fueled for wagering. But other guests visit primarily to enjoy dining venues, whether it’s a Friday seafood buffet, a renowned steakhouse, or a signature gourmet hot dog cart. For those more interested in chowing down than ante-ing up, how can casinos drive restaurant visitors to the gaming floor for some slot and table game action (or bingo, keno, poker or race and sports book)?

Although there are many properties in resort destination jurisdictions such as Las Vegas that are finding more revenue now comes from hospitality, entertainment and retail, most Native American casino properties are still seeing a majority of profits coming from the gaming side. So, what kind of marketing strategies have been successful at introducing diners to gaming or enticing diners to try their luck on the gaming floor before they leave the casino?

Here are 10 tactics that can be implemented to boost gaming revenues by encouraging guests to try gaming after they eat:

Leverage Players Club benefits. “Join our club and when you play slots and tables, you’ll earn points you can use in our restaurants.” Many casinos also offer special discounts if players pay for food with club points.

Give them a chance to gamble in the restaurants. Many casual dining venues will provide a set-up for keno at the tables, including forms, markers and rules. Guests complete keno cards, while a runner places the bets and returns the winning pay-offs. Station Casinos in Las Vegas offer a special keno game in their cafes that enables a diner to select two numbers and if they both come up, the winner is entitled to a free meal during a future visit. This encourages another visit while revving up the guest for a little gaming.

Link restaurant tables to slot machines. One casino displayed a different slot machine number on each table. If a jackpot was hit on the designated machine while diners were enjoying a meal, a bonus was offered to the dining guests in the form of cash or a free meal.

Give them a coupon. Create a limited promotion (you want to avoid long-term entitlement issues) that offers diners some free slot or table game play when they present their restaurant receipt at the players club.

Cross-sell your gaming product. Display table tents and signage in restaurants that let guests know about casino floor promotions, new slots, and hotel stay-and-play packages. Might as well up-sell them while they are a captive audience.

Surprise diners with free food and play. The owner of Macaroni Grill occasionally, with no prior announcement, would comp all the meals at his restaurant on a Monday or Tuesday night. As news spread, guests started packing the restaurant on those nights, hoping their meals would be free, too. Casino restaurants could offer the meal price in free play.

Serve food at slot machines and table games. Barona Resort & Casino has been successful in creating a gaming floor dining program that enables players to order at their slot machines. Food is delivered on roll-up carts covered with tablecloths and sporting vases with flowers. Guests can eat and play at the same time, which means more time on device for the customer and frequently, more gaming revenue for the property.

Servers at Mystic Lake in Minnesota push a hot dog cart through the casino, offering Dollar Dogs. They sell thousands of the foil-wrapped snacks.

At Three Rivers Casino in Florence, Ore., the slot machine’s display screen reads “Hungry? Press your service light for a Slotside Menu.” A beverage server comes by, takes the order and delivers the finger foods.

Link VIP food and gaming opportunities. Whether high-end players are invited to a lobster-fest, a formal dinner, or a casual appetizer or dessert function, add a slot or blackjack tournament and get them onto your gaming floor. Include an option for accumulating player’s club points toward gifts and your guests have every reason to hit the slots.

Feed ’em late. Keep your restaurants open late, offer late night and early-bird breakfast specials, and create some graveyard promotions that require play (earn 100 points and get a free gift or participate in our free pre-dawn blackjack tourney). Most casino promotions don’t benefit late-night players, especially of interest to the Gen X & Y demographic and swing-shift workers in 24-hour businesses (like other casinos) whose employees look for food and entertainment options at irregular hours.

Play up themes. Carry your themed restaurant events to the gaming floor. Promoting Chinese New Year? After dinner at the property’s Asian restaurant, guests might play slots and tables for a hot seat drawing that rewards fortune cookies full of cash. Celebrating Cinco de Mayo at the Mexican grill? Let customers play slots and table games for a chance to break the piñata full of cash and even a trip to Cancun.

So, if your customers are likely to dine and dash. … give them reasons to stick around and share their cash.


Toby O’Brien, vice president of marketing and client services for Raving Consulting Company since 2001, provides marketing expertise, mentoring and training to Native American, commercial and government casinos. O’Brien helps gaming organizations develop and implement customer-focused, strategic marketing plans aimed at driving revenue and creating an outstanding entertainment experience. She regularly presents at national gaming conferences and has been published in a variety of industry trade magazines. She spent seven years as marketing director for Bronco Billy’s Casino in Cripple Creek, Colo., and 12 years in nonprofit management. Contact her via e-mail at Toby@ravingconsulting.com or visit Raving’s Web site at www.ravingconsulting.com to learn more about Raving services and training programs.