Several local restaurant owners recently had an opportunity to test out how customers may react to potential new menu items.

VISIT Lake Geneva officials conducted their annual Restaurant Week, April 20-28 at various restaurants in the Walworth County area.

As part of the event, participating restaurants offer specialty menu items as well as regular menu items to customers.

Deanna Goodwin, vice president of marketing, communications and development for VISIT Lake Geneva, discussed some of the feedback she recently received regarding this year’s Restaurant Week during the May 1 Lake Geneva Business Improvement District Board meeting.

Goodwin said a record number of 38 restaurants participated in this year’s event. She said several restaurant owners featured new or specialty items on their menu during Restaurant Week.

“All the restaurants did a fantastic with their menus,” Goodwin said. “They had creative menus. They were creating something that had value to our visitors.”

Goodwin said several of the participating restaurant owners reported seeing both regular and new customers during the course of Restaurant Week.

“Overall, the feedback from the restaurants throughout the nine days was really positive,” Goodwin said. “They were seeing customers they had never seen before. They had seen customers they had seen before and had come back for a special deal. So it was a really good mix of new and existing customers. Restaurant Week is not just about new customers, it’s also about recognizing your loyal customers, as well.”

Alderwoman Sherri Ames, who also is a member of the Business Improvement District Board, said she visited two restaurants she had never been to before during Restaurant Week.

“The one restaurant, we didn’t even order their one of specials, we ordered off their menu,” Ames said.

Goodwin said part of the purpose of Restaurant Week is to encourage people to dine at restaurants that they have never visited before.

“Restaurant Week, the whole theory behind it isn’t about just discounting everything,” Goodwin said. “It’s about opening up exposure to restaurants that locals and visitors might have not thought to go to.”

Goodwin said Restaurant Week also gives people the opportunity to realize that some establishments maybe more affordable than they initially thought.

“It’s also about changing perceptions,” Goodwin said. “A lot of times I’ve heard over the years that people would comment, ‘I thought that restaurant would be too expensive for me, but I took advantage of their Restaurant Week special and I saw their regular menu and I realized I was wrong. It’s not that expensive. I can afford to go there on a regular basis.’”

Business Improvement District Board member Anthony Silvestri, who also is the co-owner of Magpies Pen & Den in Lake Geneva, said he uses Restaurant Week to test out potential new items that he may feature on his regular menu.

“It works out nicely because we can see what people kind of gravitate to,” Silvestri said.

Goodwin said several restaurant owners eventually offer their specialty items for Restaurant Week as a full-time menu item.

“We’ve heard some restaurants tested something on their Restaurant Week menu and now it’s on their regular menu year-round,” Goodwin said.

Charity Check program

Restaurant Week also includes the Charity Check program, sponsored by Tito’s Homemade Vodka, in which patrons of the participating restaurants may vote on a local nonprofit organization they feel should receive a monetary award.

The organization that receives the most votes will receive a $5,000 donation, and the five runner-ups each will receive a $1,000 donation.

Goodwin said winners of the Charity Check program will be announced during VISIT Lake Geneva’s monthly partner meeting May 21 at the Geneva National Resort & Club, 1221 Geneva National Ave. in the town of Geneva.

Ames said it was difficult to vote on a local nonprofit for this year’s Charity Check program.

“It’s hard to pick a charity,” Ames said. “They’re all worthy.”