On a rainy Monday, a Manhattan restaurant landed 50 diners by reaching people who lived just a few blocks away. The exec behind the campaign explains why new neighbors are ready to pick their go-to spots.

A campaign targeting nearby residents brought 50 diners to a restaurant in Manhattan’s Meatpacking District on a rainy Monday night, says.

For Sam Bakhshandehpour, president of local merchants at Bilt, the evening illustrated an opportunity for restaurants facing rising costs and pressure to fill seats.

“No one’s traveling on a Monday night to go grab a meal,” he says.

Rather than trying to attract diners from across the city, Bilt targeted residents in nearby apartment buildings who wouldn’t have to travel far for dinner. The restaurant’s chef-founder was pleased with the results.

“We got 50 covers locally, came on a Monday night where it would’ve been a disaster of a night,” Bakhshandehpour recalls the founder saying.

The guests also spent more, on average, and joined the restaurant’s loyalty program, Bakhshandehpour says.

Bakhshandehpour spent six years helping lead José Andrés Group, most recently as CEO, before moving to Bilt. Years of running hospitality businesses had given him plenty of problems he wanted to solve.

“The costs are going higher, and our margins are getting squeezed every single day,” he says.

When Bilt founder Ankur Jain asked what restaurateurs needed help with, Bakhshandehpour answered, “How much time do you have?”

Bilt began by allowing residents to earn rewards on rent payments. That housing network created an opportunity to connect local businesses with the people moving into nearby homes.

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