Restaurant Management Tips:
The Chickens Don’t Eat Dessert
Can we find a way to identify those people most likely to increase our contribution margin? Who will purchase an appetizer, dessert, or a bottle of wine? Do certain types of people order more? Does party size matter ?
The answers can only come from your guests’ purchasing history. Observe your guests, record the information, then create sales TARGETS for your service staff.
Setting targets is a great way to increase sales, and at the same time, increase guest satisfaction. Remember, you cannot create strong demand without improving the satisfaction a guest receives from your restaurant. ANY time you uncover
hidden money, you have overcome some frustration that was preventing your patrons from enjoying your restaurant to its fullest. There is just no other way it can happen!
Setting targets means you pick sales quotas for each server, under varying conditions. For example, you may determine that a party of six should order two bottles of wine on average. This information is given to the servers, who are told they
will be evaluated on their ability to meet the goal. However, you don’t simply tell them, "Sell two bottles of wine - or else." You TRAIN the staff in selling techniques, such as suggesting a red and a white wine for a mixed bag of entrée orders.
There are many other target goals to set. How many appetizers should a waiter sell per shift? What about desserts? And, don't forget the average check or contribution margin. A restaurant is a business, just like a car dealership. You
wouldn't expect a car dealer to tell a salesperson, "This next customer is yours. If he buys a car, great. If not, you'll get another chance tomorrow." How long would that dealership stay in business?
Now, I am not suggesting that you train your people to use hard-ball selling tactics like those sometimes found in a car dealership. But, if you have customers who leave your restaurant without enjoying the full extent of your service
, then they have not gotten their money’s worth! And, if you have some servers who are not HELPING the guest by showing them the full range of possibilities, then both the guest, and your restaurant, are being short changed.
But, the servers will not know
your expectations unless you tell them. Of course, you will reward
them for achieving their goals. And, you will rehabilitate
them if they do not - at least the first two times!
How do you set targets? First, gather information. Use a simple system to track the purchase habits of your guests. What does an average size party order? How many appetizers and how many desserts? Do men order more than women? And most
importantly, do people who order certain entrees, such as a steak, order more desserts? It is easy to track. Simply make up a form and ask the servers (or assign a manager) to fill it out. Then, look over the results.
If a steak eater is more prone to order a dessert, for example, you can use this information to train the servers. And, you can use it to set standards. How many appetizers does a party of eight order? Look at your records. Then give the
servers a target.
If the target is two (assuming the party will share them) and a server has a party that only orders one, the server can suggest a few additions, SELLING the party on the fun, the sharing, and the flavor! Servers can act with confidence,
knowing the odds are on their side!
Does this require some work, and some expectations of server performance? Absolutely! But, you are the one who wanted to know where the money is hidden. You better go get it, otherwise, you may be selling cars!
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