Every month we prepare a lot of financial statements for restaurant operators. Even during the bleakest days of the recession, some restaurants were making money. Unfortunately most restaurants, then and now, are dealing with negative sales trends and dwindling cash balances. When a restaurant is in trouble, the owners feel it - like a weight around their necks. Problem is the restaurant staff feels it too. The fear and the stress is on everyone's mind. So, here's what I don't understand. While there are still patrons coming in the restaurant...Why doesn't the restaurant focus on giving the customer a reason to come back? It boggles the mind. 80% of all restaurant sales are from repeat customers. To survive, a restaurant must give the customer a reason to come back. But they don't. I don't get it. To attract a loyal clientele, make the dining experience fun - for both customers and for wait staff. Here's a rule: The front of the house must be fun!!
"Fun" does not mean expensive. Everything a restaurant needs is right there. Take a twenty out of the til and, with a big show, award it to the server with the best sales last night. Or give the twenty to the server that had the highest number of covers or served the last martini. Simple stuff but catchy. The cornier the better. Create a sense of excitement and even friendly competition. How about when the manager makes a table visit, he picks out a party and offers them a bet? If the manager wins, the customer pays their tab - just as usual. If the customer wins, the manager buys their entree or appetizer. Talk about creating excitement!
There is a side benefit to making a restaurant fun - higher employee moral and lower turnover. What's to lose?
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