I will always remember a conversation I had with Dick Cattani who was president of Restaurant Associates, one of the country’s premier foodservice companies responsible for a plethora of outstanding restaurants and food operations at venues like the United Nations, Carnegie Hall, Lincoln Center, Radio City, and countless major business headquarters primarily in NYC. He offered a single sentence of advice that changed the way I taught and thought about the role of a chef. “Paul, what you teach is important, but if there is one thing you need to emphasize to future chefs and restaurateurs is that THE TOP LINE DRIVES THE BOTTOM LINE.” Even though we (chefs and restaurateurs) invest significant time in controlling our costs, restaurants CANNOT simply cost-cut their way to profitability. Food cost percent means little if restaurant seats are empty. Labor cost percent is a shallow measurement if the labor you have is not constantly busy serving a dining room full of guests.

         This one line from a man who certainly knew how to operate successful food operations, demonstrated how we must prioritize our time. Cost control is essential, but it is a futile attempt at success unless your seats are full.

Understanding that it’s all about driving towards a full dining room and maximizing the power of sales, points a chef and management towards a litany of methods. It is within the parameters of these methods that I implore you to focus. For starters:

[]       NEVER ALLOW TODAYS VOLUME SHORTCOMINGS GO UN-NOTICED:

So, today didn’t meet your expectations. Lots of empty seats, sales that failed to meet budget, a noticeable drop in raving fans. DO SOMETHING! Don’t allow tomorrow to follow suit. What can you do to turn this situation around? Is it a massive social media blitz, Do you create a spontaneous “one day only” sale, Is it time for personal phone calls to steady customers and giving them a reason to change their plans? Brainstorm with your staff, check out your competition, adjust, modify, excite – DO SOMETHING!

[]       IF AT FIRST YOU DON’T SUCCEED, TRY AGAIN:

So that idea for a special event didn’t work. The menu changes bombed. The expensive advertising campaign didn’t change your business volume. That new menu pricing initiative fell short. SO, WHAT! Get back on the horse and try something else. Not every idea will produce a homerun, but as has been said: “You can’t hit a homerun if you don’t swing the bat.” Think of it as an interesting game of chance. If you try enough, odds are something will eventually work well.

[]       CREATE REASONS, EVERY DAY:

Ask yourself some important questions: “Why would anyone want to make a reservation for today or tomorrow? What will make people jump to pick your operation for lunch or dinner? Is there something I could do to compel people to make the effort and decide to spend their hard-earned money in our restaurant?” When you come up with answers – DO IT!

[]       EVERY DAY CAN BE A CELEBRATION:

Many customers dine out to celebrate something special: birthdays, anniversaries, holidays, rewards, etc. Don’t feel locked in to just those typical events that wind up on guest calendars – create other reasons to celebrate.

• Celebrate the end of the week
• Celebrate sunny days and warmer weather
• Celebrate the beginning of a new job
• Celebrate the release of a new wine
• Celebrate time with your best friend

Create event itineraries from wine tastings and classes to custom menus, entertainment, tours of the kitchen, conversations with the chef, or connections with community celebrities. Design your social media and website so that there is always a reason to check and discover: What’s happening at my favorite restaurant this week?

[]       A WAIT FOR A TABLE IS BETTER THAN TOO MANY SEATS

I know, people don’t like to wait, but if planned correctly, a wait because your tables are full can turn from a problem to an opportunity. Have VIP wait events in your bar, Provide closed circuit monitors in the bar that show action in your kitchen, Provide a sample amuse bouche for people waiting for their table. Busy restaurants attract interest, even if there is a wait. Restaurants with empty seats make people wonder and cost you money instead for generating revenue.

[]       FIND A WAY TO SAY YES:

The most destructive word in the restaurant world is NO. Create a system and build in effective training that empowers your staff to say YES, solve challenges, exceed expectations, and create the best reason for customers to return and spread the good word.

[]       AN EDUCATED SERVER IS A SUCCESSFUL SALESPERSON:

Upselling is important, but upselling only works if your service staff feel comfortable doing so. They need to know as much about how the food is prepared, what the source of ingredients might be, and how everything tastes, as the cook on the line. They can’t sell wine or your craft beers and bourbons unless they understand the basics about wine, beer and bourbons. Inservice training is a very effective way to help drive sales and create value through upselling.

[]       DEMONSTRATE BANG FOR THE BUCK:

Find subtle, yet important ways to add value. It might be from personalized service, great dining room ambience that connects with the food, a visit to a guests table from the chef, a signed menu, pictures taken of their guests as a memento, that extra customized menu item, or simply remembering their names when they return. VALUE builds trust and loyalty – the two keys to ongoing success.

[]       FOLLOW-UP IS SOMETHING THAT FEW GUESTS EXPECT:

Print note cards for your service staff and set the stage for them to send a thank you or special greeting to guests after their visit to the restaurant. Or at least, send a note from the manager or chef. If they enjoyed a specific menu item – have the chef send a recipe or details about a wine they purchased from the sommelier or bartender. Guaranteed, this will knock their socks off.

[]       HAVE ENOUGH STAFF TO DELIVER ON THE PROMISE:

Schedule to WOW. Sometimes you need to build it first and know that they will come when there is trust in the level of attention that the guest receives.

[]       KNOCK THEIR SOCKS OFF EVERY TIME:

This should be your goal. Know that yesterday’s exceptional food or service is just a baseline for tomorrow.

PLAN BETTER – TRAIN HARDER

The Top Line Wins

www.harvestamericacues.com – BLOG

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