3 Secrets to Grow Your Restaurant's Sales

     It really isn't a secret.  Really, it's quite fundamental.  There are simply three strategies every restaurateur must accomplish in order to grow the restaurant's sales.  They are:

1. Sell to MORE People
2. Sell MORE to More People
3. Sell More to More People MORE Often

     First you must sell to more people.  You must increase the foot traffic coming through your door.  How are you using social media to connect with your customers?  Did you know that restaurants are the number one search topic for local searches on the Internet?  Did you know that given the opportunity, most people would place an online order with a restaurant if it were available.  So were is your presence on the Internet?  You don't have to be a high-tech junkie, go low-tech.  Some Old School methods still work too.  When was the last time you called the businesses that you do business with in the course of your week?  Ask them to plan their lunch meetings with you.  Ask them to buy your gift certificates for their employee incentive programs.  Call the hotel down the street and work out deal with them to refer their guests to your restaurant.  Whatever you choose to do, you have to get more people coming through your doors.

     Second, you have to sell more to more people by having a well trained staff that is knowledgeable of your menu and the wine list.  Your Front-of-the-House staff is your Sales Force.  A well trained server is a master of suggestive selling.  They don't pressure guests to buy more, they invite them on a journey of an enjoyable dining experience.  A well trained server transfers the excitement of the menu and the dining experience to the guests.  But lets not forget the back-of-the-house.  It is important to give servers new and creative menu selections.  Let your kitchen staff be creative with new specials, appetizers, and desserts.  Now that you have worked so hard to get people in your door, make sure your staff is presenting every opportunity for your guests to enhance their dining experience.  When was the last time you had a sales contest with your servers?  How are you motivating them to increase their check average?  How much time do you invest in them and in their training?

     Finally, you must sell more to more people more often.  This simply comes down to service.  Have you ever heard some one say "Service Sells"?  I often ask the restaurateurs that I work with "What is it that your sell?"  I get a variety of answers like "seafood" or "pasta".  The correct answer is Service.  Every restaurant is selling a Dining Experience.  The food you serve is merely the delivery method in which that service is delivered to your guests.  That being stated, what is your guests dining experience?  Have you ever sat in the corner and just watched your staff on a busy shift?  How often your guests return, if they return at all, is completely determined by their perceived dining experience.  Notice I used  word "perceived".  It doesn't matter that your staff thought it was good service.  It is the guest's perception that counts and perception is reality.  Success is 99% execution.  You can have the best planned menu and the most beautiful facilities but if you fail to execute Legendary Service, you are doomed.
  
     It is important for every restaurateur to remember that this is a sales driven industry.  You must be proactive in growing your sales. You can't be passive and sit back and wait for guests to find you.  You must be vigilant on the quality of your food but most important, your service must be impeccable.  Your guests must leave as raving fans.  You must provide Legendary Service.  The life of your restaurant depends on it!