Q: When I step back and take a look at my business, I know I need to spend more time analyzing sales information. Where do I start?
A: The most underutilized tool in the restaurant industry is the Point of Sale System (POS). Reams of paper are used daily in support of a healthy business, but those wonderful reports are underused in decision making to move the business forward. Analyze POS reports from both a macro and micro level, and use various time parameters such as hours, days, weeks, months and year over year. To begin, focus on the macro level reports, specifically the following:
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Q: Our quarterly sales are short of budget and prior year. We’re doing a good job inside the four walls, but what can be done to stimulate sales beyond doing a good job?
A: Flat sales have been an issue since the Great Recession for many restaurants. Dining habits have changed, and as long as there is uncertainty in the economy, sales will be in limbo. Though flat sales have been the norm, many operators have enjoyed success in building sales during the last few years. Those that have increased sales keep a focus on the top line to drive the bottom line. One of the best action steps you can take is to build a sales mentality with the entire staff. Sales building is everyone’s responsibility—not just that of the owner and management team. Here are some ideas to consider and implement:
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Q: In the past I would fill my dining room twice through lunch. Now, I’m lucky to get one full turn per day. What can I do differently to rebuild those lost sales?
A: Unless you’re a destination restaurant, lunch is dependent on speed, “crave”, value and convenience. Focus on speed first, the others we’ll address in a future column.
In analyzing door-to-door lunch sales, those that perform at the highest level are those with swift service in every area. The guest is typically on a schedule during lunch so it is important to keep the guest moving, but not rushed, unless they are coming to the restaurant for a leisurely lunch.
Follow and measure these standards for the guest:
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