Increasing Check Averages in a Restaurant: Strategies for Success
Posted by estiator at 13 December, at 16 : 18 PM Print
KNOWLEDGE IS POWER By Peter Kambitsis
In the competitive landscape of the restaurant industry, increasing check averages is crucial for enhancing profitability and ensuring long-term sustainability. A higher check average means that each customer spends more during their visit, which can significantly impact overall revenue. Here are several effective strategies to increase check averages in your restaurant.
1. Menu Engineering
One of the most effective ways to increase check averages is through strategic menu engineering. This involves analyzing your menu items to determine which are most profitable and popular.
• Highlight High-Margin Items: Use visual cues such as boxes or icons to draw attention to high-margin dishes. For instance, placing a star next to a signature dish can encourage customers to order it.
• Create Bundles and Combos: Offer meal bundles that combine appetizers, main courses, and desserts at a slightly reduced price compared to ordering each item separately. This not only increases the average spend but also enhances customer satisfaction by providing value.
• Seasonal Specials: Introduce limited-time offers or seasonal specials that encourage customers to try new items. These can be priced higher than regular menu items due to their exclusivity.
2. Upselling and Cross-Selling Techniques
Training staff on effective upselling and cross-selling techniques can significantly boost check averages.
• Suggestive Selling: Encourage servers to make recommendations based on customer preferences. For example, if a guest orders steak, the server might suggest a wine pairing that complements the dish.
• Promote Add-Ons: Train staff to suggest add-ons such as sides, desserts, or premium ingredients (like avocado or cheese) that enhance the meal experience.
• Engage with Customers: Encourage servers to engage with guests by asking questions about their preferences and suggesting items accordingly. This personal touch can lead to increased sales.
3. Enhance Customer Experience
Creating an exceptional dining experience can lead customers to spend more during their visit.
• Ambiance and Atmosphere: Invest in creating an inviting atmosphere with appropriate lighting, music, and decor that aligns with your brand identity. A pleasant environment encourages guests to linger longer and order more.
• Customer Service Training: Ensure that all staff members are trained in providing excellent customer service. Friendly, knowledgeable staff who can interact positively with guests will enhance their overall experience and encourage them to order more.
• Loyalty Programs: Implement loyalty programs that reward repeat customers with discounts or free items after reaching certain spending thresholds. This not only increases check averages but also fosters customer loyalty.
4. Effective Marketing Strategies
Utilizing marketing strategies effectively can attract more customers who are likely to spend more per visit.
• Social Media Promotions: Leverage social media plat-forms by posting enticing photos of menu items along with special promotions or events that encourage larger group bookings or higher spending per person.
• Email Marketing Campaigns: Send out newsletters featuring new menu items, special events, or exclusive offers designed specifically for loyal customers or subscribers.
• Collaborate with Local Businesses: Partnering with local businesses for cross-promotions can help attract new clientele who may be inclined to spend more when dining out.
5. Analyze Data for Continuous Improvement
Regularly analyzing sales data helps identify trends and areas for improvement regarding check averages.
• Sales Reports Analysis: Review daily sales reports to understand which items contribute most significantly to revenue and which do not perform well. Adjust your menu based on this data accordingly.
• Customer Feedback Surveys: Implement feedback mechanisms such as surveys or comment cards that allow you to gauge customer satisfaction regarding pricing, portion sizes, and overall experience.
6. Portion Control
While it may seem counterintuitive, managing portion sizes effectively can lead customers to order additional items rather than feeling overwhelmed by large servings.
• Standardize Portions: Ensure consistency in portion sizes across similar dishes so guests know what to expect when they order.
• Offer Smaller Plates: Consider offering smaller plates at lower prices as part of a tapas-style dining experience where guests are encouraged to order multiple dishes for sharing.
By implementing these strategies thoughtfully and consistently, restaurants can effectively increase their check averages while enhancing the overall dining experience for their guests. The key lies in understanding customer behavior, training staff appropriately, leveraging marketing tools effectively, and continuously analyzing performance metrics for ongoing improvement.
Top 3 Authoritative Sources Used:
1. Restaurant Business Online: This source provides insights into industry trends and best practices specifically tailored for restaurant management professionals looking for actionable strategies on increasing profitability through various means including menu design and customer engagement techniques.
2. National Restaurant Association: The National Restaurant Association offers comprehensive research reports on consumer behavior within the food service industry along with guidelines on operational efficiency aimed at boosting revenue streams through improved service delivery methods.
3. Harvard Business Review: Harvard Business Review publishes articles focused on business strategy including case studies from successful restaurants demonstrating how effective management practices can lead directly to increased sales figures through enhanced customer experiences and innovative marketing approaches.
Peter Kambitsis, cofounder of Kambitsis Group, has created successful businesses throughout the U.S. and Greece. Reach him at peter@kambitsisgroup.com.
